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[Chinese shoes Network - brand observation]: The Chinese gymnast Li Ning, who became a hero in 1984 when he won six medals at the Los Angeles Olympics. That the Olympic Games is the new China after a lapse of 32 years to participate in the inaugural Summer Olympics. By 1990, Li Ning founded his own sportswear company Li Ning enterprises (Li-Ning). Li Ning, the company described as a blockbuster, 1999, the company's revenue reached 700 million yuan in China, Nike (Nike) and Adidas (Adidas) more than twice - the two companies in China, income was 300 million yuan and 1 one hundred million yuan. Challenge Chinese middle class consumer spending growing, and they favor foreign brands, plus basketball and football soaring in popularity in China (Nike flagship basketball-related products, while adidas flagship football-related products), which Nike and Adidas sales in China exceeded the Li Ning Company. policy Initially, the Li Ning Company with foreign competitors coincidence degree target market is very low. Li Ning, the company is selling mass-market casual wear, Nike and Adidas are selling professional standards of sports apparel; Li Ning Company is China's second and third-tier cities, the market leader, Nike and Adidas are Beijing and Shanghai market leader. However, in 2001 (that year China won the right to host the 2008 Olympic Games), the Chinese people's interest in sports has reached a new height. Li Ning, the company tried to emulate foreign competitors marketing strategy. ?? brand ambassador: overseas company hired a star athlete as a brand ambassador, such as Nike and American basketball player Michael ? Jordan (Michael Jordan) signed a contract with Adidas ? Kobe Bryant (Kobe Bryant) signed. Nike also achieved worldwide success with three Chinese sports stars contract, they are hurdler Liu Xiang, tennis champion Li Na and American Basketball Association (NBA) star Yao Ming. Since Li Ning Li Ning is the company's most important brand ambassadors, consumers will start only with gymnastics Li Ning brand products linked. ?? Sponsor: Nike basketball activities in the field of major sponsors, Adidas main soccer field. Li Ning, the company sponsored the Chinese traditional sports strengths, such as diving and gymnastics, but these mo jordan 3 katrina 2018 vements are not attractive to youth soccer and basketball so much. 2004 conducted an initial public offering (IPO), the Li Ning Company purchased the right to use the logo and NBA players in China marketing and advertising. But it is only brought to afford less well-known teams and activities. Li Ning lit marking the opening of the Beijing 2008 Olympic torch, but Adidas has won the sponsorship rights that session of the Olympic Games, which makes the company the right to provide clothing for the Chinese team. ?? logo and slogan: Li Ning's "L" brand logo and Nike's "Whirlwind" (Swoosh) logo strikingly similar, and it's "Anything is possible" (Anything is Possible) advertisement also with Nike The "Just do it" (Just Do It) not much difference. 2010, in order to attract "90" generation, Li Ning, the company launched a new effort. But the new slogan "to change it" (Make the Change) did not stimulate the enthusiasm of the target audience, but also alienated now on the age of the original customer base. ?? Pricing: Li Ning price increases in 2010, but the high-end customers find quality Nike and Adidas still better, while the low-end customers to choose the other lower-priced domestic brands. Results At the end of 2005, Li Ning Company has 3,373 stores, after three years of development to 6245 stores, including new stores opened in the host city of the Olympic project. Although Li Ning Company revenue in 2008 rose 54%, thus exceeding the Adidas, but the latter again by 2010 ahead of Li Ning Company. Slowing inflation and economic growth began to affect consumer confidence. In 2011, the overall growth of sports apparel sales in 2010 from 20% to 13%. Nike, Adidas and Li Ning, the company's sales revenue in 2011 was 2 billion, 1.7 billion and $ 1.4 billion. The first half of 2012, sales growth of Nike and Adidas, Li Ning sales decline. lessons Li Ning, the company failed to adapt to market development, its location so that consumers confused. The company's logo and slogan and too similar to its competitors, which makes consumers think it is an imitator. brand companies must understand their audience, and constant innovation to meet changing consumer tastes. A brand in order to raise prices, must be a corresponding increase in their quality. (Chinese shoes Network - the most authoritative and most professional Footwear News, Media Partners: Apparel IT)Nike KD V "WHAT THE KD" Author: EFU uploaded to the 2013-7-16 21:20:36 reading: 290 recommended: 0 reply: 0 category: SNK shoes information201022205240844.jpg (141.69 KB, download number: 0) download attachments saved to the album 2010-2-22 09:24 upload The concept of shoes derived from launched by early Nike shoes AIR MAX bone PLUS, the same techniques show again, release the spring quarter color is suitable for some time, the foot cushion perspective of pleasure, but also add a lot of this series of shoes bag rate. 201022205259686.jpg (151.88 KB, download number: 0) download attachments saved to the album 2010-2-22 09:24 upload 201022205312765.jpg (126.9 KB, download number: 0) download attachments saved to the album 2010-2-22 09:24 upload 201022205324450.jpg (153.85 KB, download number: 0) download attachments saved to the album 2010-2-22 09:24 uploadFan: often commissioning editor date: 2013-12-12 HD: Interpretation of complex Nike released the Christmas holiday color shoes as the traditional Christmas Edition once a year, every year Nike will bring color signature shoe. Bold design, sophisticated materials and quarterly conceptual design go through this cold season, making LEBRON 11, KOBE 8 SYSTEM and KD VI become the necessary gifts for the golf course. This year, these three signatures will pass through a special logo padlock, a Christmas essential ornament, to deduce the riotous story of the winter season.Blazer is a classic Nike classic style of minimalism in the bottom line and the reinforcing sheet is constant in the WMNS Blazer Low in Nike features, followed by printing printing on the lovely flowers up in a white, handsome, wind, Blazer for the lovely you show charming details.Protrait of a Masterpiece 001.jpg (481.81 KB, download number: 0) download attachments saved to the album 2007-8-2 09:27 upload 002.jpg (83.15 KB, download number: 0) download attachments saved to the album 2007-8-2 09:27 upload 003.jpg (375.49 KB, download number: 0) download attachments saved to the album 2007-8-2 09:27 upload . 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