e Gallup company for it to do a comprehensive consumer survey results will be Li Ning brand of invisible injury exposed:
target consumers blurred. Li Ning, the company's target consumers are located: between the ages of 14 to 28 years old, student-oriented, medium-sized cities, like sports, advocating trendy fashion and international trends. But the real purchasing Li Ning Sports Goods but core consumer ages between 18 to 45 years, living in two cities, middle-income, not "sports of heavy consumers."
brand in danger of being forgotten. Brand loyalty is the consumer of worship Li Ning's generation, the new generation of chasing fashion, Li Ning brand is the generation gap.
brand's personality is not clear. In the eyes of consumers, Li Ning brand personality is a "affinity, ethnic, sports, honor," Li Ning is not struggling in recent years to create a "young, fashion, sports."
brand connotation was severely diluted. Li Ning's product line continues to expand, make it difficult to figure out what his "flagship product" is. More products will allow consumers could not figure out, "Li Ning" in the end is what the concept.
Li Ning line listing in Hong Kong in the previous week, the famous American media, "Wall Street Journal" poured cold water on the Li Ning brand, it said Li Ning brand is "twenty-five earners" a swing in the "leisure" and "movement", it is higher than Nike, Adidas such international professional brand technical difference a chip off than Anta, Reebok such popular brands bits First, it has been between the "leisure" and "movement" hesitant.
At the same time, strong national complex and obscure brand, Li Ning has become the biggest obstacle to the international brand. As a world champion, Li Ning, who carries too many national color and patriotic feeling. For this reason, in recent years, Li Ning has rarely appeared in the media, in order to minimize the personal brand of corporate brand side effects.
In addition, Li Ning company around a new generation of consum Retro jordans for sale ers to create a brand image gradually clear up. Li Ning, the company hired international advertising company Leo Burnett helped draft the new brand awareness program that will target consumer group in China of high-class young people and teenagers. This generation is mainly to participate in sports activities for entertainment and leisure purposes and not race. To this end, Li Ning, the company also launched a new advertising slogan: "Anything is possible (Anything is possible)."
Li Ning, the company's direction has been recognized by consumers. CCTV held "20005CCTV my favorite Chinese brand" selected activities, Li Ning brand is the only one selected sports brand.
Comments:
consumers that "Li Ning" like them around a distinctive character is not a friend, that he was very cordial, very familiar, but it is the lack of a distinct personality.
Nike is certainly distinctive brand personality, but in their efforts to realize the localization of the Chinese market, due to the culture of the Chinese nation to grasp the mentality is not accurate enough, also met with the new Chinese puzzle.
Chinese nation conceived in ancient civilization in the Yellow River, which created the Chinese people advocate gentle subtle character, and to promote virtue and charity, the weak and poverty alleviation moral values. The Western civilization conceived in Greece facing the sea, so train Westerners believe in survival of the fittest philosophy of survival of the fittest competition.
accurately grasp the different cultures of East and West national mentality, Nike and Li Ning will be able to successfully dipped further clarify their brand image is the key.
Marketing Strategy of Sports
sporting event is the major brands, "Central Plains" of the battlefield, whether it is sports or non-sports brand brand, have sought to use sport to build brand image. But sports marketing needs to their own characteristics and the combination of sports events, brand positioning, corporate culture, management s cheap jordan shoes for men tyle and sporting events linked to whether appropriate, whether you can truly reflect the value of the brand have decided the success of sports marketing.
Nike: Investment Rising Star
corporate sponsored events often have to spend huge amounts of money. Nike rarely sponsoring sporting events, but it's brand exposure but never less than others.
Nike brand exposure just a small part of all the work to maintain long-term contact with the athletes is much more important. Nike Chinese company has two marketing department, a brand marketing, a sports marketing department, responsible for advertising the former public affairs, which main job is to serve signing players. Liu Xiang year contract that is due to movement marketing manager Li Tong's recommendation.
Since 2003, Nike began to Liu Xiang, opened a "special treatment", try to provide help to assist in the Nike range, including arrangements to attend a number of activities to meet the clothing, equipment, special requirements, especially when Liu Xiang competing abroad During sent someone to accompany, assist in handling various affairs interfere with his game, almost the equivalent of half a broker's role.
2004 ?? 8 24, he took part in the group preliminaries before the Olympics one day hurdles, Liu Xiang Nike ad theme began playing in the national and international editions with Nike ads evenly divided over the time period in Liu Xiang; from the 27th, all Nike change Liu Xiang advertising; August 28, Liu Xiang made a sensational championship, this time, people are not impressed by the vision and courage of Nike.
In fact, at the Athens Olympics, Nike-sponsored China has 24 national team, the Chinese team won 32 medals, the Nike-sponsored athletes belonging to 12. The Chinese delegation made a breakthrough project on the Athens Olympic Games, in addition to the men's 110 meter hurdles, tennis, canoeing, women's meters and others have Nike-sponsored figure.
Nike is the only company willing to invest in the future of the com cheap foamposites pany. Nike most willing to do, to do the most good is to develop stars of tomorrow. China now because of the loss of the most famous sports star Yao Ming, Nike signed so under Chinese who expected to enter the NBA rookie Yi Jianlian ????. Not a pure sport turn into a business, contract money trouble, but to create the opportunity to develop his ability to break through. Some would say that only big companies have the strength to do so, but Nike original size of small companies do now, is because he insisted on doing so.
Li Ning: diversionary tactics under pressure
because of the impact of various environments, many local companies looking spokesperson purpose, all want their products quickly on star power level to move in order to promote sales. Li Ning Company is also true.
With this pressure, the Li Ning Gradually the focus of marketing to focus on sports marketing, sponsorship is the primary means of Chinese professional sports teams and a variety of sporting events: the Barcelona 1992 Olympic Games, Atlanta 1996 Olympics and 2000 Sydney Olympic Games, Li Ning sportswear been standard equipment Chinese athletes. Li Ning, the company also perennial sponsor of the Chinese table tennis team, gymnastics team, shooting team, diving team, sports teams and even some other provinces.
the world to prepare, in 2001, Li Ning, the company's first overseas image of the shop was established in Santander, Spain; September 2002, Li Ning Company to participate in the 14th World Women Basketball Championship in Spain to provide women's basketball the game service. In addition, Li Ning sponsored France, the Czech gymnastics team, sponsor of the Russian university student teams. August 2004, Li Ning brand along with the Spanish basketball team won in the Athens Olympic Games, an occasion to launch professional basketball shoes Free Jumper series, became the first professional basketball into the market a brand of ...... Li Ning sports marketing companies continue to increase their efforts and s 
cale, and further accelerate the process of internationalization of the brand.
More than ten years, Li Ning spent doing a variety of events brought to 150 million yuan, at present, Li Ning Company for brand promotion funds, has accounted for 11% of total revenue. But because there is no matching funds into the budget, promotion of sponsorship system after the difficult start, as well as input-output ratio is not ideal. To compensate for this deficiency, Li Ning internationally accepted reference 1: 3 standard, to invest after the sponsor supporting the promotion funds.
Learn to Nike, Li Ning will sponsor their focus to do some adjustments, we started to increase the intensity of cooperation with the star athlete. January 2005, Li Ning Company to become NBA strategic partner, acquired the right to use NBA players do branding.
Comments:
Nike model investment rising star Li Ning is worth learning. Nike lost despite China's most commercially valuable sports star Yao Ming, but they found before the Athens Olympic Games, Liu Xiang, China now has signed the most hope for the future to enter the NBA rookie Yi Jianlian.
Li Ning's internationalization efforts, the effect is still limited. In order to meet the current situation in Western society respected personal hero, Li Ning seems to be more attention focused on the discovery and development of star players full commercial value.
China is a huge market, the market has great room for growth in the future pattern of sporting goods, and who can stand the Chinese market, but also in the international market will certainly have a strong influence on the brand. Follow Nike and Li Ning in the Chinese market, the wrong car, we can accurately grasp the pattern of future world sporting goods market.
Compare Nike and Li Ning of China market strategy, we found that the two eldest have committed many mistakes. However, a great company is great, is not due to its continued success, but it can be when confronted with difficulties and setbacks still loves to keep, and ultimately self-transcendence. A beat to death the company more than a large company value of existence.
If there is no comparison, the results of 10 years of Li Ning Li Ning gained sufficient comfort temples of white hair. But put on the global sports economy platform, Li Ning and even dangerous, because an industry capable of generating opportunities for international brand is limited. And now, this opportunity did not increase, but is less and less.
Fortunately, Li Ning still have a chance. They are now the only international brand "Weiweijiuzhao", aiming to consolidate the position in the Chinese market. At present, the Li Ning Company internationalization is becoming increasingly concentrated, listing also good for building an international financing platform, in cooperation with the international companies are increasingly frequent. In the near future, Li Ning will not be satisfied with merely make an international brand, and will do the international market. That yes, Li Ning and Nike will no longer just a competition for the Chinese market.
Li Ning said that China would not do Nike, Li Ning, the world do. However, in the process of internationalization, Li Ning to keep in mind: only to become China's Li Ning, Li Ning in order to become the world. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner: Apparel Network & nbsp; global fashion brand network.)2014 has not yet into the Pigalle, Stussy to the 10 anniversary of the anniversary of Patta. This year the three party also have Patta x Stussy joint before the 2015 winter series released. And overwhelmed by the launch of a single product to use short sleeve tee. At the same time joined the pull chain Hoodie modelling is rich, and full of personality of the stamp design reveals three major brands of street essence. New series of a total of black and white dual color, will be landing in December 18th Patta stores. Source: Pattastreet brand from New York to create the shape of featurette 10.Deep currently called "VCTRY Group" of. Re-interpretation of the campaign themes this season, bringing light windbreaker, hoodies, sweatpants round neck sweater and other single product, flag design, digital printing letters, and other details of the bright spots gradient design, interpretation of the intense street movement style. Reportedly, the series is about a single product in 10.Deep official website frame, a friend might like to pay more attention.There's a book called "terrible coincidence", the book tells the stories after reading the screenplay but also feel better than false, without confirming no photos, by typing very difficult to let people have convinced, in fact many coincidences occur not only in the world around us, his dynasty mixed fashion is more interesting coincidence. In front of us. Today, Yoho! Boys from ancient to modern non-stop crossing, find various dynasties celebrities wear tide filled by monarch photos, let you see what is the real go ahead, although we know the taste cannot read, but these deja vu single product is not to make you smile at the same time and some cool back? The SLIDE x Air Jordan, Emperor Kangxi 11 Low
by Rick Li Owens 2015 A/W
Goro's belt
It appears that Jordan Brand has teamed up with Public School once again and this time they use the Air Jordan 12 as the silhouette.
Advertisment The last design were two Air Jordan 10 versions, and now they take their talents to design this premium Air Jordan 12.
The shoe is fully built with a premium suede upper that is full covered in all-Dark Grey and Black. Other details include the PSNY logo on the tongue and sock liner, finished with Public School wording on the insole.
Air Jordan 12 PSNY Release Date
Check out the detailed images below and look for the Public School Air Jordan 12 ??PSNY?? to release on December 12th, 2015 at select Jordan Brand retail stores, including Nike.com at 3PM EST. The retail price tag will be set at $300 USD.
Air Jordan 12 ??PSNY??
Dark Grey/Dark Grey-Black
130690-003
December 12, 2015
$300
RELATED: Air Jordan Release Dates
UPDATE: The Air Jordan 12 ??PSNY?? will once again release tonight exclusively on publicschoolny.com at 8PM EST via J23App. ?C Anyone get lucky?
UPDATE: Public School will be re-releasing their Air Jordan 12 ??PSNY?? tonight at 8PM EST exclusively on publicschoolnyc.com.
UPDATE: The Air Jordan 12 ??PSNY?? will be debuting tomorrow, December 12th and they??ll be housed in a familiar slide-out box that is used on the brands iconic Air Jordan 11 silhouette. Check out a few detailed images below via JD and let us know how many of you will be copping these this weekend in the comments section?
UDPATE: The Air Jordan 12 ??PSNY?? will be available on December 12th on Nike.com at 3PM ET and 12PM PST. Retail is set at $300 USD. @Xx_Jonathan The Air Jordan 12 Public School launches 12.12 at 3pm ET for $300. Please stay tuned for the latest.
Nike.com (@nikestore) December 8, 2015
UPDATE: Nike has released official images of the highly anticipated Air Jordan 12 ??PSNY?? that will be releasing on December 12th.
UPDATE: Jordan Brand has announced the official release date for the Air Jordan 12 ??PSNY?? that will debut on December 12th, 2015.
UPDATE: The Air Jordan 12 ??PSNY?? now has a release date set for December 12th, 2015 via @_PO2345 with a look at the tag label.
UPDATE: While we still wait for a release date, here are a few on-feet images of the Air Jordan 12 ??PSNY?? via @copkickz.
UPDATE: Here are the latest detailed images of the Air Jordan 12 ??PSNY?? collaboration that is still without any release details at the moment. Stay tuned for more updates.
UPDATE: Following a few set of preview images, we finally have a detailed look via @us11hustla at the Public School x Air Jordan 12 Retro that is fully dressed in a Dark Grey/Black color scheme with PSNY branding throughout and Public School wording on the insole. Still no release date, but stay tuned for more updates.Tag: jordans size 13 mens , air jordan 13 cherry , nike foamposite white , lebron 11 nike outlet