2009 the beginning of the year, li Ning interior arrives from CFO the administrative layer such as manager of administrative ministry branch undertook new round fluctuant. The backside that human affairs changes, strategy also is in negative, affirmation replace.
The new development of the Olympic Games after facing is periodic, of market of 23 lines region contend for, of products plan research and development short board, on the re-orientation of sale strategy and internationalization problem “ unable to do what one wants very much to do “ , the each annulus that Li Ning did not come to is sealed journey.
Who is a competitor? A lot of people had seen, li Ning‘s dangerous situation, with be able to bear or endure gram, Adidasi is concerned.
This is the game of old rival. Li Ning is the first echelon formation of domestic sports brand, it should consider to be able to bear or endure not only the competition of the transnational corporation such as gram, Adidasi, even country of give attention to two or morethings is other at the same time the competition of sporting goods brand. To brand of other country sports, want to exceeded Li Ning to go only, but to Li Ning, any moment are not this it seems that celebrate truly result when.
“Li Ning‘s real pressure comes from Yu Naike and Adidasi. “ what once studied Li Ning case is medium Wang Gao of professor of sale of market of Europe international business school says, “Actually, channel, price if two advantages can last, market performance is OK still also, but if the advantage is absent, the inferior position of ability of research and development of brand, product still is in, the situation is bad. The situation is bad..
And the channel advantage of be lost is the problem that Li Ning faces publicly already at present. After Beijing Olympic Games, adidasi is in speed of set up shop special fast, not only such, when Bi Baoyuan of vice president of big China division is accepting our newspaper reporter to interview, its also express, prospective attention will be put in China broader 23 lines market.
Personage of know the inside story discloses, adidasi, be able to bear or endure to be permeated of the brand such as the gram quickly having affinity with strong channel business, channel business stems from the angle to profit, choose acting old brand forever.
Become gradually to day “ neighbour “ Adidasi, be able to bear or endure gram, nowadays of so called before advantage is reducing Li Ning cover.
And the advantage on the price looks in Wang Gao, likewise be between the beetle and the block. “Look from the history, chinese enterprise has cost advantage, but present problem is, big company makes base transfer China, be able to bear or endure gram, Adidasi, Li Ning, how stepping even is to share almost same a factory, advantage of the unlikelihood on cost; In the meantime, as the promotion of Chinese labor cost, be able to bear or endure gram, Adidasi already began to will produce base step by step transition to arrive southeast Asia. And cost of Li Ning itself unlike be able to bear or endure gram, Adidasi is low, but the price is lower than them, bring about its gain is smaller. More important is, be able to bear or endure gram, Adidasi also begins to become low end product, beautiful now 300~400 yuan can buy its not to make the shoe money that lose. “ Wang Gao says.
Internationalization dreamland
“When the typhoon comes over, the pig can fly “ , this word is described what go up for the market to demand exceeds supply. The time Duan Li that develops most quickly in Chinese economy, a lot of enterprises because of the market demand that expands suddenly oversight brand and research and development.
The domestic sports brand such as Li Ning is this one result mostly. Wang Gao thinks, from the point of Li Ning‘s angle, if say 23 lines city still has the space that can dig further, be extended further and consolidate these markets are the thing that must want to do, but will look from more long-term structure, there has been other market besides 23 lines city.
“The shoe that the farmer is wearing Li Ning goes for certain Li Ning does not want cultivate land, it should make an earnest sports brand. Otherwise goes market of main attack a gleam of, but do not have again on its ability, when consumer is choosing to buy, li Ning is not first selection brand. “ Wang Gao says.
Taste card value, be Li Ning and be able to bear or endure the difference place of the gram, also be to bring about Li Ning “ China is able to bear or endure gram “ commercial logic die out is the directest because of,move.
The brand weighs model period, football, basketball is two items that make leader sex brand must want to catch, interior of Li Ning company says for mainstream project, and the autograph makes an appointment with Li Tie, O‘Neil, Spain team to wait is this strategy under as. But now, apparent, badminton team is become plum the cosset under Ning Xinzheng.
Actually, no matter be to sign Yaoyixinbayewa, still sign national feather team, it is the means that tries hard in seeking a course. Former the international consequence that pays attention to a brand more and professional promotion, and latter criterion more side overweight is in the consequence on native land market.
The reporter notices, since this year March, accompanying Li Ning‘s brave words, the internationalization that media coulds there be in hype plum all the time.
The Li Ning that wanted one of companies of brand of before making the world 5 general Yo 2018, store of the first abroad image was opened 2001.
Flash goes 8 years, was made be phase of the 2nd 5 years of strategies after appearing on the market by Li Ning to 2013 2009, li Ning can continue to explore international market, to this, wang Gao points out: “To Li Ning, needing asking question is: Take door going abroad, sell a thing abroad, is OK and simple understanding is become internationalization strategy? Is OK and simple understanding is become internationalization strategy??