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& nbsp; & nbsp; & nbsp; 1984, when Li Ning blowing "China whirlwind" at the Los Angeles Olympics, Nike's almost in the same year signed a 21-year-old basketball star - Michael Jordan, then the more so? time, Nike global fame, performance Changhong. & nbsp; & nbsp; & nbsp; is such two seemingly unrelated people, but it seems some kind of arrangement in a contest with the competition. & nbsp; & nbsp; & nbsp; Li Ning and Nike's contest, in fact, from the Li Ning brand birth began, and 15 years is nearly five years, the two sides each other began to really feel strong pressure on the opponent brings. When fully ripe Nike China market, the same plan as "Total Annihilation" in their own house, but found himself looking at the Li Ning brand grew up, he had not thought to be a rival Li Ning Company, it seems to still be maintained From its inception when there is a strong sense of vitality in various fields began to frequently meet with their short soldiers. For Li Ning is concerned, to become one of the key global brands, it is how successfully blocking "foreign brands" in the local market, or even the local market are not restrain a brand, to talk about what is undoubtedly the internationalization Nights Tan. Please pay attention to this issue, Li Ning and Nike's marketing real cases. Part I: can not avoid international 2005 years of international sports, at least three important contract with Li Ning cheap jordan shoes for men activity or rumors concerning: 2005 ?? 1 18, Li Ning Company and the NBA announced in Beijing, "Li Ning" became "NBA strategic partner"; January 24, 2005, the Beijing Olympic Organizing Committee announced Adidas (Suzhou) Co., Ltd. and Adidas - Salomon Group became the partner of the Beijing 2008 Olympic Games. From the beginning of the 1992 Barcelona Olympic Games as Chinese athletes to accept the award four consecutive clothes, "Li Ning" is no longer the continuation of national brands Olympic track; in September 2005, a large number of media reports, Li Ning Company intends to acquire market capitalization of 186 million pounds (2.65 billion yuan) famous British soccer supplies company - Umbro (Umbro) companies. standardized operation, Li Ning defensive back When the international color more intense sports, Li Ning inevitably involved. It should be said, in the face of this international success of the brand Nike, Li Ning has shown determination and frustration are very obvious, but the pressure is borne by Li Ning, the current exception is huge. In the international context, the only result is not going forward is to be ruthlessly eliminated. We wish to see from the following point of view compared to Li Ning, Nike gap exists, which is the gap between the strong and the stronger person. And many Chinese brands in other industries are similar in the international sports market, Li Ning brand c cheap foamposites ompanies face has a very high concentration of international sports brand groups, seem to be able to take the only strategy is defensive back. Because Should "restrain" is a lose, should "not go out attack" is also an input, so the face of Nike's China Strategy, Li Ning can only take "three three evils" of the policy. First, anti-(defensive) Low trans (hit) high. 15 years, Li Ning's main source of income comes from the low-end market. In its OK to the professional high-end sporting goods business transformation process, they may have to face recognition is not high, low or accept embarrassment. In recent years in response to Anta, Sanko, led by enterprises in Jinjiang, Fujian, Li Ning launched for low-end market, the price is more than 100 dollars of "comfort equipment" products, and offer 20 square meters or less, "starting line" shoe, blocking low Brand new threats end of their formation. Although Li Ning Company has an enviable distribution network of more than 2,800 stores in China formed, but compared to Nike's revenue comes from only five or six major cities of Beijing, Shanghai, Guangzhou, and Li Ning's performance comes from the national market the status quo, to the high-end market for food has become inevitable after the successful defense of Li Ning Company. & nbsp; & nbsp; & nbsp; Second, anti-(keep) the local anti-(hit) abroad. Although Li Ning in the domestic market after the company ach Cheap air jordan 12 for sale online free shipping ieved 15 years of rapid growth, especially Li Ning Company to adjust business strategy after 2002, Li Ning's annual operating income from the 720 million yuan, 800 million yuan and 1.2 billion yuan in 2004 rose to 18 billion. But look at the speed of foreign competitors will know, Li Ning in this than speed, than the size of the contest, advancing quickly enough. In 1999, when Li Ning reached annual sales of 700 million yuan in China, Nike's sales in the Chinese market only 300 million yuan, 100 million yuan Adidas. But after 1999, Nike, Adidas in China's growth rate is far more than the Li Ning, Nike's growth in recent years in the domestic market are as high as 30%. The reason, Nike and other international brands to seek China's domestic market can give short-term profits, but will focus on the consumer to cultivate, build channels, a brand, Li Ning have to protect profits, insurance market, insurance brand, multi-line operations. Third, the anti-(keep) the anti-popular (hit) the mainstream. Li Ning in the development of the domestic market, initially taking a "full motion" strategic positioning, and take a "leisure + sports" model of development. But as Nike, Adidas and the international mainstream sports - to promote basketball, football and other marriage patterns inroads into the domestic market. Li Ning brand marginalization trends are becoming evident, even in some large urban brand appeal conti Retro jordans for sale nues to decline. To change this passive situation, Li Ning Company currently has men's basketball, football, women's tennis, fitness projects has the most extensive public foundation, have a tremendous impact on society as a key project of sports specialization object. Li Ning, a succession of Spanish men, women's basketball contract, signed with the NBA to promote basketball game on campus, etc. are doing some positive attempts and efforts. strong alliance, Li Ning international attempts We can say that sport is Chinese first open field. When we planned economy, when we are still very conservative in their entertainment, news, etc., competitive sports was an important part of patriotism and unprecedented liberation. So from this perspective, sport is our first field with the international standards. The elite athletes such as Li Ning is the first in that era, the most comprehensive travel around the world of people, so you can say that the globalization of the seed planted very early in the Li Ning hearts, so we will find that the Li Ning Company is one of the few, from beginning its inception more positive stand on the global level thinking local companies. In addition because the business development needs, the Li Ning company needs and Olympic, NBA, athletic teams of foreign business cooperation, the Li Ning, the company is in all aspects of the strongest companies in various fields of internati cheap jordans for sale mens onal cooperation, in order to learn more from cooperation more nutrients from the table below we can see reflected: Part II: change, beyond self-denying soul ? A great company is great, it is not due to his continued success. But it can still loves to keep in the event of difficulties and setbacks, and ultimately self-transcendence. A "beat to death" of the company than a "big company" more existence. Li Ning and Nike in their respective business development course, on several occasions experienced such self-transformation and self-transcendence Fenghuang Nie & nbsp;. Li Ning's "subtraction" and "addition" For a stage success of the enterprise, the most difficult to give up the initial success of their own experience, but sometimes lethal home business is precisely this terrible experience. Li Ning Company was founded in 1990, has been developed are relatively smooth. But by 1999, the company's sales from $ 76 million in 1997 fell to around $ 60 million. Li Ning, a substantial decline in sales to sounded a wake-up call, so in the course of the world's leading companies in all aspects of cooperation, Li Ning, the company began its own "subtraction." & nbsp; & nbsp; & nbsp; First, the "minus" family "plus" newcomers. Li Ning has a kinship with the senior management group have left. Meanwhile hired professional managers from various industries involved in the management of enterprises. Second, t Cheap air jordan 12 ovo he "minus" float "plus" shareholders. To achieve the separation of management and ownership, the transition to a modern enterprise system. Li Ning himself fade out the daily operations of the company, and gradually turned to grasp the strategic direction and operational areas of the capital layout. And the use of listed holdings of shares held by the family, including the introduction of Singapore Investment Corporation, including the shareholders. Third, the "minus" (RPA) complex "plus" International (concept). Li Ning strong patriotic feeling its early successes included not unrelated, but to become a global sports brand, we need to be more open, just and fair competitive environment and competitors expand loves. So while sponsorship basketball team in the country, receiving awards in areas such as the Olympic defeat, Li Ning company or according to a predetermined plan with France, Spain, NBA and other sports organizations and national cooperation. Fourth, the "minus" association (company) "plus" brand (agency). Li Ning brand is to create, at the suggestion of the Professional level institutions, previously a dozen companies have integrated into the Li Ning Sports Goods Group's initial realization of clear group structure. At the same time to strengthen the management of the Li Ning brand, in October 2001, set up a special marketing, sales and operations support department is responsible for the ov Cheap air jordans for sale erall planning of the brand. Nike suffered "China problem" Nike founder Knight of the Chinese market has been looking forward to this: "China has two billion feet do we want them to have to wear Nike!!." But the face of the Chinese market, Nike maverick personality also suffered some minor trouble, the ins and outs of some of the problems but also makes Nike have to seriously examine their words and deeds in the Chinese market. New problems encountered on the Chinese market, but also makes Nike has been more targeted in changes in the global market. Pride of international brands in recent years, frequent mistakes in the Chinese market, a critical factor is the government's supervision started to increase, consumer psychology matures. So I leaned over, international operating experience and local market characteristics, combined as many international brands continue to grow in the required course. Nike's "scraped the bone healing" Nike's performance reached $ 9.6 billion peak in 1998, but began to decline. Nike sneakers was reduced by 14% of global sales, sports apparel decreased by 9%, when Nike laid off 1,600 people, one-third reduction in the marketing budget. Michael Jordan retired again brought the Nike worse, lost the most legendary and inspiring a endorsers, Nike ads almost the main engine flameout, Nike is facing a very severe test. And founded in 1999 after the death of one person Bowerm cheap jordans online an, the former was no longer involved in the company's specific business founder Knight had to come back and rebuild the company's new order. In the time of distress, Nike's Knight in order to enhance performance, once again raised the change of "magic wand": First, the reconstruction of a new management team. Knight hired from PepsiCo's Tony Blair as the new chief financial officer, the company hired from PoloRalphLauren Thomas? Clark served as chief operating officer, and bold use of dual leadership system, promoted senior director Mark? Parker and Charles? Denson as joint implementation long, establish a new management team, the integration of old and new and the different expertise of personnel. Second, to strengthen the supply chain system. Nike old supply chain system is very confusing, scattered in 27 sets of computer systems around the world to take individual actions, not in communication with each other, so often caused by selling products out of stock, the stock too much unsalable goods phenomenon. In order to establish a new supply chain system, Nike spent $ 500 million to be integrated, so that after the completion of the new time to market reduced from nine months to six months, and by the 39.9% gross profit raised to 42.9%. Third, the expansion of product lines. Nike's main commodity original basketball shoes, mainly in recent years, the introduction of golf supplies series, and Tig Retro jordans for sale er Woods as a spokesperson, while strengthening the promotion of soccer shoes to meet the football population increase. Soccer Sporting Goods Series is currently the turnover has been as high as $ 1 billion, a 25% share of the global market, as much as 35% of the market share in Europe. Fourth, adding new brands. Nike has acquired advanced casual shoes brand colehaan, hockey brand BAUER, first name brand sports shoes CONVERSE and slippery board brand HURLY, and let alone the brand-name business. 2003 new brand of earnings growth of 51%, reaching $ 1.4 billion. & nbsp; & nbsp; & nbsp; reforming under Knight, Nike gradually from a product-design firm known for innovative marketing, transformed into a highly organized and disciplined, improve efficiency, focus on new business performance, Therefore, 200,427%, another new record. And Another key initiative is the end of 2004 the company hired William Johnson? Perez, Nike is to give full play to its multi-brand sales in SC Johnson's experience to create better for the company's two brands Nike performance and make new contributions, which is under a piece of cloth in the future. Review people no finest hour If there is no comparison, the results achieved in 15 years, Li Ning Li Ning sufficient comfort temples of white hair. But put on the global sports economy platform, Li Ning and even dangerous, because an industry capable of generating opportuni cheap jordans for sale ties for international brand is limited. And now, this opportunity did not increase, but is less and less. Even big companies like Nike to see billions of dollars such, did not dare to have a shred of competitive slack. sports brand building and exploration of movement value inseparable, but also with sports sponsorship inseparable, but what kind of sports sponsorship and decide what level of athlete sports brand brand positioning and international reputation. Over the years, contact with Li Ning brand together basically domestic elite athletes; and like Nike, Adidas such international sports brand sponsorship of clients throughout the world-class athletes around the world, which also established its world-class brand position . Li Ning to go international, domestic only sponsor athletes and sports teams is not enough. In addition, the specialization has also been a "Li Ning" the soft underbelly of the consumer brand Li Ning lack of clear and explicit recognition, which is mainly due to the ambiguity caused by the positioning of the brand Li Ning, Nike, Adidas flagship high-end sports Supplies difference is that Li Ning flagship sports and leisure, and sports and leisure itself is a vague position, as consumers of sports consumption professional development, this positioning will inevitably compromised. research and development in a number of tracking Nike show that Nike in business management and not too unconventional in many ways even still followed the Adidas company set up several decades ago recognized the success of the footwear market strategy. Compared with its competitors, Nike is the first and best will "emotional" embedded core brand of the company, he seemed like a young Ganaiganhen style around a living person, it is precisely its independence Some. and Nike to find the "Rising Star" training "Rising Star" featuring spokesperson cooperation model, not only makes the public more and more to believe that these star achievements solidarity efforts with Nike, but Nike also gained lower-cost access to the image endorsement. 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