The demands of the advertising content, leader Nike performed very well. Nike ads focus on mental communication with the target consumers know how to promote a unique spiritual values ??to be resonating with consumers, not just to publicize how good the quality of the product, or more conducive to health, etc. and the like Product feature requests. So much of Nike advertising is to sell products, we might as well sell the spirit of a sport, it is enough to allow Li Ning catch up.
contrast to the chaotic distribution strategy of Li Ning, I temporarily take international biggest names in Nike for comparison, the local rival Anta do have chapter and confidence in this regard.
spokesmen in basketball, Nike aside for the moment has influenced an era of basketball myth Jordan, the light now LeBron James, Kobe Bryant, Dirk Nowitzki, Kevin Durant, History these NBA superstars, such as Steve Nash, the hearts of basketball enthusiasts which has supremacy? Li Ning basketball spokesperson of the most famous and only O eill.
south a little consulting firm leader Zu Ke always thought: Li Ning, compared with Nike, a far cry from the brand image. This is very clear in the consumer, Nike has become synonymous with the world best sports equipment, and Li Ning just on the road! This is the first defeat of Li Ning, Buy the Nike Air Max 87 308 866 151 Men Shoes, White, Army Green.
how to balance between dealers and distributors to coordinate the interests of relations, Li Ning Company is rough, resulting in a number of the original loyalty is high distributors complained: “do 10 years, Li Ning , in the end actually found that he has no feelings. “under the influence of this problem, according to the order price, Li Ning 2011 overall sales will be down about 5%. At the same time, increase the channel reform and speed up the inventory liquidation, the 2011 company profit margins will drop to about 6% to 7%.
Li Ning is the reason why only the “China Li Ning, and World Nike” far away, I believe that the main problem is that the brand image of the weak, narrow product layout, sales channels Puzzles aspects. As Li Ning, Chinese sports brand to a brother of the achievements it is certainly commendable, but its future development is a long way to go, priority must be to solve the above problems in the global market with international predators showdown, fame on.
second defeat: Product layout is too narrow
163 blog safety reminder: the system detects your current password less secure, For your account security, we recommend you to timely change the password immediately amend the close
Nike at this point can be described as remarkable, it has the AF series of classic shoes, football fans regarded as a classic “Legend” series of football shoes, Jordan, Kobe Bryant, super star named shoes series and so on.
Li Ning in the choice of channel strategy, adopted by outsourcing sales, own focus on what products. This is also a lot of peer common practice is not without justification. However, even if it is to take the outsourcing system, should also be carefully developed distribution strategy, and should not be wavering. In this regard, Li Ning approach is worthy of review.
important reminder: the system detects your account stolen there may be risks, please view the risk warning as soon as possible, and immediately change your password. Close
blame the the reason, one of this change so that Li Ning brand has long been accumulated assets from this lack of continuity, a tremendous impact on the long-term development of the Li Ning brand, this is the first taboo of brand management.
the Anta order to build their own channels, as early as 2006 on the investment was set up Shanghai striker Co., Ltd., and into the sporting goods retail industry. At present, Shanghai Fengxian Co., Ltd. in Xiamen, Suzhou, Beijing, Harbin, Guangzhou and other places set up five wholly owned subsidiaries, operating Adidas, Reebok and Kappa sports brand products. Anta first, with those high-end brands to open their own sales channels, and then covered at this stage their own products, and finally to the channel edge, and gradually expand their product line, rolled out its own multi-level, multi-level products, in order to growing their own brand. This strategy not only eliminates the problem of how to balance the distributors to stabilize the situation of self-built channels to concentrate on good products, and other competitors in the game. Li Ning have to left and right balance, got hit, so the Li Ning third defeat defeat at the channel strategy.
no matter which corner of the Earth, the mention of Nike, almost everyone knows that; Li Ning, in addition to the Chinese influence outside in the international market but nowhere near as Nike, Adidas, so familiar. Although they are in order to increase brand awareness, and thus a large amount of money to invite a number of well-known sports stars do speak, Buy Nike Free Men Shoes 395 912 006 Grey, / Yellow, as well as sponsor some high degree of concern sporting events. Therefore, consumers of mental awareness, influence and voice of personal charm sponsorship directly determine the sports brand image positioning.
in terms of sales channels, Li Ning also there are some problems. The channel is another important pillar of the sporting goods business in addition to the brand outside. Brand manufacturers and large traders on the channel strategy is different. The more traditional strategy is to “outsourcing” system, namely the sale of part of a distribution to the channel partners to take care of. There are some companies choose to self-built channel.
defeated 3: swing
about sales channels but then again, this does not mean that Li Ning, the consumers of the 1950s and 1970s, a pole must be all killed, cut their target consumer groups. Li Ning, in fact, can also be like Nike, Adidas, the introduction of different products for different consumer groups, there is the trend also has retro avant-garde, there are classic, so they would not foolish to pick up the sesame seeds. This is the second defeat of Li Ning.
Li Ning is less than Nike, Adidas and other big names, first in the brand image.
163 blog safety reminder: the system detects your current password less secure, For your account security, we recommend you to timely change the password immediately modified close
an important reminder: the system detects that your account may exist stolen risk view risk warning as soon as possible, and immediately change your password. Close the
contrary, the Li Ning, it does not have known of the classic series. The contrary, Li Ning a big turn, consumer groups, a clear positioning for 90. In my opinion, this is actually a very mistakes in decision-making.
first defeat: the brand image dwarfs
three Li Ning, dedicated to pay for 90, 90 is not necessarily going to buy it in the account. For them, the shoes are not for me to do I l buy your clothes and shoes to do is pretty, I like the stars do speak, did not advocate the culture of my favorite brands, and I the value orientation of these are the problem.
then, Li Ning, in what ways lost to Nike?
Buy Nike Free Men Shoes 395 912 006 Grey, / Yellow Why buy Nike rather than buy Li Ning, the “Li Ning defeat” – Case Studies –
two Li Ning, a big shouting personalized shoes made after the order to 90 This did not understand the main consumer groups to shut you take 70, 80 of these already have a certain brand loyalty? A move that narrow the strategic layout is not to say, the more deeply hurt the feelings of the group of loyal consumers, resulting in serious loss of brand equity. 2011 09 27
Li Ning is the leader of the domestic sports brand in the international market is not such as Nike and Adidas, Li Ning, after all, than they started late, there is no preconceived advantage. However, Nike was founded in 1963, Adidas was founded in 1920, but now the world first sports brand Nike instead of Adidas, is visible, then the identity is the main reason.
2011-09-18 12:49:15Category: Default CategoryTags:font size medium and small subscription Imagine, when consumers into the stores, in the face of an array, a wide range of sports supplies, how will they make a choice? Young people are generally more emphasis on the design of the product. Designs, Buy the Nike Air Force 1 07 315 ??187 111 Women Shoes White, 1000 Personal eye 1000 Hamo Hamlet, the aesthetics of each person varies. Nike, Adidas, Li Ning are not the same, but there is no obvious beauty and ugliness of the points, obviously, product design is not Li Ning to lag behind Nike a key factor in where.
In terms of products, in order to cover a broader consumer groups, the movement to have a range of products for different consumer groups, and different styles of products to work together to carry the value of the brand connotation.
Of course, Li Ning, the turn around, certainly has his own reasons where. Li Ning see is the future market, and 90 after the group is mature, and their increasing purchasing power, the sporting goods market in the future will be the 90 groups of consumer home.
in the choice of spokesperson, Li Ning, compared to Nike and Adidas, seem more far distance. Nike C Ronaldo, Wayne Rooney, Ronaldinho, Robinho and so on a number of international players like the spokesman of the football world; and Li Ning, the spokesman for a generation of the world of football Tie and second for Lu Lin, it is undeniable Both of these are very good football player, but football in people eyes have been far from the image, not to mention almost any image Li Ning in the international arena. the
http://shop37064624.taobao.com], allows you to wonderful unlimited, fun Oh, to ~ ~