subject: Li Ning, An Urgent Need To Adjust Strategies To Speed Up The Pace To Enter The International Market [print this page] HC Shoe Network on April 9 hearing, the domestic Sell 5 Super Adidas amount of the first 1% overseas disproportionate share and brand position
Recently, China's largest sports brand Li Ning Annual Report 2009, the company reported its sales rose 25.4% to reach 8.387 billion yuan Renminbi . The Adidas in 2009 in the Greater China sales equivalent to around 7 billion yuan. Thus, Li Ning 5 years in domestic sales for the first time surpass Adidas, upward trend of violent. Adidas
beyond doubt gratifying, however, careful analysis of the data have found that Li Ning, domestic sales accounted for 99% of total sales, while the share of Adidas in China, only about 7.5% of total revenue. Not difficult to see through such a comparison, Li Ning and international brands have a considerable gap.
By Olympic development effort Marketing Since 1993, as a famous Chinese sports brand Li Ning, annual sales growth over 100% in 1996, reached its peak, reached 670 million yuan. However, the high growth ceased suddenly in 1997. After a few years, as multinational companies to enter, and the rise of sports brands in Fujian, Li Ning Company's sales revenue has remained at around 700 million yuan, the market share decreasing. 2003 Nike Success in the Chinese market share than Li Ning, Li Ning in 2004 than it was Adidas, fell to third in the Chinese market. At the same time, Anta , Peak and other domestic-coming brand has pressing harder and harder.
2004 listing in Hong Kong, Li Ning Company to accelerate the pace of development to the year 2007, turnover reached 4.349 billion yuan. Then, grasp the Beijing Li Ning Olympic Games This golden opportunity to play in the marketing of a turnaround. Although before the Olympics, Adidas sky-high price of 13 million yuan will squeeze out offer for 1 billion yuan of Li Ning, an Olympic sponsor, but the fire ceremony, Li Ning himself the excellent performance, allow the company to reverse a marketing fiasco. According to the survey, up to 37% of people mistake Li Ning is a sponsor of the Beijing Olympics. The real sponsor Adidas, only 22% of people know. The results, Li Ning in 2008 reached 6.69 billion yuan revenue, jumped 5 percent. 2009, the Li Ning Company continues the good momentum of the Olympic marketing, sales reached 8.387 billion yuan in domestic sales second only to Nike.
From the first store in 1990, city lights in Beijing opened to the West Side Today, Li Ning has over 7,000 stores across the country. Can be said that Chinese sports brand Li Ning is a worthy boss.
Overseas strategy is conservative Although the Chinese market is international brands compete for treasure, but the status of the domestic sports brand boss inconsistent that Li Ning is now about 99% of the turnover in the domestic market and overseas market, total sales only to Li Ning 1%. The data show that Li Ning embarrassment in the international market weakness.
Early as 1999, Li Ning on the proposed strategy of international development, then the tour took part in the ISPO Sports Expo, ready to campaign in Europe. June 2000, Li Ning won the French gymnastics team beat the Adidas sponsorship of equipment, then again in Spain, Greece, France 9 European countries to expand their franchisees. By 2004, Li Ning products have been sold in 23 countries and regions, but has been slow progress in its overseas markets.
2004, the use of the machines listed in Hong Kong, Li Ning, the company restructured the company's development goals: 2004? 2008, focused on the domestic market, domestic market for the pincer attack from both inside and outside to stand; 2009? 2013, prepared for the International stage, the focus on enhancing international capabilities; 2014? 2018 for the full international stage, when the time is expected to Li Ning, the company will become the world's top 5 sports brands, will share in the international market will account for more than 20% of overall sales.
Li Ning, An Urgent Need To Adjust Strategies To Speed Up The Pace To Enter The International Market
