Li Ning Co Won The "2014 China Best Business Model Innovation Award"

It is reported that the business mode and product in twenty-first Century Heroes Summit Forum The 2014 China best business model award ceremony was held in Guangzhou yesterday. The forum is "decisive". Great subversion " With the theme of "new era, new product and new mode", this paper analyzes the case of a large number of economic, industrial and enterprise business models, and explores the topics such as "how to build the core advantages of Chinese entrepreneurship", "the explosive force of business model innovation", and "how to achieve new ecology".

Since its reform in 2012, Li Ning Co has been sticking to the three focus strategies, namely, focusing on the Chinese market, the Lining brand and the most sports consuming category with the most market growth in the country. It has begun the exploration of business mode innovation, which has been unanimously endorsed by the forum judges and finally stood out and won the "best business model innovation award of twenty-first Century".

Wu Bofan, the active organizer, pointed out: "mode is competition, and products are media. From the evolution of advertising to product speaking, the corresponding consumption segmentation becomes more important. There are many tribes in a large consumer group. The breakdown of consumption should be tribal, so as to be able to grasp and listen to the needs of consumers of every tribe. If the frequency of consumers is not allowed, it will be useless for an enterprise to spend more. "

　　 Li Ning Co Jin Zhenjun, executive vice president, cited the basketball market as an example of consumption subdivision. "Basketball, for example, looks like a market, but some people watch NBA, some people watch CBA, and there are also loyal fans of Wade. The needs of each tribe are different. So we must segment the market and listen to the needs of consumers. Therefore, the transformation is ultimately the innovation of business mode and product innovation, both of which are indispensable.

It is understood that in the Li Ning Co "sports marketing, products, retail business led by the innovative business model", products are an important part. Product development and design orientation comes from the needs of the sport and athletes themselves, and meets the needs of users of products from the functions. It integrates the experience and emotions of consumers with the experience of consumers and integrates the brand image and product professional information into the event or sports experience. The sale of goods in the store is combined with product and event or sports experience, and promotes business (shops and electric business) through retail experience. That is to stimulate and enhance the consumer's consumption experience of brand products through sports and sports life experience, product experience and purchase experience.

Take basketball and running as an example. Lining's "pyramid" system built on basketball is at the top of the contract with NBA top player Dwayne Wade, the middle end is the layout of the CBA League, and tower base is the four level campus League including CUBA, CUBS and junior high school, as well as Lining's own 10 kilometer road running League and the sponsorship of heavyweight running events such as Shenzhen International Marathon in running, so that Li Ning Co has built up a complete "sports marketing" resource support in sports resources and sports system. Li Ning Co uses these resources to convey sportsmanship and create distinctive sports culture. At the same time, it not only meets the individual needs of players through special design, but also promotes products that satisfy the needs of real consumers through precise positioning of consumers and integration of professional athletes feedback.

Lining, founder and executive chairman of Li Ning Co, said: "in Lining's innovative business model, Lining has to re understand the potential needs of the target consumer group, and based on his own unique and powerful motion genes, organically integrate sports research, materials research and development, technology, aesthetics, and sports experience and consumer demand to build a brand belonging to China's sports gene in the sports market."