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What To Resist "Severe Winter"

2008/8/28 15:39:00 27

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Many people may think that "Lining" is the sponsor of the Olympic Games, but it is not, although it is involved in the competition of the sponsors, but eventually lost to Adidas.

However, "Lining" has not been discouraged. It will never give up the excellent brand publicity opportunity to host the Olympic Games at its own door.

Therefore, "Lining" adopted the strategy of "saving the country through curves", which cleverly and legally bypassed the strict barriers to intellectual property rights of Olympic Games, and achieved a close and close contact with the Olympic Games in a brilliant and efficient way.

According to the international practice and the relevant provisions of the Olympic Charter, the host city of Olympic Games should follow the principle of "clean venues", that is, during the Olympic Games, there should be no commercial advertisements or other information that does not conform to the atmosphere of the Olympic Games during all the buildings, facilities and areas in the view of the audience, registered personnel and the lens of the television camera lens.

This makes the sponsors, including Adidas, very helpless, but "Lining" is less worried. It has found many other ways to enter the eyes of the people: signing an agreement with CCTV, requiring that all the hosts and reporters should have "Lining" costumes to broadcast the Olympic Games related programs; to sponsor China's most popular gold medal teams, such as the Chinese table tennis team, gymnastics team, diving team and shooting team; besides the Chinese legion, the Swedish Olympic team, the Argentina basketball team, the Sultan track and field team and other foreign Olympic teams are also dressed in the "Lining" costume contest; some Olympic volunteers are also seen as "Lining" and become their propagandist.

This means that during the Olympic Games in Beijing, as long as the CCTV sports channel is opened, the Logo of Lining will always jump into the eyes of the audience.

At this Olympic Games, the Chinese delegation pioneered the harvest of 51 gold medals, which made China excited, surprised the world and made Lining happy.

It is reported that, according to the "Lining" plan, it has spent 16% to 18% of the total 2007 and 2008 years in the brand building including the whole Olympic strategy. This is a very astonishing investment, and few enterprises dare to spend so much money.

Investment is rewarding.

In accordance with the timetable for the globalization strategy of "Lining" and "three steps", the Beijing Olympic strategy is the first step. It will be completed by the end of 2008, followed by the second and third steps in 2009~2013 and 2013~2018. When the third step is completed, "Lining" is expected to become the world's top 5 Sports Brand Company.

As far as the current situation is concerned, the first step of "Lining" has been very successful. Its turnover has increased by nearly 40%, and even some of its third steps have been achieved ahead of schedule.

Earlier this year, SGI, the US Market Research Institute, released a list of market capitalization for global sporting goods companies. "Lining" ranked the fourth in the world after Nike, Adidas and Puma, which surpassed Asics.

Lining's rapid growth, especially its emphasis on brand building, being good at grasping opportunities and daring to invest more in brand marketing, is worthy of other domestic enterprises, especially textile and garment enterprises.

We have seen that most of the domestic textile and garment enterprises are having a hard time nowadays, and the industry claims that they are in the "severe winter" period in the past two years.

The root cause of "severe winter" is relying on labor-intensive industries to support the path of enterprise development, almost to the end.

Under such circumstances, the best way for garment enterprises to get rid of difficulties is to adjust and upgrade the industrial structure, improve the technological content of products, enhance the added value of products, win the brand by quality.

Only by "Lining", do we attach great importance to improving the contribution rate of technology and the contribution rate of brand, scale and grade, and constantly raise the brand premium, so that enterprises can get high profits and achieve sustained development, and the profit return will be high.