商英第五组共35页

In research and development（在研发上): Lining increases the RT investment of sport technology and the product strength of sport series.
employ a right sport spokesman; in the short term, the advertisement is based on the function of the product and motion advertisement is the Olympic Committee since its earliest
days. Committed to using their career in sporting
goods to advance Chinese athletics, they have thrown their enthusiastic support behind a wide
Sport shoes
Ours clothes
Ours faith is :
• to promote Chinese athletics and let sports make a difference in our lives.
• Today, Li-Ning is more than just a pioneer in sporting goods; it is also an advocate for healthy living. Supported by our solid track record, we are ready to seize this historic opportunity, to meet the challenges of a global market head-on, and to fulfill the Li-Ning mission: Inspiring and empowering through sports.
Sport plays an important role in the marketing of the brand . Sport promotes The development of the marketing of the brand Lining. As more and more athletes wear ‘ Lining’， Lining has been widely known .After few years ,Lining wins more than fifty percent of the national market. At the same time ,Lining also promotes the development of Chinese sports, so we can see that sport and lining creates win-win.
Marketing Strategy adopted by Lining Company
• In marketing: positioning in 15 to 25 years old person; model image of the professional sport goods; model sportive, personalit, successful brand character
marketing input.
In channel termination(渠道终端上）: putting the function of the product in the first place in POP advertisement （店面广告）; training dealer and personnel to master sport technological knowledge and skills to communicate with consumer.
variety of athletic competitions.
• By 2019, Li-Ning had emerged as a
frontrunner in China’s sporting goods industry.
•
• In 2019, with Li-Ning still in the lead and sales hitting record highs, producers set their sights on becoming a top international brand name.
price strategies：In the sports marketing，
Price Positioning is important，it should meet consumers' spending.
Our strategies
•
Product policies: Research and development the integration of management and customer management. Give priority to with sports series，such as sneakers ，trappings ， knapsack ，caps，sporting goods and so on
Don’t do China’s Nike, to do the world’s Lining.
-------Li Ming
Li-Ning
•
In 1990，Li-Ning was launched in Sanshui,
Guangdong。Producers have worked closely