Study On Building Of China’s Sports Brands With Lining As A Case

Since its founding in1990, Lining Company has experienced a lot of ups and downs–there were successes, and there were failures. But still, it has been considered as aleading sports products supplier in China.Lining Company is actually very much the history of the development of Chinasports products industry. The brand story of Lining, whether success or failure, could be"lessons" or "inspirations" to other local sports products brands in China.After studying Lining brand in details, the following successful experiences andproblems are concluded.As for successful experiences, Lining brand successfully designed and promotedproducts with Chinese characteristics, which is believed to be significant to brand buildingof China’s local sports brands; Lining brand always adopts multiple marketing approaches,including sports event marketing, star endorsement and differentiated marketing.The problems include brand positioning is not clear, no key product, no clear strategyin event marketing and star endorsement, the stores are not consistent in general set up,stores and on line stores are not prompting each other.After analyzing above experiences and problems, this thesis concludes belowinspirations to Chinese local sports products brands: perfect brand positioning is thefoundation of successful brand building; Chinese culture should be implanted into productdesign and promotion; key product must be strongly designed and promoted, clearmarketing strategy in sports event marketing and star endorsement must be set up, storesmust be consistent in general set up; stores and on line stores must be managed to supporteach other; corporate social responsibility must be considered and consolidated intomarketing strategy.With the inspirations achieved above, it is believed that, one day in the near future, wecan have a famous local sports products brand like Nike or Adadis.