What experience does Li Ning have in brand building?

Don't be Nike in China, be Li Ning in the world. "

As a local enterprise that has just joined the world market, domineering is inevitable. However, when Li Ning put the achievements of rapid development in recent years and the communication measures in front of everyone, he still said this sentence with some confidence.

15 years ago, Li Ning entered the business world as a successful athlete and named a sporting goods kingdom after himself. In the early days, Li Ning's personal fame really helped the company to enter the market quickly. The rapid growth quickly intensified the fierce competition. Strong international brands all want to squeeze out this local brand with their own strength, while other domestic capital is gradually entering the sporting goods industry. In the crack of internal support and external attack, Li Ning soon understood a truth: without the grandeur of sports, there would be no market for sports-related products. To cultivate the market, we must first stand on the holy bed of sports that makes sports fans all over the world cheer and shout, otherwise the market of sporting goods will become a castle in the air if we talk about it in the traditional marketing environment. As a result, Li Ning stepped forward and entered the field of sports marketing. Sponsor the Olympics to go abroad.

1992 During the Barcelona Olympic Games, Li Ning was selected as the supplier of special award-winning equipment for the China sports delegation, thus ending the embarrassing history of China athletes wearing foreign sports brand clothes at the Olympic Games. Since then, Li Ning Company has been a sponsor of China sports delegation in every Olympic Games. The sponsorship of sports events enables Li Ning to compete with international brands in the market. When the younger generation in China, who is also the main consumer of sporting goods, found that the original local brands can stand at the peak of China's sports career and compete with the world's powerful sports brands, in their minds, the stereotype that only foreign brands are Chun Xue began to slowly disintegrate. Li Ning not only did a very beautiful job in the Olympic Games, but also used a series of related communication support to combine the benefits and brands of this world-famous event to the maximum extent. During the 28th Athens Olympic Games, the advertisements of Li Ning Company focused on the heartbeat of the champion athletes before the competition, which had a great visual and auditory impact. During the Olympic Games, advertisements continued to be released. Later, in the TV audience surveys in Guangzhou, Beijing, Shanghai and other big cities, the advertisement that impressed the audience the most was Li Ning.

Also at the Athens Olympic Games, there was a dramatic scene, which I believe everyone will not forget. In the men's basketball field, in the first group match between Spain and China, the men's basketball team in China wore Nike jerseys, while the men's basketball team in Spain, including Pau Gasol of Memphis Grizzlies in NBA, wore professional basketball equipment of Li Ning in China. Among the players in the China Men's Basketball Team, there are also four signing players of Li Ning basketball brand, namely, Guo Shiqiang, Zhang and Zhang. They also played in Li Ning's first pair of professional basketball shoes. Two sportswear brands met unexpectedly and joined hands in the world arena, which became a classic scene of Chinese and foreign sports brands competing in the same field at last year's Olympic Games. It is believed that this game will not only bring basketball to the audience in China, but also be a surprise for national brands to compete with international brands.

However, this is not the first step for Li Ning brand to enter the international market. As early as the 2000 Sydney Olympic Games, Li Ning successfully sponsored the full set of training and competition equipment of the French gymnastics team, which became the first international appearance of Li Ning brand. In 2002 14 World Women's Basketball Championship, Li Ning joined hands with Spain to become a sponsor of the Spanish Women's Basketball Competition. Later, Li Ning Company successfully signed an agreement with the Spanish Basketball Association and became the designated sports equipment sponsor of the Spanish national men's and women's basketball team from 2004 to 2008. Focus on technology to enhance brand.

A good marketing strategy must be truly applied and thoroughly implemented, otherwise it may exist in name only and even affect the overall situation. Li Ning naturally knows the truth. At the same time as the marketing strategy, the "brand internationalization process" began from 1999. First of all, in February of the same year, Li Ning cooperated with German SAP Company to establish an advanced ERP system (Enterprise Resource Planning) that is synchronized with the international market. A year later, Li Ning expanded its franchise in nine European countries, including Spain, Greece and France. 200 1, the first overseas image shop of Li Ning Company was established in Santander, Spain. In the same year, Li Ning signed contracts with top fashion designers from France and Italy, and fashion design began to catch up with international trends. ...

There is a special and key factor hidden in sportswear industry, that is technology. If the stadium has realized sports marketing, then technology has played a role in consolidating sports marketing. Different from casual sportswear, the charm of sports products lies in their strong professionalism. The marketing strategy of some international brands is to focus on a certain sports field, and use science and technology to bring professionalism into full play to the powerful advantage of near monopoly, thus playing the role of dripping water and wearing stones. Sometimes, a product can drive the overall development of the brand. Classic cases are like basketball series to Nike and football series to Adidas.

In this regard, Li Ning seems to be a little late and has lost the right to speak in the field of mass sports. But the development of a brand can't be invincible at every step. When the marketing staff expressed regret for this, Li Ning also showed us his efforts-signing Li Tie, a national football player, and launching the "Iron Series" of professional football shoes; Signed a contract with Jiao Jian, a player of the national basketball team, to launch professional basketball shoes; And the professional running shoes listed this year. Inject technology into the product field, enhance the professionalism of sports products, and at the same time, products and marketing go hand in hand. This not only shows Li Ning's strength and determination to penetrate into the field of professional sports, but also opens up more development space for Li Ning's sports marketing. Join hands with giants to create a better future.

In 2005, Li Ning Company carried out two major strategic actions. First of all, at the beginning of the year, we signed a marketing cooperation agreement with the American Professional Basketball Association (NBA) to enter the vast world of professional sports marketing. Therefore, Li Ning will have the right to use NBA players and competitions to promote its brand in Chinese mainland's marketing activities, and the NBA will also use Li Ning's market leading position in second-and third-tier cities in China to radiate its influence to small and medium-sized cities in China. For Li Ning, this strategy is undoubtedly a powerful blow to build an international brand and highlight its appeal. As you can imagine, when basketball fans all over the world look up to the magical NBA events that they regard as pilgrims, the first thing that comes into sight is not Nike or Adidas, but their familiar or unfamiliar Li Ning LOGO. Such a scene is enough to make every scholar or expert committed to sports marketing in China feel gratified.

Li Ning's second big move this year is that Li Ning officially formed a strategic partnership with Netease Sports Channel (sports. 163.com). One is the leading brand in the domestic sporting goods industry, and the other is the media that has gained a strong position in the leading domestic portals with its strong technical advantages and diversified services. This strong alliance is called a model of resource integration and complementary advantages by people in the industry. The cooperation between the two parties is not only to rename Netease's existing sports channel as "Li Ning Netease Sports Channel", but also to cooperate in market activities, marketing resources and corporate culture, aiming at establishing a more professional and comprehensive sports news information exchange platform. Although it is a combination with sports media, it also belongs to the horizontal development of Li Ning in the field of sports marketing, and it is the first operation in domestic sports marketing. With the help of fast interactive new media, Li Ning seems to be introducing sports marketing into the category of network marketing, and looking for the combination of the two to play the best role.

Netease has a saying that "the power of gathering people online", and Li Ning also has a saying that "anything is possible". The author has the same admiration and expectation for the enterprise spirit and humanistic concept advocated by these two sentences. I wonder what surprises Li Ning's next marketing strategy will present to the public?