Nike, Li Ning China the wrong car.docVIP

 PAGE \* MERGEFORMAT 9 Nike, Li Ning China the wrong car Nike rely on the world’s first sports brand of Granville, to enter China Shique lend a hand, chose hesitate localization, Lining Bing Lee brand held a national hero, but in the world’s top rivals gathered to China, quietly began his international tour. January 1993, when a small shop Nike dealers in Shanghai when hundreds thousands of people from lining up before dawn, I hope to have this is the first American star product of the lucky ones this time, three-year-old Li Ning company, relying on the unique personal charm founder upsurge of patriotism and national , just having a seemingly successful start. In 2004, Nike in China market growth rate of 66%, more and more Chinese people to wear Nike, the same year, Li Ning’s turnover has been growing steadily, reaching 1.878 billion yuan. 10 years, Nike marketing efforts in China its localization strategy, from the most basic to start cultivating the target consumer group, although suffered many setbacks, but still perseveres, 10 years of development, Li Ning became the Chinese mainland The first sports brand on the occasion, but it began in full swing international brand. One is the Chinese local boss, a global leader, two orders of magnitude disparity in business, will be targeted at the Chinese market, and are determined to win, an electro-optical flint-like collision of passion seems to be in sight. But between the two boss fights did not happen, instead was a unexpected safety wrong car. Roots penetrate and dress dream Nike: roots penetrate international brands Sports people have a rule, in the top of the pyramid is a national sports teams, followed by professional athletes, then there are sports enthusiasts, the bottom is the average consumer. Follow this rule, Nike created a pyramid promotion model, its core is the ‘professional sports market to motivate the mass market.’ Nike founder Knight had a dream: ‘China has 2 billion feet, we