Sports Shoes Brand Camp Metamorphosis In Twenty Years (Two)

2007 "

"Every enterprise in our daily life sharpens our heads and wants to become a leader. We should seize the initiative and break through."

Xu Zhihua said no secret.

In fact, in recent years, the Jinjiang sports brand has continuously added high value to the brand by sponsoring international teams and events.

"Now, what we need to do is to find differentiation."

Lining has changed LOGO again. This is the sixth time that Li Ning Co has reshaped its brand.

However, the timing of this LOGO change is quite interesting.

Just a few months ago,

Lining and Nike,

Lining finally surpassed Adidas.

Whether Lining really surpasses Adidas and Nike in real sense is still too early.

Embarrassment of being surpassed

After retiring in 1989, Lining, the gymnast prince, joined the Jianlibao group in Guangdong and founded the "Lining" sporting goods brand.

In 1991, Jianlibao invested 16 million yuan. The Guangdong Lining sporting goods company was formally established and was responsible for the operation of Lining brand sportswear and sports shoes independently.

Li Ning Co has also created the leading brand of sporting goods in China.

Lining, the best Chinese athlete, was also very successful at the beginning of his business.

In 1996, Li Ning Co set a record of 670 million yuan.

However, all good days ended in 2003.

Lining, who has been in the lead for 9 years in China, has been robbed by Nike, which has been intensively cultivated in China for 28 years.

In second years, Adidas also surpassed Lining in second place.

"Their market share in China was very low, but they passed us from 2000 to 2004."

It is embarrassing for Zhang Zhiyong, CEO of Li Ning Co, to be quickly surpassed.

"Our management deeply memorize that experience."

In fact, in 1999, when Lining achieved annual sales of 700 million yuan in China, the annual sales volume of Nike in China was only 300 million yuan, while Adidas only had 100 million yuan.

Although the base is very low, since 1999, the growth rate of Nike and Adidas in China has far exceeded that of Li Ning Co.

This led Lining to redefine the company strategy from the perspective of brand.

In the second half of 2003, Lining launched another round of brand new changes.

Lining, who lingered in the low and middle end of the mass sports market for a long time, decided to shift his focus to the high-end sporting goods market.

Lining's positive confrontation with Nike and Adidas in the high-end market was officially unveiled.

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Killing the high-end market

Zhang Zhiyong disclosed that in 2004,

The most intense competition of sports brand is two aspects: one is sports marketing, the other is price strategy. Two

In terms of price, Lining's action is quite simple.

In 2004, Lining began to throw away the original 270 yuan, 280 yuan mainstream price segment products, moved to more than 350 yuan price, and Nike and Adidas mainstream price segment only 50 yuan difference.

In sports marketing, from 2003 to 2006, Lining became a sponsor of the Chinese men's basketball team, the Spanish men's basketball team and the Sultan track and field team.

As we all know, basketball court is the world of Nike, while soccer field is Adidas's world.

If the above is only Lining's "exploratory action", then the 2008 Beijing Olympic Games is undoubtedly the first confrontation between the two giants of Lining, Nike and Adidas, and the most intense one.

The three sides feel the strong pressure from all sides.

At that time, the three sides focused their attention on the Olympic sponsorship market.

Adidas and Nike have also invested a lot of money for this.

It is estimated that Adidas has paid about $80 million to $100 million for the official sponsor of the Olympic Games in cash and in kind, and Nike has also sponsored China's multiple Olympic teams.

After losing the sponsorship power due to insufficient financial resources against Adidas, Li Ning Co sponsors five central banks and successfully intervenes.

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The rush to edge ball quickly aroused the dissatisfaction of Adidas, a genuine sponsor.

In order to safeguard their rights and interests, Adidas set up a separate team to counter recessive marketing with the Beijing Olympic Organizing Committee's anti recessive market department.

Subsequently, the Beijing Olympic Organizing Committee issued the "prevention of Olympic Games hidden market advertising behavior proposal", let the clothes with Lining logo disappeared on CCTV host.

However, Adidas counted tens of thousands of dollars, but it still missed the fact that there was another national hero in the Li Ning Co, that is, Lining himself.

On the opening ceremony of the Beijing Olympic Games, Lining, who carries the torch, lit the torch on behalf of the 1 billion 300 million Chinese.

The whole nation is boiling.

Time seems to freeze in the moment of Lining's "flying Apsaras". Before that, the three party's looting of sponsoring resources suddenly became meaningless.

The industry was once called "the most successful free advertisement in history".

Although Li Ning Co has repeatedly stressed that it is purely Lining's personal behavior, it has nothing to do with the company, but for Nike and Adidas, it was a heavy blow.

Ke Ruijia, director of Olympic marketing at Adidas, said with an acrid interview, "all the torchbearers are dressed in Adidas clothing", but they are not enough to turn the tables.

A survey conducted by market research firm Sheng three has shown that 45% of Chinese consumers mistakenly believe that Li Ning Co is the sponsor of Beijing Olympic Games.

The battle is not divided.

In March 18, 2010,

In the past two weeks, Adidas also released its 2009 global performance report, with a year-on-year turnover of 3.9% to 10 billion 381 million euros.

According to Adidas's earnings report, the Greater China region accounts for 9% of the global turnover.

On the basis of exchange rate factors, in 2009, the turnover in Greater China amounted to 967 million euros.

The media quoted industry analysts as an estimate that the mainland market accounts for about 84% of Adidas's Greater China region's turnover.

According to this calculation, Adidas's sales in the mainland market last year were about 7 billion 300 million yuan, lower than Lining's.

Look at gross profit margins again.

Compared with competitors, Lining's gross profit margin is relatively high and stable, basically maintained at 47%-48%, which is even higher than Adidas's 45.4% in 2009 and Nike's 44.8%.

On the above two sets of data, in 2009, Lining in the Chinese market competition, it can be said that since 2004 for the first time to surpass Adidas.

However, a fact that can not be ignored is that in 2009, Adidas implemented a major organizational change, pforming the original vertical organizational structure into a new framework of cross functional, cross brand (Adidas and Reebok).

The rectifying of the channel led to a decline in Adidas's performance.

According to Adidas CEO Herbert Hainer, because Adidas had a high inventory problem in Greater China in early 2009, the company used "extra means to digest inventory at low profit margins".

That is to say, whether Lining really surpasses the two giants of Adidas and Nike and regain the throne in real sense is still too early to say.

As a result, there was also the scene of June 30th, and the Li Ning Co announced the reshaping of slogans and slogans.

At the same time, Lining adjusted the brand gene, target audience, product positioning, brand connotation and development system.

After the brand is rebuilt, Lining brand will launch a new round of competition with Nike and other international brands in the first tier cities.