Study On Marketing Strategy Of The Chinese Sports Brand

Li Ning Company is a leading international sports brand company in China.Under the exploration and development of its founder Mr.Li ning,LiNing has become a leader in the domestic sports goods industry.After more than 20 years of development,Li Ning Company from the Beijing Olympic GamessuroassAdidas,thenAnta leave Lining beyond.In the present days itrely on fashion and comeback,LiNing has been actively exploring their own brand development road.Li Ning company was founded in 1990,and in 2010 reaching the peak performance.Subsequently,Li ning proposed the brand rebranding strategy,repositioning the target group as the consumers born in the 1990s and raising prices for three times.In addition,due to the influence of China's sports brand industry,the inventory was overstocked.In 2012,Anta overtook Li ning as China's No.1 sports brand.At present,domestic and foreign economic situation increasingly research,China's sports brands such as Li ning company will also face greater competition and challenges.In this paper,the development of Li Ning company brand building marketing strategy analysis,through the Li Ning company'^two brand remodeling process to understand Li Ning company in the first brand remodeling because of the product positioning is not correct,the wrong judgment of the situation,take the international route caused loss of consumers,at the same time because of the national sports goods inventory backlog,Li Ning company changed the mark and exacerbated the inventory problem.After losing money for three years,Li Ning used e-commerce channels to create a new way of"Internet + user experience”and combined with Chinese elements to make Li Ning the popular logo of"China Li Ning"and perform well in fashion shows.Twice in the Li Ning brand study,combined with the method and results in brand,the combination of 4p model and Li Ning's important financial indicators,the following conclusions:Li Ning company is not allowed because the target positioning and price position deviation,the reason such as the lack of independent innovation has experienced a failure on the brand.Then,by repositioning the strategic direction of the company and returning to the"high cost performance"of high quality and low price,the company upgraded channels,closed deficit stores,improved the efficiency of the supply chain,and improved the added value of science and technology of products through the cooperation with huami science and technology,and turned the loss into profit again.For future development,Li Ning should accurately position its products and target consumers,select sports stars in line with the brand culture in its marketing,improve the efficiency of sponsorship,improve the quality of advertising content,and create a more distinctive brand culture.Domestic sports goods enterprises should learn international well-known brand marketing,complement each other,more in-depth exploration for product innovation and product,produce customer satisfaction products according to customers demand,and constantly enhance consumer brand loyalty through brand core competence,on the premise of consolidating domestic consumer market,the internationalization of the road,believe that li ning can from"China Li Ning " to "Li Ning"of the world.