李宁品牌战略分析PPT文档格式.ppt

李宁品牌战略分析PPT文档格式.ppt

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MAKETHECHANGELI-NINGOutlineuBriefintroductionuDevelopingstagesuDilemmaandreasonsuMakethechangeCompanyProfilesbasicbasicinformationofinformationofcompanycompanyLeadingsportsbrandenterprisesinChinarangeofproduct:

@#@footwear,apparel,equipmentandaccessoriesforsportslogan：

@#@makethechangeFounder：

@#@ChinasprinceofgymnasticsLiNingLOTTOAIGLEDNSLI-NINGMulti-brandbusinessdevelopmentstrategy.（CHINA1990）（FANCE2009）Z-DO（ITALY2007）（CHINA2007）（CHINA1958）DevelopingstagesuThefoundationperiod-1995to1997uItwasfollowedbyoneofhigh-speeddevelopmentfrom1995to1997,duringwhichLiNingbecamethedominantdomesticsportsbrand.Overtime,theproductmixwasconsolidatedItsdistributionwasexpandedcontinuouslythroughoutChinaviathecompanyssystemoffranchisedoutlets.uAtwo-yeardownturnuThe1997Asianfinancialcrisisprecipitatedatwo-yeardownturnforLiNing.Thecompanyreorganizeditsoperationsandhumanresourcesproblems.Ashoe-manufacturingcenterwasestablishedintheFujianprovinceand,earlyin1998,thecompanyadoptedtheformalnameBeijingLi-NingSportsGoodsCompany.unewdevelopment-1999to2004uOneoutgrowthofaperiodofambitiousnewdevelopmentwastheprioritizationofperformancemeasurement.In2001,thecompanyannouncedaconsciousdecisiontobecomemorecustomerfocused.InJune2004,LiNingintensifieditseffortstoachievetransparencyandadoptacoherentvisionandsystemofcompanyvalues.Brandinternationalizationwasincorporatedinthebusinessstrategy.uMakeachange-2005totodayuThecompanyhasaggressivelyusedsponsorshipdeals,particularlywithathletesandsportsteams,bothathomeandabroad,toraiseitsprofile.Facingmoreandmorecompetitors,ithavetotakesomemeasures.SUCCESSnLiningspersonalcharmattheinitialcarveout;@#@nUnremittingsportsmarketingwithin20years;@#@nItsmalposedmarketingcomparedwithinternationalbands;@#@nAdjustitsmarktingmethodsduly.MarketEnvironmentuTheinternationalbrandsuchasNIKE、ADIDAShasalreadyformedthebrandeffectandoccupiedthehigh-endmarket.Theyhasobviousadvantagesinmarketshareandsalesinfirst-tiercities.uDomesticbrandcommonlylackofinfluenceandreputation.Theyonlycanoccupiedthesecondarycities.ExceptLI-NINGandANTA.Mostofdomesticbrandsmarketshareratioisstillrelativelylow.uThefollowingworld-classsportseventsandrisingpurchasingpowerofChinesewillbringstronggrowthofChinassportsmarketinthecomingyears.Sophisticationofsecondarymarketswillgivesportssuppliersandcompaniesmoreandmoreopportunities.CompetitiveRivalry“Justdoit,”-Nike,heldthelargestmarketshare.Nikehadapproximately1,200storesthroughoutthePRC,andwasopeningnewstoresattherateofapproximately500peryearAdidas,whichhadadoptedin2004theslogan“ImpossibleisNothing,”followed.Adidas,with1,400storesin250cities,hadannounceditsintentiontoopen4,000storesin400citiesby2008.Bothfirmshadenteredthecountryintheearly1980s.TheirglobalmarketingcampaignswerelargelyresponsibleforChineseconsumersincreasingawarenessofsportinggoods.uThecontrastofproductsmarketgrowthofmainsportbrandsDilemmauLiNingtriestocreatetheillusionofbeingaglobalplayer,however,todayitlagsbehindNikeandAdidasevenathome-LiNingdidnotcompeteparticularlystronglyintheNike-andAdidas-dominatedmega-citiessuchasShenzhen,Shanghai,Guangzhou,andBeijing.uItsstrongestmarketisinsecond-andthird-tiercities.Itsemphasisinthesemarketsisonvalueforthemoney,withprices30%-40%lowerthanthemultinationalbrand,but50%higherthanotherlocalbrandssuchasDoublestarandAnta.”Butinrecentyears,LININGisgraduallylosingitspriceadvantageinthesecities,andseemstosurpassedbymanydomesticsportsbrandssuchasAnta.WeaknessUnclearbrandpositioningWeakcorecompetence34LININGhopetobuildayoung,vibrantbrandimage,butinfact,consumercannotdistinguishitwithotherssportbrandsbecausealmosteverysportsbrandshaveasimilarconcept.Besides,uncleartargetconsumerleadtoitsproductdesignlackofpertinence.LackofprofessionaltechnologyadvantageInnorespectdoesLININGhasadvantagetocomparewithinternationalbrandsuchasNIKEandADIDAS.LackingcorecompetenceisthemoststumblingblockofLININGtoenterinternationalmarket.OneofveryimportantreasonofLININGSproductdesignoutoffashionislacingprofessionaltechnology.Toagreatextent,ithasbigdisparitywithinternationalbrandsbothindesignandmanufacturing.TakeMeasuresAccurateitsmarketpositioningAnewwaytoadvertiseitsbusinesswithmorefacialrecognitions!

@#@BuildclearbrandimageExploreitsownadvantagesandhighlightadomainexpertisebuildtheuniqueculturalconnotationstrengthenresearchefforts,optimizproductdesignChangeuInadditiontotheinternationalsponsorships,thecompanyisrunninganadcam