Lining'S Dream: The Effectiveness Of Building The Pyramid System

In recent years, the achievements of the triple balls in the international arena have declined, especially the Chinese men's basketball team, which has always dominated Asia, has almost the worst record in Asia for two consecutive years.

Where is the Chinese basketball road? It has become an overwhelming number of people who care about supporting the development of Chinese basketball.

Topic.

We should enhance the professionalism of the league, increase the training of young reserve talents, let sports return to education, and vigorously develop campus basketball.

The voice of all parties in the group is crucial.

Before this discussion, there was a company that had already done many efforts in accordance with this idea. Li Ning Co as the official strategic partner of China's men's basketball professional league and College Basketball League, college Super Basketball League, and junior high school basketball league four level campus League, has long been "bound" with Chinese basketball through this way, and has been "blood pfusion" for Chinese basketball.

So what prompted Li Ning Co to take the lead in making such strategic decisions?

Champion pursuit: create the most professional basketball brand

In October 2012,

The company announces a conference with NBA superstar Dewayne Wade. The founder of the company, Mr. Lining, who is known as the "Prince of gymnastics", has made public statements in an interview with the media. Li Ning Co wants to build the most professional basketball brand.

Then, in November, the 2012-2013 season CBA League Conference, Li Ning Co debut for the League official strategic partnership, in the face of media questioning, Mr. Lining once again reiterated this goal.

There is no doubt that China's massive basketball players, good mass foundation, widespread popularity and participation have brought a huge and broad prospect for the market. This is also the reason why Lining brand takes basketball as one of the focus categories in the essence of the return movement, focusing on the Chinese market, focusing on sporting goods business and focusing on the five core sports categories.

And the goal is to become the most professional basketball brand. Naturally, it is inextricably linked to the champion spirit of Lining, the founder of Mr. Lining.

Choosing to create the most professional basketball brand means that Lining will discard the homogenization of basketball products in the most basic and core competitiveness, and strive to meet the growing demand of Chinese consumers for higher functional, technological and fashion sense.

Of course, this determination also stems from the 21 years since the founding of Lining brand in the field of professional basketball, and the insistence on independent research and development of core technology.

Since the launch of the first professional basketball shoes in 1993, the Li Ning Co has continuously launched Cushion, Bounse, Li Ninggong, Lining arc, Li Ninghuan bow, Li Ningyun and other technology platforms, and has made significant breakthroughs in two aspects of structural damping and material damping. It has accumulated good reputation in the industry and quite a few consumers.

And the flying shoes, such as feathers, sword feathers, Banpo, blue and white porcelain and other Chinese elements, have launched the classic shoe of the NBA arena, which has continuously launched the 8 generation of domestic flagship and other popular shoes, and has laid a solid foundation for building the most professional basketball brand.

Lining brand clearly positioned high-end, core and basic sporting goods market to better meet the special needs of Chinese consumers.

Judging from market performance, in recent years, Lining has occupied a higher share of the middle price market in basketball category, and has also been able to cover the high-end market and basic market through strong differentiated value orientation.

Aiming at the main basketball consumption group in China, 14-28 years old, Lining can not only make use of the local cost advantages, but also provide the right products for the consumers who pursue cost-effective, and they can also attract the professional high quality consumers to purchase high-end products with excellent design and performance.

In order to serve such differentiated value orientation, Lining chose the Pyramid mode in the allocation of basketball sponsorship resources.

Whether it was O'neal or Wade today, the Li Ning Co has been testing and challenging itself. The most glaring star in the world's highest level basketball tournament is the highest stage that professional basketball brands need to conquer, which poses a severe demand for the professionalism of basketball shoes.

Facts have proved that Wade won the third championship in Lining Wade's basketball shoes, which shows that the high-end products of Lining brand have stood the test of the highest level.

Wade signed the two generation of nearly forty signatures for the Chinese consumers in the past two years, which is the same as the Wade competition. The brand has attracted a number of high-end consumers who have purchased the international brand signature basketball shoes with high price for a long time, and has fully satisfied their pursuit of fashion, fashion and professional. It has led the domestic brands to enter the high-end basketball shoes Market in the fashion of.

As for the CBA sponsorship, it is the opportunity to provide professional products for top professional league players in China. 17 clubs and 237 registered players have increased to 20 teams in 14-15 season. The position and professional footballers' data of various positions and positions have produced the most authoritative and direct feedback on products through various situations, which can directly help Lining create the most professional basketball products and create the most professional basketball brand.

More and more League high-level foreign aid initiative to replace Lining equipment, enough to prove that Lining's promotion in this regard.

And the CBA tournament went to more than ten cities across the country, which spread the broad mass base of most provinces. It is also a chance for Li Ning Co to provide professional basketball shoes for its CBA professional league to the general consumers at medium price.

After that, the Li Ning Co officially signed the sponsorship of the Chinese primary and middle school basketball league at the end of 2012. By 2014, it has fully covered the four class basketball league of CUBA, CUBS and junior high school basketball league. In addition to further integration of the competition packaging, it also created a series of students' demand for students, such as the school basketball youth parcels, and the professional basketball equipment with very cost-effective. The professional reputation of the students was also radiated to the core consumer group of 14-28 years old by thousands of team players.

Lining's brand hopes to go deep into the campus in this way and approach young people who are more concerned about the product's function itself, becoming the first pair of professional basketball shoes for children.

Since then, based on Lining's differential value orientation, serving high-end products, core products and basic products, covering the top NBA stars, CBA professional league, all four level campus basketball league pyramid style sponsorship system has been fully formed.

Lining not only mastered most of the Sponsorship Resources of high quality basketball, but also effectively served the core consumers in the domestic market through effective linkage of internal and external resources, so as to provide them with high quality event experience, product experience and retail experience.

Looking back on the way ahead: seeing gold after wave breaking sand

At present, the Lining brand's sponsorship strategy in basketball field is focused on the domestic market, and constantly tamped up the huge Pyramid tower which covers the core consumers. NBA's signing star resources, as the spire, has been continuously enhancing the professional strength of Lining's basketball and ensuring the competitiveness of Lining brand in the high-end market.

Such a model is not overnight. The Li Ning Co has gone through many explorations about the choice between overseas resources and domestic resources.

As early as 2005, Li Ning Co opened its domestic sports brand to become an official NBA market partner.

In 2006, Lining signed with Damon Jones, the Knights of the Cavaliers, and became the first Chinese sports brand to sign the top NBA active players. It also became the first Chinese sports brand to appear in the NBA arena and the first Chinese NBA star to promote active service, and has long supported the basketball teams of Spain and Argentina in the long term.

At home, the Li Ning Co also maintains close cooperation with NBL, U16 young men's basketball and College League matches.

However, to create the most professional basketball brand, it is bound to choose the sponsorship resources that can serve the professional needs. The simple market cooperation has been unable to meet Lining's need to enhance the competitiveness of products with the core of functionality and technology.

Moreover, as a local sports brand based on serving Chinese consumers, in addition to providing high quality and cost-effective products for domestic consumers, relying on various domestic Sponsorship Resources to cultivate domestic basketball culture, providing quality competition experience for consumers is an inevitable choice.

This is also the current mode of Li Ning Co, which is to enhance the professional sports performance and technological innovation strength of Lining basketball equipment by providing services to NBA superstars and domestic professional players, and to create and promote a basketball culture rooted in the mainland through the introduction of rich peripheral products.

The latter has made great progress in the last two seasons of CBA through selling matches, selling special regional cultural design for the Club matches, and introducing fans' cheer products.

Under the guidance of its clear value orientation and reasonable sponsorship strategy, Lining brand continues its adherence to the basketball field and moves towards the goal of realizing the dream of Chinese sports brand basketball.

I hope that the dream of taking root in China will help the Chinese basketball players to return to their peak at an early date.