李宁整合营销传播分析

Case: Development of Li-NingBrief introduction of Li-NingLi-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-NingLi-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 byLi-Ning.Brand molding and remodelingAt 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,Li-Ning began to remodeling of brand. In order to celebrate the 20 years of the company’s setting up. Li-Ning pushed-off a periodical promotion activity: Post 90sLi-Ning. This title means not only that their main targets were young people born after 1990, but also that the company was built in 1990. .TextLi-Ning, as a Chinese self-owed brand which is enter the international market, at least it seems to me, is one of the most successful sports brands in the world. Here, I will analyze why Li-NIng is so successful using some knowledge about IMC. As we know, Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. With the development of economy, there are more and more methods for enterprises to attract eyes of customers. As the IMC mentioned, advertising, direct marketing and online/internet marketing, sales & customer service and public relations and so on are all effective ways to promote the relationship between brand and the consumers. Here, I will introduce some patterns how Li-Ning attach the eyes of its targetsBesides Li-Ning, there are still a lot of sports brands in China like Anta, XTEP and peak. But when you talk about Chinese sports brand, Li-Ning will cross people’s mind. Even the other brands belong to Li-Ning Company Limited can’t compare with Li-Ning. There is no doubt that advertising of Li-Ning is successful. When mentioned Li-Ning, I believe that people will remember the famous gymnast - Li Ning and the popular words –“everything is possible”. From this phenomenon, we could infer that Li-Ning has adopted effective strategy in its advertising.The first way that Li-Ning used in advertising was the reaction of successful person. In preliminary stage, the reaction of successful person could be of great use for a company who wants to expand the popularity. There are many examples that a company is deeply rooted among the people by the fame of its founder. For instance, the Apple Inc made good use of the fame of Steve Jobs and Newton. Although the methods the two companies used are different: the former named after its initiator; the later was influenced by the personality charm of its founder Steve Jobs and named after “apple” which is relat ed to Newton, one of the greatest physicists in the world, the results the two companies got were same – people remember them.As we know, the founder of Li-Ning Company Limited Li Ning is a retired Chinese gymnast and entrepreneur. He started training at the age of eight and he was selected into the national team in 1980. In 1982, he won six of the seven medals awarded at the Sixth World Cup Gymnastic Competition, earning him the title "Prince of Gymnastics". Then he became the most decorated Chinese athlete at the first Olympics that China participated in after the founding of the People's Republic in October 1949. [2] During this time, Li attracted the eyes of Chinese people so deeply that in a long time after his retirement, people were still paid close attentions to him. So when he found Li-Ning Company Limited in 1990, the attention people paid to the company nearly reach the person itself.Another usage of reaction of successful person is to sign contracts with spokesmen. With the development of sports and the improvement of communication between different countries, more and more native stars are developing in other countries, sport stars being no exception. Li-Ning had sponsorship deals with nine NBA players: Baron Davis (currently out of the league), Shaquille O'Neal (retired), Damon Jones (currently out of the league), José Calderón of the New York Knicks, Cleanthony Early of the New York Knicks, Glenn Robinson III of the Philadelphia76ers, Evan Turner of the Boston Celtics, and Dwyane Wade of the Miami Heat. In 2006, O'Neal signed a four-year deal with Li-Ning, reportedly worth US$1.25 million, the largest deal made by the company, and the highest profile signing of an American sports star by a Chinese company. O'Neal cited former teammate Damon Jones and the Spanish national basketball team's deal with Li-Ning as influences on his decision to sign with Li-Ning. In 2012, Dwyane Wade left the Jordan Brand for Li-Ning. [3] Apart from utilizing the fame of person, Li-Ning also made use of media. Television advertisement, one of the most common ways of advertisement, is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service. As for Li-Ning, there were two ways to place advertisement on TV. The first is special advertising videos. There are some famous athletes wear the clothes or use the sports products in some special conditions in these vide os. The picture 1 is one script of a brand’s advertising video. This kind of ads is independent and it could reveal the characteristics of products. The second is the advertisement implants. This kind of ads put the products into a movie or a TV play (figure 2). It depends on the development of the story. Using these two ways, the company could make buyers eyes keeping on its products. Li-Ning has made good use of the two methods.Figure 1 Figure 2It is not enough for a brand just concentrating on advertising, public relations is also a good way to enhance the communication between the company and customers. The most useful tool, at least it seems to me, that Li-NIng adopted was slogans. While making deals with some famous figures to enhance the reputation of company,Li-Ning also produce slogans that trips off the tongue to shape the image of its brand. The first slogan Li-Ning used is “S tep -to-win”. At this time, Chinese economy step to a new stage and there were a lot of new things arise in China: some companies were only just been established and some brands were only just been proved. The companyand the brand of Li-Ning was also the new thing of them. The whole nation believed that pragmatism is the only way for China’s development. At that time, such a realistic slogan catered the hearts of all Chi nese people. Then its slogan change form “China’s new generation of hope” to “Leave the wonderful to you rself ”, and the most famous slogan is “ Everything is possible ”. There is no doubt that all these slogans are temporal. And these slogans Li-Ning used has all improved the relationship between the company and people.Talk of temporal, the manager of Li-Ning made a successful decision in 2008.Li-Ning aggressively sought sponsorship opportunities related to the 2008 Summer Olympics held in Beijing, China. The company arranged to outfit every presenter for broadcaster CCTV-5, the sports channel of the Chinese Central Television. In a now famous case of guerilla marketing, when entire countries were tuned to the 2008 Summer Olympics opening ceremony, millions saw Li Ning light the torch. They also learned of the Chinese sports goods company that is named after him, but the company is not an official Olympic sponsor.[11] At the Beijing Olympics, Li-Ning sponsored the Chinese national teams of Gymnastics, Table Tennis, Archery, and Diving. It also sponsored the Spanish basketball team, as well as the Argentine and Swedish Olympics teams. The company's shared price increased by over 3% on the first day of trading after the opening ceremony. [4]This is the success of the brand of L-Ning. Although recent five years, the sales amount of Li-Ning was continually decreasing, the twenty years’ development from its establishment is very successful. Many companies could draw lessons fromLi-Ning in their development.Cite Baidu Library: /Wikipedia: https:///。