Professional exploration
Li Ning will be simply attributed to the difficulties faced by competition, costs and other air max 90 market factors are not objective, but Li Ning, the lack of positioning the company for many years it lost its core competitiveness. First of all, from the brand Li Ning, “Prince of Gymnastics” name, which makes the brand and individual entangled together, he may benefit in the early promotion, but there is a fatal error: in the eyes of young people generation after generation, Li Ning may be a too conservative brand, which to some extent affected the Li Ning brand to attract young people.
After 2000, Li Ning, the first directional choices made, namely to enter the professional field. It almost brought a variety of sports and a lot of teams at home and abroad, to imitate the auspices of the international brands model set of professional features. But in China, the sports brand of mainstream consumers are leisure-oriented young people, Chinese people rarely exercise, so be as casual sportswear apparel, Li Ning’s professional evolution unattractive. Moreover, Li Ning’s sports sponsorship is too complex, there is no set of Nike and air max 24-7 basketball, Adidas and the soccer association between the kind of strong relationship. However, the Li Ning to the Chinese professional to explore more of the rise of casual sports brand space.
In the market before and after the attack, the Li Ning to find a new location. June 30 this year, said Li Ning, changed LOGO, the word “Li Ning, 90, after” positioning. Have to say, this is a bad move because the main consumers of Li Ning, the second and third tier cities in 35-40 year-old middle class, a new position in the product of these loyal customers will be discarded; and more critical for the “90 After “is concerned, Li Ning and very cool compared to international brands, is obviously a very old traditional Chinese brands. Li Ning, the new strategy means to start from scratch, this is a great adventure, and today does not appear to change anything.
In fact, Li Ning, the story of the growth represents the plight of the Chinese manufacturing industry, which is difficult to establish a strong brand, like the rise of household electrical appliance enterprises in China as the first. Almost anyone can engage in manufacturing or business, but the brand needs talent, credibility, creativity and perseverance, the Chinese still lack air max TN this capacity.
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