李宁整合营销传播分析

Case: Development of Li-Ning

Brief introduction of Li-Ning

Li-Ning Company Limited, a Chinese company founded in 1990, makes athletic shoes and sporting goods. Li-Ning branded products, the private brand of Li-Ning Company Limited, target consumers who participate in sports such as running, basketball, badminton, football, tennis, and fitness. With 25 years’ development, Li Ning is becoming one of the most famous sport brands in the world and it now could represent China’s sport brands .Since listing in Hong Kong in 2004, the performance of Li-Ning keep high growth in six consecutive years. The company’s points of sale spread all over the China, and you could find them in 1800 cities. Besides the 8156 domestic specially stores, customer also could buy Li-Nings in many specially stores in Southeast Asia, Central Asia and Europe. There are 6000 employees working in these abroad stores .At the beginning of the company’s establishment, it attached much importance to the original design. Li-Ning is the first Chinese company which acts on its own master to develop products. In 1998, the pioneer established the first products design and development center. In 2004, another center was founded in Hong Kong. In January 2008, the American design center, which is used to research and develop footwear product’s high technology and ergonomic, came into existence in America, Oregon State.

The product and market of Li-Ning

Li-Ning produces shoes and sportswear largely for the Chinese market. The company has seen explosive growth in shoe sales in the past several years. Li-Ning's major shoe lines include the "Flying Armor" series of basketball shoes and "Flying Feather" running shoes. According to the company's website, their hallmark product is the "Li-Ning Bow." The company also has a smaller sports marketing and branding operation. In March 2006, The Li-Ning 001 Limited Edition shoe was available. This is the first time a Chinese sports brand made a limited edition sneaker for sale. [1] The company has aggressively used sponsorship deals, particularly with athletes and sports teams, both in China and abroad, to raise its profile. In 2006, the company entered strategic collaborations with the National Basketball Association, the Association of Tennis Professionals, the Chinese University Basketball Association, and the Chinese Football Association. It also signed sponsorship deals with the Chinese national teams and the Sudan track and field team. The company will also provide apparel for the Argentina national basketball team at international events including the 2008 Summer Olympic Games and 2012 Summer Olympic Games. A similar deal was made with the Swedish Olympic Committee. Since 2004, both the Spanish men's and women's national basketball teams have been equipped by

Li-Ning.

Brand molding and remodeling

At the preliminary stage of starting a business, Li-Ning used “Hope of the New Chinese Generation” as its advertising slogan. Then, more pragmatic slogans, like “Step-to-win” and “leave the brilliance to you” were all applied to propaganda. The most famous slogan that Li-NIng had used was “everything is possible”. In 2010,