What is the brand? brand enterprise in the market competition, the cornerstone of the survival and development, is the need for long-term maintenance of the enterprise's core competitiveness, creating a big brand, is the dream of each enterprise. During the latest CCTV CCTV "20005 organized by my favorite Chinese brand" award, "Li Ning" as the only moving into.
According to the World Federation of sporting goods to the latest survey, "China has more than 65% of the world's sporting goods production share", "China's sports shoes production has reached an annual output of 80% of the world", but according to incomplete statistics, domestic enterprises in occupies over 80% of the domestic market. But brand expert analysis pointed out that China is the world of sports goods-producing country, not the brand power. Such a power has few get out of a world class sports brands, indeed regrettable. Such as Nike, adidas, and other world famous brand, every year, billions of sales, at tens of global sports sponsorship costs compared with them, the domestic enterprises and outs slightly "thin"! China sports brand face how brand strong challenges.
After the recent several years of market experience, to catch up in the national sports brand, and constantly improve the professional attributes at the same time, sounded the comprehensive "fight back" Horn, Nike and adidas "entrenched" in the years of the high-end market challenge. Of these, "Li Ning" brand in nearly two years of excellence, it is worth attention.
Marketing: resonate with consumers
Some say that a sentence of advertisements you see a brand connotation. "Everything is possible" this slogan is Li Ning brand for the past 15 years, accumulating and perfect crystal. From the earliest of the "China's new generation of hope" to "the good to yourself" to "I exercise my presence," and "the beauty of sport in the world share" and "excellent, derived from the natural colour" to "everything is possible", Li Ning brand gradually accumulation of its brand's exclusive content.
It is hard to imagine, when you see the "everything is possible" ads, one will show up. Because all life in the city of the children, a child has been strangely familiar kind of movement, "Li Ning" in just ten seconds of advertising, not crisp picture, without exaggeration of decoration, but the real picture that depicts the years young happy memories, convey sports ubiquitous concept, which leads to the "everything is possible". This is Li Ning company once breakthroughs, not praise its advertising how creative, but through the brand positioning and make your own brand to become a highly cognitive value commitment, "Li Ning" provides more than just sporting goods, but in the delivery of a life, faith, life quality and ideological level.
"Everything is possible" and requires a lot of things to support, at the same time to let more consumers to actually feel and experience the meaning of this sentence, cannot be confined to certain groups, today's serious social homogeneity, accidentally, it may be your competitors in the alternative, to give your target audience a reason to let them know you exist, to attract their attention, understand your brand by concept, and finally choose your products, and willingly pay for them. For example, "Li Ning" sponsor of the College basketball game, 3 3 on its system and the "everything is possible" brand positioning is very appropriate, put forward the "dissatisfied with the single" slogan competition first arrange 8 minutes team battle 3 on 3, and the remaining 2 minutes each team selected the strongest person single and single link is double points, even if the team tournament scores lag, it is also possible in a one-to-one in turnaround. This system will be "everything possible" deductive vividly, this event fires burn all over Beijing, Shanghai, Guangzhou, Tianjin, Harbin, Nanjing, Hangzhou, Chengdu, Wuhan City, China 9 races fight 120 colleges and universities, a total of 2536-supported teams, million student, to with more than 5300 field, subject to school students for the warm welcome, after all, now college students is Li Ning more important consumer groups. And this real activity compared to simple sponsorship events more effective. Not only strengthens the brand affinity and awareness, and increased brand and consumers face to face communication opportunities, can be touched their heart. Compared to other sports brand, simply use the "Star + advertising" marketing model to expand the market, "Li Ning" organization campus activities, establish direct communication with the consumer, to wise.
Sports Marketing: crafted system engineering
Sports events are all major brand "zhuluzhongyuan" battlefield, whether it be sports brand or non-sports brands, try to use sport to the wealth of enthusiasm, vitality, fashion, health, vitality, courage and hard work of the spirit and the uncertainty of competitive sports, the interweaving of unique charm to build brand image. But sports marketing need the features of the enterprise itself and the organic combination of sports events, brand positioning, corporate culture and management style, and sports events linked to the relevance, can truly embody the brand's value determines the success or failure of the sports marketing.
When the quality of the product is no longer technically a "bottleneck", after-sales service no longer let consumers sorry, the product itself, as embodied in its brand culture will determine the fate of the market. The essence of sports marketing lies in the fact that brand value is combined with physical culture, it can be compared to the social value and commodity value of "reasonable collision", both to the harmonization and unification of the enterprises to do their homework. Because excessive pursuit of brand value and commercial profit maximization, will result in the sports culture of the fade. But in today's sports marketing today, completely split Enterprise sponsorship, the sport became the restaurant's "overnight tea", colored and tasteless. Only reach sports culture, brand value and the height of the commercial profit, balance, coordination can really bring out the sports marketing rich connotation.
Sports marketing is not a "sale" of a hammer, simple sports sponsorship and "sports star + advertising" marketing strategy, has been unable to meet
The public's desire for brand awareness. Sports marketing is a link in a complex system of "project", enterprises in the sports sponsorship, you must enable sports culture, brand and product promotion three harmonious unity, to be integrated into all aspects of the functioning of the common development, forming a unique enterprise culture, to achieve a resonance of the enterprise and consumers.Starting from the end of 2003, Li Ning company officially operational strategy, planning of sports marketing. "Li Ning" as a leading brand of domestic sports product, after years of accumulated experience, in sports marketing, went out of their own pace. Since 2004 Li Ning company developed a specialization in development policy, basketball products especially basketball shoes for their high technical content into a professional policy of Vanguard. The following spoke: us basketball on the Li Ning for nearly two years of basketball history, sponsored by analysing Li Ning company sports marketing strategy:
In June 2004, Li Ning company signed a contract with Spain referees; in August 2004, Li Ning basketball equipment along with Spain's basketball team at the Athens Olympic Games, the world-renowned festivals, Li Ning and Li Ning is unprecedented interest in basketball products; in September 2004, borrowing launched professional basketball shoes: FreeJumper series, becoming the first to enter the professional basketball market brand; in October 2004, Li Ning company become the big Super League only designated sports equipment sponsor, through the big Super most influential consumer group – students, during the launch of 3 on 3 basketball game, combined with large campus of hyper-competition and in-school students launch interactive exchange, allowing immediate target groups in the experience of feeling the Li Ning brand ideas; promoted by January 2005, Li Ning company become the NBA strategic partner, greatly enhancing the professional image of basketball brand; in March 2005, Li Ning Spain series of basketball shoes sale, Spain's basketball team marketing resources available through the use of foot; in April 2005, Li Ning campus basketball finals champions will receive a trip to Spain match learning opportunities to enable the integration of physical resources as a whole ...
You can see that category for his basketball, Li Ning company has built up a perfect sports marketing system: for Spain national basketball team, Olympic Games, Super, NBA, both traditional sports marketing model and new development of sports marketing resources, Li Ning company associates it with the brand positioning and professional development strategies for organically melt to a whole.
Specialization: the native of internationalization
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