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To provide a visual presentation of this video is the friends.[Chinese shoes Network - Brand Dynamics] in Chinese sports market, Nike is undoubtedly the first echelon, these international giants Adidas, Li Ning, belong to the second tier, Anta, Erke, special steps, 361 degrees is the third echelon. strictly speaking, Li Ning, the second echelon little lonely, a little embarrassed. Because there is pressure resistant Kee Di, under Anta, special steps to catch up. However, it is seeking to survive in the cracks like this, Li Ning still survived, but so far, he is not easy to live. catch in the gap in the Nike Nike, Adidas because the rich and powerful, often generous sign sports stars to enhance their brand image. First look at the Nike spokesperson lineup, Bryant basketball field, James, Anthony, Parker et al., Football fields C Ronaldo, Ibrahimovic, Drogba, etc., tennis Nadal, Maria Sharapova, these spokesmen covering almost the topmost star fields. Adidas football series spokesperson Kaka, Raul, Zidane, Messi and so on. Li Ning actually start from the beginning when he started imitating Nike, Adidas, and have chosen this road sub endorser. However, limited funds and strength, can only sign star time level. Such as Shaquille O'Neal, Turner, Jones. Although O'Neal earlier very well-known, but nearly retirement age, contribution of Li Ning is not a lot. Turner, Jones is well-known too, which makes Li Ning's international reputation is difficult to upgrade, it is difficult to the pursuit of sports fans. "But endorsements sponsor just one hand, on the other hand is an international channel of international, institutional, human resources and internationalization of international products, a few complementary need now signed a lot of Olympic star, but it can be regarded as an international brand it? "Li Ning fans, shoes collectors Andy on the" Investor News "reporter said. And for product development, and Nike, Adidas and other compared to Li Ning specializes in search of inspiration from Chinese elements in innovation, always in the forefront of innovation, such as clothes with a Chinese dragon game, "Red Cliff" cultural shoes, "Zhong Kui" basketball shoes, "a cloud" basketball shoes, shoes, etc. These are elements of Lei Feng in China and oriental culture derived. Therefore, Li Ning and not to Adidas, Nike sign of weakness, but actively take the initiative to get the creative elements from the local culture. "Lei Feng 001 is my favorite Li Ning products, final version after several modifications eventually became the 001 service for the people, designer old left is my good friend. This product is not only oriental elements, but also reflect the creativity, And it is this idea appeals to me. I want to say is, bring oriental elements should not just think of what painting, China and India, tripod and some other things, all Chinese elements around us, Oriental elements. "Andy said. . However, there is no continuity Li Ning products is a big mistake. For example, a while ago, Li Ning main push 001 series, not a lot of people concerned. The same thing happened several times in the Li Ning body, each main product to hit one or two years, and then for a product line, there is no continuity, only the point, no faces. "but like a shell head AF1 Adidas and Nike are many years of historical heritage. Much deeper connotation to the product, the brand's heritage and it is a product of the accumulation in the accumulation of an up." Andy said. In the international context, Adi First, personnel, technology, channel edge and brand, Li Ning and Adidas can not say from the outset on a starting line. But Li Ning be done well, but Li Ning slightly instant success. "Li Ning is now the failure is a failure product positioning Ning wanted to impact brands, but also for the young market, so they changed a lot of brand content, resulting in the loss of the original number of customer groups, while their brand in the consumer Li Ning's brand awareness and want to achieve a position of a gap, resulting in a new target customers do not buy it. "Andy said. From the brand positioning point of view, Nike, Adidas from its inception, to focus on the campaign, which seize the field of sport that more and more people to pay attention and focus on the people who love sports to provide sports equipment. "Every one of their shoes, each with a garment, is supported by research, testing, improvement, and finally into the market." Sports insiders who asked not to be named, he said. But now Nike, Adidas is poised to take off, it has been resorted to suppress local brands trump card: the first to enter the four-tier cities; the second is the price; the third to grab the channel market. "In fact, Nike, Adidas, Li Ning attaches great importance to this competition, every week they have to see sales of Li Ning, Li Ning, because after all, there are more than 80 billion a year in sales, and then not have foundation in." The above anonymous Sports industry insiders said. is "Jinjiang help" break-neck "Li Ning" brand creation is because the founder Li Ning ideals. His ideal is to do a great Chinese sports brand. Moreover, Li Ning, Li Ning, the spirit of sport integrated into corporate cultures, so that every employee can understand the spirit of sport. Li Ning also knew that need professional people to help take care of their own business, have long started to cultivate successors, so Li Ning is the first established professional person management team of entrepreneurs. And Anta, like most companies because it originated in Jinjiang is the industry collectively referred to as "Jinjiang help." These enterprises mostly OEM business background, in low-end chain, after the financial strength, etc., began to apply their own brand, and then find a bunch of stars in the CCTV advertising, development agents, and gradually grow up. This is a form of pure business, they are characterized by what money can do, but the problem is more serious family business. Andy Jinjiang enterprises for just a short-term effect of the pursuit of behavior is very good. "They have many Chinese enterprises common problem is the quick success, the blind money smashed star endorsements, and then step by step introduction of the concept of accumulation of several fuzzy technology, Chinese companies still need steadfast." Andy said. "Jinjiang enterprise management mode current franchisees sometimes makes me feel back of the small farmer, clan, village, etc., as an associated company Anta push mode does not rule out a development direction, but now it seems a bit like a transfer risks . "said the sports industry insiders said on condition of anonymity," Li Ning's DNA, and Jinjiang business is different, whether it is the founder and enterprises, who still flowing blood sport, you see the world brand Adidas, Nike, no one is hanging trying to sell them, and all have a deep understanding of the motion. " But now Jinjiang help companies began a meteoric rise, Li Ning had a crush trend. 2010 Li Ning, Anta profits are over, also with famous overseas Chinese CBA Anta before. Li Ning has always considered himself a great ideal of sports brands, they are despised only shoe Jinjiang footwear business, but in recent years had been looking at the performance of his own little brother's competitors by leaps and bounds, even more than their own time, my heart is always sour. Frustratingly, his management team and not live up to expectations. "today is the most should be that we want consumers to find a synonym for instance, basketball and the NBA is Nike, football and major European leagues is Adi Li Ning to find him synonymous." The anonymity of the industry sources said. How to find a synonym, is a return to the sport itself, return to the domestic market, Li Ning's marketing should continue to highlight the advantages of the project, such as: a small ball, gymnastics, running and other projects. In short, referring to what could be thought of Li Ning, Li Ning is LINING instead. As for the channel, goods, marketing, operations, etc. are closely interlinked. "Li Ning, Anta and other than the fact you want to upgrade Jinjiang system much easier, but since 2006, Li Ning in self-expansion, so many people within the company out of the market, and now need to return to the Li Ning is the time." The anonymity The insiders said. (Chinese shoes Network - the most authoritative and most professional Footwear News)street culture is often the main reason has been the dominant fashion, and now street shoes craze is affecting many luxury fashion brands. Recently, the popular Chinese designer Alexander Wang dominated by French fashion brand & nbsp; Balenciaga this marble will be announced the following color shoes. Overall from today's hottest fashion "marble" element of view, the use of a simple black and white ash three color stitching, and then into the 3M reflective technology to make an impact. 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