Lining Trapped Embarrassed: On The Nike ADI Under Pressure To Catch Up With Anta XTEP And So On.

In China's sports market, the first tier is undoubtedly the international giants of Nike and ADI. Lining Belong to the second echelon, Anta, Hongxing Erke, XTEP, 31st degree is the third tier.

Strictly speaking, Lining's second echelon is a bit lonely and awkward. Because there is Nike ADI under pressure. Anta And catch up with XTEP.

However, in such a crack to survive, Lining still survived, but so far, he has not lived very easily.

　 Catch up with Nike in the gap

Nike and Adi are often able to sign up sports stars to improve their brand image because of their heavy financial resources. First of all, look at the lineup of Nike spokesmen, Kobe, James, Anthony, Parke in the basketball field, C, Ibrahimovic, Drogba and other tennis players in the football world. ADI's spokesman for football series Kaka, Raul, Zidane, Messi and so on.

In fact, Lining began to imitate Nike, ADI, and star spokesperson from the very beginning. But limited to capital and strength, it can only sign stars at the next level. Such as O'neal, Turner and Jones.

Although O'neal was very well known before, he was near retirement age, but he did not contribute much to Lining. Turner and Jones are also known too little, which makes Lining's popularity in the world difficult to upgrade, and sports fans are hard to pursue.

But endorsement sponsorship is only one aspect. On the other hand, the internationalization of channels, the internationalization of institutions, the internationalization of talents and the internationalization of products need to complement each other. Now PEAK has signed a lot of stars, but can it be an international brand? "Lining, a fan and shoe collector Andy, told reporters.

In terms of product development, compared with Nike and Adidas, Lining is good at finding inspiration and innovation from Chinese elements and always at the forefront of innovation, such as Chinese dragon sports clothes, "Chibi" cultural shoes, "Zhong Kui" basketball shoes, "riding basketball" shoes, Lei Feng shoes and so on, all of which are derived from the elements of China and even Eastern culture. Therefore, Lining did not show weakness to ADI or Nike. Instead, he actively and initiatively acquired creative elements from local culture.

"Lei Feng 001 is my favorite Lining product. Finally, after several modifications, it finally became a service for the people 001, and the designer left is also my good friend. This product is not only an oriental element, but also embodies creativity. What attracts me is this kind of creativity. What I want to say is that mention of Oriental elements should not only be something about Chinese paintings, Chinese seals, tripod and so on. Everything around us is Chinese elements and Oriental elements. Andy said.

But Lining's product is not a continuity. For example, a while ago, Lining pushed the 001 series. The same thing happened to Lining many times, and every main product pushed the product for one or two years, and then changed to a product line, without continuity.

On the contrary, what is the history of many years like the shell of ADI and the AF1 of Nike? The connotation of products is much more profound, and the accumulation of brand is accumulated in accumulation of products after another. Andy said.

On the international side, ADI first is talent, technical advantage, channel advantage and brand advantage. Lining can say from the beginning and Adi is not at a starting line. But Lining did a good job, but Lining was a little eager for quick success.

Lining's failure is the failure of product positioning. Lining wants to attack the first-line brand, but also strive for the young market, so they have changed many brand connotations, resulting in the loss of some of the original customer groups. Meanwhile, their brands have a gap in the understanding of consumers and the position that Lining brand wants to achieve, resulting in new target customers not buying. Andy said.

From the perspective of brand positioning, Nike and Adi have focused on sports since its inception. It firmly grasped the field of sports, which is becoming more and more important and focused on providing sports equipment for people who love sports.

"Each of their shoes and clothing was researched, tested and improved, and finally put into the market." A sports insider, who declined to be named, said.

But now Nike and Adi are ready to go. They have offered to kill the local brands: first, to enter the three or four line cities; second is to reduce prices; third, to seize the channel market. "In fact, Nike and Adi attached great importance to Lining's rival. Every week they looked at the sales situation of Lining, because Lining had about 8000000000 yuan in sales a year, and no longer had the foundation." The above-mentioned sports industry insiders who do not want to be named are like this.

　 Be " Jinjiang Gang "Step by step

The creation of the "Lining" brand is because of the founder Lining's ideal. His ideal is to become a great sports brand in China. Moreover, Lining integrated this sport spirit into Lining's corporate culture, so that every employee can feel the spirit of sports.

Lining also knew that he needed professional people to help himself in the management of enterprises. He began to train successors very early, so Lining was the first entrepreneur to set up a professional management team.

And most of the enterprises such as Anta and PEAK originated in Jinjiang, so they are collectively referred to as "Jinjiang Gang". These enterprises are mostly from the foundry enterprises, at the low end of the industrial chain, and after the strong financial strength, they began to apply for a brand themselves, then find a bunch of stars, advertise in the CCTV, develop agents, and gradually grow. This is a form of pure enterprise, which is characterized by what they earn, and family business is more serious.

Andy is not optimistic about the fact that Jinjiang enterprises are just pursuing short-term effects. "They have many common problems in many Chinese enterprises, that is, eager for quick success and instant benefits, blindly spending money to smash the stars, and then introduce a few vague technology concepts. Chinese enterprises still need solid step by step accumulation." Andy said.

"The management mode of franchisees in Jinjiang enterprises sometimes makes me feel like returning to the small peasant economy, clan, village and so on. As for Anta's joint venture mode, it does not exclude a direction of development, but now it looks a bit like shifting risk." The sports industry insider who doesn't want to be named said, "Lining's DNA is different from Jinjiang's enterprises. Whether it's the founders and enterprises, or the blood flowing through them, you see that no one in the world ADI and Nike is hanging on the head to sell dog meat. All of them have a deep understanding of sports."

But now Jinjiang is helping the enterprises to start a new force and has encircled and suppressed Lining. In 2010, Lining's profits were surpassed by Anta. Anta also used CBA to become famous overseas.

Lining always thinks he is a sports Brand Company with great ideals. They despise Jinjiang shoe enterprises that only sell shoes. But in recent years, the performance of these competitors who had once been their young brothers has been progresses by leaps and bounds, and even more than their own time. Unfortunately, their management team failed to win the battle.

"The most important thing we should do now is to let consumers find pronoun. For example, basketball and NBA are Nike, football and European major league matches are ADI. And Lining has to find his pronoun. The insider, who declined to be named, said.

How to find pronoun is to return to the sport itself and return to the domestic market. Marketing should continue to highlight Lining's advantages, such as ball games, gymnastics and running.

In short, it is LINING, not Lining, that mentions Lining. As for channels, goods, marketing, operation and so on, they are all interlocking.

"Lining's promotion is actually much easier than that of Jinjiang and Anta. But in 2006, Lining began to expand, leaving many people inside the company out of the market. Now Lining needs to return." The insider, who declined to be named, said.