| With the globalization of the market economy, the consumer market competition increasingly fierce, The difference between competition in the enterprise has not only reflected in the products, But brand operations also gradually become the most important tool of marketing. With the escalation of consumption in recent years, the sporting equipments market in China has developed rapidly. The emergence of a number of excellent local brands, breaking the monopoly of the market situation of the foreign brands.Because means of competition and the homogenization of products is getting higher, The brand strategy has become the most important means of competitive differentiation, to seize market share.As the earliest local brands, LiNing Company also made the fastest growing. Now LiNing is the most recognized brands have been ahead of other local competitors. In-depth life of common people of the functional R&D, product design continue to catch up with world-class brands, the Chinese market share has remained the top three, LiNing products, a large number of loyal consumer groups.Sporting goods market is not high barriers to entry, strong market demand to attract a large number of new competitors to enter. Face of increasingly fierce market competition, LiNing Company actively adjust the marketing strategy, re-branding planned for four years in June2010. Remodeling after Li Ning brand can be described completely in terms of brand slogan, brand image, and even spokesmen are very different. The same time, LiNing has raised international strategy, aiming at lofty.Unfortunately, the rebranding has not been accepted by the market. The voice of criticism is growing, market data feedback is not ideal. LiNing, the company said in public that does not know what is own problem. At this point another local brand Anta, by the LiNing brand crisis overtaking sales of LiNing Company, won the crown of the local brand. LiNing, the company suffered a very embarrassing situation is not optimistic.Firstly, by analyzing the sporting goods consumer market in the current environment,industry competitors and the company’s competitiveness, This paper helped LiNing Company to a clear understanding of the self-strengths and weaknesses. Secondly, by proposing to re-proposal selected by the market segmentation and target consumer groups, it is attempted to help LiNing Company to consolidate the status of competition in the market and regain market acceptance.Third, it is Suggested that the LiNing Company reasonably operate their own brand equity, brand strategy in the market competition as a priority, and proposed a series of brand improvement program. Finally, it is recommended that LiNing Company brand strategy safeguards from the sales channels, the price system, the product portfolio to the staff incentive measures, to help LiNng improve the lack of brand strategy, to improve programs to expand market share and regain a competitive position. |
