Li Ning Marketing IX Disease.docVIP

 PAGE \* MERGEFORMAT 17 Li Ning Marketing IX ‘Disease’ Short period of 14 years, ‘Prince of Gymnastics’ successful completion of top athletes from a change to a billionaire. Today, Li Ning has become a well-deserved local sporting goods industry’s first brand, and in the local market has also been able to and from international markets, the world’s giants Nike, Reebok, Adidas and other brands to compete. Nevertheless, the company’s development over the past 14 years, there are still a lot of failure. Three stages of the nine symptoms 1, extensive phase Extensive stage basically from 1990 to 2000. In 1990, was the world hailed as ‘Prince of Gymnastics’ Li-Ning, retired after the 1990 Asian Games, the Chinese delegation sponsored investment as an opportunity to begin the Li Ning Company’s business. And is not yet available in the product before the Asian Games, sponsored by the Chinese delegation, opened up a new strategy for the Chinese sports brand management precedent. At that time, Li Ning company does not have its own core position, ‘a famous gymnast’ is the brand Li Ning, founder of the largest initial anchor. Li Ning, apparently discovered this short board, and strive to bring its brand Li Ning, personal image from the pull. So in 1999, Li Ning, the company introduced a number of leisure series products, the slogan is ‘I’m a pro I exist’, and its image as a spokesperson hired Qu Ying, Qu Ying is a fashionable film star’s image, will be the brand Li Ning had softened and fuzzy , but it is still not well reflect the characteristics of Li Ning’s sports, only a single car ride entertainment stars. This stage, Li Ning, the company’s sponsorship is also surrounded by flowering: in 1992 Barcelona Olympics and 1996 Atlanta Olympic Games, 1996 Paralympic Games and 2000 Sydney Olympic Games, Li Ning’s sportswear has been the standard equipment the Chinese athletes. Li Ning Company also sponsored the annual Chinese table tennis team, gymnastics team, shooting t