| The Party and the state attach great importance to the development of the digital economy and promote it as a national strategy.The report of the 20 th National Congress of the Communist Party of China proposes that to accelerate the development of the digital economy,it is necessary to create a group of internationally competitive digital industrial clusters.China’s "Fourteenth Five-Year Plan for Sports Development" clearly proposes to cultivate 100 sports enterprises with high brand awareness and strong international competitiveness in five years.The digital transformation of sports brands in the new era is a challenge they will face.This paper aims to provide strategic reference and analysis for the digital transformation of domestic famous sports brand enterprises by combing and summarizing the achievements and transformation path of the digital transformation process of Li Ning,a well-known domestic sports brand.This article takes the Company Li Ning as research object,using the methods of literature review,case study,mathematical statistics,SWOT analysis,and field research,combining relevant theories such as development strategy,and taking the development status of Li Ning Company as the background,combining the "starfish" quadrant diagram of digital transformation and establishing a statistical regression model,analyzes its internal and external environment,digital empowerment measures,digital transformation index,and its relationship with financial performance EVA economic value added and other indicators,and based on the analysis,specific development strategy recommendations are given,and the following conclusions are drawn:(1)The shareholder background of Li Ning Company is relatively diversified,and Li Ning family is the actual controller.The core management members have rich experience and their respective strengths,and the senior managers have complementary advantages.The market positioning is in the high-end market of sports goods.After the rapid growth of business performance,affected by the industrial adjustment and strategic mistakes,the business performance declined briefly,and returned to the right track after a series of changes.At present,the marketing development strategy of "single brand,multiple categories and multiple channels" is adopted.(2)Its main advantages include strong brand information,perfect management and operation,and strengthened product positioning year by year;Its main disadvantages are that the accumulation in the fashion field is not deep,and the level of product design and public relations needs to be improved;Policy support and national economic growth are its main development opportunities;The intensification of industry competition and repeated epidemic are its main threats.The corresponding development strategies include improving the product matrix,strengthening the support of digital and fashion elements,exploring the development concept that meets the consumption needs of Generation Z,building a top R&D and design team,adopting the marketing strategy of large single products,consolidating the product movement gene,establishing the content security audit mechanism,and continuously improving the digital logistics system.(3)The company’s digital empowerment initiatives are reflected in the customer-centric creation of the Generation Z UGC environment;Innovate digital marketing scenarios with CG special effects and virtual human technology;Create offline flash stores to provide immersive consumption;Integration of brand resources and superimposition of meta-universe characters.Understand consumer preferences with the help of cloud data center;Take the lead in the digital collection market of the bureau and "substantiate" it;Innovate private domain drainage links to carry out content marketing;Create offline digital stores,etc.Build a digital middle station operation system integrating the full amount of enterprise data;Build a digital supply chain management system to improve supply chain flexibility.Promote the concept of digitalization from top to bottom;Establish a people-oriented culture that focuses on people and machines serve people;Create the cultural and creative value of brand IP through NFT;The scientific and technological naming of products is integrated into traditional cultural concepts.(4)The company’s digital transformation index from 2010 to 2021 is significantly ahead of the industry average,but there is still a certain gap with the proportion of digital economy in China’s GDP.The degree of digital transformation has a significant positive correlation with the return on total assets,and the regression results show that digital transformation has a significant impact on the operating performance of Li Ning Company,and shows a positive correlation.Economic value added(EVA)changed from negative to positive after 2015,and continued to grow during the period thereafter,confirming that a series of reforms including digital transformation adopted in 2015 have achieved remarkable results.(5)Provide the following development path for the innovative development strategy of domestic sports brands: adhere to the principle of top leadership in transformation;Reasonably assess the current situation and implement the transformation step by step;Build a flexible organizational structure;Accelerate the construction of data center;Reasonable introduction of digital talents;Pay attention to the combination of brand culture and consumption concept of Generation Z;Accelerate the construction of offline digital stores;Continuously improve digital technology,and digital transformation is not completed.In terms of strategic guarantee,we can select appropriate professional digital transformation partners,set up special budget continuous investment and establish a risk assessment system. |
