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[Chinese shoes Network - Shoes World GUIDE]? If Li Ning and Nike to sell as expensive, and you'll believe who bought this problem is not difficult to answer. However, the key question is: Why consumers, especially after 90 willing to spend more money to buy Li Ning, Nike instead it ?
Imagine, when consumers into the store, when faced with an array, a wide range of sporting goods, how will they choose? Young generally more emphasis on product design. For the design, there are 1,000 people in the eyes of 1000 Hamlet, everyone's aesthetic vary. Nike, Adidas, Li Ning, though not the same, but there is no obvious beauty and ugliness of the points, obviously, the product design is not the key factor behind Li Ning, Nike's lies.
Although the domestic sports brand Li Ning, the leader, but in the international market is not such as Nike and Adidas, Li Ning, after all, to start later than they, no first-mover advantage. However, Nike was founded in 1963, while Adidas was founded in 1920, but now the world's first sports brand Nike rather than Adidas, visible, then the identity is not the main reason.
So, Li Ning lost exactly what Nike?
The first defeat: Brand dwarf
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less than Li Ning, Nike, Adidas and other international big names, first in the brand image.
No matter which corner of the earth, a mention Nike, almost everyone knows; and Li Ning, except in the larger Chinese influence in the international market is nowhere near as Nike, Adidas, so familiar. Although they are in order to improve brand awareness, thus heavily invite some well-known sports star to do endorsements, and sponsored a number of very high concern sporting events. Thus, in the mind of the consumer awareness, sponsorship influence and charisma spokesperson directly determines the image of sports brand positioning.
On demand advertising content, the leader Nike behaved very well. Nike's advertising focused on mental communication with the target consumer, good advocacy in a unique spiritual value to be resonating with consumers, rather than how good the quality of its products, or the like, and so conducive to health products functional demands. Nike is not so much advertising in the marketing of the product, it is more in the spirit of promoting a sport, it is enough to make Li Ning catch up.
In the spokesperson of choice, compared to Li Ning,
Nike and Adidas, and more seem far distance. Nike spokesman football has C Ronaldo, Wayne Rooney, Ronaldinho, Robinho and a number of international players like; and Li Ning's football spokesperson generation of Li Tie, the second generation of Lu Lin, undeniable, Both of these are very good Chinese football players, but the Chinese football has been in the eyes of people not to mention what the image, let alone Li Ning's international image.
In basketball spokesman, Nike aside the myth of Michael Jordan basketball have influenced an era, the light now LeBron & middot; James, Kobe & middot; Bryant, Dirk & middot; Dirk Nowitzki, Kevin & middot ; Durant, Steve & middot;? Nash and so these NBA superstars, basketball enthusiasts in mind which one does not own the supremacy spokesman Li Ning basketball's most famous and only O'Neal.
I think: compared to Li Ning, Nike, the brand image of the far gap. Nike has become synonymous with the world's best sports equipment, and Li Ning just the road too! This is Li Ning's first defeat.
The second failure: Product layout is too narrow
In terms of products, in order to cover a broader consumer groups, sports products f
Cheap air jordans for sale or different consumer groups to have the product line, but different styles of products to work together to carry the connotation of the brand value.
Nike on this point can be described as remarkable, it has AF series of classic shoes, football fans have been regarded as a classic "Legend" series of soccer shoes, as well as in Jordan, Kobe Bryant and other super star named sneakers series and so on.
In contrast lining, it does not scream loud classic series. In contrast, Li Ning trip to a big turn, the consumer groups clearly defined as 90. In my opinion, this is actually a very mistake decision.
The reason, first, this change so that Li Ning brand equity over time since a long time not to continue, resulting in a tremendous impact on the long-term development of the brand Li Ning, which is the first taboo of brand management.
Second, Li Ning shouted to great fanfare after 90 personality made shoes, this is not obvious take 70, 80 of these already have a certain brand loyalty of main consumer groups rejected it? The move to narrow its own strategic layout does not say, but also deeply hurt the feelings batch of loyal consumers, resulting in serious loss
cheap jordans online of brand equity.
Third, Li Ning so dedicated to the 90 to pay, but will not necessarily buy it accounts 90. For them, the shoes do not you say to me I'll buy you clothes and shoes do not drift beautiful, I did not like the star to do endorsements, there is no advocate of my favorite brand culture, there is no like me These are the questions the value orientation.
Of course, the Li Ning turn around, certainly has his own reason lies. Li Ning see is the future market, the 90 groups are mature, their purchasing power is also growing, the future of sports goods market will become 90 after the home consumer groups.
But then again, this does not mean that consumers have to Li Ning, the other's a pole all killed, cut their target consumer groups. In fact, Li Ning also with Nike, Adidas, like the introduction of different products for different consumer groups, there is also a retro trend, avant-garde and classical, so they would not foolish pick sesame. This is Li Ning's second defeat.
Third defeat: about sales channels swing
In terms of sales channels, Li Ning, there are also some problems. Channel is the sporting goods business another important pillar in a
Retro jordans for sale ddition to the brand. Brand manufacturers and traders in large international channel strategy different. The more traditional kind of strategy is "outsourcing" system, that is the way the sale of part of the distribution channels to take care of. Some companies have chosen to self-built channels.
Li Ning in the choice of channel strategy based on the use of outsourcing is to achieve sales, then concentrate on doing their own products. This common practice is a lot of peers, not without justification. However, even taking the outsourcing system, we should also be careful to develop a reasonable distribution strategy, and should not be wavering. In this regard, Li Ning's approach is worth reviewing.
how to balance between the dealers and distributors to coordinate the interests of other aspects of the relationship, Li Ning company handled rough, resulting in a high number of original loyalty distributors complained: "Do for 10 years, Li Ning, in the end actually nothing found his own feelings. "Under the influence of this problem, according to the current order price, Li Ning in 2011 overall sales will fall about 5 percent year on year. At the same time, due t
cheap jordan shoes for men o increase channels to accelerate the reform and speed inventory liquidation, the company profit margins will decline in 2011 to around 6% to 7%.
contrast lining chaotic distribution strategy, international big names I temporarily take Nike to do more, local rival Anta has done in this respect Chapter law and confidence.
Anta channels in order to build their own future, as early as in 2006 on the investment front, Ltd. was established in Shanghai, and fully into the sporting goods retail industry. At present, Shanghai set up five strikers Ltd., a wholly owned subsidiary in Xiamen, Suzhou, Beijing, Harbin, Guangzhou and other places, operating Adidas, Reebok and Kappa and other sports brands. Anta first, with those high-end brands to open their own sales channels, then covered at this stage of their products, and finally the use of channel advantages, and gradually expand its product line, rolled out its own multi-level, multi-level products, in order to continue to grow its own brand. This strategy eliminates the need to balance both distributors and other issues, but also to stabilize the situation of self-built channels, to concentrate on good products, an
Retro jordans for sale d other competitors Game. Li Ning have to balance around, I got hit, so Li Ning defeated third defeat in the channel strategy.
Li Ning reason only "China's Li Ning," and "World of Nike" still far away, I believe that the main problem lies in weak brand image, the narrow product distribution, the confusion of the three aspects of sales channels . As a Chinese sports brand Li Ning, a brother, it is certainly remarkable achievements, but its future long way to go, must give priority to solve more than a few problems to those in the global market and international predators showdown. (Chinese shoes Network - the most authoritative and most professional shoe Information Centre, shoes World Tribune microblogging)In June, adidas for James ยท harden's signature sneakers brought a derivative version of James Harden LS, and the pink Sweet Life version will be officially landing next week shelf. This selection is more suitable for the daily function of comfortable fabric crafted, also cancelled to protect the toe setting, and the shoe body using quite charming pink through three stripes heel by brown leather, finally equipped with full palm Boost shock unit.
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