Focusing On Sports, Exploring And Innovating Is A Necessary Step For National Brands.

"Chinese story is good, Chinese brand is hard to grow.

More than 20 years ago, I dreamed of building a China.

The ultimate dream is achieved with the state, society and groups. The thickness of the brand needs to be promoted based on the overall level of society, "Lining said.

It is such simple feelings, persistence, dream and perseverance in sports that let Lining become the representative of Chinese sports brand.

"When we were promoting new products in the United States, a young American named David saw the way of Wade on our feet in our hotel. He was very excited and told us that he was very eager to have a pair of Wade's way, but he didn't rush to sell it online, so his colleagues introduced him to the series of basketball shoes made by Wade in the year of the sheep and gave him a pair. He liked it very much and repeatedly said he wanted to show it to his friends.

We are used to Chinese people's admiration for foreign brands, and few foreigners pursue Chinese brands.

But this scene happened in Lining, the Chinese sports brand.

"Wade's way of pouring into our team is a lot of effort, from foot feeling, wrapping, permeability, shock absorption, resilience, protection, stability, soles and other wearable functional technology, and then to the weight of the shoes have done a lot of work, done a lot of professional analysis, we also added Wade family and life information on products, let basketball and life into one."

In the first two months of 2015, the Wade series of new products led to the improvement of overall product sales and achieved a high double-digit growth.

Perhaps double-digit growth is not something worth showing off.

But today's industry is so competitive that the growth of new products gives Lining more confident confidence.

Accept challenges, overcome difficulties, and surpass yourself.

Among the many sports brands in the world, Lining is a rare real sports story.

In 80s, Lining, a well known "gymnastic Prince", founded many sports legend after he founded in 80s, and founded a sporting goods company named after her name.

In an era of scarce economy, Lining stepped the rhythm of the market and successfully established a national brand.

In a sense, the Lining brand is the forerunner of the Chinese sports brand "the first to eat crab", and the innovation and exploration in the past 25 years have never stopped.

At the early stage of its establishment, Lining pioneered the establishment of a franchise marketing system in the whole country, and sponsored Chinese sports delegation to participate in various competitions at home and abroad for many years.

From 2003 to 2009, China's sports consumer goods market grew rapidly, and Lining also chose to go public in 2004. The share price went well and hit a record high of HK $32.

In 2008, Lining sold more than Adidas in mainland China for the first time.

From 2009 to 2009, the annual compound growth rate of Lining's sales revenue was 34.9%, and net profit compound annual growth rate was 50.5%.

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But then, in the background of China's market economy from a scarcity economy to a surplus economy, many sports brands are under pressure.

The industry threshold is low, replicability is strong, stock pressure is high, and homogenization seriously leads to fierce competition. Li Ning Co's performance has started to decline, and its revenue has dropped from about 9000000000 yuan to about 5000000000 yuan in 2013.

Almost all the miscellaneous diseases that a sports brand can meet are placed before Li Ning Co.

To overcome difficulties and surpass ourselves is always the goal pursued by "sports people".

As the torch bearer of the 2008 Olympic Games,

Hanging from the bird's nest, he went down and was wet through, but he still accepted the challenge.

At that time he was 45 years old and retired for 20 years, and his waist was damaged.

Lining, after accepting the challenge, practiced running circles in the nest every night.

It is the spirit of taking responsibility from the sport that has led him to lead a brand that bears the high expectations of consumers, investors, government and employees, and has stood the test of the times.

Focus on Sports second Lining's first year

Faced with changes in the industry, many industrialists admit that not all demand for surplus is satisfied, but that demand is upgrading.

Lining also knows the truth. In the past a sportswear had to have kitchens in the hall, and there were not two kinds of clothes with ordinary clothes.

But now sports demand begins to subdivide, some need functionality, others need practicality, others need culture, and this kind of demand is far from being truly satisfied.

Seeking change has become a top priority for the Lining team.

In 2012, the Li Ning Co proposed to adhere to the three focalization strategy, that is, focus on the Chinese market, focus on the Lining brand and focus on sports, and start the business mode dominated by sports marketing, product and retail operation in the most sports consumption category with the most market growing space in the country. On this basis, the product is divided into five categories: basketball, running, badminton, sports life and training. It strives to upgrade products in the subdivision area, integrate experience and do specialization, so as to break through from the strategy of pure sports sponsorship, and essentially return to the value of sports quality and sports products.

The upgrading of products is the upgrading of all aspects of the upstream and downstream industry chain. From the improvement of the technology level of materials and technology, the internationalization of the design team, the interaction platform of users and the whole process, the digital analysis is introduced into the whole process. The product is truly integrated with the sports items in terms of functionality and professionalism, and the fine elements of sports are integrated into the products. Consumers can enhance their understanding of the connotation of a sport from the product.

In a series of changes, "experience" has become the key word of Lining's "sports marketing" new mode.

In running, Lining skillfully integrated the experience of competitions, product experience and retail experience from running training camp and running activities to organizing his own Lining China 10 km road running League, and then sponsoring the Shenzhen International Marathon race. With professional resources, we helped the public participate in the experience and movement experience of the products, so as to attract consumers to buy sports equipment. In turn, the excellent equipment designed for the runners allowed the public to experience more sports fun.

This is the experience path pursued by Li Ning Co in commercial feedback sports.

If change is established, it will break.

In 2014, Li Ning Co abandoned the 2014-2017 years' strategic cooperation partner of China National Gymnastic Team's sports equipment.

Lining also stressed many times that although it is difficult for him to give up his personal feelings, it is the right choice for the company.

At the same time, gradually discarding the homogenization of business, although these businesses can still bring considerable income, they have an excessive overlap with the casual clothing business, or are inconsistent with the value orientation of Lining's core brand.

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Wade's way, CBA basketball products, the world's top wind diversion, three-dimensional badminton racket technology and strong running shoes and other sports function attributes and the design of fashionable new products have successfully proved that these accumulation and precipitation, the right choice and give up, this is the starting point of Lining brand can be rebuilt brilliantly. In 2015, it will undoubtedly become the first year of Li Ningxin's development.

Seeking the source of innovation industry

Influenced by the changes of China's economic environment, the Li Ning Co has experienced the epitome of traditional industries represented by manufacturing.

For many enterprises, it is difficult to break through to a certain extent after the brand develops to a certain extent.

Companies that have been coming from the past have generally expanded rapidly through the number of shops, rather than really understanding consumer needs, establishing efficient platform for promotion and retail business, and building unique and powerful genetic brands.

It is a question for every enterprise to think deeply about whether the old foundation can stimulate new vitality and convert familiar names to sales volume.

A good image brand also needs to withstand the reality test of the market environment and the change of mass consumption psychology.

In this change, Lining, the leader of the national sports brand, is once again in the forward position.

Lining team innovating in product function design, brand image remolding and marketing communication, following market changes.

Taking the design of Wade series as an example, not only has invited the professional design team and Wade himself, but also has chosen the color scheme to be elected by the general public, the design process has realized the platform opening and everyone participates in the innovation; the company logo has changed to Lining's classic action "Lining cross", also conveys the image of Lining's "born to move", encourages everyone to realize themselves through movement; in the aspect of internal organizational structure, Lining has added a digital system to provide data support and analysis for all aspects of production, development and market, and has launched a digital operation in an all-round way.

Lining once said, "it can't be said that manufacturing is not easy to do. As people's needs become more and more sophisticated, they used to have only one piece of clothing and shoes to play, to run, to play different balls, and to bring a pair of shoes.

But now, people's purchase is more targeted, each sport has its quality requirements, technical requirements, equipment requirements, so in the future, a sports Brand Company should be more closely combined with these sports, which requires the manufacturing enterprises to have a higher level, with more targeted manufacturing to provide goods.

The sporting goods industry still has a lot to do, and so does other industries.

In constant self exploration and adjustment, focusing on sports and innovation is

As the pride of the national sports brand, it has been brilliant and will resplendence again.