sports brands
我最喜欢的品牌李宁英语作文
我最喜欢的品牌李宁英语作文全文共3篇示例，供读者参考篇1My Favorite Brand: Li-NingIf you asked me a few years ago what my favorite sports brand was, I probably would have said Nike or Adidas without hesitation. Like most kids my age, I was drawn to the big international names that all the cool athletes seemed to be wearing. However, my perspective started to shift when I learned more about Li-Ning, a leading Chinese sportswear and equipment company.Li-Ning has quickly become my go-to brand for athletic gear, and I'm not alone - it's gaining tons of popularity among young people in China and around the world. There are several reasons why I've grown to love and respect this brand so much.First off, the quality and style of Li-Ning's products is truly impressive. Their shoes, apparel, and accessories combine cutting-edge technology with bold, eye-catching designs. I have several pairs of their shoes for different sports like basketball, running, and training. The cushioning, support, and breathabilityare outstanding. And the bright colors and patterns really make a statement.But Li-Ning is more than just a stylish brand - they are innovators in sportswear technology. They were one of the first companies to utilize honeycomb-structured cushioning and seamless knitting techniques. Their "Boom" and "FurionBurst" cushioning systems provide insane energy return and impact protection. The seamless one-piece uppers on some models eliminate irritation and allow for amazing flexibility and fit.Li-Ning is also very focused on sustainability and giving back. They develop eco-friendly plant-based materials and use recycled plastics. The brand has partnered with the Beijing Forestry University to create the "Green Concept" line made from sustainable bamboo fibers. They also support youth sports development in China through the Li-Ning Sports Fund.But what really makes me respect Li-Ning is the incredible story and perseverance of its founder, the iconic Olympic gymnast Li Ning himself. He is nicknamed the "Prince of Gymnasts" after winning 6 medals, 3 gold, at the 1984 Los Angeles Olympics. This made him one of the biggest stars in China.After retiring from competition, Li Ning had the vision to start his own sportswear company in 1990 despite having no business experience. At the time, domestic brands were struggling to compete with foreign names like Nike and Adidas that were dominating the Chinese market. But Li refused to give up on his dream.The early years were extremely difficult for the fledgling company. They operated out of a small factory and endured many setbacks. However, through sheer determination and belief in the brand, Li slowly gained a foothold. A major turning point came when the company outfitted the Chinese Olympic team for the 2008 Beijing Games. This gave them huge visibility and credibility on the national stage.Since then, Li-Ning has experienced incredible growth and success both in China and internationally. They continue pushing the boundaries of performance wear while honoring China's rich athletic heritage. The brand's famous logo depicts theLines that semaphore soaring, capturing Li Ning's famous gymnastic moves and the spirit of athletic perfection.On a personal level, I'll never forget the sense of pride I felt when Li-Ning became an official partner of the NBA a few years ago. It was the first time a non-American company had securedan apparel deal with one of the big US sports leagues. Players like Dwyane Wade, CJ McCollum, and Evan Turner began wearing Li-Ning on the court. It was such a cool moment of cultural crossover and representation.As a Chinese student who loves basketball, it's so inspiring to see homegrown brands like Li-Ning making it big on the global stage. They are the perfect example of the innovative spirit and cultural pride that is driving China's economic and athletic rise.What also draws me to Li-Ning is their awesome marketing and influencer collaborations aimed at Gen Z customers like myself. Relatability and authenticity is so important to youth culture these days. Li-Ning totally gets it - they collaborate with popular young celebrities, artists, designers to create special limited edition drops and looks. It makes the brand feel very current, fresh, and in-tune with the latest trends.Some of my favorite Li-Ning collabs and campaigns have been with Chinese rap stars like Vava and former NBA player Yi Jianlian. It's awesome to see these stars repping Chinese brands with pride. Li-Ning's social media game is also super strong, with popular ambassadors and engaging content that resonates with my generation.On a bigger level, I respect how Li-Ning has helped spark a sense of national pride and an appetite for Chinese brands among young consumers. We've traditionally associated sportswear with big Western names. But Li-Ning's rise has shown that China can compete on design, innovation and cultural relevance.With their apparel and shoes becoming must-haves among Chinese youth, Li-Ning is at the forefront of this "China Pride" trend. We see the brand as an embodiment of modern Chinese culture - blending old and new, transcending borders, and showing the world what we have to offer. It feels so cool to be part of this movement.In many ways, Li-Ning's journey parallels China's economic and cultural reemergence on the world stage after years of struggle and being overlooked. The brand had to overcome huge odds and defy expectations to get where they are today. Their perseverance and self-belief is something all Chinese people can take inspiration from.On a personal level, seeing Li-Ning's success has motivated me to have more confidence in myself and my culture. Their "Attitude is Everything" slogan is embedded in my mindset for athletics and life in general. Li-Ning is living proof that you can'twrite off the underdogs - if you have the right attitude and put in the work, anything is possible.In the future, I hope Li-Ning continues being a trailblazer and source of national pride. I want to see them expanding their presence in America and Europe while maintaining their Chinese roots. New partnerships with athletes from other sports and cultures would be amazing. And I'd love if they opened more stores globally - I had to buy most of my Li-Ning gear online since there aren't any retailers near me.No matter what, Li-Ning will always be my favorite athletic brand. More than just making high quality performance products, they represent the ambition, resilience and cultural pride that inspires me as a young Chinese person pursuing my dreams. Wearing their gear makes me feel connected to my roots while still being part of the latest trends. Li-Ning isn't just a sportswear company - it's a symbol of limitless possibility.篇2My Favorite Brand: Li-NingWhat's your favorite clothing brand? Maybe it's Nike, Adidas, or some other big international name. For me, it's a Chinese brand that might not be as well-known globally, but it's hugelypopular in my country and holds a special place in my heart -Li-Ning.You've probably seen the Li-Ning logo before, even if you didn't recognize it. It's the little red brand mark with the curves that kind of looks like the silhouette of a runner. Li-Ning is one of the leading sportswear and equipment companies in China, right up there with giants like Nike and Adidas in terms of market share and brand recognition here.But Li-Ning is more than just another athletic apparel company to me. It represents Chinese pride, resilience, and the pursuit of greatness against all odds. The story of its founder, Li Ning himself, is incredibly inspiring.Li Ning was born in 1963 in a poor rural village in Guangdong Province. From a young age, he showed incredible talent and dedication as a gymnast. Despite coming from humble beginnings and training without fancy equipment or facilities, Li won six medals at the 1984 Los Angeles Olympics, including three gold medals. He was a national hero, bringing glory to China on the world stage.After retiring from gymnastics, Li decided to launch his own sportswear company in 1990. At the time, foreign brands like Nike and Adidas dominated the Chinese market. A domesticstartup trying to compete with those international juggernauts seemed foolishly ambitious. But Li had a vision - to create a uniquely Chinese brand that could inspire and outfit his countrymen as they pursued their own athletic dreams.The early years were a massive struggle. Li-Ning had to fight against established foreign competitors, deal with counterfeit merchandise, and find its own identity in a market saturated by Western brands. But through grit, innovation, and pride in its Chinese roots, the company slowly gained a foothold.Today, Li-Ning is a multi-billion dollar juggernaut, with over 6,000 stores across China and a growing international presence. Its slick marketing, celebrity endorsements, and cutting-edge products have made it immensely popular, especially among younger Chinese consumers. Kids my age love rocking the latest Li-Ning kicks and tracksuits as a badge of national pride and trendiness.But what really makes me connect with Li-Ning is the brand's core philosophy and values. Li-Ning as a company is all aboutDefying Odds and Pursuing Victory. The iconic Li-Ning logo, with its curves and sense of movement, is meant to represent the "human body's ability to stretch itself to the utmost extremity in defiance of physical limitations."That resilient, never-say-die spirit resonates with me so deeply. Like its founder, Li-Ning the brand had to overcome poverty, long odds, and fierce competition through tenacity and an unwavering belief in itself. Its products are all about giving athletes the tools and motivation to push themselves past their limits in pursuit of greatness.I remember watching Li Ning light the Olympic cauldron at the breathtaking 2008 Beijing Opening Ceremonies, soaring over the stadium like a heroic figure from Chinese lore. In that iconic moment, he embodied the brand's philosophy of defying odds and physical constraints in the name of victory. It was a soaring symbol of Chinese achievement and national pride.On a personal level, Li-Ning's ethos has inspired me in my own athletic pursuits. I'm not a professional or Olympic athlete - just a high school kid who loves playing basketball. But every time I lace up my Li-Ning kicks or slip on one of their lightweight jerseys, I feel imbued with the energy and determination to outwork my opponents and push myself past my limits.I'll never forget the first time I scored 30 points in a game while wearing my Li-Ning gear. It was like all the brand's words about "defying odds" and "pursuing victory" flowed through me.I just got into an amazing zone, all my training and the brand'smotivational messages coming together to help me achieve something I didn't think was possible that night.Beyond just making high-quality athletic apparel and equipment, Li-Ning has done an amazing job building an entire lifestyle and culture around its brand. Its boldly designed shoes and apparel are hugely fashionable among Chinese youth. Celebs like Dwyane Wade and other athletes have been brought on as brand ambassadors to add more international cool factor.Li-Ning's creative marketing has included things like running "Gesture Boutiques" where customers can control interactive displays just through body movements. Their brand app"Chi-Running" gives users customized exercise routines using innovative gesture tracking technology. The company is really on the cutting edge when it comes to merging sportswear, technology, fashion, and lifestyle branding.I have so much love and respect for Li-Ning as a brand because it represents quintessential Chinese values to me - resilience, hard work, national pride, and the fearless pursuit of greatness against all odds. It emerged from humble beginnings to become a true national champion taking on the global sports giants.Every time I look at the distinctive Li-Ning logo or hear the brand's motivational slogans, I feel a sense of inspiration and energy flowing through me. Li-Ning is much more than just another sportswear company - it's a symbol of the eternal Chinese spirit that won't be denied or limited by anything.Defying odds, breaking limits, achieving victory against all expectations - that's the Li-Ning way. And that uplifting, underdog-achieves-glory story is why this quintessentially Chinese brand will always be my absolute favorite.篇3My Favorite Brand: Li NingIf you asked me a few years ago what my favorite brand was, I probably would have said Nike or Adidas without giving it much thought. Like most kids my age, I was heavily influenced by the brands that all the cool athletes and celebrities were endorsing. However, as I've gotten older and more aware of the world around me, my views have shifted. While I still respect global sportswear giants, my personal favorite brand is now Li Ning – a Chinese company with a powerful story behind it.For those unfamiliar, Li Ning is a sportswear and equipment brand founded in 1990 by the iconic Chinese gymnast of thesame name. Li Ning the person is a national hero in China, winning 3 gold medals, 2 silvers, and 1 bronze across multiple Olympic games in the 1980s. With his athletic brilliance and marketability, it's no surprise that many Western brands like Nike approached him about an endorsement deal after he retired from competition.However, Li Ning had a bigger vision for himself and his country. Inspired by a desire to build a brand that could represent modern China on the global stage, he turned down the lucrative Western offers and started his own company. The brand's iconic logo of a running red figure against a white backdrop is now recognized worldwide as a symbol of the "Burning Desire to Win" that drove its founder.On a personal level, I gravitate towards Li Ning because the company's narrative resonates deeply with me as a patriotic Chinese student. Watching China's economic and cultural growth over the past few decades has been incredibly inspiring. Li Ning as a brand represents the ambition, determination and self-belief that catalyzed this renaissance. When I slip on a pair of Li Ning basketball shoes or workout in their athletic apparel, I feel a sense of pride for my nation's progress.More than just empty symbolism though, I genuinely believe Li Ning makes exceptional quality products, especially for value. Their R&D team incorporates cutting-edge sports science and innovative materials into every line. The professional athletes they sponsor like Dwyane Wade and CBA stars give regular feedback to continuously improve designs. You're getting gear created by winners for winners.At the same time, Li Ning items are generally more affordable than top Western brands while still maintaining high quality standards. As a student on a budget, this cost efficiency is hugely appealing to me. I can look fresh and perform at my best without breaking the bank.Speaking of performance, that's ultimately what matters most in sports. Here Li Ning has proven itself time and time again. Whether it's the Chinese national basketball team's FIBA Asia Cup victories or the elite running times clocked by LiNing-sponsored marathon racers, their gear gets real-world results. I've experienced this firsthand through the Beijing university intramural league I play basketball in. Rocking the Li Ning "Yun" line of shoes with its composite fiber woven uppers, I've had games scoring 20+ points thanks to the traction and support.Beyond the on-court or field factors, I truly respect how Li Ning as a company has strengthened its ties with the Chinese community over the years. They were front-and-center providing relief supplies during crisis moments like the 2008 Sichuan earthquake and more recently the Covid-19 pandemic. The brand also makes an effort to manufacture as much as possible in China to provide jobs and give back economically. These types of stakeholder-friendly policies aren't just good PR – they're the right thing to do.Additionally, Li Ning has made major strides in sustainability and reducing its environmental footprint. The company was one of the first Chinese brands to release a sustainability report analyzing its impact. Since then, it has rolled out eco-friendly initiatives like increasing the use of recycled polyester and natural materials, as well as programs to collect Used shoes and clothing for repurposing. Its parent company, Li Ning Group, received an A rating from the MSCI environmental index. Respect!I could keep going about all the positive attributes of Li Ning, but I think you get the overall point – it's a world-class brand with an inspiring backstory that I'm proud to support as a Chinese millennial. Sports are a huge part of my life, and LiNing's gear allows me to perform at my best while repping my roots. Looking ahead, I have no doubt the company will continue innovating high-quality athletic wear and equipment, all while spreading a positive message."The Burning Desire to Win" is more than just Li Ning's slogan – it's engrained in every Chinese person's mentality. We want to win honorably on the world's biggest stages, and Li Ning is helping pave that path forward. So yeah, when it comes to my personal brand preferences, Li Ning is my top pick hands down. I'll keep rocking the red and white proudly as our nation continues its journey toward greatness.。
国产运动品牌的营销策略研究——以李宁为例 最终稿20200525
国产运动品牌的营销策略研究——以李宁为例【摘要】李宁公司，是我国著名体操运动员李宁创立的运动用品公司，从1990年成立至今，经历过机遇和危机。
近几年通过品牌重塑已逐步回到发展的正轨上，是我国著名的运动用品公司。
本文通过对李宁公司的发展概况、营销策略和营销特点等进行调查研究，了解李宁公司通过策略的调整，利用电商渠道的发展以及采用中国元素在时装周上大展国潮风采等营销策略重塑品牌，再次在国内运动用品市场站稳脚跟。
但在这个竞争激烈的运动市场，面对国内外其他实力强劲的运动品牌对手，李宁公司的发展仍然面临着很大的挑战。
本文通过对李宁公司的营销策略进行研究，发现其不足的地方，并相应地提出切实可行的建议，有助于提高其产品和服务质量，同时也为我国国产运动品牌行业提供参考典范。
【关键词】国产运动品牌；李宁；营销策略Research on Marketing Strategy of Domestic Sports Brands—— Based on Li Ning[Abstract] Li Ning Company is a sporting goods company founded by China's famous gymnast Li Ning. Since its establishment in 1990, it has experienced opportunities and crises. In recent years, it has gradually returned to the right track of development through rebranding and is a well-known sporting goods company in China.This article investigates and researches the development profile, marketing strategy and marketing characteristics of Li Ning Company, then understands that Li Ning Company's marketing strategies such as the adjustment of strategies, the use of e-commerce channels and Chinese elements to showcase China's fashion at Fashion Week Brand building, once again gaining a foothold in the domestic sports market.But in this fiercely competitive sports market, facing the strong competitors of sports brands at home and abroad, the development of Li Ning still faces great challenges. Through the research of Li Ning's marketing strategy, this article finds its shortcomings and puts forward practical suggestions accordingly, which helps to improve the quality of its products and services, and also provides a reference model for China's domestic sports industry.[Keywords]Domestic Sports Brands Li Ning Marketing Strategy目录1前言 (1)1.1研究背景 (1)1.2研究目的 (1)1.3研究意义 (1)1.4研究方法 (2)2 李宁公司的概况 (2)2.1李宁公司的基本情况 (3)2.2李宁公司的发展历程 (3)2.3李宁公司的营销特点 (4)2.4李宁公司的市场现状 (5)3李宁公司的营销环境分析 (7)3.1宏观环境分析（PEST分析） (7)3.2微观环境分析（SWOT分析） (8)4李宁公司的品牌营销策略及分析 (10)4.1产品策略 (10)4.2价格策略 (10)4.3渠道策略 (11)4.4促销策略 (12)5对李宁公司营销策略的建议 (14)5.1加强产品定位 (14)5.2加大产品研发力度 (14)5.3提升品牌的认知度 (15)5.4拓宽营销手段 (15)5.5选择合适的流量 (16)5.6加强品牌文化的建设 (16)6结论 (17)注释 (17)参考文献 (18)致谢 (19)1前言1.1研究背景自上世纪九十年代以来，国产运动品牌开始一个一个建立起来，经过这些年的发展以及体育赛事等推动，我国运动用品行业在不断地发展壮大。
写一篇关于中国运动品牌的英文介绍
写一篇关于中国运动品牌的英文介绍China has become a leading force in the sports industry, producing some of the most popular and innovative sports brands in the world. Chinese sports brands have gained popularity with their quality products, trendy designs, and affordable prices. In recent years, there has been a significant increase in the number of Chinese sports brands that are making a name for themselves on the international stage.Li-Ning is one of China's most popular sports brands. Founded by Olympic gold medalist Li Ning, it specializes in the production of clothing and footwear for sports such as basketball, tennis, badminton, and running. Its products are known for their quality, comfort, and style. Li-Ning has been the official sponsor of several high-profile events, including the Chinese Super League (soccer), Chinese Basketball Association, and the Chinese Olympic team.Another popular Chinese sports brand is Anta. Anta is known for producing shoes that are comfortable, durable, and stylish. It also produces a range of clothing and accessories for sports such as basketball, soccer, and running. Anta has signed sponsorship deals with NBA players such as Klay Thompson, Rajon Rondo, and Gordon Hayward.Peak is another renowned Chinese sports brand. Its products feature innovative designs and cutting-edge technology. Peak focuses on producing high-quality basketball shoes, clothing, and accessories. It has partnerships with NBA players such as Dwight Howard and Tony Parker.Li-Ning, Anta, and Peak are just some of the most popular Chinese sports brands that have gained global recognition. With their trendy designs and affordable prices, these brands are giving established international sports giants a run for their money. As China continues to grow as a major player in the global sports industry, it's only a matter of time before we see more Chinese sports brands making a significant impact on the global market.。
阿迪达斯的品牌策略（BrandstrategyofAdidas）
阿迪达斯的品牌策略（Brand strategy of Adidas）As is known to all, Adidas is one of the world's leading sports brands, and Nike, Reebok and other brands occupy the main market share of global sporting goods consumption. Since its inception in 1920 (ADIDAS trademark registration in 1948), Adidas has not only succeeded brilliantly, but also has failed lessons. The ups and downs of these wars have a close relationship with their brand positioning and development strategy. Examining the development history of Adidas and the gain and loss in the process of brand management will undoubtedly be of great reference value to the development of China's burgeoning sporting goods industry.From pioneering to world class sporting goods brand - expansion of brand strategy frequently worksWhen Adidas started its own business, although it was still a small workshop, its vision had been aimed at the world market. Therefore, in the early development of the company, Adidas will product technology innovation as the market, improve the brand awareness of the power. "Function first", "the best for athletes" is the principle of corporate brand development. Adidas founder ADI Das Le is not only a track and field athletes and sports enthusiasts, is also a respected technology, quality and keen on innovation of entrepreneurs and inventors, many technological breakthroughs in the production process of the Adidas sports shoes is realized by him, he has received 700 patents. At the same time, di dasile is the world sports shoes production field pioneers. In 1920, Adidas invented the world's first pair of training shoes, under his leadership Adidas was born in the world the first pair of skates and rubber castingfootball cleats. Adidas developed the screw type spike is a very revolutionary, people even think that it is the German football team won the 1954 world cup made distinctions won in battle.Adidas became famous in the world at the Olympic Games held in its native Berlin, Germany, in 1936. On the eve of the Olympic Games, Adidas find extremely hope to win the American sprinter Jesse Owens, and assured him that the spikes on their games will certainly help, but was rejected by Owens. So he also suggested that he could try it in pre competition training. The effect of the Owens, Adidas and treasure, use spikes in the race, he won four gold medals shocked the world. Although Owens's own strength is unquestionable, but after all, he has chosen Adidas running shoes in many running shoes. Owens's performance to the audience of Adolf Hitler was furious, because the world of Nazi Germany's hate, shot Owens wearing Adidas running shoes to win in the widely circulated photos all over the world. After the establishment of the world famous sports goods brand, Adidas brand development is still closely linked with technological innovation. At the 1956 Melbourne Olympics, Adidas launched a subsidiary brand, "Melbourne", which was used to name Adidas's improved multi button sport shoes. In that Olympic Games, Adidas sports shoes won 72 gold medals, so that Adidas brand awareness has been greatly improved.Horst Dassler, the eldest son of Adidas, has the gift of marketing. He takes the lead in linking brands to athletes, sports teams, big games, and sports. At his initiative, Adidas became the first athlete to free sports shoe company, with the first sports team signed a long-term contract with the shoes, socks, so that people see outstanding athletes wearing Adidasproducts in many world-class competitions. At the same time, Adidas actively sponsors global sports events. Because of the lofty status of the Olympic Games in the hearts of people, not only for the best athletes to provide a large stage, but also for various sports shoes used to show different functions, creating the best opportunity. Therefore, the Olympic Games are determined by Adidas as the most ideal sponsor. Adidas is different from Coca-Cola, Visa card and other sponsors,Adidas sneakers, as a commodity, can be incorporated into the game substantially. At the same time, long-term cooperation with Adidas and Olympic Games, so Adidas can establish a solid relationship with the Olympic movement, and other related to sports or intermittent sponsorship of the Olympic Games brand to develop this relationship is very difficult.In the company's development process, Adidas adopted the "Pyramid" brand promotion model, at three levels of impact. First of all, the brand has attracted many athletes to think, this is not only because of their high performance sports equipment needs more innovation is Adidas, for the players to play at a high level to give technical and informational support. Second, the Adidas brand, which frequently appears on athletes who are on the podium for major competitions, stimulates more potential consumers - the needs of weekend explorers and amateur athletes. At this level, products and word of mouth that really meet demand play a key role. Third, the brand preferences of these athletes gradually penetrate into the general fitness group, and this is the largest consumer group. Through this brand promotion, coupled with Adidas has a strong market base, the brand's influence extends quickly to all aspects relatedto sports.The Adidas brand through technological innovation, successfully with the brand development strategy brand promotion mode to the Olympic Games and the famous athletes and the advertising effect of Pyramid, in 60s and 70s of last century, Adidas has been in the sporting goods market has unmatched advantages, become the world first-class brand of sports goods.After the heyday of business setbacks - the original brand strategy by Nike's huge challengeADI Dassler died 1978, Adidas lost the main driving force of technological innovation. 1985 horsler Dassler's death that Adidas has lost a visionary with brand management. 3 years after 1989, Adidas company has sold to a consortium of banks in France and the French businessman Bernard Tapil, took over the new boss has two Ren did not give the business development of Adidas company to inject new vitality. And in this period, sporting goods consumption market changes, Adidas needs to make a corresponding change in brand strategy, but unfortunately Adidas did not.After entering the 80s of last century, Adidas's Pyramid brand promotion model began to fail. In the United States, the world's largest sporting goods market, the number of people running fitness at the bottom of the Pyramid surge, Nike seize the opportunity, a great success. Although Adidas is popular in running athletes, wear Adidas sneakers in the New York marathon increased from 150 in 1970 to 4000 in 1979, a late 70s surveyalso showed that more than half of Americans who have worn Adidas sports shoes. But the success of the business led to the neglect of the upsurge of jogging and the rise of Nike. Adidas is stuck with the usual ideas of successful people - why invest in unfamiliar territory? At this point of the Adidas think: jogging is not a group or competitive sports, it is not the same as the company familiar with the market - jogging fitness is not in the Adidas Pyramid model of three levels of consumer groups. And for those who are part of mass fitness, Adidas can't connect with teams, clubs or organizations.。
李宁使命愿景价值观
李宁使命愿景价值观Mission & Vision Statements and Core Values使命、愿景和价值观一个公司的成长和发展离不开其背后的文化内涵。
李宁公司开始对企业文化中的使命、愿景和价值观进行了回顾和探索，在大家共同的努力下，新的使命、愿景和价值观产生了。
Mission 使命Through sports, we inspire in people the desire and power to make breakthroughs 我们以体育激发人们突破的渴望和力量～, Focus on creating professional sports products致力于专业体育用品的创造, Enrich ourselves by the integration of sports into everyday life 让运动改变生活, Strive for higher-standard breakthroughs追求更高境界的突破Vision 愿景The world’s leading brand in the sports goods industry全球领先的体育用品品牌公司, Our interim objective before 2008: fortify our globalization competitiveness in theChina market为了实现公司国际化，公司在2008年之前需在中国市场增强公司国际化竞争力, By 2018: become one of the world’s top five brands.到2018年，体育用品世界5强, Derive 20% up of company revenues from international markets公司国际市场生意份额占总体生意20%以上, Become a management company of sports brands, utilizing different brands to caterto different consumers and regions成为体育品牌管理公司，将使用多个品牌覆盖不同的客户和区域, Become a leader in marketing two or more mainstream sports categories两个以上主流运动项目处在市场的强势地位Core Values 核心价值观Our core values stem from athleticism and passion for the mission 我们的核心价值观源于对运动的崇尚和对事业的激情～The attraction of sports comes not simply from sports as such, but more from its underlying spirit. We value sports, but even more athletic spirit.运动的魅力不仅在于其本身，更在于其内在蕴含的精神力量我们崇尚运动，更崇尚运动的精神～, Integrity 诚信, Professionalism 专业, Passion 激情, Breakthroughs 突破, Trust 信任, Integrity 诚信Empolyee should act in accordance with the laws, rules and regulations of the state; abide by business ethics and code of conduct; earnestly fulfil commitments with a sense of responsibility; be able to provide feedback and evaluation objectively and truthfully. 员工行为要符合国家法律规定和公司的规章制度;符合商业道德和职业操守;切实履行承诺，具有责任感;能够客观真实地进行反馈和评价。
2023年国内外体育品牌的比较研究
（一）国内体育品牌营销 策略分析
随着中国体育产业的发展，越来越多的国内体育品 牌崭露头角。以李宁为例，这家中国领先的体育品 牌在过去几年里通过加强研发和设计，提高了产品 品质和设计水平，提升了品牌形象。同时，李宁也 积极开展线上营销，利用社交媒体和直播平台进行 品牌推广和产品展示。
（二）国外体育品牌营销 策略分析
体育品牌比较研究 在国内外体育品牌的比较研究中，我们可以看到一些显著的差异和相似之处。下面我们将详细介绍一些国内外知名体育品牌及其市场份额。
1. **国内体育品牌**
在中国市场，李宁（Li-Ning）和安踏（Anta）是两个最受欢迎的体育品牌。李宁是中国体育用品市场的领导者，2020年的市场份额达到了23.9%，紧随其后的是安踏，市场份额为15.4%。
体育品牌比较研究
Comparative Study on Sports Brands
演讲人：Lucy 2023/9/11
目录
国内外体育品牌概述 国内外体育品牌市场规模
国内外体育品牌竞争力分析 国内外体育品牌营销策略比较
国内外体育品牌概 述
Overview of domestic and foreign sports brands
2. **国外体育品牌**
在国外市场，耐克（Nike）和阿迪达斯（Adidas）是两个全球领先的体育品牌。耐克在2020年的市场份额为19.3%，阿迪达斯的市场份额为14.2%。
3. **市场份额变化**
从市场份额的变化趋势来看，国内品牌安踏在过去几年中表现强劲。从2015年至2020年，安踏的市场份额增长了近50%，而李宁的市场份额增长了约30%。另一方面，耐克和阿迪达斯在中国的市场份额在过去几年中有 所下降。这可能与中国本土品牌的崛起以及消费者对设计和品质方面要求的提高有关。
运动员做广告的英语作文
运动员做广告的英语作文As a professional athlete, I have the privilege of representing some of the best sports brands in the world.It's not just about the money or the fame, but about the values and quality that these brands stand for. When I endorse a product, I want to make sure that it's something I truly believe in and use myself.When I'm in the spotlight, I always make sure to promote a healthy and active lifestyle. I want to inspire people to get off the couch and get moving. Whether it's through social media, commercials, or public appearances, I always try to convey the message that exercise is essential for both physical and mental well-being.One of the best parts of being a sponsored athlete is getting to try out the latest sports gear and equipment. From high-tech running shoes to state-of-the-art fitness trackers, I have the opportunity to test and provide feedback on some of the most innovative products on themarket. It's exciting to be at the forefront of new developments in sports technology.I take pride in being associated with brands that prioritize sustainability and environmental responsibility. It's important to me that the companies I work with are committed to reducing their carbon footprint and minimizing waste. I want to use my platform to encourage others to support eco-friendly and ethical businesses.As a professional athlete, I understand the importance of proper nutrition and hydration. That's why I'm proud to endorse products that promote healthy eating and drinking habits. Whether it's a nutritious protein bar or a refreshing sports drink, I want to endorse products that contribute to an athlete's overall well-being.I believe that sports have the power to bring people together and break down barriers. That's why I'm passionate about endorsing brands that support inclusivity and diversity in sports. Whether it's through sponsorships,partnerships, or community initiatives, I want to be a part of promoting equality and access to sports for all.。
安踏品牌战略分析
威胁：1.外包生产方 式上的缺陷 2.分散市场的风险能 力较弱 3．各个品牌向中档 市场的延伸
1.“安踏”体育用品公司的竞争 优势分析
SWOT分析
(1)品牌优势 “安踏”公司经过十几年的经营已经具 有一定的品牌影响力，通过其特有的 “个性化” 安踏就是要宣扬个性，倡 导通过体育展现自我。安踏和耐克走的 不是同一条路，耐克追求运动，以某种 运动类别和运动项目出现，而安踏更多 的是以一种运动休闲的形象出现。安踏 不想做中国的耐克，而是要做中国的安 踏、世界的安踏。就是要通过树立自己 的鲜明个性，成为“中国乃至世界大众 都喜欢的安踏”。
2.“安踏”公司的竞争劣势分析
SWOT分析
(4)品牌影响力不够 “耐克”跟“阿迪达斯”两家公司都已 经拥有了40多年的发展历史，其品牌知 名度远远大于“安踏”品牌。这使得 “安踏”必然会丧失一部分以追求名牌 效应为目的的消费者。
3.“安踏”体育用品公司的潜在 机会分析
SWOT分析
(1)市场增长机会 安踏斥巨资连续三年赞助中国篮球职业 联赛，成为CBA职业联赛运动装备唯一 指定合作伙伴。据介绍，包括投入在产 品研发、市场推广等项目的费用，安踏 赞助 CBA 的费用投入预计将超过1.2亿 元。这让中国体育行业震惊：民族品牌 打破国际品牌垄断国内顶级赛事的格局， 安踏打响了体育品牌争夺国内市场的号 角。为“安踏”扩大销售市场增加机会。
3.“安踏”体育用品公司的潜在 机会分析
SWOT分析
(2)市场的双向延伸 “安踏”当初定位在中档体育用品市场。 随着公司的发展，“安踏”已经具有了 一定得公司实力，对于体育用品的高端 市场，虽然有“耐克”和“阿迪达斯” 两家公司占据，但是依据“安踏”现在 的影响力以及其独特的市场定位，完全 可以进军高端市场；对于200元以下的 低端市场，“安踏”也已经开发新的品 牌“新动”作为进军低端市场的品牌。
15-李宁基础培训(入职培训经典)
中唯一获奖的企业。
开业。
愿 景 、
● 2008年3月
“李宁”与米其林技术合作研发高性能运动鞋。
● 2010年2月23日 李宁网球成功签约中国网坛金花彭帅。
价 值
● 2008年3月
李宁公司的“ ”标被评定为中国驰名商标。
观
● 2010年3月29日 共掷“金时刻”——李宁签约“标枪王子”托希尔·德森。
● 2008年5月
梦想激励李宁人不断创造，全力以赴，克服困难与挫折，
历
也会激励更多有梦想的人加入到我们中来，共同创造和实现心中梦想。
史
、
梦想不会一步到位，但会垂青那些不会放弃心中梦想的人，实现梦
使 命
想，正是不断面对挑战，勇于跨越的征程。
、
无论作为优秀的运动员，还
愿
景
是企业家，我们的创始人李宁先
不断实践会让我们接近梦想，达成目标，我们终将赢得梦想！
愿 景 、
李宁公司迁址北京。
价 值
李宁公司率先在全国建立特许专卖营销体系。
观
李宁公司参加天津“中国体育用品博览会”，订货量占总成交
2
额的一半，成为中国体育用品行业的领跑者。
李宁公司赞助中国体育代表团参加第二十六届亚特兰大奥运会。
李宁公司在佛山建成了李宁体操学校，这是第一家由企业投资 建成的体操培训机构。
合作协议，李宁公司正式成为阿根廷篮球协会的合作伙伴，并
约至2008年。
成为阿根廷国家男、女篮球队的指定运动服装赞助商。
李宁 历史
● 2007年1月24日 李宁品牌成为瑞典奥运代表团指定体育装备合作伙伴。
● 2009年3月3日 李宁与撑杆跳女皇叶琳娜·伊辛巴耶娃签约。
● 2007年4月1日
李宁的英文广告词_广告词
李宁的英文广告词李宁作为国民牌子，广告是很重要的，因为广告语的创作是一项需要灵感与不断创新工作，广告语的文体形式并无定式，需要从业者在具体工作中不断创造和完善。
下面是橙子带来的关于李宁的英文广告词的内容，欢迎阅读!李宁的英文广告词文案 1、I do not like the unconventional,I just can not agree with the same.Do not take the old and I compare others,I only care and his inch inch to contest.The way you have arranged for me always gets me lost. No new continents along the old map.Let the change happenMake The Change2、Who can make opponents fear?Who can be king in the basket?Who can take three NBA championship mvp?Who can win the fifth championship ring?The world is mine!1 / 5Li NingEverything is possible3、"Everything is possible," Li Ning, the sports brand, from birth to today has been with Nike, Adidas and other international brands to compete. Li Ning has gradually become a "Chinese spirit" of the masterpiece. Li Ning's development proved that "everything is possible" phrase. Beijing 20xx Olympic Games has come to the door, the movement has swept the national movement, and Li Ning, the national brand has been deeply rooted, it all verified that "everything is possible!" 李宁的英文经典广告词 A new generation of hope in China. This is Li Ning, the first advertising language Li Ning initially positioned to make a sports fashion sports brand, become an indispensable part of people's lives. Li Ning card should be pro-and, attractive, stylish. But this phrase does not seem to catch the upper lip with the fashion, as more well-known local brands, Li Ning, although conservative slogan, but also timely.Li Ning slogan 2: the wonderful left to their own. This one slogan have follow Nike "just do it" suspects, some people think 2 / 5that the beginning is followed by Li Ning followed in the footsteps, both from the LOGO, but also advertising language, from here I think Li Ning is not to follow, but Li NingNot to establish their own brand positioning on the difference, "the wonderful stay yourself" emphasis on individualism, in line with the target market psychology.Li Ning advertising slogan: I exercise I existLi Ning slogan: the beauty of sports world sharing. Li Ning began to determine the positioning of sports brands, in 1998, Li Ning, Foshan, the first company in Foshan, China built the first sports apparel and shoes design and development center; 1999, Li Ning and SAP companies, the introduction of AFS clothing and footwear In 20xx, Li Ning, the company successfully listed on the Hong Kong Stock Exchange board, became the first overseas-listed Chinese sporting goods business; in 20xx, Li Ning, the company has become the official NBA co-operation Partners; in 20xx, Li Ning, China's official market as ATP partners. But these two words can not be said to be a wonderful ad, but also test does not go in the end Li Ning is a high-end or low-end, in fact, Li Ning, or so far caught in the international high-end and local low-end.3 / 5Li Ning slogan 5: excellent, from the character. Perhaps caught in the embarrassment between the high-end and low-end, Li Ning began to shape high-end sports brand, this ad language correctly passed the "my product excellent" information, but did not explain why consumers want to buy Li Ning. Unlike the "just do it" "drip fragrant" "diamond forever, a permanent stay." These slogans, concise concise, novel and unique, full of fun.Li Ning slogan: everything is possible! This is the most widely disseminated Li Ning, a slogan, but also accompanied by the rapid growth of Li Ning. "Everything is possible" is the voice of the movement is the voice of young people, is the voice of the Chinese people! I think at this time Li Ning really found himself, to find a real call from the hearts of consumers. But it is regrettable that Li Ning in the product innovation did not keep up with the pace, so that the target consumer and the actual buyers of serious dislocation, brand aging, lack of personality, mediocre, by consumers as fashionable layman. Li Ning's product designers attitude is very simple, they think good equipment is prepared for serious sports, do not need too much fancy decoration and excessive modification. While 4 / 5focusing on professional sports routes, Li Ning brand and fashionable life how to integrate, but also can not make consumers feel awkward? By Western sports symbols suppressed for a long time the Chinese local sports brand, how to express the brand connotation and the East Cultural tension? How to make a professional sports brand more fashionable, close to the hearts of young consumers?Let the change happen Make The Change. After market research and numerous discussions, Li Ning, the company decided to challenge Mr. Philip Kotler's advice - "to establish the position to go after it will be very difficult to change." June 30, 20xx, Li Ning in Beijing Yizhuang Production base held a press conference, announced its follow-up for many years Li Ning LN official logo for the "Li Ning cross-action" new logo alternative. At the same time, Li Ning's new ad "make the change" to overwhelming the rapid occupation of the TV, subway, network and other media, "90 after Li Ning" lightning type font impact on consumer attention.5 / 5。
世界名牌英语简介
• 1913年，Prada在意大利米兰的市中心创办了首 家精品店，创始人Mario· Prada（马里奥· 普拉达） 所设计的时尚而品质卓越的手袋、旅行箱、皮质 配件及化妆箱等系列产品，得到了来自皇室和上 流社会的宠爱和追捧。今天，这家仍然备受青睐 的精品店依然在意大利上层社会拥有极高的声誉 与名望，Prada产品所体现的价值一直被视为日 常生活中的非凡享受。
• Prada is an Italian fashion brand that produces high-end luxury goods for men and women. It was started in 1913 by the Prada brothers Mario and Martino. They opened a leather goods store in Milan, Italy, specializing in handbags, suitcases and trunks（大衣箱）. The company took off in 1979 when Mario Prada‟s granddaughter Miuccia took over the company and moved from travelling trunks to fashion goods. She opened stores in fashionable areas all across Europe. In 1985, she released the iconic（图标的） Prada handbag and the brand became a status（身份，地位，情形） symbol. Four years later, she released her first collection of clothes and the company was a global success. Prada became a household（家喻户晓的） name for richer business people. Its success relies on the simplicity and functionality of its products. Miuccia often called her designs “uniforms” for women.
安踏体育营销策略分析(英文英语版本)
安踏体育营销策略分析摘要：随着生活水平的不断进步与发展，人们越来越注重健康以及对身体的锻炼，体育用品行业也由此取得了长足的发展，然而在很长一段时间体育行业都被国外诸如耐克和阿迪达斯这样实力雄厚的企业所垄断，但令人欣喜的是，近几年，中国本土体育品牌开始井喷式的崛起，安踏便是其中的一员。
本文首先对安踏的发展历史进行叙述，讲述其大致的发展历程，随后对其所运用的营销策略进行归纳总结，探究其在营销策略上值得学习的地方，从品牌代言人选择，价格定位和产品策略三方面入手对其营销策略进行深入浅出的探讨。
最后，通过安踏的成功给予国内运动品牌一些发展的建议，让其认识到品牌代言人选择，价格策略以及最终回归产品本身的重要性。
通过本文的写作，笔者表达了对安踏体育近几年一系列运营的赞赏，也希望通过此文来让更多的消费者认识体育用品行业。
关键词：品牌代言人；安踏体育；营销策略Marketing Strategies of ANTA SportsIntroductionAs the standard of living gets higher and higher, people start putting their attention on how to keep health. Sports brands get a great development in this favorable environment. Many famous brands such as NIKE and Adidas even became the faith of many young people. According to , NIKE earned nearly 5 billion dollars in China market, and made 8% progress in the whole world market in 2018. For Adidas, which is regarded as NIKE’s biggest competitor, the operating revenue’s growth rate is 15.6%, still a strong performance in this intensely competitive marketplace.1Considering the congenital advantages of those brands, this phenomenon is reasonable. But in recent years, a Chinese brand, which is called ANTA, seems want to carve up this big cake, and beyond expectation, it made a great success.In 2017, its market value hit one hundred billion HKD and became the third largest sports brand all over the world. Behind this great achievement, ANTA has paid much hardship and construct their own marketing strategies.ANTA is clever on spokesman choice. Its contracts not only wins famous NBA stars’ heart such as Klay Thompson, Kevin Garnett and Rajon Radon, but also improves its popularity. At the same time, this popularity pushes it to continuously improve product quality, which helps it grow into the leading enterprise in Chinese sports industry. In publicity aspect, its abundant activities facilitate its cooperation with enterprises in different areas, and make its poster and slogan widely known. As for the product structure, ANTA has absolutely clear emphasis. ANTA focuses on basketball shoes’products and multiple product line development at the same time. Those series operation strategies made ANTA get stronger and become the best sports brand in China.This thesis firstly narrates the developments history of ANTA, then summarizes its marketing strategies, and points out advantages which are worth learning. The thesis focuses on three different aspects: the selection of spokesmen, pricing strategy and product strategy. Finally, this thesis will give some suggestions to Chinese local sports brands through ANTA’s success.The sports industry is a potential but also competitive industry. Anta has succeeded in this competition with strong foreign brands. Anta’s success has also made Chinese people proud. The author hopes to arouse people's attention to this industry through this thesis. People’s attention can be a significant pushing force to this industry.I.Development and Achievements of ANTAANTA Sports Products Co., also called ANTA for short, is the biggest sports brand in China. ANTA is an enterprise which focuses on sport’s products design, manufacture and selling. In 2017, its market capitalization hit one hundred billion HKD and successfully became the third biggest sports brand all over the world.2 In this part of the whole thesis, it does a brief introduction of its way to success, and ANTA’s development history will be divided into three periods: 1991-2015, 2015(turning point) and 2015-present.A.Establishment and DevelopmentIn China, ANTA is a sports brand which has a long history. Since it was founded in 1991, ANTA has made its career for 28 good years. In 1999, it signed an endorsement deal with Kong Linghui, one of the famous ping pong star in China. This operation helped its turnover reach two hundred million in 1999. From 1999, ANTA changed their business from manufacturing only to purchasing wholesale, and they started to focus on second and third grades cities’ market development.In 2004, ANTA sponsored CBA(China Basketball Association). This cooperation continued until 2012, It broke the foreign sponsors’monopoly of domestic sports events, and in 2005 ANTA has invested about one million yuan to build the first high-tech sports science laboratory. It is clear that it drove the technological upgrade of Chinese sports products.When time came to 2007, ANTA was listed in Hong Kong and financed three and half billion HKD, still a record in Chinese sports industry. For the sake of expanding their business landscape, they purchased internationally famous sports brand— FILA, starting to reach their business in high-end market.The year 2012 is a great year for ANTA. ANTA made its year-end performance reach 7.62 billion, and finally became the biggest sports brand in China. It’s a great achievement. ANTA used 11 years to get to the place—the King of Chinese Sports Brand.Between 2012 and 2015, ANTA continued with consolidating its status. ANTA sets a contract extension with Chinese Olympic Committee, and provides Chinese athletic delegation with sports equipment.In its first 15 years, ANTA led a stable developing route and successfully became a leading brand in China’s sports industry. ANTA is a world known brand and the third biggest sports brand now, so 2015 is an important turning point for ANTA. It signed an endorsement deal with Klay Thompson. This movement truly made it blow the trumpet to the world.3B.Turning Point: Cooperation with Klay ThompsonIn 2015, ANTA made a big decision that it tried to sign an endorsement deal with noted NBA star—Klay Thompson. ANTA might not know this deal will help them enter the international market and make ANTA an international sports brand. This contract was known as the most successful signing with NBA star, and with the mutual benefits ANTA renewed the contract with Thompson in 2017 which was worth $80 million and for 10 years. It means Klay Thompson basically gave his whole career to ANTA. In 2016, the first year of ANTA and Thompson’s partnership, ANTA sold already six hundred and fifty thousand pair of KT1 (from ). It’s a great achievement of a Chinese brand. Since ANTA built cooperation with Thompson, basketball shoes generally became the most important part of whole product line. Therefore ANTA set a business division for basketball category, and it’s the only division in ANTA. ANTA’s chairman of the board Ding Shizhong also holds that basketball is the key point that helps them ensure the status in Chinese sports circle. It is acknowledged that ANTA’s special insight in spokesman choice, and it really made a turning point of ANTA’s business.C.Achievements of ANTA in Recent YearsIn Recent years, ANTA is showing its strong earning power. At the beginning of 2017, just the 10th anniversary that ANTA listed. At this special moment, ANTA announced their revenue quadrupled that of the 2007, and the whole revenue reached sixty billion. But not only that, it also made a record that the revenue for the third consecutive year, and the growth rate exceeded 20%.In 2017, ANTA made unprecedented growth. ANTA not only earned above 16.7 billion Yuan, but also lead their whole market value break one hundred billion, and became the third largest enterprise in the world.For ANTA, it earned a lot money from its rapidly developing business; forordinary people, they enjoy the products of ANTA. At the same time, ANTA provides over a hundred thousand job opportunities for the masses. ANTA is playing a more important role in Chinese economy.When time goes to 2018, ANTA performed their slogan “Keep Moving”perfectly. In the middle of 2018, ANTA has already handed over 10.5 billion yuan revenue. It is really shocking because in the whole 2017, this data was 16.7 billion, which means ANTA only used half a year to make its revenue break 10 billion. Its growth rate has reached 44.1%, the best performance in the past 11 years.4All in all, when people look back at ANTA’s history, ANTA made a miracle in Chinese sports industry even in the world sports industry. Unique business sight and decisive action made it happen. In the next part, this paper will show more marketing strategies and investigate thoroughly why ANTA made those great achievements.II.Marketing Strategies of ANTAAs everyone knows, marketing strategy is very important to an enterprise, especially in sports goods industry. Nike and Adidas are two giants in the sports industry. They have a long history and have built its stable corporate culture. Their rich product lines and mighty endorsement team make them attracts a lot of purchasing power. It’s really difficult to live in this circumstance for Chinese brands just like ANTA or Li-Ning, but ANTA made it truly happen. This part of this paper is divided into three parts, it includes advertising and brand effect, price position, and products structure.Advertising and Brand Effect in Cooperation with Famous NBA StarsAdvertising is the core of marketing, and it’s the foundation of establishing brand effect. There is no doubt that ANTA has put a lot of effortinto this, especially in cooperation with famous NBA stars.1.The Cooperation with NBA StarsAs we can see from above, spokesmen play a significant role in ANTA’s advertising plan. The earliest collaboration can be traced back to 1999. ANTA signed an endorsement agreement with great famous ping pong star who won a lot world championship—Kong Linghui and used “I choose, I love”as their slogan.It’s hard to say its marketing strategy was facing the international market at the first several years of ANTA’s history. ANTA has built relationship with CBA, Chinese Olympic Committee and many domestic sports stars. It helps ANTA generally grow up and become the leader of Chinese sports industry. ANTA also knows that if it wants to let their products reach the world, it needs to get more endorsement deal with real international sports stars.In 2007, ANTA started to make some cooperation with NBA. At the beginning of their plan, ANTA signed a contract with NBA star Steve Francis and Luis Scola. But at that time, many people trust Li-Ning more, and ANTA had no influence. Francis’retirement made this deal overshadowed. Although Scola still uses his excellent play to attract a lot of fans, it could not compare with sports stars who have true influence such as LeBron James or Kobe Bryant. It must be recognized ANTA did take a detour at the beginning, and those “Less successful” contracts made them realize spokesman’s performance on the court and their manners are very important for brand’s effect. ANTA found the problem and correct them in 2010.Like ANTA’s Chairman Ding Shizhong said: “They can pay sky-high price to win the competition in international market.” So they signed a contract with the star of history—Kevin Garnett. It announced ANTA became an international sports enterprise. The contract amount has not been announced, but we know ANTA must pay a lot for this celebrity endorsement, because at firstKevin just had contract with Adidas. He chose to terminate the contract and signed a brandnew contract with ANTA. ANTA’s sincerity and attractive price finally facilitated the signing of the contract.ANTA attached great importance to this big star. ANTA designed exclusive sneakers for Kevin, and called them KG series. ANTA KG 1 uses ANTA’s most advanced sneaker technology, and this category also uses unprecedented design inspiration. Many foreign people knew ANTA through KG series. Great foot feel and design attract some fans. ANTA took a solid step on its international market plan, and its cooperation with Kevin Garnett lasted until he retired. Six generation of KG series were lunched.After 2010, ANTA used KG series to enter the overseas market. Then ANTA signed a contract with Rajon Rondo (A famous NBA star with one championship).5But the decisive signing is in 2015, his name has been mentioned many times in this paper. He is Klay Thompson. ANTA’s core spokesman.2. Mutual Benefit“I Know I could not have my own signature shoe if I sign contract with Nike or Adidas, but if I cooperate with ANTA, I can participate in the design process, and I can be ANTA’s Michael Jordan someday”, said Klay Thompson.Now he did it, Thompson and ANTA achieved a win-win result. In 2014, Thompson was just a rookie, young but passionate. Maybe at that time he couldn’t image he will be one of the best shooter in NBA history, and he became an integrate part of the Warrior (a NBA team which won three championship in past four years) dynasty.For a professional basketball player, it’s a great honor to own his own signature shoes. Thompson can possess his own signature shows through the cooperating with ANTA, and ANTA can improve its influence and get profit from him. This is a mutual benefit relationship. We can learn much from ANTA.First is the opportunity. When ANTA signed a contract with Klay Thompson, he and Warrior won their first championship. Warrior is a team in the global spotlight because they overturn the traditional basketball idea, so the warrior attracted a large number of crazy fans. Their players such as Stephen Curry and Klay Thompson through this championship initially established their own position in the league. They are young and have different styles of playing. ANTA signed Thompson at just such a time. They found Thompson had an expiring contract with Adidas. It was clear that if he chose to sign a new contract with Adidas or Nike, he couldn’t have his own signature shoes in the short time. And for status, Nike has Kevin Durant, Lebron James and Paul George, while Adidas has James Harden and Derrick Rose. Those players have stable status in their contracted brand, but Thompson is not in their core projects for sure. ANTA seized this opportunity and considered Thompson as their ace. Thompson was impressed by their sincerity and this led to the most successful signing in ANTA’s history.Second, Chinese market is an inviting cake. Thompson can obviously realize that. In fact, many enterprises now attach more importance to Chinese market, because of its powerful resource and purchasing power. ANTA obviously has this bred-in-the-bone advantage and ANTA certainly used it. Chinese local brands can sign players of this level. There is no doubt that those fans will contribute their pockets.Third, ANTA is committed to improving the quality of its products, no matter how much money you can pay for famous spokesman. In the final analysis, it all comes down to the product itself. Chinese sports products always have problems of comfort which made many sports stars are skeptical of Chinese brands. But ANTA put in a lot effort on science and technology research and development in shoes’. It makes them made a great progress on its products, not only on KT series but also on the whole product lines. Maybe its products can’t compete with Nike or Adidas’s products before KT3, but through their hardworking, after KT3, ANTA’s technology have capacity to competewith Nike or Adidas’s top products. Prominent product quality made Thompson happy to wear KT series to win the competition.ANTA gives Thompson a large number of money and design sneaker for him, and Thompson spares no effort to do publicity for ANTA. This virtuous circle facilitates both sides consolidate mutually beneficial and win-win relations.3. Abundant Offline ActivitiesANTA’s successful marketing not just relies on online shopping and publicity for spokesman, they also use abundant offline activities to create buzz for its products. Surprisingly, ANTA gradually established their own system of offline activities.The most famous activity in recent years is “Going Crazy” in 2017. This activity created a phenomenal industry myths. Along with NBA becoming more and more popular in recent years, many young adults are interested in basketball. In consideration of the shortage of indoor venues in China, most of Chinese basketball activities are on the outfield, so Chinese folk basketball activities can easily return to the streets. “Going Crazy”aim to grassroots basketball fans, and it gives basketball fans chance to direct contact with all star NBA player Klay Thompson. This activity’s success means a lot. It means ANTA gets a complete victory in basketball field.Sharp business sense is the key point for ANTA’s good performance. ANTA relies on Thompson to build brand effects and let more people accept its products. Next they paid much attention to general basketball fans, further promote the popularity of basketball culture. If spokesman is the top need of the pyramid, general basketball lovers are the foundation and they are the core customer of an enterprise .In June 2017, ANTA started “Going Crazy” activity. ANTA invited three best Chinese street basketball players and called them “Crazy ballers”. Theydepartured from Beijing, all the way through Jinan, Chongqing, Wuhan, Zhengzhou, Nanchang, ZhangJiajie, Hefei, Changsha. They played basketball games in schools and outdoor venues to find the people who are good at basketball and love basketball from the bottom of heart. Finally they meet Klay Thompson in Chengdu. “Going Crazy” series activities became second super IP and were just behind the KT series.In 2018, “Going Crazy” swept the country. Along with the expansion of the activities scale, the number of cities became 12, and it includes over 100 colleges and universities. This marketing plan has opened up online and offline channels. “Going Crazy”series products come into being. The effect successfully turned to purchasing power. Entire product current account reached half a billion. ANTA uses those activities to tell people that doing sports makes people happy. “Going Crazy”uses online and offline channels to bring much business growth. Its Weibo accumulates seventy seven million reading quantity, and attracts over thirty million online audience. It helps ANTA cement its leader power in Chinese sports industry.“ANTA’s design language is around consumers insights. Our design does not only rely on consulting data but also finding problems in people’s daily exercise and solve them to improve user’s experience.”said Robbie Fuller, sneaker design director of ANTA.6Besides “Going Crazy”, ANTA also creates abundant activities for teenagers. ANTA established many children’s sports activities and create series of IP. The basic method ANTA always uses is cross border cooperation. It can easily raise the awareness of the event and consolidate different enterprises’influence.In short, ANTA emphasizes on different offline activities, and they make several mighty IP. Those offline activities make people have more chances to attach to the brands and its products, and deepen people’s understanding of the brand. Their business idea can be a textbook that every enterprise can learn from it.A.Clear Price PositionFor consumers, what they consider most important is the price and quality. Pricing errors may cause enterprise suffer a great loss. There are many classic pricing errors, such as Hengda Springs pricing failure. Those cases told us pricing too high or too low both would do harm to the enterprise. Pricing too high may harm product competitive power and pricing too low may influence consumer’s confidence in the product. So what is ANTA’s pricing strategy?As for ANTA’s pricing position, it can be found that they stick to a low and medium grade price position. But their development wasn’t without any hitch. At first, they chose pin pong player Kong Linghui as their spokesman. This move made them achieve good sales. After that, they made a lot mistakes which deeply influence their word of mouth. In 2011, they had to close over six hundred retail stores. At the same time, ANTA didn’t wait for death. They began to implement low price strategy to reduce inventory, even gave up existing market. From that moment on, ANTA’s pricing strategy got primary shaping.The reason ANTA made some mistakes at the beginning is that they lead large amount of overstocked products and tried to expand their business scale blindly. Actually they didn’t have such large consumer group. Therefore the real purpose of lowering products price is to clean the warehouses. This movement made a “Chinese proud sports brand” turn to “Low-end product”. Price-cutting signs filled the streets. ANTA’s corporate image fell to the bottom.What makes people look at ANTA differently in recent years? The answer is still price, but they change their thoughts. They combined low-and-medium pricing position with brand image and marketing environment. ANTA has paid a lot of money to sign contracts with NBA stars like Kevin Garnett and Rajon Rondo since 2010 and launch their signature shoes. Those basketball stars in ANTA’s plan are called “Strength is priceless”. All their shoes were priced at 399 Yuan. This price causes sensational effect at that time, because most of NBA stars’signature shoes are priced between 1200-1800, even moreexpensive. Many people have a negative view of ANTA’s price strategy, but in fact, sales are phenomenal. It has sold about one hundred thousand pairs of shoes in 2010. ANTA has made a sales miracle in the context of sales upgrade environment.Compared with the rough cut at the beginning, ANTA through cooperation with famous stars remodels brand connotation and its products’quality. This lower price aims to similar products. On the one hand it satisfies people’s consumer psychology because many basketball fans want to have stars signature shoes to express their love to the basketball stars; on the other hand, it gives a chance to people who don’t have enough money to own a pair of great basketball shoes let along famous stars’ signature shoes. If we think about this strategy differently, this strategy also announces that ANTA’s product quality has never changed. If ANTA uses spokesman’s influence to rise the price, it means they negates their previous products. It is an act of not being confident and may cause them lose more consumers.ANTA also seizes consumers’psychology. Actually in our daily life, middle and low end consumer is a large consumer group, and they create an amazing market. Those consumers may not be rich person, but they still have purchasing power. This is the reality of most consumers. Those people make a huge number of groups, and if we gather their purchasing power together, it would be a horrendous power. General consumers also know that many products from Nike or Adidas are premium. The price they can actually enjoy is 100-200 yuan, but actually they pay over 1000 yuan. So ANTA chooses a price range between 400-600 yuan. The medium price position helps them avoid low-cost expression but also being affordable to general consumers.ANTA uses spokesman to improve their style, and lower price allows people to afford this “style”. Their products are distinguished from cheap goods This is ANTA’s method to face price war, and their strategies are clever.Now the KT series still stick on this price strategy. KT4 is only at the price of 500-700 yuan. It is unexpected that ANTA’s flagship product only sellsat the price of 600 yuan. It costs only half as much as James 16th (Lebron James’latest signature shoes). ANTA’s low price helps them get the first step in the international market. On March 4, 2018, ANTA put KT3-Rocco on sale, and only sold 200 pairs in US. Many people queued up early. Some people even get into the queue four hours before the launch. It’s the first time Americans queue up to buy Chinese brand sports products. This means the upgrading of ANTA’s brand has been achieved.B.Product Strategy“Customer first”is a creed that every enterprise needs to obey. Making better products is the best way to show an enterprise’s respect for consumers. ANTA has paid much thoughts into the product structure, and sports industry has two kinds of products: soft product type and hard product type.1.Hard Product TypeHard product type, just as its name implies, is the product which consumers can really enjoy. For sports industry, it means all kinds of sports equipment, includes shoes and clothing.ANTA as China’s leading sports enterprise, its hard product type has adjusted and upgraded, and their products’life circle has matured in recent years.To meet the requirements of the consumers, ANTA has made new product development and old product elimination simultaneously. ANTS uses KT series and Crazy series to keep stable middle and high-end product supply chain, because it creates most of the revenue. At the same time ANTA continues to tap into the children’s market. ANTA children series product line starts to produce results.ANTA’s another advantage in product structure building is it can quickly learn the excellent culture of other companies, especially in research anddevelopment of special style products. Shoes with different colors may cause totally different brand effect. Even it just takes some detailed change. ANTA is obviously good at it. ANTA gives Klay Thompson several kinds of design and let him join in all the process. It not only improves relationship with spokesman, but also provides consumers with more choices. Fans are always interested in their idols thoughts, choice and the story behind it.2.Soft Product TypeSoft product type is a concept relative to hard product type. For sports industry, it is always used as a tool to advertise enterprise. It includes poster, slogan,complimentary gifts and so on. It is more like a kind of information that enterprise wants to show to the consumers.ANTA’s soft products also get a lot praise. Their slogan “Keep Moving” is simple but powerful. Their publicity through advertisement and abundant activities make them have a strong image in consumers’ mind.ANTA’s soft product often combined with enterprise’s experience. ANTA is a brand which suffers a lot difficult from its history, so it show people that it encourages grassroots spirit. It easily wins the heart of young people who fight for their dreams.ANTA also sponsors many large-scale sports events or organization, just like CBA and Chinese Olympic Committee. As a sports brand, it lets the enterprise close to all kind of sports events and keep high visibility. There is no doubt that ANTA’s soft type product or ANTA’s enterprise culture is continuously output to the consumer. It finally would turn to purchasing power and facilitate the sales of hard type products.III.Suggestions to Other Chinese Sports BrandsAccording to the above passages, ANTA has experienced a long history ofdevelopment. In the competitive domestic market, ANTA has become the strongest sports company in China. Its success is inspiring. But we need to realize, many Chinese sports enterprise still struggling in difficulties, and actually they can learn much from ANTA’s success.A.Focus on ProductsAll marketing strategies are like screws and gears of a machine, but the core aspect is products. The design lags behind trend of times, and quality can’t be guaranteed. How can an enterprise make good achievements in that situation?First, if ANTA doesn’t have high quality products to support their marketing, all operation is like drawing water with a sieve. It is not hard to see how much effort ANTA has put into its products. Since KG series, they put quality at first. It is not only for spokesman’s experience, but also for general consumers’ experience.The second important element is design. When basketball getting more and more popular in these years, this sport has attracted a large number of young people. Products’ design is a very significant driving force to this kind of consumers, sometimes they even don’t care about comfort level. They just want to be cooler or more fashionable. ANTA’s KT series did a lot in design. They hired best designer to design KT series, great color scheme and the release of special edition to help them quickly made fans effect. China has the largest number of sports business in the world, but many enterprises’ design is laggard. They just imitate Nike or Adidas’s design, and doesn’t have their own creativity. Those behavior made their products full of cheap feeling. Bad design always hinders Chinese sports brands from entering the international high-end market.B.Selection of SpokesmenThe reason why ANTA did such a great performance lies in its wise。
体育活动品牌英语作文
体育活动品牌英语作文The Rise of Sports Brands in the Global Arena.In the modern era, sports have transcended their original purpose of mere physical exercise to become a multibillion-dollar industry. Alongside the athletes and the competitions, sports brands have emerged as significant players, shaping the way we perceive and engage with the sports world. These brands are not just about clothing and equipment; they represent a lifestyle, a culture, and a philosophy.The journey of sports brands began with a simple idea: to provide athletes with the best possible gear to perform at their peak. Over time, these brands have evolved, innovated, and expanded their reach, becoming household names across the globe. They have done this by staying true to their core values while adapting to the changing needs and preferences of their target audience.One of the most significant factors in the rise ofsports brands is the increasing commercialization of sports. As sports have become more popular, so has the demand for branded merchandise associated with them. Fans want to identify with their favorite teams and athletes, and sports brands provide them with the perfect avenue to do so.Moreover, the integration of technology into sportsgear has revolutionized the industry. Brands like Nike, Adidas, and Under Armour have invested heavily in research and development, creating innovative products that not only improve performance but also enhance the overall experience of sports. These brands have capitalized on the power of technology to create a competitive edge and differentiate themselves from the competition.Another key aspect of the success of sports brands is their focus on sustainability and environmental responsibility. In recent years, consumers have become more concerned about the environmental impact of their purchases, and sports brands have responded by implementingsustainable practices and using eco-friendly materials intheir products. This has not only helped them align with the values of their customers but has also provided them with a competitive advantage in the market.Moreover, sports brands have understood the importance of collaboration and partnerships. By working with influencers, celebrities, and other brands, they have been able to expand their reach, attract new customers, and create a more engaging brand experience. These partnerships have also allowed them to tap into new markets and demographics, further solidifying their position as global leaders in the sports industry.However, the rise of sports brands has not been without its challenges. The intense competition within the industry has forced brands to innovate constantly and stay ahead of the curve. They have had to adapt to changing consumer preferences, new technologies, and evolving marketing strategies. Despite these challenges, sports brands have emerged stronger, more resilient, and more innovative than ever before.In conclusion, the rise of sports brands is a testament to the power of innovation, adaptability, and collaboration. These brands have transformed the sports industry,providing athletes and fans with the best possible gear and experiences. As we look ahead, it is clear that sports brands will continue to play a pivotal role in shaping the future of sports and beyond.。
创一个体育活动品牌英语作文
创一个体育活动品牌英语作文Creating a Sports Brand: A Comprehensive Guide.Sports have always been a significant part of human culture, serving as a medium for competition, entertainment, and physical well-being. As the world becomes increasingly health-conscious and technology-driven, the sports industry is experiencing unprecedented growth. This provides a tremendous opportunity for entrepreneurs to create theirown sports brands and capitalize on this booming market.But what does it take to create a successful sports brand? In this comprehensive guide, we'll explore the essential elements of building a sports brand from scratch, covering everything from market research and brand positioning to marketing strategies and partnerships.1. Market Research and Understanding the Target Audience.Before venturing into the sports brand industry, it's crucial to conduct thorough market research. This involves analyzing the current market trends, identifying yourtarget audience, and understanding their preferences and needs.Your target audience could range from professional athletes and fitness enthusiasts to casual sports participants and health-conscious individuals. Understanding their pain points and the products or services they're looking for will help you create a brand that resonates with them.2. Brand Positioning and Core Values.Once you have a clear understanding of your target audience, it's time to define your brand's positioning and core values. What makes your sports brand unique? What are your brand's strengths and weaknesses? How do you want your brand to be perceived by your target audience?Answering these questions will help you create a clearbrand identity that sets you apart from the competition. Your brand's positioning should align with your target audience's needs and preferences, while your core values should reflect your brand's mission and purpose.3. Product Development and Quality Assurance.The next step is to develop your product or service. This could include anything from athletic wear and equipment to fitness classes and online training programs. Whatever you choose to offer, it's crucial to ensure that your products or services are of the highest quality and meet the needs of your target audience.Invest in research and development to create innovative and unique products that set you apart from the competition. Collaborate with experts and athletes to ensure that your products are designed to the highest standards and meet the demands of professional and amateur athletes alike.4. Marketing Strategies and Brand Promotion.With a clear brand identity and quality products, it's time to focus on marketing and promoting your sports brand. Utilize a variety of marketing channels, including social media, influencer marketing, and traditional advertising, to reach your target audience and build brand awareness.Create engaging content that aligns with your brand's values and positioning, and tells a compelling story that resonates with your audience. Collaborate with influencers and athletes to expand your reach and credibility, and leverage user-generated content to create a community around your brand.5. Partnerships and Collaborations.Partnering with other brands and organizations can help you expand your reach, increase brand awareness, and access new markets. Look for opportunities to collaborate with other sports brands, fitness centers, events, and athletes that align with your brand's values and target audience.These partnerships can take various forms, includingproduct placements, sponsorships, and co-branding initiatives. By leveraging the power of these collaborations, you can expand your brand's influence and attract new customers.6. Customer Service and Brand Loyalty.Finally, it's essential to focus on providing excellent customer service and fostering brand loyalty. Make surethat your customers have a seamless experience from discovery to purchase and beyond. Provide responsive and helpful customer support, and follow up with your customers to gather feedback and improve your products and services.Reward your loyal customers with exclusive offers, discounts, and VIP experiences to encourage repeat purchases and build brand ambassadorship. By fostering a strong community of loyal customers, you can create a sustainable sports brand that stands the test of time.In conclusion, creating a successful sports brand requires a combination of market research, brandpositioning, product development, marketing strategies, partnerships, and customer service. By following these essential steps and staying true to your brand's values and mission, you can create a sports brand that resonates with your target audience and captures a significant share of the booming sports industry.。
学校创立体育品牌英语作文
学校创立体育品牌英语作文Establishing a Sports Brand for a School: A Pathway to ExcellenceIn the ever-evolving landscape of education, the role of sports has become increasingly crucial in shaping the holistic development of students. Beyond the mere physical benefits, a well-crafted sports program can serve as a powerful tool for fostering a sense of community, promoting teamwork, and instilling valuable life skills. As such, the creation of a distinctive sports brand for a school presents a unique opportunity to not only enhance the institution's reputation but also to inspire students to reach new heights of achievement.The foundation of a successful sports brand lies in the careful articulation of the school's core values and the strategic alignment of its athletic offerings. By identifying the unique strengths and aspirations of the institution, a sports brand can be crafted that resonates with the student body, the faculty, and the broader community. This process begins with a comprehensive assessment of the school's existing sports programs, identifying areas of excellence and potential for growth.One key aspect of building a sports brand is the development of a cohesive visual identity. This encompasses the creation of a distinctive logo, color scheme, and uniform design that collectively capture the essence of the school's athletic spirit. A well-designed brand not only fosters a sense of pride and belonging among students but also serves as a powerful marketing tool, attracting prospective families and potential partners.Moreover, the implementation of a comprehensive branding strategy extends beyond the visual realm. It encompasses the creation of a compelling narrative that tells the story of the school's sports heritage, its successes, and the values it upholds. This narrative can be woven into various touchpoints, from the school's website and social media channels to the game-day experience and alumni engagement initiatives.One particularly effective approach to building a sports brand is the identification and cultivation of signature sports programs. By investing resources and attention into specific athletic disciplines, the school can establish a reputation for excellence and become a destination for talented student-athletes. This, in turn, can lead to increased media coverage, community engagement, and a heightened sense of school spirit.For instance, a school with a rich history in basketball might choose to elevate its basketball program as the flagship of its sports brand. This could involve recruiting top-tier coaches, upgrading facilities, and developing a comprehensive player development program. By consistently delivering exceptional performances and fostering a vibrant fan base, the school's basketball team can become a source of pride and a unifying force for the entire community.Alongside the development of signature sports programs, the creation of a sports brand should also encompass a robust athlete development plan. This includes not only the physical training and coaching but also the cultivation of essential life skills such as leadership, resilience, and sportsmanship. By empowering student-athletes to excel both on and off the field, the school can produce well-rounded individuals who are poised to make a positive impact in their future endeavors.Furthermore, the success of a sports brand hinges on the engagement and support of the broader community. This can be achieved through the implementation of outreach initiatives, such as youth sports clinics, alumni networking events, and community-based partnerships. By fostering these connections, the school can position itself as a hub of athletic excellence and a valuable resource for the local community.In the realm of sports branding, the importance of strong leadership and strategic planning cannot be overstated. The school's administration, athletic department, and key stakeholders must work in tandem to develop a cohesive vision, set measurable goals, and ensure the consistent execution of the branding strategy. This collaborative approach not only strengthens the brand's integrity but also cultivates a sense of shared ownership and investment among all members of the school community.As the school embarks on its journey to establish a distinctive sports brand, it must also be prepared to adapt and evolve in response to changing trends and emerging opportunities. The sports landscape is constantly in flux, and the most successful brands are those that are nimble, innovative, and attuned to the needs and preferences of their target audience.In conclusion, the creation of a sports brand for a school represents a transformative opportunity to elevate the institution's reputation, foster a sense of community, and inspire students to reach new heights of achievement. By aligning the school's core values with a comprehensive branding strategy, investing in signature sports programs, and engaging the broader community, the school can position itself as a beacon of athletic excellence and a hub of personal growth. Through this strategic endeavor, the school can notonly enhance its sports offerings but also cultivate a lasting legacy that will continue to inspire generations of student-athletes to come.。
介绍安踏公司英文作文
介绍安踏公司英文作文英文：As a sports enthusiast, I have always been interestedin the sports industry. And one of the most successfulsports brands in China is ANTA Sports, which is also known as ANTA. ANTA was founded in 1991 and has since become oneof the leading sports brands in China. The company has a wide range of products, including sports shoes, clothing, and accessories.What I find most impressive about ANTA is its commitment to innovation and technology. ANTA has established a number of research and development centers around the world, and has invested heavily in the development of new materials and technologies. For example, the company has developed a new material called A-FlashFoam, which provides superior cushioning and support for athletes.In addition to its focus on innovation, ANTA is alsocommitted to social responsibility. The company has established a number of initiatives to promote sports and healthy lifestyles, including the ANTA Kids Run, which encourages children to participate in running events. ANTA has also established a number of partnerships with sports organizations around the world, including the NBA and the Chinese Olympic Committee.Overall, I believe that ANTA is a great example of a successful sports brand that is committed to innovation, technology, and social responsibility. I look forward to seeing what the company will achieve in the future.中文：作为一名运动爱好者，我一直对体育产业很感兴趣。
英语作文介绍自己喜欢的品牌 简短
英语作文介绍自己喜欢的品牌简短My Favorite Brand - NikeAs a sports enthusiast, I have always been a fan of Nike, one of the world's leading sports brands. From footwear to apparel and accessories, Nike offers a wide range of products that cater to different types of sports and activities.One of the main reasons why I love Nike is because of its high-quality products. Whether it's running shoes, training gear, or sports equipment, I can always count on Nike to delivertop-notch products that are not only stylish but also durable and reliable. The brand's commitment to innovation and technology also sets it apart from other sports brands, constantly pushing the boundaries of design and performance.In addition to its products, Nike's marketing campaigns and sponsorships have also played a significant role in shaping the brand's image. From partnering with top athletes such as Michael Jordan and Serena Williams to launching iconic ad campaigns like "Just Do It," Nike has successfully created a powerful brand identity that resonates with sports fans around the world.Moreover, I appreciate Nike's efforts towards sustainability and social responsibility. The brand has made significant strides in reducing its environmental footprint, such as using sustainable materials and implementing eco-friendly practices in its supply chain. Nike also supports various social causes and initiatives, showing that it cares about more than just profits.Overall, Nike is more than just a sports brand to me – it's a symbol of excellence, innovation, and inspiration. Whether I'm hitting the gym, running on the track, or simply lounging at home, I know that I can always rely on Nike to provide me with the best gear to help me perform at my best. Nike is not just a brand, but a lifestyle that I am proud to be a part of.。
26379489_探路者，中国户外用品第一股用极致守护见证“高光”时刻
从2008北京奥运开始十五年极致守护拿下中国市场同类产品销量和市场占有率第一宝座。
2020年，探路者参与了科技部“科技冬奥”重点研发计划和“冬季运动与训练比赛高性能服装研发关键技术”项目的两项子课题。
历经6个月研制、数十次对比测试后，共筛选出三种100%国产化、耐低温、防护等级达到国际Level 1的防护材料配方。
特别是根据运动员和保障人员实际需求，参与攻克耐低温保障服装的关键技术，研发出仿鹅绒结构的高保暖絮片，既提升了絮片的保暖性能又降低了絮片的重量，以达到轻量保暖的效果，性能优于目前国际一线品牌产品15%以上。
“这些研发成果可以让冰雪运动健儿在备战和参加比赛时，穿着具有自主研发核心技术的比赛装备，让工作人员、裁判、技术官员有更加轻薄且保暖的装备保驾护航。
”探路者集团副总裁韩晔表示，“同时，我们希望能够帮助大众更科学、安全、健康地参与到冰雪健身中，助力‘三亿人参与冰雪运动’，为群众性冰雪运动及其产业提供更多的社会服务和科技保障。
”“可上九天揽月，可下五洋捉鳖”是如今的中国，也是中国运动服饰品牌创下的功绩。
从中国南（北）极考察队的企鹅服，到珠峰测高队员的高海拔攀登连体羽绒服，再到中国航天员的舱内工作服，这背后都有着同一个身影——中国户外用品第一股探路者（300005，SZ）。
探路者自成立以来，一直严格把控产品品质，并建立有效的质量标准体系，严格制作并执行内控标准达50多项，参与起草国家标准和行业标准25项。
财报显示，2020年探路者研发投入为4200余万元，占营业收入比（研发强度）为4.63%。
“自2015年以来，冰雪运动、冰雪文化旅游相关的产业迎来蓬勃发展。
探路者也充分利用这一宝贵资源，通过签约知名代言人推广滑雪运动和装备，赞助和举办专业、大众滑雪赛事，参与重点科技项目等方式开展系列推广。
”在探路者集团户外副总裁、品牌管理部负责人韩晔看来，随着疫情常态化、东京奥运会和北京冬奥会的相继举办，大大激发了大众对健身的需求，像探路者这样以科技力为核心的户外品牌正迎来“最好的时代”。
世界10大体育品牌
The World's Top Sports Brands(2009)1. ESPN$7.5 billionDisney's ESPN charges an average monthly subscription fee of $3.26, the highest rate of any U.S. basic cable channel.2. Nike$5.6 billionNike's athletic footwear market share is 31% worldwide, more than Adidas, Reebok and Puma combined.3. Adidas$2.4 billionAdidas sponsors 173 professional soccer clubs and national teams, as well as baseball's New York Yankees.4. Under Armour$2.2 billionDesigned as performance apparel, Under Armour's signature form-fitting shirts are now a fast-selling fashion statement as well.5. EA Sports$2 billion"Madden NFL," EA's flagship sports brand and America's most popular videogame, sold 2 million copies last year.6. Sky Sports$1.3 billionThe United Kingdom and Ireland's leading sports subscription channel, owned by British Sky Broadcasting, is available in 6 million homes.7. Reebok$900 millionThe Adidas-owned brand reaped the rewards of their NFL, NBA and NHL partnerships with an operating profit of $114 million in 2006.8. YES Network$500 millionPart-owned by the Yankees, YES is the most profitable and highest-viewed regional sports network in the United States.9. IMG$450 millionWith Tiger Woods and Roger Federer atop the client list, IMG remains the gold standard in sports management.10. MSG Network$400 millionOwned by CableVision, MSG's bundling of New York Rangers and Knicks games led to over $115 million in operating income last year.The Most Valuable Sports Brands: EventsOur list of the 10 biggest event brands in sports (revenue per event day).1. Super Bowl$336 millionLicensed merchandise sales from February's Super Bowl totaled $140 million for the second consecutive year.2. Summer Olympic Games$176 millionBroadcasting and sponsorship agreements already total a record $2.7 billion for next summer's Beijing Games.3. FIFA World Cup$103 millionAn average tournament day generates 2.5 times the revenue of soccer's largest annual event, the Champions League finale.4. Daytona 500$90 millionDaytona 500's $47 million broadcast rights fee is triple what Fox pays for the average Nextel Cup race.4. NCAA Men's Final Four$90 millionThe Final Four is the crown jewel of CBS Sports, raking in as many advertising dollars as the Super Bowl.6. Winter Olympic Games$82 millionRevenues are propped up by a shrewd Olympic Committee rule that makes corporate partners of the Summer Olympics also sponsor the Winter Games.7. Rose Bowl Game$72 millionThe most storied game in college football operates independent of the B.C.S., resulting in a $300 million, eight-year broadcasting deal with ABC.8. MLB World Series$61 millionLast year's Fall Classic saw $32 million in commercial inventory and virtual signage exposure per game.9. Kentucky Derby$59 millionTo leverage the derby brand year-round, Churchill Downs introduced three-year personal seat licenses in 2006 and five-year licenses in 2007.10. NBA Finals$58 millionIn 2007, ABC's 30-second ad rate grew by 6% for LeBron James' NBA Finals debut, ending two years of decline.The Most Valuable Sports Brands: AthletesHere are the 10 biggest names in sports, ranked by endorsement income less average endorsement income of top 10 peers.1. Tiger Woods$64 millionWoods may capitalize on his brand by signing a $100 million deal with Gatorade that includes royalties from a new drink named after him.© Victor Decolongon/Getty Images2. David Beckham$18 millionBeckham's L.A. Galaxy debut garnered more viewers than games 1 and 2 of this year's NHL Stanley Cup Final combined.3. Phil Mickelson$16 millionLefty has proved to be the corporate alternative to Tiger Woods, attracting $39 million in endorsements last year.4. Roger Federer$13 millionJust two Grand Slam titles shy of the record, Federer's global appeal continues to grow with each trophy presentation.5. LeBron James$11 millionThe NBA's most marketable player earns 85% of his income through commercial endorsements.© AP Photo/KEYSTONE/Eddy Risch6. Maria Sharapova$10 millionAt $19 million, the former Wimbledon champ earned more in '06 endorsements than any other female athlete.7. Ronaldinho$9 millionThe two-time World Player of the Year trails only Beckham in endorsements among soccer players.7. Dale Earnhardt Jr.$9 millionSponsorship deals with Wrangler Jeans, Chevrolet and Adidas made Earnhardt NASCAR's highest-earning spokesman last year.9. Peyton Manning$7 millionNBC's Saturday Night Live guest host takes home double the endorsement income of football's next-highest earner, New Orleans' Reggie Bush.10. Jeff Gordon$7 millionIn addition to endorsement earnings and royalties, Gordon maintains an ownership stake in his No. 24 DuPont Chevrolet.The Most Valuable Sports Brands: TeamsHere's how the teams stack up, ranked by brand value (portion of team value not attributable to demographics and league.)1. Manchester United$351 millionManchester United estimates that 55% of their supporters hail from Asia, where the English Premier League is the most widely distributed sports property.© David R. Anchuelo/Real Madrid via Getty Images2. Real Madrid$288 millionA new shirt sponsorship deal with BenQ mobile fetched $27 million last season, a 52% jump from Real's prior arrangement with Siemens.3. Bayern Munich$255 millionSelling naming rights to insurer Allianz pushed commercial income to more than $140 million last year.4. New York Yankees$217 millionWith the highest attendance and merchandise sales in baseball, this team accounts for one-third of MLB licensed-product sales.5. Arsenal$185 millionTeam owner Stanley Kroenke (Denver Nuggets, Colorodo Avalanche) and Formula One chief Bernie Ecclestone are looking to buy Arsenal for $1.3 billion.6. AC Milan$184 millionIts $176 million annual TV payday is second-highest in soccer, trailing only Italian rival Juventus.© Jonathan Daniel/Getty Images7. Dallas Cowboys$175 millionThe Cowboys sell more merchandise in-stadium than any other team in North America.8. Barcelona$130 millionBarcelona's $113 million in sponsorship and licensed merchandise revenue is tops among Spanish teams.9. Boston Red Sox$125 millionThe Red Sox tied the Yankees for the most gate receipt revenue last season, despite playing in baseball’s oldest and smallest ballpark.10. Washington Redskins$120 millionThe Redskins' waiting list for season tickets is 155,000; more than the Patriots, Broncos, Steelers and Saints combined.。
2022年江苏省盐城市盐城中学中校区中考一模英语试题
2022年江苏省盐城市盐城中学中校区中考一模英语试题学校:___________姓名：___________班级：___________考号：___________一、单项选择1．We should learn from the great people in Chinese history to build ________ better China. A．a B．an C．the D．/2．Friends have a lot in common, ________ there are some differences.A．until B．since C．although D．after 3．People ________ certain health problems should be allowed to eat or drink on the subway. They need more care.A．without B．behind C．except D．with4．— Missing sleep during the week ________ be made up by more sleep on weekend.— Exactly, and weekend catch-up sleep is a total lie.A．needn’t B．mustn’t C．shouldn’t D．can’t 5．—Excuse me. What is the Trip Code used for?— It’s used to show where we ________ over the last 14 days.A．are B．were C．have been D．will be 6．—The cinema has reopened now. Shall we go to see a film tomorrow?—Oh, I’m not free tomorrow. We can make it ________ time.A．others B．other C．the other D．another 7．China has won high ________ for its contribution to the environment.A．award B．prize C．praise D．medal 8．When there were no computers, efforts were ________ to get knowledge from other people or books.A．reminded B．remained C．realized D．required 9．—It’s so tiring to wash clothes by hand. When can we use the washing machine?—Not until it ________ tomorrow.A．repairs B．will repair C．is repaired D．will be repaired 10．The rest area of the shopping mall provides seats that are ________ designed for the parents with babies.A．closely B．specially C．properly D．especially 11．The method we thought of ________ the problem proved to be correct.A．to solve B．solving C．solved D．solves 12．After the double reduction policy, our school has ________ many characteristic courses for students.A．mixed up B．come up C．set up D．put up 13．—Yanlong Sports Park is a good place to have fun. Could you please tell me ________?— You can take the SRT·1. It’s 20 minutes’ ride.A．how far is the park from here B．how I can get to the parkC．how soon the bus is coming D．how long does it take to get there 14．—I feel really glad that I’ve made great progress through hard work these days.—________.A．Reading makes a full man B．Where there is life, there is hope C．How hard you work, how lucky you are D．Happiness comes naturally when you laugh often15．—Tom, you seem to be in a good mood.—________ My parents promise to take me to Sanya this summer vacation.A．So what?B．No problem.C．Guess what?D．Not at all.二、完形填空Tina Makes the TeamTina was a gymnast(体操运动员）and she could do the gymnastic moves very____16____. The trouble was that she knew it. When she tried out for the gymnastics team, she put on a perfect performance. The other girls ____17____ her she was amazing. “See if you can do that!” Tina said. The coach said ____18____, and thought hard.The next week, when the list of the team members was ____19____, Tina’s name wasn’t on it. She turned to the girls standing around her. “I’m better than all of you!” she shouted____20____. “It’s unfair!”She went to see the coach. He explained, “You’re ____21____, but your attitude(态度) is terrible.”“What do you mean?” Tina asked. “I know I am the best, and I ____22____ it every time.”“Making the gymnastics team isn’t just about gymnastics,” the coach said. “It’s also about being on a team. You can’t make the team if you don’t realize how much everyone has to contribute, and ____23____ each other to do it.”Tina did not think about what the coach said. ____24____, she expected the team to lose that year, and it would be the coach’s fault, for not picking her.But Tina still practiced at the gym every day, carefully staying out of the team’s way. At first she felt very happy to see the girls on the team struggling. But then it started to____25____ her. One day, after watching Kim ____26____ the parallel bars (双杠) again and again, Tina came to her, and told her what she should do. Kim accepted Tina’s ____27____, and did much better. Tina felt very ____28____. She didn’t notice the coach looking on from across the room.Over the next few weeks, Tina tried to help the other girls. The team ____29____ each time they competed, and they even won once!The following year, Tina tried out for the gymnastics team a ____30____ time. This time, her name was on the list. She knew that it was her effort of becoming a better team player that was responsible for her success.16．A．carefully B．beautifully C．slowly D．closely 17．A．showed B．called C．taught D．told 18．A．something B．anything C．everything D．nothing 19．A．announced B．made C．planned D．worked 20．A．excitedly B．nervously C．angrily D．proudly 21．A．excellent B．modest C．patient D．active 22．A．accept B．follow C．prove D．feel 23．A．invite B．encourage C．choose D．force 24．A．However B．Otherwise C．Instead D．But 25．A．worry B．surprise C．please D．frighten 26．A．fall over B．fall off C．fall down D．fall into 27．A．idea B．suggestion C．truth D．thought 28．A．confident B．lonely C．bored D．satisfied 29．A．won B．practiced C．improved D．celebrated30．A．two B．second C．twice D．third三、阅读单选31．If you watch carefully, you will see ________.A．small air bubbles appear B．water travels through the leafC．the system of tiny veins carries water D．the leaf has air holes on its underside 32．What do you need to do when you do this experiment?A．Put the straw above the water.B．Suck on the leaf steadily.C．Make the bottle full of water.D．Push through the air holes.33．This page is probably taken from ________.A．a news B．a science fiction C．a travel guide D．a biology bookJumpers with Chinese characters, coats covered in tiger stripes and shoes with traditional flower patterns—these days, it’s easy to find people wearing homegrown sportswear on Chinese streets.China’s sportswear brands, like ANTA Sports, Li-Ning and XTEP, have reported biggrowth in recent years, said Xinhua. For example, on March 22, ANTA Sports said its total revenue(收入) in 2021 hit 49.3 billion yuan, a 38.9 percent year-on-year increase. XTEP’s total revenue doubled from 2017, up to 10 billion yuan for the first time in 2021.The sharp growth in homegrown sportswear partly results from a trend called “guochao”, or “China chic”. It has driven need for local brands and products with traditional Chinese designs. Its main followers are Generation Zers, as they begin to turn from international brands to locally produced ones, noted CGTN.“Now ANTA has good design abilities. They are as comfortable and good as other foreign brands that charge (要价) more money. So why not ANTA?” a 24-year-old graduate surnamed Liu from Beijing, told Global Times.The Beijing Winter Olympics this year also pushed for the growing sportswear market. ANTA, for instance, was the official sportswear provider of the Beijing 2022 Winter Olympics. It used its smart technology to support China’s 12 teams in events including short track speed-skating and curling.At the Beijing 2022 Games, more local brands and products got global attention. For example, Peak had the second-most delegations(代表团) wearing its products at the Beijing Winter Olympics. Delegations from seven countries including Iceland, Ukraine, Belgium and Romania wore Peak, reported the Paper.34．How many Chinese brands are mentioned in Paragragh 2?A．2B．3C．4D．535．Which is TRUE about ANTA?A．Its revenue in 2021 increased to 49.3 billion yuan.B．ANTA is more expensive because of its better design.C．Its revenue doubled from 2017, up to 10 billion yuan in 2021.D．ANTA was the only official sportswear provider of the 2022 Winter Olympics. 36．Which is the best title for this passage?A．A new style of fashion B．Brands on the riseC．The best part of Beijing Winter Olympics D．Sports fashion around the world①No dust is raised on the road wet with morning ▲①The willows by the hotel look so fresh and green.①I invite you to drink a cup of wine again.①West of the sunny pass no more friends will be seen.(Translated by Xu Y uanchong)With the temperature rising, spring is a good time to go out and travel far away. Tang Dynasty poet Wang Wei bid farewell to his friend in this season. The poem A Farewell Song describes his experience.On a spring morning, Wang has to say goodbye to his friend—Yuan Er who would leave for a faraway place called Anxi, in today’s Xinjiang Uygur autonomous region. Wang hopes that his friend Yuan will safely return from Anxi, although he knows that they might not see each other again. Even with this knowledge, the poet is not willing to show much sorrow or sadness for Yuan’s departure(离开). Instead, he wants to take the time to treasure their friendship and invites Yuan to drink a cup of wine. In the poem, Wang uses the skill of exchanging roles. On the surface, the poet says goodbye to his friend. But the fact is that the two likely have no chance to see each other again. So it is that Yuan says goodbye to the poet as well.Wang Wei is considered one of the greatest poets of the Tang Dynasty, along with Du Fu and Li Bai. Of the three, Wang Wei was the only one who had a successful career in the bureaucracy(官场). When he was free, he spent much time in the countryside thinking about nature. Wang is best known for describing quiet scenes of water and mist, with few details and little human presence. He has been praised for “putting painting into his poetry and poetry into his painting.”37．Which word can be put in ▲ ?A．fog B．wind C．rain D．sun38．In A Farewell Song, which sentences point out the place and time of farewell?A．①①B．①①C．①①D．①①39．What did Wang Wei express by writing this poem?A．His happiness of enjoying the scene.B．His greetings to his friend.C．His sadness of departure.D．His wish for his friend.40．What can we learn about Wang Wei according to the passage?A．He didn’t feel very sad about Y uan’s departure.B．He was a great success in both work and poetry.C．He is best known for describing humans with rich details.D．He enjoyed writing poems and painting at the same time.Technology has done our world wonders: from development in medicine to our daily lives. It has undoubtedly changed the way our society works, and how we communicate with one another and ourselves. However, by welcoming technology as part of life, are we losing our ability to create?Technology provides a new chance for creativity to exist(存在). Through technology, ideas can be set free and come to life. We have the necessary tools for greater possibilities and new solutions. For example, businesses now have the chance to improve themselves more creatively through websites, film advertisements, social media or radio.However, when we look more closely, it’s easy to notice some disadvantages. For example, many of us depend so much on automated calculations(计算器) rather than taking the time to work it out for ourselves. Another situation is that a lot of people are spending too much time on screens. As a result, they are reducing the chances to come up with their own creations.Is there a way to find a balance between technology and human creativity? I think so. It is simply a matter of making sure that creativity is not deterred by technology. The first way is to reduce our use of electronic products by setting limits on when, where, and how long we use them, turning off the notice on your phone. Once you become used to these, you will feel surprised how little you think about your phone.Another wonderful way is to take daily walks in nature. It can help you refresh and keep going. In the long run, a daily walk can not only influence our creativity and imagination butfurther our physical and mental health. We can also develop our creativity by doing yoga, keeping a diary, or reading.The actions you choose to take will help change the relationship between creativity and technology for the better. With the right balance, technology can be a good method of improving creativity.41．Why does the writer ask the underlined question in the beginning?A．To draw the reader’s attention to the topic.B．To show the writer likes technology. C．To tell the reader the importance of technology.D．To prove creativity is more important.42．What’s Paragraph 2 mainly about?A．The importance of creativity.B．Good ways to develop technology.C．The relationship between business and creativity.D．The good influence that technology has on creativity.43．The underlined word “deterred” in Paragraph 4 probably means ________. A．protected B．controlled C．attacked D．prevented 44．The structure of the passage may be ________.A．B．C．D．45．The writer probably agrees that ________.A．limiting the use of our phones can help us develop creativityB．turning off the notice on the phone will make people worriedC．spending time on screens is the easiest way to keep people happyD．a daily walk does more good to physical health than to mental health四、阅读还原6选5Most people have a place to call home on Earth. What about in outer space? ____46____ It welcomed its first crew that year, paving(铺平) the way for 22 years of future research.“You just have this impression that we’re all citizens of not a country, but of the planet,” former NASA astronaut Scott Kelly told National Geographic about working in the ISS.____47____Over the past 22 years, the ISS has mainly been used as a science lab, hosting 241 people from 19 countries, according to NASA．They went on spacewalks, did research on how space affects the human body, and even grew plants in space.____48____ For example, the station’s water purification(净化) technology has been used in poor areas to provide clean drinking water. The station also helps to warn us of natural disasters, such as earthquakes.However, after being our home in space for over 7,000 days, the station is starting to get old. It has leaked(漏出) air a few times. ____49____ After that, scientists will bring it down to Earth. It is believed that Earth’s atmosphere(大气) will burn up most of the station. Other debris(残骸）will fall into the Pacific Ocean.In the future, space will be home to more stations like the ISS. NASA is building a space station that is smaller than the ISS near the moon. ____50____A．Scientists think that the station can keep working until 2024.B．Also, China will have its own space station up and running by the end of 2022.C．The International Space Station(ISS) became our first “home” in space in 2000.D．He felt they were all in the thing called humanity together.E．The International Space Station weighs about 430 tons.F．The station’s development has also done good to people on Earth.五、阅读回答问题阅读与回答问题。
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Converse, (pronounced kŏn'vûrs), is an American shoe company which has been making shoes since the early 20th century. Currently, Converse also produces a wide range of occupational safety shoes that resemble their regular athletic shoes. Converse is a wholly owned subsidiary of Nike. Set to restore ancient ways, pop, environmental protection at ALL START canvas shoes, is spiritual symbol of American cul manufacturer of sports shoes, and lifestyle and other sportswear. It was founded in 1924 by brothers Rudolf and Adolf Dassler. They became famous at the 1936 Olympic Games in Munich. Adolf persuaded U.S. sprinter Jesse Owens to wear the athletics spikes he designed. Owens won four gold medals and the Dasslers’ shoes became famous among the world's sportsmen. Many top athletes have preferred Puma shoes, from footballers Pele and Maradona to the sprinter Usain Bolt and most Formula One drivers. Puma employs around 9,500 staff and generates around $3 billion in annual revenues. Its products are sold in nearly one hundred countries. Its website says: “Puma has the long-term mission of becoming the most desirable and sustainable sports lifestyle company.”
Nike is one of the world’s leading sportswear and equipment manufacturers. It leads the world in sales of athletic shoes. The company was founded in 1964 by Bill Bowerman and Philip Knight. Its first name was Blue Ribbon Sports but that changed to Nike in 1978. Nike is the Greek goddess of victory. It is famous for its slogan, “Just Do It” and the Swoosh logo, which Nike first used in 1971. Blue Ribbon’s first product was a soccer shoe called Nike. A major factor in Nike’s success is its sponsorship of top sports stars. Tennis ace Ilie Nastase was the first. Subsequent tie-ups with superstars like basketball’s Michael Jordan and golfer Tiger Woods accelerated Nike’s corporate success. Nike has had to defend itself against criticism that its products are made by children and workers paid below the legal minimum wage in sweatshops.
The Importance of Physical ExerciseEveryone hopes to live happily in the world. Physical exercise is indispensable to a happy life. There is a famous saying: "Life lies on exercise." Although you will not necessarily die without regular physical exercises, they' II certainly help you live longer and more healthily.Exercise is good for us to build our bodies. It helps co - ordinate the different parts of our bodies when we have sports. For example, we must try our best to co - ordinate the movements of the arms and legs when we play basketball, or we won't be able to shoot the basket. Exercise also benefits our organs. It lets the heart beat faster than usual, and then helps enlarge the blood vessels to protect us from heart attacks.Exercise can also contribute to the development of our ability to response agilely. For instance, when you play table- tennis, you must try to reflect as quickly as you can so that you may fight back at the right position at the fight moment.Exercise can also contribute to improving our mood. When you do exercise, you move a lot, and you have to be more active. It helps you become more optimistic.Exercise will fill your life with various contents and make it more colorful.What's more, exercise will help you get rid of your inertia. If you keep doing exercise regularly, you will never be a lazy person. Therefore, exercise has great effect on one's character.In a word, exercise is helpful, important and absolutely necessary.
Adidas is one of the world’s top sporting brands. It is based in Germany and includes other brands like Reebok in its group. The three parallel bars that form its logo is known worldwide. The company bought these “Three Stripes” from a Finnish sports company in the 1950s. Adidas has provided quality sporting goods for decades. They create a very strong brand loyalty among consumers. Many people wear Adidas clothes and shoes as a fashion statement. The company also manufactures other products such as bags, glasses and watches. Adidas is heavily into sponsoring sports stars and teams. It is involved in sponsorship deals with the top soccer, rugby and cricket teams all over the world. Its current marketing slogan perhaps sums up the company’s success - “Impossible is Nothing”.