Lining's Sponsorship Of CBA Needs More Time.

With the advance of the CBA finals, Lining's "CBA first year" has also entered the summary stage. A few months before the start of the season, when Lining announced that he would become a CBA equipment sponsor, he would invest 2 billion in the development of the league in 5 years. The sensational effect was nothing less than Maddie's joining CBA.

Reporters in an interview with Li Ning Co, they are busy at the end of March to announce the 2012 earnings report, the situation is not optimistic. According to its warning notice issued in December 17th last year, this will be the first loss for Li Ning Co in eight years.

According to the financial report, Li Ning Co revenue in the first half of 2012 was 3 billion 880 million yuan, and net profit fell nearly 85% compared to the same period last year, only 44 million yuan, but this is not only a problem of Li Ning Co, but the whole domestic sporting goods industry is facing a crisis. In the first half of last year, the sales revenue of XTEP in six domestic sports brands increased year by year, but the growth rate was only 1.44%.

　　 " shoes Zi gate incident

After finalizing the cooperation with the CBA League, the preparation time for the Li Ning Co has been very short. However, they still arranged the Olympic champion Lin Dan and Wu Minxia to come to the scene for the opening of the brand platform. At this point, Li Ning Co has not yet thought that when the opening battle started, they faced a huge challenge.

At the end of the first round, the Basketball Association gave tickets to 12 players because they did not wear the shoes of League sponsor Lining. In this regard, the players gave the explanation is that the quality of the shoes is a problem, many years of accumulated sports injuries caused by foot type special, wearing Lining shoes easily injured.

In the next second rounds, Ding Jinhui and other players still refused to wear Lining custom. Gym shoes It is also heavily punished. At that time, according to the basketball association regulations, the penalty amount increased progressively: 20 thousand, 50 thousand, 100 thousand, 200 thousand... Accumulated 1 million 500 thousand yuan cap. The ticket suddenly caused a great stir.

In fact, after the industry analysis, there is a deeper contradiction than the "shoes quality", indicating that there is a conflict of interest between players, sponsors and Basketball Association.

However, Li Ning Co still wants to work hard to solve this problem. Xue Yunfei, general manager of Beijing blue sports development center, responsible for commercial development under the Li Ning Co Basketball Association, told reporters: "we have professional staff to follow up, get a round of trials, and make special shoes for players, and even try out more than five rounds of individual players."

At the same time, under the unified coordination of the Basketball Association, the Li Ning Co recognised that before the special shoes had not come out, players such as Ding Jinhui who signed other brands would label the shoes and not wear the shoes of sponsor Lining, and they would not be fined.

　　 More time is needed.

　　 Lining Shen Shen, director of the company in Hangzhou Binjiang Xingguang Road branch, told reporters that because of Li Ning Co's investment this year, she and the staff began to pay attention to the CBA events. "Seldom used to watch basketball before, now Ramos, Lin Zhijie, ah, we all know each other."

Before the Li Ning Co launched the "retro night", the men's basketball players from the Guangsha men's basketball club also signed the signing activities in their stores. "At that time, a lot of fans were attracted to participate in the activities." Unfortunately, this heat does not last much time. Shen manager told reporters that after the season, the sales of Guangsha team jerseys was only about five thousand yuan. At the all star weekend, the promotion of Li Ning Co in the event has reached a climax. At the all star weekend, Lining also appeared on the sidelines as chairman of the company.

The reporter learned from Zhejiang's two men's basketball clubs that the situation is similar. Xu Feilun, deputy general manager of Guangsha club, told reporters that they could only sell more than ten pieces on average in one match outside the stadium. "The sales situation is not very good."

Lu Yi, a spokesman for Zhejiang men's basketball team in Chou Chou, told reporters that their sales situation was similar to that of Guangsha.

After a rookie season, how Li Ning Co will face the challenges in the CBA market is still four years away.