Analysis Of Li Ning Specialized Strategy - Sports And Leisure Industry - Others - Gas Compressor

What is the brand in the end? The brands are to survive in the market competition

and development the cornerstone of long-term need to maintain the core of enterprise competitiveness, and create a resounding brand, is the dream of every business. CCTV recently held "20005CCTV my favorite Chinese brand" selected activities, "Li Ning" as the only sports brand selected.

World Federation of Sporting Goods, according to the latest survey, "China already has more than 65% of the sports world production share", "China's sports shoe production has reached 80% of world output," and according to incomplete statistics , domestic enterprises occupy the domestic market Bacheng over. But brand experts, analysts pointed out that China now only the world's largest producer of sporting goods, rather than brand power. Such a big country, few take the shot even world-class sports brands, is a lot to regret. Such as Nike, Adidas and other world famous brands, sales of several billion a year, easily tens of millions of dollars of global sports sponsorship, and they are compared to the real situation of domestic enterprises are slightly "thin"! How the Chinese sports brand faces the challenge of the brand bigger and stronger.

After the recent years, the market experienced, national sports brand to catch up, and constantly enhance their professional attributes also sounded a comprehensive "counter" of the horn, to Nike and Adidas, "entrenched" for many years high-end market challenge. Among them, "Li Ning" brand nearly two years of outstanding performance, worthy of attention.

Marketing: resonate with consumers Was said that, a slogan can see a brand connotations. "Anything is possible" slogan, is Li Ning brand in the past 15 years continue to accumulate and improve the crystallization. From the first "China's new generation of hope" to "to leave their wonderful" to "I exercise I exist", "Movement to share the beauty of the world," "excellent, from the character" to present "Anything is possible" Li Ning brand gradually precipitated out of her brand's unique content.

Hard to imagine, in that "anything is possible," the ad would be people unmoved. Because all the children living in the city, have had that familiar childhood sports clips, "Li Ning" in just ten seconds of advertising, there is no brilliant picture, not exaggerated modification, but the most realistic picture, depicts the period of childhood memories, to convey the concept of sport is everywhere, which leads to "anything is possible," the sporting spirit. This is a breakthrough company Li Ning, not praise it's how creative advertising, but rather through brand positioning, re-brand itself as a kind of cognitive value of the highly committed, "Li Ning" provides absolutely not just sports supplies, but convey a belief in life, quality of life and ideological level.

"Everything is possible," need a lot of things to support, and more consumers want to feel and understand the real meaning of this statement can not be limited to a group, homogenization of modern society seriously, accidentally, can be replaced by your competitors, your target audience to give people a reason to let them know you exist, attract their attention, bring your brand to understand the concept, and finally choose your products, and they are willing to pay for production. For example, the "Li Ning" sponsored by the College 3 on 3 basketball, the game system and "Anything is possible," the brand positioning is very appropriate, that "refuses to accept the singles out" the slogan of the competition arrangements during the first 8 minutes, 3 team battle to 3 dozen, and the remaining 2 minutes each team selected the strongest person singled, scoring twice and singled link is, even if the team competition came from behind, may also be recouped in one to one in the past. The competition system will be "Anything is possible" interpretation of the most vividly, the events of war spread across Beijing, Shanghai, Guangzhou, Tianjin, Harbin and Nanjing, and Hangzhou, Chengdu, Wuhan and other cities in the national congress, fought in 120 university events, a total of 2536 team, thousand college students, conducted more than 5300 field trials of strength, be warmly welcomed by students at school, college students, after all, is Li Ning is now more important consumer group. The activities of this kind of real events more effectively than simple sponsorship. Not only strengthen brand affinity and awareness, and increased communication between brands and consumers face to face opportunity to truly touch their hearts. Compared to other domestic sports brand, simply use the "star + advertising" in the practice of marketing model to develop the market, "Li Ning" organizations on campus activities, to establish direct communication with the consumer, many wisely.

Sports Marketing: carefully constructed system engineering

Major sporting events is the brand "Central Plains" of the battlefield, whether physical or non-brand sports brand, have sought to use sport that gives passion, energy, fashion, health, vitality, spirit and courage to fight the non-competitive sports certainty, intertwined with the unique charm, to create brand image. But sports marketing needs of enterprise's own combination of features and sports events, the brand positioning, corporate culture, management style and sporting events linked to whether appropriate and whether it can really reflect the value of the brand have decided the success of sports marketing.

by: gaga

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