Research On The Development Strategy Of Li Ning Sports Brand After The "Xinjiang Cotton" Event

In recent years,the momentum of domestic brands has been raised,especially after the outbreak of the public relations event of "Xinjiang Cotton" on March 25 last year.The Internet has spread the speech that Li Ning should replace Nike and Adidas,Anta should replace Puma,and Taobao should replace Uniqlo.Young people on social networking forums seem to have found suitable domestic substitutes for every foreign brand.The boycott and the heat seem to give domestic commodities,especially domestic sports brands,a huge opportunity to overtake.As a domestic sports brand "highly reputable",Li Ning’s continuous and efficient product research and development can really provide a steady stream of permanent power.From the establishment,development and ups and downs to now brilliance,Li Ning sports company brand construction has its own competitiveness in the market.In terms of brand management,Li Ning optimized the channel structure,reduced the dependence on dealers,eliminated dealers with poor performance,strengthened the layout of direct channels,and strengthened the management of stores,thus improving the operation efficiency.In addition,it also opened up e-commerce channels,further improved the online and offline integrated brand marketing model.However,it still faces the threat and impact from Adidas,Nike and famous international brands,as well as Under Armour,Lululemon and new sports brands,which also brings pressure and challenges to enhance its share of the domestic market in the future.This paper studies the development strategy of Li Ning sports brand,and takes "Xinjiang Cotton" public relations event as an example to explore the status of its impact on the development.With the analysis and research of the process of Li Ning brand in the past five years,it summarizes the problems existing in the development process.And in view of the problem,it puts forward the optimization design of Li Ning sports brand development strategy.Based on the SWOT analysis of Li Ning sports brand before and after the "Xinjiang Cotton" event,it explores the root of the problem and proposed solutions.Finally,under the strategy of "single brand,multi-category and multi-channel",it puts forward specific suggestions from the aspects of product specialization,channel optimization and efficiency improvement.