wowgold,free gold

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??

On May 18, advocate and try hard carry out goes “ travel even if live (To Travel Is To Live) “ Ya of Li of song of brand of vogue daughter outfit, held in the outdoor arena of Guangzhou outskirts ‘ 09 autumn winters taste a news briefing newly, perfect respectfullied present the fashionable regale that glamour of a culture and brand connotation coexist. The news briefing is like the air that ever was acquainted since spot noise, it is the song with famous Russia so “ of Muscovite outskirts in the evening “ , look at the outskirts evening with big scarce city to foiling for nothing cathedral of Er of Brazil of emperor of Russia characteristic building, red field the setting that wait, the new era that approachs 30 model deductive to be full of wind of the Russian nationality is costly, heavy the Tong Zhen that collects interest and take the song Li Ya with handsome dot to be tasted newly again, if your audience copy visits its area, brought a kind of travel to the audience spatio-temporal stagger looks forward to, song Li Ya names this news briefing for “ Muscovite, of outskirts in the evening “ , can‘t help making me give out understanding to smile.

As we have learned, 8 years in the past, the footmark of song Li Ya of young, vogue, soft beauty is alled over Euramerican bay afro-asian 5 continent. And 9 Nian Qiudong season, her round-the-world troops visits the 20th station, arrive at the Russia that has individual people amorous feelings, it is fundamental key with ethical wind, show once more piece from inspiration of vogue of the derive in the journey, the brand culture concept of scan widely whole world. 1 2 3

On August 9, 2008, wei of world of government of presiding market of Li Ning company wait for the card of the first gold nugget that came to China to shoot a line eventually — Pang Wei‘s man enrages a handgun 10 meters. Chinese fire team is one of 4 gold teams that Li Ning sponsors, dan Pangwei‘s gold makes Fang Shiwei glad to do not rise, because Pang Wei caught a cold that day, take in fire so besides wore what sponsor by Adidasi to get award to take. It is a glad thing obviously, can feeling to resemble however for Wei of world of the other side is a disaster. 2003, fang Shiwei is made with the madam left 3 wills, see the Olympic Games namely, see aurora and flower two months time swims Europe. Joined in 2007 after Li Ning, seeing an Olympic Games is extravagant desire no longer, and one of jobs that became him to be done surely. But for the Fang Shiwei to serving as an audience, the Olympic Games is was destroyed, he cannot enjoy the fun that watchs the game completely, the thing that all sorts of expect are less than emerges in endlessly. For instance, the Spanish basket team that sponsors when Li Ning and Chinese team game when, he knows to which help be cheered at the same time far from.

Fang Shiwei is in the beginning of the year established character issueing a person of extraordinary powers 2008, li Ning company should make before Olympic Games sale two brand. Adopt the assistance with elaborate scheme and accurate essence, the abstruse operation 2008 sells Li Ning company really make a great coup. The outstanding achievement 2008 also proved this kind of success, although confront global economy crisis, but the company was obtained however appear on the market 5 years to come most substantially growth, income and profit increase rate exceed 50% .

Before 2003, li Ning is done not have actually dedicated at the sporting goods, it still does shirt, suit and skin to provide, etc. At that time although company development is very rapid also, but it is the commercial pattern that takes drive of a kind of opportunity however, namely what makes money what to do. In those days, the catchword of the company often also changes, be like “ outstanding come from instinctive quality “ , “ wonderful leave next generation “ etc. 2002, the company had fixed position afresh, clear will dedicated at sporting goods industry, decided in September 2002 that now the catchword of widely known — “ everything is all possible “ . The course checks, the result is right, used formally in May 2003 then. Fang Shiwei says, adidasi‘s actually similar catchword “ Impossible Is Nothing “ (not impossible) just rolled out 2004, because this is not put in Li Ning,borrowed Adidasi the problem of catchword. In put forward dedicated at sports industry while, li Ning also began to undertake weighing model to the brand. Besides major, the vogue of sporting goods industry changes a trend to had appeared at that time, company very naturally brought into major and vogue new brand image fixed position. Lie between for the area, li Ning does poor dissimilation with Oriental culture, because this is on present Li Ning product,we can discover the element of a lot of Oriental culture. Weigh model through the brand, li Ning is familiar with for Chinese common people gradually, arrive from 2004 2008 these 5 years, company income and gain carried the growth rate of 30% above every year, this also makes its precede as Chinese mainland the position of sporting goods brand gets strengthening, with be able to bear or endure gram and Adidasi the difference of tycoon of these two international also narrowed gradually.

Compare with competitor photograph, fang Shiwei thinks Li Ning company has very big at 4 o‘clock different.

Above all, when Li Ning company is founded very be located in oneself brand management company surely explicitly, will all energy is beautiful manage in the brand on, and never go to factory of charge for the making of sth. .

Next, li Ning achieves office to manage as champion of world top class athlete, Olympic Games, the brand that also gives a company is deep on bake in a pan the impress of his individual, namely Li Ning brand is linked together cheek by jowl from sports of as gymnastic as China at the beginning, China. Although the business opportunity of gymnastic industry is potential not big, but arrived every time when big game, this implied meaning by again aggrandizement, accordingly this has made a capital of Li Ning brand. The 2nd level, li Ning brand represented national honor, this also is Li Ning and other trademark a bit very different. Father gives a company brought brand capital fund, also mirror to strategy of sale of 2008 Olympic Gameses directly. Last year, li Ning raises the big flag that represents national honor, have the aid of the chance of hundred years Olympic Games, say to consumer: “We stand up on behalf of the Chinese greeting world. “We stand up on behalf of the Chinese greeting world..

Again, the administrative layer of the company has very strong crisis sense and mission feeling. Came 2002 for instance 2003, the company undertakes the brand weighs model, actually the company still grows period at high speed in those days. In light of the experience with Fang Shiwei, the brand that the next ponders over 5 years in the process that very few company can develop up ceaselessly in the brand locates. General brand heavy model is to happen in the brand to had dropped into cereal bottom, other perhaps reason forces company must so do. Accordingly, the crisis feeling of layer of management of Li Ning company and mission feeling are very different, look very far also.

Finally, interior of Li Ning company has very strong originality capacity. The competitor is able to bear or endure overcome or Adidasi has better than Li Ning exterior resource, have the best athletic resource on the world and natural resources of sale ad firm for instance, even governmental concern may be more ambitious than Li Ning. Accordingly, li Ning stresses the concoctive originality ability of company interior very much. For instance, the advertisement that the O‘Neil that sowing in heat films for Li Ning “ fight hard, who is afraid of “ , core originality comes from company interior namely. When this advertisement travels on the net, the ad that makes dialectal edition, advertisement of small Shenyang edition is the originality of company interior. Because oneself think originality, everybody is very strong to the master consciousness of originality, be willing more so deeper, more extensive land goes managing it.

To today, li Ning company has Li Ning only not just this one brand, still have red double happiness, Ai Gao (Aigle, brand of the things outside having the French door of hundred years history) , ZDO (move newly, face sell greatly of field, fixed position Yu Shu is comfortable the public campaign brand with material benefit) , Lotto (happy road, card of fashionable Italian sporting goods) wait for a brand, accordingly Li Ning has become the administrative company of a many brands. Fang Shiwei thinks, much brand management strategy is inevitable choice of Li Ning, because this can increase the chip that negotiates with channel, and a brand confronts all clients impossibly also, ought to many brands are covered arrive from high end the different consumer of low end, so this also is the need of client fractionize. And when managing these different brands, principal is to should give every brand a clear fixed position. For instance, mix in price, item characteristics consumptive a group of things with common features group on, a specific area is lain between. Hope because of the manager of every brand oneself brand ceaselessly outspread, high-end brand fixes a price a little a few lower, may better sell, but may slowly lose your brand core spirit. Accordingly, the issue with brand the thorniest management does subtraction namely, should abandon actively a few look seem hands-down chance.

Next, want to do the allocation of good resource. Li Ning brand serves as the largest the mother‘s body, draw all good resource very easily, and star or the company also hopes with Li Ning the brand cooperates, but regard a brand as controller, want to be clear that what resource suits other trademarks, want to give them to do these resource allocation. To these brands that manage now, fang Shiwei special value Lotto. The company signed exclusive and concessionary agreement of 20 years with Lotto 2008, develop in China, make, promotion, cent sells the concessionary product that reachs the athletic style brand that the sale comes from Italy this. Lotto actually with Chinese tendercy (3818.HK) management Kappa is similar, and the turnover last year has been as high as Chinese tendercy 3.3 billion yuan, accordingly Li Ning values Lotto to also be in reason.

To consumer brand, network sale became the territory that everybody cannot ignore now. Fang Shiwei says frankly, came one year in the past sale strategy of Li Ning has very big change, among them one of it is network sale held very large proportion, the one share move of the resource that is used on TV sale so arrived on the net, because Fang Shiwei thinks, the network is a very special media, no matter be pair of a gleam of or 23 lines city, euqally effective. Recreation jumps over little town, user instead more depend on a network to search for external the world. Future, li Ning will run the world in network and reality consumptive a group of things with common features group will carry out as core sale concept. For instance in front the advertisement of mentioned O‘Neil, li Ning puts in on TV not only, and transmission has on the network. Series advertisement of Li Ning on the network click a quantity to had been achieved 9 million, having 3.5 million only among them is all sorts of version that him company makes, and additionally 5.5 million come from a netizen initiative make all sorts of adapting explode laugh at version. In fictitious network world, li Ning will put concept of newest company information, product information, culture on community, offer everybody discussion. Once have an activity, fictitious a group of things with common features group pull, the real company in becoming real life group.

Fang Shiwei thinks, the brand is influential force is to rely on consumer to like not just, and want to be able to arouse consumer, because this Li Ning wants to be able to breathe out in fictitious world not only,friend makes partner, let them enter hypostatic activity even, experience Li Ning. A whole case is, the faces woman customer Inner Shine that Li Ning does recently (listen attentively to immanent sound) activity. This activity offers rich customer on sina, asked the famous authoress such as Yan Geling, baby, Wu Peishuang to join in. The company puts this activity boldly on skyline forum to let a netizen participate in. The total flow of skyline zone is achieved 1.6 million, have 6, 000 much users left their commentary. Meanwhile, the company is normative still clean out treasure sell the home, in clean out treasure to go up to also offer relevant product at the same time. Mobile effect is very apparent, on the summary report that Fang Shiwei reads to the reporter, the product related the company was mixed in Feburary this year the growth that appeared to exceed 100% in March.

On March 2, autograph of child of Ye of Xin Ba of Yi of top class track man of Li Ning and world is made an appointment with, this also is Li Ning what to international provider of equipment of top class sports strides is important one pace. Regard a sporting goods as the company, cooperate with the athlete of world-class only, just representing you is the world is top-ranking. Yixinbayewa breaks world record 26 times, it is current one of female track men of the most influential force. Li Ning and its autograph are made an appointment with, also be the one pace chess that the company plays for internationalization place. One‘s early years of child of Ye of Yi Xin Ba practices gymnastic experience, also make she and Mr Li Ning have a special feeling. Generally speaking, support a minute of fund, must spend 3 minutes of money to popularize again at least. The assistance cost that allegedly Li Ning gives Yixinbayewa is as high as 7.5 million dollar 5 years, this also interest firm is thrown even at least 2, 2.5 million dollar will popularize. Fang Shiwei discloses, the company has saved track team autograph 17 times to make an appointment with with China, the be born on the body of player of top class track and field that can be in China so, go further the influence arrives next average consumer. Li Ning will be in park of Beijing rising sun to hold FUNRUN recently (remove run happy) activity of ran of of a mass character, this is its manage ran to consume a group of things with common features group a germinant, also be development of resource of pair of track and field.

Fang Shiwei says, “All corners of the country is older, courage is smaller. “ manage a brand successfully, it is with interests the person is communicated above all reach the designated position. For instance, your strategy must get partner approbate, otherwise you will be very painful. Next, consumer gives good experience in retail channel. Finally, just be be on sale, use product of price of department of color of what catchword, what, what, what and consumer to communicate for instance. These are experiences, not be theoretic.