December 21, 2010
Seven years ago, Li Ning have to be Nike, Adidas off the top spot in the Chinese market, into the front of Nike, Adidas, two highway Tigers, after a fierce pack of wolves in the Corps Jinjiang dangerous situation. Contact? After seven years, Li Ning beyond Adidas, Nike running short, heavy grip initiative on the battlefield. Contact? – His military years, suddenly left and right, in the smoke and fire, the He received his powerful enemy than on some classic examples. Contact? Liningedi warfare Contact? June 2010, the news from the Li Ning beyond Adidas burst, has been three months. Contact? There remarkable World Cup, to Adidas and Nike stole the show. Contact Group orale Masamori side of Li Ning, which would like to died down? Contact? At the end of high-profile releases new brand Li Ning logo, concentrating desire and Nike and Adidas in the first-tier cities market Sike in the end. Contact? At this moment, through the “channel of the storm” Adidas is also restructuring its armed forces, and the original “brand, sales of first-line” the organizational structure changed to a “cross-brand (Adidas and Reebok), sales and Contact Shao-rand separation “of the new structure. Contact Zui ales force by the global CEO Herbert personally supervised the operation, which are a special forcesthe retail business unit. Contact? It Zhezhi retail business unit, will be gradually set up self-store, control the retail end.Advocating “asset light” of Adidas, the decision to “re-up”, with heavy artillery bombardment of the Chinese market, second and third tier cities. Contact? Back from the 7 years since 2003, with Li Ning comeback, the industry has been quietly changing the pattern of war. Contact? Li Ning Yang Gong Contact? There is one thing, Li Ning has been depressed since. Contact? Li Ning in 2002 launched a new brand slogan “Anything is possible (Anything is possible)”. Contact Kuang wo years later, Adidas has launched a new slogan “Impossible is Nothing (Nothing is impossible)”, then Adidas beyond Li Ning, followed by Nike to become the second Chinese market. Contact Zhu t this time, Chinese consumers to see the slogan of the two very similar, but mistaken in imitation Adidas Li Ning. Contact? CC Leung, Li Ning and Adidas, this forged. Contact? If the two rivals have been exceeded, the strong will hit the roof, head immediately pop out two wordsflew overtake. Contact Shao-ut the real strong man, know how to hardships, know how devious tactics, and know how to leave some leeway. Contact ? In 2003, Li Ning, was off the throne for himself overtake rival set a time limit15 years. Contact constraints t was a long period may cause some frustrated, but inside it contains a rational and determinationthe essential qualities of two strong. Contact? Li Ning sensibly compared with the formidable strength of their difference: Nike, Adidas, after all, is an international giant, with annual sales in 2003 were 10 billion US dollars and 50 billion euros, while sales of its own at this time in the 10 Contact? 00 million yuan or so. Contact Shao-efore the advantages of local channels, are also two giant channel of pull with the brand expansion, was no longer red. Contact constraints n people minds, talking about sports brand, the first reaction has been gradually Nike , Adidas occupation. Contact? Perhaps, standing at the time of 2003 nodes, 15-year period to reflect rationally Li Ning and the gap between the two giants. Contact? In addition to reason, Li Ning is determined, the starting point is the football, basketball. Contact constraints n the sports brand territory, the football and basketball among the two effects can be described as the most extensive project of two high ground, and the two high ground has been Nike, Adidas occupied, which is two international giants in the Chinese market rapidly Contact Ai mportant reason for the rise. Contact? In 2002, an unprecedented move into the medal Men Soccer World Cup sponsor Adidas With The campaign, in the minds of Chinese consumers to enhance their first impression of football brand. Contact Zhu t the time of brilliance Adidas, Li Ning, the mobilization of fire , to the “Football high ground,” launched a surprise attack. Contact? Tie fighters to join in international, English Premier League club Everton. Contact chord i Tie is the organization had to go to Brazil Jianlibao players in one of the study, with the relationship with Jianlibao, Li Ning, Gucci Outlet Li Tie easy to get sponsorship , then launched a big way, “Iron Series” soccer shoes, Li Ning Li Tie will also be wearing football Contact generative force hoes, large fans in China, under the watchful eye, the Premier League campaign. Contact? However, an iron rule of the industry, the sports star fate is always linked the fate of the brand sponsor. Contact trip nly washed the “football commanding heights” of the positions, Ning had just known standing above the crowd. Contact Zhu lmost from the negative proof of its truth: Chulai Hun, the selection perspective is important. Contact? Tie in the Premier League not do as well, and soon will again be injuries, and gradually fade out the vision of the fans. Contact chord i Ning, “Iron Series” soccer shoe sales are way down. Contact? Yang Gong Li Ning blocked high ground, looked up and looked at the star Adidas camp, only the Real Madrid team, Li Ning is difficult enough to hold a candle. Contact Yang avid Beckham, Zinedine Zidane, Raul … … Li Ning had no choice but retreat. Contact? From the “football high ground” defeated, Li Ning has commanded the troops to “Basketball commanding heights” launched a ferocious battle. Contact constraints n 2005, Li Ning became “NBA official marketing partner,” the following year sponsored star Shaquille O eal , the industry and sensation. Contact Shao-ut then almost repeating the mistakes of soccer, O eill advanced age, competitive state of decline, but also the NBA top players will soon fade out the ranks. Contact Jiong ike has been tightly Kobe Bryant, LeBron James and other top stars of resources, not to any outsiders taking advantage of the opportunity. Contact Qu ositions in basketball, Li Ning also find it difficult to compete in the Nike. Contact? Two round fight, Li Ning are they strive. Contact Kuang his, however, Li Ning to understand a very important business logic – Contact? Adidas and Nike can dominate in football and basketball, because they were in their own country to find Louis Vuitton Outlet the global appeal of sports resources. Contact crooked ermany, where Adidas is the third World Cup, recognized football power in the United States, where Nike, the world top basketball league NBA. Contact? And Li Ning of China where football has become almost a sadness, not too strong teams in world basketball. Contact constraints n both projects, Li Ning could not find the two giant rival team or player, the brand appeal of the fight more out of the question. Contact? Li Ning depressed tremendous breakthrough to start thinking of a new road. Contact Zhu t the same time, a more important battle fired the first shot. Contact? Olympic duel Contact? Li Ning, Zhang Zhiyong, CEO still remember, in 2004 near his hotel in Beijing Dongsishitiao, ready to sponsor the 2008 Olympic Games bid book case. Contact Kuang o prevent leaks, the Pro 30 minutes before departure, he was cautious to write down the amount bid. Contact Zui ubsequently, the Li Ning himself with the tender box provided dress, walk away 10 minutes to Olympic Organizing Committee and the office buildings. Contact? This is an unprecedented venture, Ning was not listed, just over 10 billion turnover, profits and less than 100 million yuan. Contact? # 8221; We are risking all of his life. “Zhang Zhiyong recalls. Contact? You know, at that time, the industry various quarters of the pack, almost equal to the Beijing Olympics sponsorship orders to the world of nuclear weapons, as long as its in hand, Chengjiubaye be just around the corner. Contact? Bid results for Li Ning disappointedAdidas price of 13 billion, beating Li Ning, a sponsor of the 2008 Beijing Olympic Games. Contact? Hand “nuclear weapons” Adidas momentum rainbow, straight to the fire giant of targeting Nike. Contact? In 2006, Adidas CEO Herbert came to China in the world personally supervised the operation, its high-profile claims, Adidas will sponsor the Olympic Games by a tendency to surpass Nike in the year 2008, become the market leader. Contact? At that time the war situation is that Adidas has more than 2,500 stores, the main force concentrated in a second-tier cities, and Li Ning are more than 4,000 stores, the dominant force main Tunyu second and third tier cities. Contact Yang eployment on the mutual advantage of both sides, but interlocking, will be “crazy business” regarded as a growth benevolent. Contact Zhu ccordingly, Nike in China has nearly 2,000 stores. Contact? Herbert set a military order: to open in 2010 to 5,000 stores, sales of 1.0 billion euros! Contact? However, the attack of gunfire would suddenly interrupt Herbert dream. Contact? Come face to kill rival, Herbert too familiar. Contact Mo ingqi Nike “hook type” banners, and is the global CEO of Nike Mark, who has been with Adidas in six Olympic Games start killing one another. Contact? Adidas all the forces in place are right for sponsorship, Nike darkness of secrecy, bypassing the BOCOG, the Chinese sports teams with 22 signed an agreement to provide them with clothing and shoes match. Contact? Nike, Adidas fire was indeed hit the defensive weakness. Contact constraints n this 22 sports teams, if athletes gold medal, although he will wear Adidas clothing to accept the award, but the game still wearing Nike apparel. Contact Shao-ut the real audience to attract the eye, was repeatedly broadcast television more, not when the brilliant presentation, but the race itself. Contact? Nike even more powerful lies, Liu Xiang and Yao Ming mastered two ace resources, enough to rival Adidas force that thousands of volunteers. Contact Zhu t least a half million volunteers are the two trump cards of the fans. Contact? In fact, Adidas pay more attention to the team, to convey the brand appeal in the spirit of teamwork, while Nike Zeyi American culture and ace-Star for the killer. Contact Zui even of the last century 80 , Nike is relying on to Jordan and Lewis as the representative of American culture has captured the Adidas home European market. Contact constraints n the eyes of Nike, Liu Xiang and Yao Ming is China Michael Jordan and Lewis, their outstanding performance, unique personality, and gentle man, like the majority of Chinese people. Contact? Nike to sports stars as the spear and shield Adidas Zeyi team as the two neck and neck. Contact Zhu t that moment, a crazy feeling glad blaze forcesLi Ning. Contact? Adidas sorrow Contact? Adidas headquarters in Germany, Germany has a well-known musician named Chopin.However, further Niubi of Chopin, but also bombs not Adidas sadness. Contact? Really sad to Adidas, is Li Ning. Contact? At first, Adidas sky-high price of 13 billion, so that Li Ning lost to go home. Contact? .3 billion of the price, is Li Ning, 4 times in 2006 net profit, CEO Zhang Zhiyong said one sentence: “and Adidas than money? That is impossible.” Contact? However, the Li Ning How could miss out on this far-reaching the peak of the war? Contact? Li Ning raid on the Adidas, Nike, more than even a fierce, can be divided into three waves. Contact? The first wave of raids, Li Ning took the same tactics with the Nikesponsored sports teams.But Li Ning know better precision strike, the Chinese shooting team, diving team, table tennis team and gymnastics team incurred under its command, each team is the dream team of Chinese sports, great brand appeal. Contact constraints n addition, Li Ning has signed the most promising of Nike US team beat Argentina, the Spanish team, and enhance the firepower in the basketball program. Contact? Second wave of raids, Li Ning clever implementation Louis Vuitton Handbags of the terminal blockand the CCTV Sports Channel signed a two-year agreement. Contact cyanosis hinese consumers are through the CCTV sports channel to watch the Olympic Games. Contact constraints n 2007 and 2008 broadcast of events, the hosts and reporters must be photographed wearing Li Ning clothing. Contact? Li Ning trick is: you tube Nike, Adidas how Rush in the game, I make all television terminals, consumers see the most, or I Li Ning logo. Contact? This is what Chuodao Adidas Li Ning pain. Contact? .3 billion of real money, How can we allow people such violations. Contact Zhu didas Olympic Committee immediately available, to protest the attack on Li Ning Marketing. Contact constraints n order to protect the rights of official sponsors, CCTV final two months before the Olympics, Li Ning, suspended cooperation with the. Contact? Adidas, Li Ning that are doing the sealed second wave of raids. Contact Shao-ut Li Ning, Zhang Zhiyong, CEO said something meaningful only to the words: “Never mind, we have plenty of ideas, but also to ensure both a good idea.” Contact? In many cases, the decision outcome of a war, in addition to tactics, strength, there is a very important, and Xuan Hu factorsluck. Contact Zhu t this time Adidas has bad luck, but loss of soldiers in World War II was going off to. Contact? “Hu Jia, together with 2008, not impossible”, “together with Sui 2008, not impossible” … … Adidas Olympics ad in full swing when played, one after another appeared in its ads for a number of possible conditions: Contact Zui ui Feifei foot women basketball team, diving team Hu Jia eye injury, the two have been lingering outside the Olympic threshold; Zheng Although the popularity gradually rose, but later in the Olympic “performance of Chinese martial arts” in Chinese Men, give Contact people its population ow much confidence? Contact? Adidas is very sad, but more sad, yet to comeLi Ning, the third wave of attack. Contact? Battle of the Olympics, but heroes did her best to make the main force removal of a decisive battle. Contact Zhu didas 1000 counted 10 000 operator, discharged Li Ning possible attack tactics, and guard against. Contact Shao-ut things often times, you find a lot of hidden details, but ignore the most obvious key points. Contact? Adidas tricks, has neglected the most obvious wordLi Ning. Contact Zhu s the history of Chinese sports hero, Li Ning, Chairman Mr. Li Ning, how can China host the Olympic Games are not exposed her face? Contact Kuang his to appear again, Lucy was shocked the world. Contact? What happens behind the well-known, Mr. Li Ning in the world 30 million viewers watched, over the Bird Nest Olympic flame lit. Contact constraints mmediately, the Li Ning shares rose in response to the company value soared 200 million yuan, insiders predicted that Li Ning, the commercial value of ignition up to 4 billion yuan. Contact Group arket survey also said more than 30% of Chinese consumers, mistaken for the Beijing Olympic Games sponsor Li Ning. Contact? When Li Ning, the time of ignition, Adidas CEO Herbert world to the Olympic Games as an official sponsor guests sat in the stands. Contact constraints f not, I absolutely can not understand, this is a kind of sadness. Contact? Commander Supply Chain Contact? Olympic Games as a cardiac stimulant, making 2008 the Chinese sporting goods market is in a state of unprecedented excitement. Contact Kuang he actual market grew 30%, while orders for each brand more than 40% increase. Contact Kuang his is not the brightest do not see the gap between the two figures, but they cherish the opportunity to take advantage of the Olympic Games to achieve beyond the crazy state of mind. Contact? This is the tragic result of speculative mentalitythe financial crisis a Air Jordan Shoes splendid historysubmit games result, the channel pressure increased sharply. Contact? One of the most tragic is sad Adidas. Contact 経 p to several hundred million dollars, bearing the Olympic mark of inventory make it a headache. Contact constraints n fact, starting from September 2008, Adidas started to receive bad news from the dealer: Yahuo situation is very serious, leading to liquidity, can not enter more goods. Contact Zui handong Linyi, a dealer said: “Originally, we had the Olympics here, the atmosphere is not as heavy, essentially sell better service to accept the award. Olympic Games even more to die. “Contact? Dealers hope that the discount promotion, strict brand Adidas, the two sides has begun to intensify, some dealers and even threatened to end cooperation with Adidas. Contact Zhu didas had to placate the one hand, dealers, carding channels, on the other part of recovery self-stores. Contact? Opponents is their opportunity. Contact Kuang he end of 2008, sales had reached 6.7 billion in the Li Ning, suddenly found that annual sales exceed 8.3 billion of Adidas, has not difficult. Contact? Price comparison, 閺 For additional skeletal Zhang 炲 В Zuzhuan ▼ Li ╊ Dasuo Yi Kun Geng heap; contrast channels, Li Ning in 2008 already has more than 6,000 stores, and Adidas have more than 5,000. Contact Kuang hese two aspects, Li Ning have advantages. Contact Shao-ut continued to walk up along the industrial chain, Li Ning has discovered a major flaw itself. Contact? Li Ning in 2003 were driven down from the throne when the rate of turnover up to more than 160 days, while Nike and Adidas inventory turns remained at 80 days. Contact chord i Ning, a money making time, Nike, Adidas can make twice. Contact? In fact, the two foreign companies own skilled are assisted him behindTaiwan Pou Chen Group, its subsidiary, located in Dongguan Yue Yuen Industrial, has called the world largest shoe factory. Contact constraints n addition, Nike also has its own logistics base in Jiangsu. Contact Kuang his intensification of the supply chain , is the protection of the two giants soar in China. Contact? Catch up with rivals to complete the fatal blow, it must establish a centralized supply base.December 2008, a news shocked the industry, Li Ning, led seven core suppliers gathered in Jingmen, a area of ??3200 mu, both production and logistics functions of the super-industrial park. The base is located in central China, Li Ning completely changed the supply chain. Contact Qu reviously, Li Ning supply chain “from the distribution center, warehouse to the customer transit points, to retail stores. “Contact Jiong ow, the base of the distribution capability and can within two days of radiation to 900 kilometers. Contact chord i Ning supply chain this into a” direct from the distribution center to retail store. “Contact? As a result, Li Ning inventory turns decreased to more than 70 days, enough to Nike, Adidas, under a high. Contact Kuang he remaining question is where to fight fire? Contact? Football, basketball two high ground, is still Nike, Adidas firmly occupy the stronghold.However, the Li Ning to find a great breakthrough in Highlandbadminton. Contact? Badminton high popularity in China in recent years, more and more participants, badminton venues in major cities are often full. Contact Group ore importantly, China badminton is the world top level, the most charismatic players are in China. Contact chord i Ning choose badminton, and select soccer Adidas, Nike, Basketball selection serves the same purpose. Contact? 2009, was acquired by local badminton brand Li Ning Kai Sheng, won the account for seven years by Yonex badminton national team sponsorship rights in China, attack artillery raining pouring in badminton this high ground. Contact? TV commercials, Super Idol Ning Lin Dan holds the racket hearty to kill the ball, “if not a good racket, I can not just change it?” Star effect quickly captured the consumers mind share and brand on the first badminton association Contact twisted radually into the national team lindane and endorsement of the Li Ning. Contact Kuang o June 2010 , only one year, Li Ning in the badminton market share has reached 30%. Contact? In badminton on a meteoric rise, greatly stimulating the Li Ning brand image and overall sales performance. Contact Group arch 2010, a result of dysfunction have released in 2009 earnings. Contact chord i Ning-year sales rose 25% to 83 billion, while Adidas is down to 70 billion yuan, Li Ning has overtaken Adidas, occupy the second position in the market, with the oldest also just a stone throw Nikethe. Contact? At this time, Li Ning in 2003, set the 15-year period, only the last half.