Lining Won The " China'S Best Business Model Innovation Award "

Today, "the twenty-first Century business model & product hero Summit Forum and the 2014 China best business model award presentation ceremony" was held in Guangzhou.

With continuous promotion of "sports marketing, product and retail operation led business model" innovation exploration, get "twenty-first Century China"

"By the judges and experts in the industry.

The theme of this forum is "winning the era of great subversion" - "new draught, new products and new models". Through analyzing a large number of economic, industrial and enterprise cases about business model innovation, we will discuss the topics such as "how to create core advantages in Chinese entrepreneurship", "the explosive force of business mode innovation", and "how to make new models to achieve new ecology" and so on, and comprehensively evaluate the business model innovation ability of Chinese enterprises.

Since its pformation 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 domestic market growth space.

And began to explore business model innovation, which was accepted by the forum judges and finally came to the fore.

Wu Bofan, the publisher of the 21 Century Business Review, has highly commented on the business model innovation of Li Ning Co. In the dialogue section of the "extraordinary product theory", he pointed out: "mode is competition, product is the 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. "

On the issue of consumption segmentation, Jin Zhenjun, executive vice chairman of the Li Ning Co who attended the session, cited basketball market as an example. "Basketball, for example, looks like a market, but some of them see 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 pformation is ultimately the innovation of business mode and product innovation, both of which are indispensable.

In Li Ning Co's "innovative business mode dominated by sports marketing, product and retail operation", 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.

At the same time, Li Ning Co set up corresponding professional product exhibition areas in the city shops with strong basketball and running atmosphere, CBA arena, and marathon tracks along the way. These products have made strong sales through e-commerce channels of Lining's official electricity supplier and Tmall flagship store.

Li Ning Co focuses on consumer demand to effectively integrate sports spirit, event service, product understanding and retail experience, so that "camp" and "sales" are closely integrated, and this business mode has effectively promoted business growth of corresponding categories.

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."