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Why Is Lining Not The Rival Of Nike And Adidas?

2014/6/30 23:10:00 30

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gymnast Lining became a Chinese hero in 1984, when he won 6 medals at the Losangeles Olympic Games. The Olympic Games were the first summer Olympic Games in New China after a lapse of 32 years. 
 by 1990, Lining founded his own sportswear enterprise Li Ning Co (Li-Ning). Li Ning Co was a blockbuster. In 1999, its revenue in China amounted to 700 million yuan, more than two times that of Nike (Nike) and Adidas (Adidas). The revenues of the two companies in China were 300 million yuan and 100 million yuan respectively. 
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The consumption power of the middle class consumers in China is increasing. They also favor foreign brands, plus the popularity of basketball and soccer in China (Nike's main basketball related products and Adidas's main soccer related products), which makes Nike and Adidas sales in China surpass Li Ning Co. P 
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 initially, the target market overlap between Li Ning Co and foreign competitors was very low. Li Ning Co sells mass market casual wear. Nike and Adidas sell professional standard sportswear. Li Ning Co is the market leader of China's two or three tier cities, Nike and Adidas are the market leaders of Beijing and Shanghai. 
 but in 2001, when China won the right to host the 2008 Olympic Games, Chinese interest in sports reached a new height. Li Ning Co is trying to emulate the marketing strategy of foreign competitors. 
 1, brand ambassador: overseas companies employ star athletes as brand ambassadors, such as Nike signed with American basketball player Michael Jordan (MichaelJordan), Adidas signed a contract with Kobe Bryant (KobeBryant). Nike has also signed with three Chinese sports stars who have been successful in the world. They are hurdler Liu Xiang, tennis champion Li Na and NBA star Yao Ming. 
 because Lining is the most important brand ambassador of Li Ning Co, consumers began to associate Lining brand with gymnastic supplies. 
 2, sponsorship: Nike mainly sponsors basketball activities, and Adidas focuses on football. The Li Ning Co sponsors are traditional Chinese sports strengths, such as diving and gymnastics, but these movements do not appeal to young people as much as football and basketball. 
After the first public offering (IPO) in 2004 (P), Li Ning Co bought the NBA logo and its athletes' rights in marketing and advertising in China. But it only sponsors low profile teams and activities. 
 Lining ignited the torch which marked the opening of the 2008 Beijing Olympic Games, but Adidas won the sponsorship of the Olympic Games, which gave the company the right to provide clothes for the Chinese team. 
 3, logo and slogan: Li Ning Co's "L" brand logo is strikingly similar to Nike's "Swoosh" logo. At the same time, its "everything is possible" (AnythingisPossible) slogan is not much different from Nike's "want to do" (JustDoIt). 
In 2010, in 2010, the Li Ning Co launched a new effort to attract the post-90s generation. But the new slogan, "MaketheChange", has not aroused the enthusiasm of the target audience, and has alienated the old customer base. 
 4, pricing: Lining raised the price in 2010, but the high-end customers found that the quality of Nike and Adidas was still better, while the middle and low end customers chose other cheaper domestic brands. 
 results 
 Li Ning Co has 3373 stores at the end of 2005, and developed into 6245 stores in three years, including new stores opened in the Olympic Games city. Although Li Ning Co's revenue surged 54% in 2008, which surpassed Adidas, the latter went ahead of Li Ning Co in 2010. 
 inflation and slowing economic growth are beginning to affect consumer confidence. In 2011, the overall growth of sportswear sales dropped from 20% in 2010 to 13%. The sales revenue of Nike, Adidas and Li Ning Co in 2011 were 2 billion, 1 billion 700 million and 1 billion 400 million US dollars respectively. In the first half of 2012, sales of Nike and Adidas increased, while sales of Li Ning Co declined. 
 lesson 
 Li Ning Co has not been able to adapt to the development of the market. Its positioning has puzzled consumers. The company's logo and advertising language are too similar to competitors, which makes consumers think it is an imitator. 
 Brand Company must understand its audience and innovate to cater to the changing tastes of consumers. If a brand wants to raise its price, it must improve its quality accordingly.