Lining: Classic Marketing By Harvard

The battle of tactics: starting point: Adidas contributed 1 billion 300 million of Lining's loss of sponsorship power: sponsoring CCTV Olympic Channel's cheating and exchanging accelerator: Heroic strategy final results: a survey shows that in the sports apparel industry, up to 37.4% of respondents believe that Lining is the sponsor of the Beijing Olympic Games, while the true Olympic sponsor Adidas's recognition rate is only 22.8% Lining, which makes Adidas very depressed.

"When Lining tells about his non Olympic marketing strategy, all enterprises in the world who do not qualify for Olympic sponsorship should listen to their ears."

As a non Olympic sponsor, Lining's Olympic marketing plan has been cited by Harvard University as a classic marketing case.

A survey on the eve of the Olympic Games showed that up to 37.4% of the sports apparel industry considered Lining to be a sponsor of the Beijing Olympic Games, while the real Olympic sponsor Adidas had a cognitive rate of only 22.8%.

A chance to give up. In January 3, 2007, faced with 1 billion 300 million of Adidas, Lining lost.

This is undoubtedly a heavy blow for Lining.

Lining has sponsored the Chinese Olympic team's award equipment since 1992. During the 2000 Sydney Olympic Games, the Chinese dragon motif and the natural inspired butterfly shoes were honored by the journalists who took part in the Olympic Games.

Competing for the defeat of Olympic sponsors means that it is hard to win the Olympic Games in Beijing.

But this is a wrestling strength.

If the rumor is true, Adidas's 1 billion 300 million yuan is the last bid price, which is more than 4 times the net profit of Li Ning Co in 2006. Giving up is really a surprise.

Zhang Zhiyong, Li Ning Co CEO, said, "spending more money than Adidas and Nike?

That's impossible. "

Of course, no one believes that Lining will give up the Olympic Games, including the victory of Adidas, because it believes that Lining's Chinese enterprise urgently needs to show itself more at the Olympic Games held at home.

Zhang Zhiyong also said the other half, "but it doesn't matter. We have ideas -- and they are good ideas."

To sponsor CCTV: the curve saved the country 24 years ago in the Losangeles Olympic Games, Fuji became the Olympic sponsor at that time.

Its rival Kodak, through sponsoring the US ABC television network, has made it possible to share the same opportunities with its rivals on TV.

This is a classic case in the history of Olympic Games.

Lining must be aware of the case.

Only three days later, Lining signed a two-year agreement with CCTV sports channel. The hosts and reporters who broadcast programs and events in 2007~2008 were required to dress in Lining's clothing when they appeared.

This means that during the Olympic Games in Beijing, as long as the CCTV sports channel is opened, Lining's Logo will be reflected in the audience's eyes.

Although this agreement was eventually suspended because of the protest of Adidas in June 2008.

But for a year and a half, Lining's image has been closely linked with the CCTV Olympic Channel.

By the end of 2007, in a TV interview program, the moderator allowed the guests to vote. 50% of the guests thought it was Lining, not Adidas, who sponsored the Beijing Olympics.

The heroic strategy: the classic marketing of Harvard's sponsorship of CCTV's "edge ball" is obviously not the main direction of Lining's Olympic marketing.

After a week of signing with CCTV, Lining signed an agreement with the Argentina Basketball Association, and then signed a world champion team, Athens Olympic champion Argentina men's basketball team.

Plus the Spanish men's basketball team signed with Lining before, which means that the men's basketball team, which is very concerned about the event, has a very high chance to stand on the podium on Lining's robe. After that, the Swedish Olympic team and Sultan track and field team have joined the Lining international column.

On the other hand, a brilliant Lining China delegation was also set up at the same time, including the Chinese shooting team, diving team, table tennis team and gymnastics team.

Predictably, at the 2008 Olympic Games, nearly half of China's winning athletes will wear the Li Ning Co equipment to the podium.

Lining is a small company with limited budgets and therefore needs to take some ingenious measures.

Zhang Zhiyong said.

The way to sponsor sports teams is only a small part of these ingenious devices. Lining's grand plan is called heroic strategy.

Including hero team, hero gesture and hero return.

The most unique part of this strategy is the heroic gesture plan, which is regarded as the "experience marketing" model by marketing experts. The gesture with the first letter "L" of Lining represents a group of words beginning with the English letter "L": Luck (lucky), Love (love).

"Such words are easy for people to produce unusual enthusiasm, so they are willing to fight and struggle."

Some people think that this "L" gesture may even replace the "V" as a symbol of the victory of the Beijing Olympic Games.

The Olympic Games have not yet begun. Lining's heroic strategy has been successful. Even Harvard Business School has been regarded as a classic case. "The development story of a Chinese national brand can be selected as a case, especially the textbook of Harvard Business School, which is very proud."

Professor Wang Gao, School of economics and management, Tsinghua University said.

On the morning of August 5, 2008, Lining held an exhibition of design concept, named Ning Ning, in Beijing headquarters.

It shows four Chinese "Table Tennis Masters" of table tennis, diving, gymnastics and shooting. The biggest selling point of this dress is its 18K gold medal zipper head with the names of the competitors.