Trying To Set Li Ning S Developing Direction Is Always The Knottiest Problem For Li Ning

Trying To Set Li Ning s Developing Direction Is Always the Knottiest Problem for Li Ning

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As for Li Ning, the knottiest problem for Zhang Zhiyong is how to setting its brand developing direction and the strategies for its main sports items. Since 2003, Li Ning has been hesitating between the style of fashion and sports. But the other popular brands make a clear definition of is developing direction, for example, Anta focuses on equipments overall, Erke on tennis, while Peak on professional basketball arming, and Kappa, which grows up quickly by its perfect combination of fashion and sports. What\’s more, Nike and Adidas have been ready for exploiting markets for middle-level price products, Li Ning\’s situation now is not that optimistic.

The struggle of choosing sports or fashion as the tag of products becomes the most noticeable feature of the last year\’s rebranding . The company once declared that Li Ning would return to athlete spirit, that\’s to say, Li Ning would still focus on professional sports wear, and as for fashion area, sports series for women and Lotto would have more to do. But it was really a pity for Li Ning to have missed the opportunity of developing a further communication with Chinese culture. As we can see, Adidas made a contract as the official supporter of Beijing Olympic Games, and then it was Anta but not Li Ning that signed with Chinese Olympic Committee for a four-year support in 2009: by the year of 2012, Anta would have been offering the clothes for award to the Chinese teams that participating in any international competitions – but it was Li Ning that had the right to put the pattern on Chinese flag on its clothes.

There are two ways for Li Ning to get out, however, it\’s difficult for Li Ning to make a decision, in one aspect, it\’s impossible for Li Ning to invest a large sum of money only to get a large number of resources to establish a big sports resources pyramid, in another aspect, the situation Li Ning creates by itself in its variety of sports equipments and the other included brands brings Li Ning to a dilemma of investing on a target project. Li Ning once targeted at basketball, and it\’s the first Chinese sports company signed with NBA players, but, \”Li Ning underestimated his followers, he simply thought that as long as he could signed with these NBA sports stars, he would maintain the advantageous status in this area, but he was wrong.\” One of its staff in sale department said. The Jinjiang brands like Peak and Anta get more resources of NBA stars.

Good luck always seems to pass by Li Ning. Football was one of the sports items that Li Ning invested most, and it put the \” into markets which had been a hit in 2004 In 2005, Li Ning intended to sign with several international baseball clubs, but Li failed due to the financial problems. And long before Xtep signed with Birmingham in July, 2010, Li Ning had contacted with him. Until 2006, Li had signed about 18 football stars, but the earlier strategy for football came to the end with the dome of the domestic football tournaments.

The basic reason for the wrong judgments lies in Zhang Zhiyong\’s lack of understanding of sports spirit. What Li supports is running, but it wrongly invests its expense and energy on marathon instead of the one hundred meters sprint, which deviates from the core of running. Li Ning has always been standing out in running shoes, for example, the light running shoes had been subscribed for nearly one billion pairs, but the wrong step in running shoes has got it into trap in recent years.

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