Li Ning brand is more important in internationalized local market competitiveness

Walking through Wangfujing Street in Beijing, people will find that the original Li Ning store has “changed its face” and China’s red is strongly highlighted. In fact, at the end of 2005, Li Ning's vision, mission, and values ​​were adjusted to determine the purpose of the "internationalized" marketing strategy. As a result, "face change" has begun in the marketing of terminals. Compared with the long-established and mature multinational corporations, Mr. Ge Boqiang, president of IMG China, criticized: "Chinese companies do not always have the purpose of doing sports marketing and do not understand what they want." The head of Li Ning Company frankly said: “The shaping of brand positioning requires a process.” After continuous efforts, “Li Ning” seems to be getting more and more mature.

In the "2005 CCTV My Favorite Chinese Brand" selection campaign, "Li Ning" became the only sports brand to be selected. In 2004, "Li Ning" was also accused by the "Wall Street Journal" and the positioning was not clear. It seems that "Li Ning" seems to change. In the evening, it is not.

Professional or casual? Most Chinese sports product companies will encounter such problems. It is undeniable that the threshold for leisure is much lower when entering the market, but the market is not easy to "mainstream." At first, Chinese consumers also felt that "Li Ning" products seemed somewhat vague. Since 2002, Li Ning has begun to define its own development strategy--professionalism. According to the sports program, the products are divided into professional projects such as basketball, running, football, tennis, and fitness.

Under the guidance of clear positioning, the professionalism of “Li Ning” products has been continuously improved. According to the test data of the Chinese University of Hong Kong, Li Ning’s professional products are already comparable to international brands in terms of key indicators and have become more fashionable in design. At the same time, Li Ning’s marketing strategy has also proceeded in an orderly manner: sponsoring foreign sports teams, cooperation with the NBA, and so on.

The person in charge of Li Ning introduced: “From the perspective of Li Ning’s development in recent years, it has clearly defined the direction of professional development and clear brand positioning, and has conducted professional sports marketing sponsorship and integrated marketing. This is the rapid development of the Li Ning brand. The key factor."

Most Chinese sports product brands and international brands are faced with the "internationalization" they have to compete in the domestic market. "Li Ning" company also admits this: "At present, the more important significance of internationalization of the Li Ning brand lies in the enhancement. Brand competition in the local market. In 2006? We will further enhance the brand's international image? One of the most important points is to obtain more and better foreign sports marketing resources and to carry out effective marketing in China.”

Although Li Ning has signed contracted football players such as Li Tie, Yan Junzhe, Ji Mingyi and other top Chinese players, there are also many leading players such as Yulin. However, in the image of "Li Ning," the sports marketing is still dominated by basketball. With the formalization and initiation of the international brand strategy, the "Li Ning" sports marketing strategy will gradually be diversified. The 2006 World Cup will be a fan revelry. In the sports atmosphere of football, “Li Ning” will also increase its influence in football projects.