Lining Uses Chinese Elements To Internationalize The Global Market.

To promote the internationalization of the market with brand internationalization and to highlight the market image with oriental elements, Lining brand has embark on a unique brand internationalization route in the past ten years. Even if American basketball player Kobe Bryant cheers every time he makes a "Nike" Logo arc dunk, it will not affect the flashing of the "Lining" sign on Paul Gasol's Jersey. In the 2008 World Olympic Games men's basketball finals, the American dream team and the fifteenth World Championship defending champion Spain's men's basketball team carried out a wonderful duel. With the striking sign of the Spanish men's basketball team, the "Lining" brand appeared in the eyes of more consumers. Sponsoring Shang Lining sporting goods Co., Ltd. (hereinafter referred to as the "Li Ning Co") also became the focus of attention. Eight Point. The Spanish team finally entered the Olympic Games men's basketball runner up position, and the second team Argentina team members also wore the "Lining" brand Jersey to carry out the Olympic Games. The Olympic Games, which has billions of spectators in the world, has become a battleground for all major businesses. This competition is praised as a successful marketing strategy of 42 brands of Chinese brand, and is also the most influential international marketing of Chinese enterprises in sports marketing. Lining's success also shows that China's local brands are more proficient in global marketing, and at the same time, it means that Chinese brands are able to grab resources and enhance their ability to use themselves globally. To promote the internationalization of the market with brand internationalization and to highlight the market image with oriental elements, Lining brand has embark on a unique brand internationalization route in the past ten years. As early as 1998, Li Ning Co started the efforts of brand internationalization. Through a series of groping, Li Ning Co's brand internationalization road has its own unique characteristics and support. Li Ning Co's first attempt at internationalization stems from a business crisis. In 1997, Li Ning Co has been established for 8 years, and has won the first place in the domestic industry. In those days, the Asian financial turmoil affected the performance. Li Ning Co realized that multinational corporations had strong ability to resist regional economic crisis, so they began to test the international market. At that time, local enterprises rarely had successful international experience for reference, but as a world champion, Lining's own advantages were highlighted at this time. He had participated in sports competitions countless times in the world, with the international vision of domestic entrepreneurs at that time. In 1999, Li Ning Co set up the international trade department. In August of that year, the group participated in the ISPO Sporting Goods Fair held in Munich, Germany. In addition to setting up an international brand image, one of the main purposes was to contact overseas distributors in order to fight for the European market. Then, Li Ning Co hired first-class designers, print masters and professional development management personnel from Italy, France and Korea to enhance market research and design and development capabilities. Since then, the "Lining" series of products, from T-shirts to sports backpacks, has injected a more lively style. In 2001, the company began to sponsor foreign sports teams. In addition to the Chinese delegation, the Li Ning Co also sponsored France, Spain and other delegations in the World Gymnastics Championships held in November. In addition, Li Ning Co sponsored countries in various competitions include Italy, Czech and so on, covering football, basketball, gymnastics and other sports. These sponsorship obviously led Lining's ultimate goal: market internationalization. Li Ning Co has opened a franchise system overseas, and the "Lining" brand has entered the international market. In 2000, "Lining" has developed its own franchisee in 9 European countries, including Spain, Greece and France. Lining himself has offered great hope to the international market for "salty fish turn over". However, innovation does not always bring benefits. To Lining's surprise, in fact, the overall effect of the initial intensive international action is not satisfactory. International efforts did not allow Li Ning Co to get the momentum of "1 billion yuan sales mark". Just before the internationalization of Li Ning Co was advancing, competition in domestic industry became grim. However, this coming too early internationalization is not entirely without benefit. Li Ning Co and Germany SAP have established cooperative relations, and established a standardized international management system, such as advanced ERP system and internal equity arrangement. A more standardized management framework has been left to Li Ning Co. The idea of internationalization has also enabled the Li Ning Co to get a group of smart airborne troops from multinational enterprises, so as to make good personnel reserves for Lining's next development. First, build an international brand, and then expand the international market. After Li Ning Co basically gave up internationalization and focused on the domestic market, in 2003, Li Ning Co quietly crossed the threshold of "1 billion yuan sales"; in 2004, Li Ning Co went public. After that, Li Ning Co tried to internationalize again. And shrinking the overseas market has become an important factor in the key turning point of Li Ning Co on the road of internationalization. It is not easy for some companies to shrink the international front. Li Dongsheng, after 3 years of buying the Thomson color TV business enthusiastically, had to admit that this international move was far from successful. When Li Ning Co encountered this problem, the "China created" rather than "made in China" enterprises showed advantages. Due to the fact that the cost of fixed assets is not high, Li Ning Co soon reduced its efforts to expand overseas markets and invest in overseas markets. The effect is obvious. In the first half of 2005, the earnings of Li Ning Co listed in the international market were only 1.3%, compared with 2.4% in the same period in 2004. (Li Ning Co) 2006 annual report shows that in 2006, sales in the international market accounted for only 1.1% of the total turnover. From this we can see that Li Ning Co has basically abandoned overseas efforts to expand its sales business, instead of fighting for the domestic market. This is undoubtedly a wise move. In 2005, Li Ning Co decided to "build an international brand first, and then expand the international market". Zhang Zhiyong, a company CEO, said: "this approach is different from other Chinese enterprises' low price dumping methods. We hope to increase the added value of the brand first." In 2002, he was only 36 when he was ordered to serve as Li Ning Co CEO. At the beginning of 2007, Zhang Zhiyong clearly pointed out the company's deep thinking on Internationalization: "if the domestic market can't win the opponent, what will happen to the foreign countries?" Zhang Zhiyong said that if Li Ning Co wants to really go out, the core competitiveness in product innovation and brand marketing must be strengthened, and the financial situation must be better. "China is a highly internationalized market, to a certain extent, China is the world, and the local market is always our most important market." In order to complete the new brand internationalization road, Li Ning Co has made a lot of cooperation from marketing, product development and innovation, brand promotion and so on, and its market effect is very obvious. From a global perspective, there are two business models in the sporting goods industry. One is the retailer brand model. These representatives are Gap (USA) and Decathlon (Europe). Their key capabilities are position control and supply chain management. The other is to build brand models, such as Nike, Adidas and so on. Its key capability is product and brand innovation. They acquire the market by giving product cultural connotations and product design. The "Lining" brand belongs to the latter mode. It mimics Nike's model from the beginning of its creation. It is a "light asset" company that does not engage in production, but mainly operates and sells its brand. It is a standard Brand Company. According to the characteristics of this industry, Li Ning Co's product promotion and sales need to be attached to certain sports items. Li Ning Co mainly concentrates on athletic sports such as basketball and football in sports. From the internationalization of Li Ning Co basketball projects, we can see that the internationalization of brands is a coherent behavior, and the use of international resources is the most critical. The "golden" rotation of basketball "we are an international company, looking for opportunities from international resources." Zhang Zhiyong realized this, and "Lining" had something to do. He had to take a distant view. At this time, the hot NBA basketball tournament entered the line of vision of the Li Ning Co, and basketball has become one of the fastest growing sports products markets in the world. Competition has long been in the Chinese market: Reebok has signed Yao Ming and Nike has signed a contract with Chinese basketball star Yi Jianlian. Analysts believe he will become the next Yao Ming. Nike invites top NBA stars to visit China with resources advantages. At home, Anta signed CBA. At this time, Lining carried out many international practices. January 2005. Li Ning Co and NBA signed as "NBA official market partners". In Zhang Zhiyong's view, NBA is a strong bridge and a road leading to the unknown basketball empire. On the "NBA bridge", Lining soon found his own international superstar spokesman ONeil. Because Li Ning Co did not have much international resources accumulation at the initial stage of internationalization, Li Ning Co chose O'neal. In the case of limited resources, it is the most influential player to sign the contract. In addition to O'neal, Lining signed two NBA stars, Cavaliers defender Damon Jones and Rockets forward Chuck Hayes in 2005. Hayes is Yao Ming's teammate, as long as there is Yao Ming's competition, the Chinese audience's attention will increase, Hayes's "Lining" logo will appear more in the Chinese audience's vision. In addition to signing international stars, Lining needs more positive international initiatives. Because the Olympic Games that Lining is concerned about is coming. This will be another great opportunity for internationalization. The best opportunity. In September 2006, Lining won an unexpected victory: the Spanish men's basketball team, wearing the "Lining" robe, first entered the final of the men's Basketball World Championships, and unexpectedly defeated the European champion Greece. The dark horse of the Spanish national basketball team has become the world champion. In a rational way, the sponsor "Lining" has also become the biggest commercial winner in the men's Basketball World Championships. Li Ning Co has also become the first Chinese enterprise to sponsor basketball world champion. As early as 2004, the Li Ning Co signed a 4 year contract with Spain's men's basketball team, which is not well-known enough. The industry estimates that Li Ning Co's sponsorship contract costs will not be too high. Li Ning Co said: "this is a very eyed and very cost-effective business." At the 2008 Olympic Games, the Spanish blue man once again gave Li Ning Co a huge chance of brand exposure. This team was stubborn in the final of the men's Basketball Championship of the eight team of the American dream team, and won the second Olympic Games. In addition, in the Olympic Games, the third Argentina men's basketball team and the American table tennis team were all dressed in Lining's robes. Besides sponsorship, Li Ning Co is playing the "non Olympic marketing" brand in China. From January 1, 2007 to December 31, 2008, all the reporters on CCTV sports channel are wearing products provided by Li Ning Co. With many years of cooperation, Li Ning Co has expanded its influence through the strong influence of CCTV in China. Li Ning Co also sponsored four Olympic gold medal dream teams: shooting, gymnastics, diving and table tennis. The four teams, too, have won many medals and won many medals, allowing the Chinese team and their Lining logo to "show their faces" before the world's televisions. These international sports resources enable Li Ning Co to get a good brand exposure effect. The internationalization of its brand has been greatly promoted. It is the Chinese market to appeal to the global market with Chinese elements. In this market, the "Lining" brand is faced with such a group of consumers: they use MSN, QQ and other instant messaging tools to watch YouTube, and use Google Earth to find maps; they may be fans of Han Han or Guo Jingming. They are familiar with NBA stars. They discuss their collection of sports shoes on the Internet and European and American "sneakers". They have grown up with the Internet. They know they are unique, and they need unique styles. If they can't do it, they hope that product packaging will help them do it. In 2000, Nike took the lead in the industry to emphasize that sporting goods should not only satisfy the professional needs of consumers who are not injured in sports, but also be the choice of popular fashion and leisure. Sporting goods have become a fashion for people to show fashion outside the stadium. Fashion is gradually changing the rules of the sports industry. From the end of 2005 to the beginning of 2006