There Are Nine Failures In Lining Marketing Of Sports Shoes Enterprises.

In just 14 years, the "Prince of gymnastics" successfully completed the pformation from an elite athlete to a billionaire.

Today, Lining has become the first brand of the local sporting goods industry in China, and has already been able to compete with the world giants such as Nike, Reebok and Adidas in the local market.

Nevertheless, the development of the company in the past 14 years is still a lot of failures.

The extensive stage is basically from 1990 to 2000.

In 1990, Lining, who was praised as "the prince of gymnastics" by the world, retired from the army and started the Li Ning Co business as an opportunity to invest in sponsoring the Asian Games China delegation in 1990.

And before the products were ready for sale, the Chinese delegation sponsoring the Asian Games started a new strategy for the brand management of Chinese sporting goods.

At that time, Li Ning Co did not have its own core position. "Famous gymnast" was the biggest support point in the early days of Lining's brand.

Li Ning Co clearly discovered this short board and tried to pull its brand apart from Lining's personal image.

So in 1999, when the Li Ning Co launched many leisure products, the slogan was "I exercise and I exist", and hired Qu Ying as the spokesperson of her image. Qu Ying is the image of the fashion movie star, which has softened and blurred the Lining brand, but it still does not have a good embodiment of Lining's sports characteristics. It is just a single ride of entertainment star's car.

At this stage, the sponsorship activities of Li Ning Co are also blooming: the Barcelona Olympic Games in 1992, the 1996 Atlanta Olympic Games, the 1996 Paralympic Games and the 2000 Sydney Olympic Games, and Lining's sportswear has always been the standard equipment of Chinese athletes.

Li Ning Co has also sponsored the Chinese table tennis team, gymnastics team, shooting team and diving team all the year round, providing professional competition clothing for these four professional teams.

At the same time, it also sponsored some other provincial sports teams and various sports events.

At this stage, although Lining has taken part in many activities, he has never really played the biggest charm of sports marketing.

Sports sponsorship is just a part of sports marketing, not the whole of sports marketing.

As a matter of fact, sports marketing is a complicated process of system implementation. It requires enterprises to properly locate their products and corporate image while they are sponsoring sports, so as to conform to sports culture. In addition, we should integrate the resources of enterprises and make comprehensive use of various forms to integrate sports culture into every aspect of enterprises so as to form a resonance between enterprises and consumers.

However, when Li Ning Co was doing sports marketing, it did not pay much attention to sports sponsorship, but it did not do well in other aspects of supporting work, such as the brand new design of product packaging, other promotional and advertising support, did not play the best role in sports marketing.

In addition, Lining does not have the cost of budgetary assistant marketing in sports sponsorship, which is contrary to foreign sports sponsoring enterprises.

Nike has taken the 1:3 strategy: they have spent 1 million sponsoring a new competition, and will spend 3 million to promote the event.

At this stage, Lining sponsored 4 national teams. When calculating the sponsorship fee, he did not consider the bonus bonus at all, so that the proportion of investment and income was not directly proportional.

The pursuit of sports marketing is the integration of enterprise culture and sports culture, and is a long-term and overall strategic system plan for enterprises.

The overall feeling of Li Ning Co sponsorship is rather mixed and systematic, which leads to the short-term behavior of enterprises and the incoherence of business strategy.

The reason why Coca-Cola has become a world brand is inseparable from its support for world sports. Almost every large-scale international sporting event can see Coca-Cola, but its sponsorship activities are of scale type, so Coca-Cola has become the spokesman of sports.

In this period, although Lining has the omnipresent sports sponsorship momentum, but has not formed a systematic combination, he can not achieve the best quality assurance of sports marketing.

Sports are colorful, but Lining only needs a "color".

During this period, though Lining's brand was concentrated on the pformation of sports, Lining was an internationally influential athlete.

So his recognition is very high and the brand has considerable value, which makes it a good start.

But on the other hand, simply understanding the literal meaning of Lining's brand is easy to remind people of gymnastics, and it will be considered as a professional brand of gymnastic supplies.

This is the incompleteness of Lining as the spokesman of his brand.

The late Qu Ying advertising is also far from professional development, especially with sports marketing.

This is a misunderstanding, which has not been changed.

This is a negative influence of sports marketing, and it is also a negative influence of brand management and enterprise strategic management.

According to the survey, "Lining" spent more than 150 million yuan on sponsorship of various competitions in the past ten years.

But the result of the survey is that consumers think that "Lining" is like a friend with a bad personality around him. He feels that he is very familiar and familiar, but he lacks a distinct personality.

From 2001 to 2002, Lining realized his first stage problem and made a quick repair to make it enter the stage of refinement.

When it comes to Nike, people will think of basketball involuntarily. When it comes to Adidas, people will unconsciously think of football, and specialization will make the influence of sports brand deepen.

Thus, from sponsoring the Chinese Olympic delegation's admission to professional single sponsorship, Lining began to elaborate sports.

We have to start looking at basketball and football.

These meticulous processes once again illustrate Lining's determination to win the battle.

In addition, the promotion activities in overseas markets are also carried out in accordance with the principle of mutual benefit and mutual benefit, such as sponsoring the French gymnastics team, the Czech gymnastics team, the Russian university student team, and the local sports teams in the distribution area.

Lining began to copy sports marketing quickly and further speed up the internationalization process.

Because these activities were co operated with local dealers, they avoided the initial "extensive" stage of misunderstanding.

At the same time, Lining integrated and utilized various channels and forms: before the introduction of the TV image advertisement "may article", we first used the advertisement (newspaper, network and short message) to create interactive effects and attract consumers to pay attention to the new advertisements: two bicycles were placed side by side on the lawn, and then put into a goal. In the alley, the clothesline was stretched into a tennis net so that the audience could guess what sports fields were.

This move has laid a strong interest in TV advertising.

Next, the "possible article" wins the chase.

In addition to arranging POP at the sales terminals for the related topics, we will do auxiliary support advertisements in outdoor, subway and magazines.

The public relations propaganda film behind the CCTV-5, the story behind the advertisement, takes the TV commercials as the main thread. The material is authentic, convincing and infectious. It highlights the significance of Lining's brand in life's movement and life in sports, and from another aspect, it has enriched Lining's brand new image.

At this stage, Lining's main problems lie in:

Event marketing is a kind of activity that relies on a major event to enhance the visibility of an enterprise or product and ultimately promote sales of products or services through "borrowing" or "creating momentum".

Event marketing is, in a sense, a marketing tool for sports marketing.

The biggest difference between sports marketing and event marketing is that the guiding ideology is different. Sports marketing pursues long-term and holistic nature, while event marketing only aims at the event itself, lacking overall view and strategic vision.

Therefore, sports marketing is definitely not event marketing.

In 2002, Li Ning Co provided a one-man uniform for the Spanish women's basketball team to participate in the fourteenth women's basketball championship.

When the Spanish women's basketball team and the Chinese women's basketball team won the fifth place in August, the Spanish women's basketball team wore "Lining" while the Chinese women's basketball team wore Nike, and then the Spanish women's basketball team won. After that, the news title was "Lining" defeated Nike.

In fact, it is clear to everyone that the gap between Lining and Nike is very large. The sales of Nike in the world is 10 billion dollars. "Lining" has just achieved 1 billion that year, not one level.

News like this is a mistake, whether in advance or afterwards, should try to stop these news, it will pull Lining into the vortex of event marketing.

Sports sponsorship also needs to create different marketing topics, brewing new ideas, new ideas, new planning, so as to guide consumption.

The most typical event called "one cent supporting Olympic bid" launched by farmer Hill spring in 2001 is a model of sports marketing creativity.

"One penny, one wish, one penny and one strength."

This unique and innovative idea has aroused the enthusiasm of consumers nationwide.

This plan is a pioneering work for all enterprises supporting Beijing's bid for Olympic Games, and is supported by all the people who care about sports.

However, Lining's sports marketing has always been a simple form of sponsorship. Therefore, Lining's sports sponsorship needs more innovation, so that 42 gold can be pulled out.

Sports marketing should create an atmosphere of comprehensive experience.

We can also talk about it from Coca-Cola. In sponsoring sports activities, we can see that they must not simply pay to hang up two brands. Even in the sports field, in addition to the full distribution of coke cups, Coca Cola Co, in the relatively hot situation, they also distribute Coca-Cola fans everywhere, and all the fans are red Coca-Cola, all are Coca-Cola fans flying, beautiful and spectacular.

In addition, he has set up a sales hall outside the stadium, and has launched promotional activities and dissemination at various stores. This is a comprehensive experience of the whole system, rather than simply seeing the product logo of my Coca Cola Co when you get to this place.

At present, Lining is lacking in this aspect.

This pformation is a painful process, and Lining has not made breakthroughs.

In February 2003, Li Ning Co signed a contract with Chinese player Li Tie, who played the Premier League Everton team, and worked together to develop and promote professional football products.

The purpose of the combination is to develop competitive equipment for top football players.

Although Lining's sporting goods occupy a large share in the Chinese market, it is indeed the first time to cooperate with professional football players to develop and produce football shoes suitable for their professional sports.

This move marks a welcome step in the field of specialization in Lining.

In February 2003, Lining signed a professional football shoe with "iron series" with Li Tie.

In addition, Li Ning Co has invited a lot of sports stars as spokesmen for image, spending a lot of money on promoting their football and basketball products, including developing golf products.

Everything is just to prove it.