Li Ning, which look poked a sore spot for Adidas. 1.3 billion of real money, How can we allow people so trampled upon. Adidas instantly find Olympic protest the attack on Li Ning's marketing. In order to protect the rights of official sponsors, CCTV final two months before the Olympics, to suspend cooperation with the Li Ning.
Commander Supply Chain
TV commercials, Super Idol lindane holding the racket hearty Li Ning to kill the ball, "if not a good racket, I can not just change it?" Star effect quickly captured share of the brains of consumers, the brand's first on the badminton association , and gradually become lindane and national endorsement of the Li Ning. To June 2010, only one year, Li Ning in the badminton market share has reached 30%.
Seven years later, Li Ning beyond Adidas, Nike, tight, heavy grip initiative on the battlefield.
- His military years, suddenly left and right, in the smoke and fire, the He received his enemies for a period beyond the classic examples.
One of the most tragic, is sad Adidas. Up to several hundred million dollars, bearing the Olympic mark of inventory make it a headache. In fact, starting from September 2008, Adidas started to receive bad news from the dealer: Yahuo situation is very serious, leading to liquidity, could no longer carry more cargo. Linyi, Shandong, a dealer said: "Originally, we had the Olympics here, the atmosphere was not so heavy, basically selling better served to accept the award. Olympic Games even more to die."
Football, basketball two commanding heights, is still Nike, Adidas firmly occupied, impregnable. However, the Li Ning to find a great breakthrough in Highland - badminton.
Dealers want to discount promotions, adherence to brand Adidas, the two sides began to intensify contradictions, some dealers and even threatened to end cooperation with Adidas. Adidas had to appease the dealers hand, carding channels, on the other part of the recovery of self-stores.
In 2009, acquired by Li Ning brand Kason local badminton, won the Yonex occupied by seven years of sponsorship of the Chinese badminton team, the offensive fire raining down on this high ground badminton.
Opponent's errors is their chance. The end of 2008, sales had reached 6.7 billion yuan of Li Ning, suddenly found beyond the annual sales of 8.3 billion Adidas has not difficult. ysl boots
In 2002, the Chinese soccer team rounded out an unprecedented World Cup sponsor Adidas With The campaign, in the minds of Chinese consumers to enhance their own brand of football the first impression. At a time when too proud Adidas, Li Ning, the mobilization of fire, to the "commanding heights of football," launched a surprise attack.
Li Ning and adidas liangzi, this forged.
When Li Ning, the time of ignition, Adidas CEO Herbert global to the identity of the official Olympic sponsor guests sat in the stands. Unless I absolutely can not understand that this is a kind of sadness.
In fact, the two foreign companies to help solve the problem behind an expert's own - Taiwan's Pou Chen Group, its subsidiary, located in Dongguan Yue Yuen Industrial, the world's largest shoe factories are known. In addition, Nike also has its own logistics base in Jiangsu. The intensification of the supply chain, China is the protection of the two giants gallop.
Olympic Games as a cardiac stimulant, making 2008 the Chinese sports goods market in an unprecedented state of excitement. Actual market increase of 30%, while orders for each brand are more than 40% increase. This is not heroes do not see the gap between the two figures, but they are, with implementation to take advantage of the Olympic Games to go beyond the crazy state of mind.
In 2003, Li Ning, was driven from the throne set a go-ahead for their own rival term - 15 years. It was a long period may cause some frustrated, but there is reason and determination includes - two essential qualities of the strong.
World Cup has attracted worldwide attention over there, so that Adidas and Nike, stole the show. Li Ning Masamori morale here, which would like to died down? 6 at the end, Li Ning high-profile post new brand identity, concentrating like Nike, Adidas, Sike in the end market in the first-tier cities.
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Back from the 7 years since 2003, with Li Ning's comeback, the industry has been quietly changing the pattern of war.
At this point, set in 2003, Li Ning, the 15-year period, only the last half. vdiscount shoes and apparel products
At this moment, through the "channel of the storm" Adidas is re-armed, and the original "brand, marketing line," the organizational structure changed to "cross-brand (Adidas and Reebok), sales and Brand separation "of the new structure. Sales force personally supervised the operation by the Global CEO Herbert, of which there is a special forces - the retail business units.
In addition to reason, Li Ning also determined, the breakthrough is football, basketball. In the sports brand's territory, the football and basketball are two of the crowd that the project can be described as the two most widely used high ground, and the two high ground has been Nike, Adidas, occupy, which is the two international giants in the Chinese market rapidly important reason for the rise.
In many cases, the decision outcome of a war, in addition to tactics,
buy supra shoes, strength, there is a very important and Xuan Hu factor - luck. Adidas at this time began Zoumei Yun,
Supras sneaker, but loss of World War II soldiers pack will be in full swing.
Adidas, Li Ning, which tightly seal the second wave of raids. But Li Ning Zhang Zhiyong, CEO said something meaningful only to the words: "Never mind, we have plenty of ideas, and to ensure that is a good idea."
Li Ning in 2003 was driven down from the throne when the inventory turns up more than 160 days, while Nike and Adidas's inventory turns remained at 80 days. Li Ning, a money making time, Nike, Adidas can make two
One thing, Li Ning has been depressed ever since.
Adidas tricks, but ignored the most obvious word - Li Ning. As the history of Chinese sports hero, chairman of Li Ning Li Ning, how may not be exposed on the Olympic Games in China face? The faceless, Lucy was shocked world.
stores."
Compare prices, ??????? cheap; contrast channel, 2008, Li Ning already has more than 6,000 stores, while Adidas has more than 5,000. These two aspects, Li Ning has advantages. But continued to walk up and down the chain, Li Ning discovered a major flaw itself.
Li Ning Yang Gong
Everybody knows what happened behind, Mr. Li Ning in 30 million viewers watched, over the Bird's Nest lit the Olympic flame. Immediately, Li Ning, the stock price rose in the company's value soared 2 billion, with industry estimates, the Li Ning, the commercial value of the ignition up to 40 billion. Market survey also said more than 30% of Chinese consumers, mistaken for the Beijing Olympic Games sponsor Li Ning.
"Together with Hu Jia in 2008, is impossible," "Together with the Sui Feifei, 2008, is impossible" ... ... Adidas Olympics ad in full swing when played, the number of endorsers has been found impossible situation: Team player and Sui Feifei foot injury, eye injuries diving team Hu Jia, the two have been lingering outside the threshold of the Olympic Games; ysl sandals
However, Li Ning, how could miss this far-reaching the
peak of the war?
The base is located in central China, Li Ning, completely changed the supply chain. Previously, Li Ning, the supply chain model is "from the distribution center, a transit point to the customer warehouse, to retail stores." Now, the base distribution capabilities, you can in two days, the radiation to 900 km. Li Ning's supply chain this into a "direct from the distribution center to retail giuseppe zanotti shoes
As a result, Li Ning, inventory turns decreased to 70 days, enough with Nike, Adidas, under a high. The remaining question is where to fight the fire?
Second wave of raids, Li Ning, the implementation of the terminal block wisely - with CCTV Sports Channel signed a two-year agreement. Chinese consumers through CCTV sports channel to watch the Olympic Games. In 2007 and 2008 broadcast of the event program, presenters and journalists must be photographed wearing Li Ning apparel.
Battle of the Olympic Games, but heroes pull out all the stops, the main force sent to do battle. Adidas counted thousands of operators million, tricks of the Li Ning possible raid tactics, and guard against. But things sometimes often, you find a lot of hidden details, but ignored the most obvious key points.
Zheng Although the popularity gradually rose, but later in the Olympic "performance of Chinese martial arts," the Chinese soccer team, give people How much confidence?
It is this retail business unit, will be gradually set up self-stores and control the retail terminal. Advocating "asset light" Adidas, this decision "re-up",
hogan on line, with a heavy artillery bombardment of second and third tier cities in China market.
Li Ning in 2002 launched a new brand slogan "everything is possible (Anything is possible)". After two years, Adidas has launched a new slogan "Impossible is Nothing (Nothing is impossible)", then Adidas than Li Ning, followed by Nike to become the second Chinese market. At this time, Chinese consumers to see the slogan of the two very similar, but mistaken in imitation Adidas Li Ning.
Li Ning, the trick is: you tube Nike, Adidas, how Rush in the game, I just TV terminals, consumers see the most, or I Li Ning's logo.
Tie fighters to join in international, English Premier League club Everton. Li Tie had Jianlibao organization in Brazil is one of the players to study, with the relationship with the Jianlibao, Li Ning, Li Tie's easy to get sponsorship, then launched with great fanfare "Iron Series" soccer shoes, Li Ning will also be wearing a football shoes, the majority of fans in China watched, the Premier League campaign. ysl shoes
The results are miserable speculative mentality - a financial crisis, the channel pressure increased sharply.
Liningedi warfare
Li Ning sensibly compared between themselves and the strength of a powerful enemy: Nike,
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Catch up with rival to complete a fatal blow to the need for a centralized supply base. December 2008, a news shocked the industry, led by 7 Li Ning, the main supplier of Jingmen gathered to establish an area of 3,200 acres, both production and logistics functions of the super-industrial park.
June 2010, from Li Ning, the news broke than Adidas, has been three months.
Perhaps, this time standing on the node 2003, the 15-year period to reflect the reason the gap between the two giants with Li Ning.
The meteoric rise in badminton, Li Ning has greatly stimulated the overall brand image and sales performance. March 2010, of all princes have been issued in 2009 earnings. Li Ning annual sales rose 25% to 83 billion, while Adidas is down to 70 billion, Adidas, Li Ning successfully beyond, occupying the second position in the market, but with the boss is also just a stone's throw Nike the.
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China Shoes News Network on August 6, seven years ago, Li Ning have to be Nike,
abercrombie fitch outlet, Adidas, off the top spot in the Chinese market, into the front of Nike, Adidas, two highway Tigers, after Jinjiang Corps the precarious situation of fierce pack of wolves.
Adidas, after all, is an international giant, with annual sales in 2003 were 100 billion and 50 billion euros, while sales at this time in his 10 billion yuan or so. Before the local channel edge, the two giants have been pulling the channel with the brand expansion, red was gone. In people's minds, talking about sports brand, the first reaction has been gradually Nike, Adidas occupation.
Adidas is very sad, but more sad, is yet to come - Li Ning, the third wave of raids.
Badminton high popularity in China in recent years, more and more participants, badminton venues in major cities are often full. More importantly, the Chinese badminton is the world's top level,
cheapest mbt shoes, the most charismatic players in China. Li Ning choose badminton, football and select Adidas, Nike, Basketball has selected the same purpose.
The first wave of raids, Li Ning, Nike has taken the same tactic - sponsored sports teams. But Li Ning know better precision strike, the Chinese shooting team, diving team, table tennis and gymnastics teams incurred under the command team, each team is the dream team of Chinese sports, great brand appeal. In addition, Li Ning has signed its most promising Nike Team USA beat Argentina, the Spanish men's basketball, and enhance the firepower in the basketball program.
If the two rivals have been exceeded, a strong people will fly into a rage, jumped out immediately head words - immediately lead. The really strong ones who know hardships, know how devious tactics, and know how to leave room.
Li Ning, a surprise attack on Adidas, Nike, more even than vigorous, can be divided into three waves.
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Today I am leaving for a two week vacation to Europe. My long lost college roommate and I are going to be hitting up Spain and Italy and in Italy Vlad will be meeting up with us for a Gondola ride or two! I am super excited for this vacation and this time will actually be vacationing. We are lucky enough to have someone who will write posts for me while I am gone, Nerdphanie! You all remember her as a guest blogger! Now she is signed on as a two week blogger to fill my spot. She will bring you lots of new bags and goodies to look at. I will be posting sporadically, but not my usual four or five posts a day
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