Lining: 2008, Show The Responsibility And Mind Of A Chinese Brand.

On January 3, 2007, the appearance of employees on the Li Ning Co looked somewhat desolate, because Lining "lost".

The bidding war around Beijing's 2008 partners results in this day.

Li Ning Co fought to the last minute, but it was defeated by Adidas, which was well capitalized. Only by accepting the bitter defeat, Adidas watched Adidas become the seventh partner chosen by the Beijing Olympic Organizing Committee.

It is the smile of Adidas that corresponds to Lining's desolation, because it has received a handsome return from the sponsorship of the Beijing Olympic Games: all the staff members, volunteers, technical officials and members of the Chinese delegation who participated in the Beijing Olympic Games were provided with the "Adidas" logo for the Beijing 2008 Olympic games and Beijing Paralympic Games in 2008. According to the agreement, all athletes must wear Adidas's clothes when they come to the stage to receive the awards.

This is undoubtedly a heavy blow for Li Ning Co.

At present, Li Ning Co is extremely cautious about the topic of participating in the Olympic Games. "Now the company is sensitive to such topics."

Wang Shiyong, manager of Public Relations Department of Li Ning Co, told China's new era on the phone.

The Li Ning Co has sponsored the Chinese Olympic team's award equipment since 1992. During the 2000 Sydney Olympic Games, the award winning clothing featuring the Chinese dragon motif and the butterfly shoes inspired by natural inspiration were honored by the journalists from all the countries who participated in the Olympic Games.

Competing for the defeat of Olympic sponsors means that it is hard to win the Olympic Games in Beijing.

There is no doubt that there is a big gap between Lining and Adidas in terms of scale and financial strength: in 2006, the turnover of Lining was 3 billion 200 million yuan, while Adidas was 100 billion yuan.

But no one believes Li Ning Co will give up the Olympic Games.

In China, "Lining" is a very special brand.

It is not only the name of a former Olympic champion, but also the name of an excellent sporting goods company later.

As the first brand of sporting goods in China, it even carries the dream of countless Chinese people, holding a nation's vision of a sports power.

Li Ning Co, a Chinese company, urgently needs to display its image more fully at the Olympic Games held at its doorstep.

2008 Lining's strategic Olympic Games mean tremendous business opportunities.

Whether it's Olympic sponsorship or non Olympic sponsorship, it is a great effort to explore the Olympic business opportunities.

Many enterprises have made the best use of the Olympic Games, but there is also no shortage of merchants who paid a huge price.

Every time the Chinese team is making frequent reports on the match, people always see "Lining" in their vision. The dynamic "L" continues to stretch like a road, full of boundless vigor and passion.

"From sports, for sports" is the starting point for Lining sporting goods company.

It is based on this business objective that since 1990, Li Ning Co has taken Olympic marketing as the basic strategy of enterprises and actively participated in the Olympic Games in the world, especially in China.

After careful preparation, the Li Ning Co released the 2008 Olympic strategy at the new headquarters in Beijing in November 8, 2007.

As a witness of China's Olympic Games since 1992, the Li Ning Co's highly anticipated Olympic strategy focuses on "Heroes", and highlights three important plans, namely, "heroic team", "hero gesture" and "hero return".

On the same day, Lining, Guo Jingjing, Yangling, Xing Aowei and other Olympic heroes attended the conference entitled "Heroes gathered, sword fingers 2008".

Zhang Zhiyong, chief executive of Li Ning Co, more enthusiastically introduced the origin of Li Ning Co's "hero" Olympic strategy.

"In the history of Olympic development, countless exciting moments were written by Olympic heroes of the past, present and future.

They continue to convey and carry forward the Olympic spirit, to fight hard and to surpass themselves.

The Li Ning Co is an enterprise founded by a Chinese Olympic hero. So when the Olympic Games came to China, we expressed our respect for all heroes who contributed to the Olympic Games and sports undertakings by using the more humane and emotional words of "hero". It also represented that we regard the 2008 Beijing Olympic Games as a new starting point for the development of the company, making progress and surpassing ourselves and becoming the hero's determination.

The overall framework of Li Ning Co's 2008 Olympic strategy is: in addition to providing special Olympic equipment for the "Heroes" signed at home and abroad, it will also take targeted measures in product development, design, channel construction, marketing and other aspects, and enhance interactive communication with consumers through flagship stores and touring roadshows, so as to enhance brand image.

In addition, in terms of corporate social responsibility, Li Ning Co promises to make every effort to be a good host with the 1 billion 300 million Chinese people, to spread the Olympic spirit and make responsible Chinese brands.

"A series of detailed Olympic strategy plans based on heroes will be presented in 2008, and the three important plans of" hero team "," hero gesture "and" hero return "will take the lead.

Zhang Zhiyong said.

In 2008, Li Ning Co will sponsor 4 teams of Chinese table tennis, gymnastics, diving and shooting, the 2 world champions of Spain and Argentina, and the "heroic team" of Sultan athletics team, Sweden Olympic delegation, Spain Olympic delegation and special Rosa of Ethiopia.

The team gathered the top teams at home and abroad, especially 4 Chinese gold medal dream teams. In the past 4 consecutive Olympic Games, they won more than half of the gold medals of the Chinese delegation. As early as in 2003, the Li Ning Co favored the potential Spanish men's basketball team and sponsored them.

In 2004 Athens Olympic Games, although Spain's men's basketball team sprinted the Olympic champion's setback, it did not affect the cooperation of the two sides.

In 2006, the Spanish men's basketball team, wearing the "Lining" robe, went all the way to win the world championships, creating the best record in the history of Spanish men's basketball, and the brand of "Lining" attracted much attention from the world.

A series of achievements after the Spanish men's basketball match with Lining has perfectly interpreted the brand concept of "everything is possible".

It can be said that the signing of the Spanish men's basketball team and the joint reception of the highest podium in the world fully reflect the forward-looking strategic vision of the Li Ning Co.

In 2008, Li Ning Co will take these "heroic teams" as the core of Olympic strategy. Apart from stepping up the preparation of Olympic related equipment for the "heroic team", a series of marketing activities with the theme of "heroic team" are also in progress.

As one of the most important elements of the 2008 Olympic strategy, Li Ning Co also issued a unique "L" gesture.

The significance of this gesture is that it uses the capital letter L to represent the initials of Li-Ning.

The deep core information is a set of words beginning with the English letter "L": Luck, Love.

In the recent Li Ning Co advertisement, Lining's "hero gesture" has been constantly appearing.

Lining hopes that this vivid gesture will win more people's recognition and affection as an expression of encouraging athletes to work hard on the field and bring good luck to athletes.

Li Ning Co has repeatedly stressed that in 2008, "Lining" should not only develop in the market, but also need to show the responsibility and mind of a Chinese brand in front of the world.

To this end, Li Ning Co jointly joined the Chinese athletes Education Fund and the China Youth Development Foundation to launch the Olympic hero return plan next year: as long as shooting, table tennis, diving and gymnastics, 4 Chinese national athletes won the gold medal in the 2008 Olympic Games, and the above structure will be donated to a sports hope primary school named by the athletes in their hometown.

Li Ning Co will spare no effort to promote the "return project", hoping that more athletes and enterprises will be involved in similar operations.

Zhang Zhiyong said that the original meaning of physical education is to keep people healthy and self-improvement. This spirit is consistent with the hope that children who wish to learn more will receive education through hope primary school.

On the one hand, the plan is to commend the contributions made by Olympic heroes to the country. On the other hand, it also inspires athletes and other people through this action. After success, they can do more meaningful things to repay their hometown and society.

When the Li Ning Co failed in the bidding of 2008 Beijing Olympic sponsors, Li Ning Co has already been forced to choose another road -- "non Olympic marketing strategy".

Only a few days after losing the sponsorship of the Olympic Games, Lining, who used to be a second hand preparation, began to record several punches in a row: in January 5, 2007, Lining signed an agreement with CCTV sports channel, which was provided by the hosts and reporters of the related columns and events in 2007-2008 years.

This means that during the Olympic Games in Beijing, as long as the CCTV sports channel is opened, Lining's Logo will be reflected in the audience's eyes.

This creative marketing is ingeniously involved in the Beijing Olympic Games in a low cost way. It can not cooperate with the Beijing Olympic Organizing Committee and cooperate with CCTV. It can not sponsor the whole event or sports team, and sponsor the host and reporter of the event. The Olympic road is actually at its feet, the key is to see how you go.

Subsequently, the Li Ning Co attacked again and signed an agreement with the Argentina Basketball Association. The two sides agreed that the last Athens Olympic champion Argentina men's basketball team will wear Lining's robe and appear in the Beijing Olympic Games.

By the beginning of May this year, Lining, who had been preparing for the Olympic Games for several months, had built a brilliant "Lining delegation", including the Chinese shooting team, diving team, table tennis team and gymnastics team.

"The Li Ning Co has been fully prepared for the arrival of the 2008 Beijing Olympic Games.

In this era of world participation, in the face of opportunities and challenges, I believe that Li Ning Co and the Olympic Games hand in hand, everything is possible. "

Zhang Zhiyong said publicly to the outside world.

Zhang Zhiyong said Li Ning Co's strategy divides from 2005 to 2008; 2009 to 2013, and 2013 to 2018.

It is hoped that in the next 5 years, Li Ning Co will become the top five sporting goods companies in the world.

In the process of achieving this goal, Li Ning Co's target consumer groups are not all involved in international competitions, but also have many young sports fans.

Therefore, in order to get the recognition of consumers, the Li Ning Co continuously carries out the concept of life in sports, so that sports can become people's way of life, so that the Olympic spirit can be internalized into people's attitude towards life.

Therefore, the popularization of sports has always been one of the goals of Li Ning Co.

The Li Ning Co has launched the "campus star volleyball tournament" throughout the country, covering more than 10 cities.

The 18 years that Li Ning Co grew were the 18 years of Olympic marketing in China.

The integration and application of Olympic marketing has made remarkable achievements for Li Ning Co, but Zhang Zhiyong believes that they are far from enjoying their time.

"What we need to do in 2008 is integrated marketing, which is part of the channel. We have a lot of retail stores in China, but this integration is not about channel mergers and acquisitions.

Our core competencies will focus on how to innovate, how to make brand creativity, product creativity and design, how to manage our supply chain and how to distribute customers, which is the ability of Li Ning Co.

Zhang Zhiyong said.

Although Li Ning Co failed to catch the "special train" of the 2008 Beijing Olympic Games, Li Ning Co has found its own Olympic market development strategy, "is everything possible" really successful?

People will wait and see.