There can not match the price advantage and channel advantages. Li Ning, Zhang Zhiyong, CEO to take the words is: \have a strong distribution, and product market concentration is the most powerful in the second and third tier cities, the market share of 20%, focusing on playing the price card,UGGs, the price than the international brand Li Ning, a 30% to 40%, but higher than binary, security riding and other domestic brands high 50%. \Brand strength not only through product quality, design and innovation to ensure competitiveness, have to rely on choosing the right idea. Through extensive interviews and research, the brand Li Ning Li Ning company described as \These features are part of the company's logo has been reflected, \The logo is in the start-up when Li Ning, a secondary school teacher in the company sponsored a design competition.
the company's growth depends on two dimensions, one is the level of growth, one is vertical growth. Level of growth is carried out in accordance with the number of store growth. The second dimension of vertical growth, is how to improve the quality of the shop, the single-store revenue increase this year. From a competition point of view, the higher the level of the market, single-store maintenance costs will be higher. Do the brand, if not on a stable foothold in the market is not enough. In 2005, Li Ning, the company almost 75% of the revenue from the sale of authorized dealers, only 20% of the business is operated stores completed. This means that Li Ning, the company's strategic positioning has been placed on the core brand. In the third-line market, Li Ning has also set up shop set strict standards, such as the market has just opened shop in the next layer of the standard can not be less than 70 square meters.
However, as the boss of the local sports brand Li Ning, easy life has been more moisture flies, competitive pressure is not great. According to the survey, from a sales point of view, Nike, Adidas and Li Ning of China together account for three of the sporting goods market, 40%. Proximity to the vast China market, enjoying a certain degree of comparative advantage: compared to other domestic brands
400 cities in 4000. This is actually the secondary market to the Chinese Adi clarion call. At the same time, Nike in China has nearly 1,200 stores and growing at an annual rate of nearly 500 new stores to expand. Although Li Ning Company to quickly respond to Adidas announced to open in the same period more than 1,500 stores, but the indisputable fact is that it was originally opposed to the two dominant channels of international brands began to be kept thinning.
\If face). A pair of Nike, Adidas running shoes cost about 600 to 800 yuan, and Li Ning, the price of the same product only about half of the two brands. For the consumer, than Li Ning, Nike, Adidas low value, not only because of their functional value of the gap, but also because the gap between the value of virtual sex. Li Ning to be directly related to Nike, Adidas compete to be the virtual nature of value and functional value on an issue, there is no other road to take.
the speed of Chinese growth in consumption of sporting goods, and the 2008 Beijing Olympics drive Chinese people's enthusiasm and motivation in sports, China's sports goods industry is ushering in an unprecedented rapid growth opportunities. Li Ning, the company's sales growth in recent years has been maintained at 30% or more, far more than other domestic brands, but with the world's sporting goods giant Nike and Adidas in the Chinese market four or five per cent per annum compared to the substantial growth still slightly worse, especially the \
Wen / Wang Gao
in front of the \Li Ning is like a sandwich in the middle. Despite the company's real competitive pressure from the front, but can not ignore the back, many domestic brands have been flagrantly beyond the \
Li Ning is not too much in large cities to compete with the two international giants, although Beijing is a strong market,UGG shoes, Li Ning. Other domestic sporting goods company to compete in the three cities, as Li Ning, the company have the ability to open more franchise stores to gain market share is relatively easy. In early 2006, Li Ning products distribution network covers 3,005 franchise stores, 111 directly managed retail stores and 257 department store sales counters. In addition to the economically developed areas in coastal areas, but also in all major cities in China to achieve synchronous development.
do exercise clothing and shoes VS brand \said with emotion.
through research, found that Li Ning, sports goods inside the core consumer group is the core of the crowd of students, student groups occupy 60% of sports fans, all the big companies the industry's core target customers. In these sports-loving students, college students accounted for 45%, 55% middle and high school students. Students then further subdivided,Bailey UGG boots, each brand loyalty in the student not the same inside. Comparing the two groups of high school and college students, China's high school students more respect for Adidas and Nike and other international brand. Because students self-finance is dominated, shoe Raiders 2010: New Opportunities for shoes into a leader in the city, but the basic source of high school students are relying on inside the family, so the purchase will be a very big difference on, college students pay more attention to cost-effective.
before and after the attack to get rid of this embarrassing situation? Li Ning Company believes that, if the Li Ning brand can be the same as Nike and Adidas brand strength factors, can take a more leading position in the market. Li Ning, the company nearly two years to implement marketing strategies to target identified as: 2008 Olympics Li Ning in the minds of consumers as a unique and distinctive brand positioning set. How to integrate the company's resources to ensure that maximum use of existing competitive advantages, while the company can take advantage of new opportunities, Zhang Zhiyong has become a major consideration.
concentrate resources to seize the core of the user
the Houston Rockets (HoustonRockets) effect of the Chinese NBA superstar Yao Ming, the popular basketball has become the number one sport. Basketball sportswear company Li Ning has also become a focus.
In fact, many leading local brand Li Ning, the company faced with a similar situation - with big international brands in direct competition, there was no alternative rectifiable. The brand is still at a disadvantage in the case of how to compete with international brands? It must return any enterprise must answer to the fundamental point: you provide customers with the core values of what?
Appears in Zhang Zhiyong , Adidas and Nike, with the first phase of the competition, Li Ning, a company should provide the best cost-effective products, especially for the Chinese people. To this end, companies should continue to improve in the production process. Products with higher technology content, the price will naturally increase. \three urban consumers, it is because our goal is to do low-cost and no longer the brand. \emerged in many of the generic type of small companies at once easy to Li Ning's products have had a great impact, it is said, when only a T-shirt to a backlog of inventory as many as 60 million pieces. After this happened,bailey UGG boots, Li Ning Company began to think in the end what sports brands? What is the sports brand?
No comments:
Post a Comment