Lining'S "Professionalization" Concept Is The Magic Weapon For Enterprises To Win.

About Li Ning Co's success Magic weapon Zhang Zhiyong, executive director and general manager of the company, said: "what attracts the masses is products, and behind the products is Lining's" specialization "business philosophy. In the "Lining" brand of racket and ball products, the application of specialized technology can be vividly illustrated, and the product concept of "Lining" is to bring "professional magic to you." Specialization has several meanings, first of all, specialization of products. The public is increasingly demanding professional sports equipment. People not only want sports to be fun, but also enjoy the pleasure of "professional equipment" while exercising. And this is exactly what Lining wants to help you achieve. Lining's sports equipment is very unique. Take the AEROMAX521 of the four badminton rackets as an example. profile The frame design is thinner and wider than the traditional racket. This design is more suitable for offensive players. It can reduce the air resistance of the racket and improve the torque performance of the frame. At the same time, the racket racket is heavier than the general racket, and the calculation indicates that it can increase the attack power by 22%, which is very suitable for the attacking but less powerful amateurs. This unique design is contained in every product of Lining.

The professionalization of "Lining" is not only embodied in products, but also in management and management. Marketing From product development to terminal sales, software and hardware are developing towards specialization. As early as 1998, Li Ning Co set up the leading Asian and China's largest design and development center in Foshan, Guangdong, and hired many designers with international standards. Six months ago, the "Lining" design center moved to Beijing, in order to provide designers with a good working atmosphere and help them develop an international vision and fashion vision.

Today, the demand for specialization is increasing. The demand for specialized products in the domestic population is only 20%, but the growth trend is obvious. Specialization is the necessity of market development, and Li Ning Co is a forerunner. Indeed, when people participate in sports, there is a growing demand for specialized equipment and equipment. On the one hand, some sports events, such as rock climbing, speed drop and so on, are becoming more and more popular. On the other hand, it is shown that in the sports such as basketball and badminton, the type and cost of mass equipment and accessories are increasing. People are keen on a professional outfit and various professional facilities and even surpass the sport itself.

A survey company found that among the public fitness venues in Beijing, such as badminton, basketball and other public fitness programs, the proportion of people wearing professional clothing and professional equipment was close to 50%. This is significantly higher than the survey data in 2002. The specialization of market demand has brought some business opportunities, but it also poses a severe challenge to the product design and R & D ability of sporting goods manufacturers. It is difficult for large manufacturers without professional strength to win consumers' recognition on products. The "specialization" route caters to the direction of market development, and is beneficial to differentiate from other ordinary brands, and establish a good brand image and establish the status of products among consumers. Therefore, the "professionalization" of Lining is becoming more and more firm.

On the road of "professionalization", "Lining" took the first step. The Li Ning Co has placed the mainstream sports such as football as the most extensive public base and has a great impact on the society as a professional target. In February this year, 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 "professionalism" by Lining. In the spring of next year, Li Tie will appear in the Premier League with Lining football shoes. This is the first time that domestic sports brands have appeared in the world's five major league matches. Football is the main item of the company in the second half of this year or even next year, marking the gradual entry of Lining products into the mainstream of professional sports. It also indicates that the "professionalization" route of "Lining" is beginning to form a serialization advantage from point to aspect.

In the first half of this year, the sports industry benefited from SARS, and ordinary people joined the movement army, and the demand for sportswear and equipment increased greatly. Li Ning Co's sales revenue has increased by more than 30% over the same period last year. Of course, the goal of Lining is more long-term. The sports industry is a "super cake". Now the cake has a global output value of up to US $about 400000000000, and has maintained an annual growth rate of over 20%. According to this trend, by 2010, the proportion of China's sports output value to GDP is expected to increase from 0.2% in 1998 to 0.3%. Sporting goods companies around the world will not let China get away with this cake. But the brand that is not professional is difficult to form enough competitiveness. "Specialization" will be one of the development directions of the sports market in the future. Lining has already stepped into the "professionalization" journey.