李宁品牌战略分析PPT文档格式.ppt

1、MAKE THE CHANGELI-NINGOutlineuBrief introductionuDeveloping stagesuDilemma and reasonsuMake the change Company Profiles basic basic information of information of companycompany Leading sports brand enterprises in Chinarange of product:#footwear,apparel,equipment and accessories for sport slogan：#mak

2、e the changeFounder：#Chinas prince of gymnastics Li NingLOTTOAIGLEDNSLI-NING Multi-brand business development strategy.（CHINA 1990）（FANCE 2009）Z-DO（ITALY 2007）（CHINA 2007）（CHINA 1958）Developing stagesuThe foundation period-1995 to 1997uIt was followed by one of high-speed development from 1995 to 19

3、97,during which Li Ning became the dominant domestic sports brand.Over time,the product mix was consolidated Its distribution was expanded continuously throughout China via the companys system of franchised outlets.uA two-year downturnuThe 1997 Asian financial crisis precipitated a two-year downturn

4、 for Li Ning.The company reorganized its operations and human resources problems.A shoe-manufacturing center was established in the Fujian province and,early in 1998,the company adopted the formal name Beijing Li-Ning Sports Goods Company.unew development-1999 to 2004uOne outgrowth of a period of am

5、bitious new development was the prioritization of performance measurement.In 2001,the company announced a conscious decision to become more customer focused.In June 2004,Li Ning intensified its efforts to achieve transparency and adopt a coherent vision and system of company values.Brand internation

6、alization was incorporated in the business strategy.uMake a change-2005 to todayuThe company has aggressively used sponsorship deals,particularly with athletes and sports teams,both at home and abroad,to raise its profile.Facing more and more competitors,it have to take some measures.SUCCESSnLinings

7、 personal charm at the initial carve out;#nUnremitting sports marketing within 20 years;#nIts malposed marketing compared with international bands;#nAdjust its markting methods duly.Market EnvironmentuThe international brand such as NIKE、ADIDAS has already formed the brand effect and occupied the hi

8、gh-end market.They has obvious advantages in market share and sales in first-tier cities.uDomestic brand commonly lack of influence and reputation.They only can occupied the secondary cities.Except LI-NING and ANTA.Most of domestic brands market share ratio is still relatively low.uThe following wor

9、ld-class sports events and rising purchasing power of Chinese will bring strong growth of Chinas sports market in the coming years.Sophistication of secondary markets will give sports suppliers and companies more and more opportunities.Competitive Rivalry“Just do it,”-Nike,held the largest market sh

10、are.Nike had approximately 1,200 stores throughout the PRC,and was opening new stores at the rate of approximately 500 per yearAdidas,which had adopted in 2004 the slogan“Impossible is Nothing,”followed.Adidas,with 1,400 stores in 250 cities,had announced its intention toopen 4,000 stores in 400 cit

11、ies by 2008.Both firms had entered the country in the early 1980s.Their global marketing campaigns were largely responsible for Chinese consumers increasing awareness of sporting goods.uThe contrast of products market growth of main sport brandsDilemmauLi Ning tries to create the illusion of being a

12、 global player,however,today it lags behind Nike and Adidas even at home-Li Ning did not compete particularly strongly in the Nike-and Adidas-dominated mega-cities such as Shenzhen,Shanghai,Guangzhou,and Beijing.uIts strongest market is in second-and third-tier cities.Its emphasis in these markets i

13、s on value for the money,with prices 30%-40%lower than the multinational brand,but 50%higher than other local brands such as Double star and Anta.”But in recent years,LINING is gradually losing its price advantage in these cities,and seems to surpassed by many domestic sports brands such as Anta.Wea

14、knessUnclear brand positioningWeak core competence34LI NING hope to build a young,vibrant brand image,but in fact,consumer can notdistinguish it with others sport brands because almost every sports brands have a similar concept.Besides,unclear target consumer lead to its product design lack of perti

15、nence.Lack of professional technology advantageIn no respect does LINING has advantage to compare with international brand such as NIKE and ADIDAS.Lacking core competence is the most stumbling block of LINING to enter international market.One of very important reason of LINING S product design out o

16、f fashion is lacing professional technology.To a great extent,it has big disparity with international brands both in design and manufacturing.Take MeasuresAccurate its market positioning A new way to advertise its business with more facial recognitions!#Build clear brand imageExplore its ownadvantages and highlight a domain expertisebuild the unique cultural connotationstrengthen research efforts,optimiz product designChangeuIn addition to the international sponsorships,the company is running an ad cam