According to the 202 1 first half performance announcement issued by Li Ning Company, I think Li Ning will be really happy if Olympic champion Chen doesn't wear Li Ning brand sports shoes at the National Games. In the first half of the year, Li Ning achieved a revenue of101970,000 yuan, a year-on-year increase of 65%. In just five months, Li Ning's share price soared 122%, and its market value increased by nearly 120 billion Hong Kong dollars. In the recently released 202 1 first half of the wealth list, Li Ning ranked 65438.
Speaking of Li Ning, many people first think of a domestic sportswear brand that sells patriotic feelings all day. But in the hearts of many old friends, Li Ning represents not a simple name, but an era when people will be excited when they mention it.
At that time, our country was not as rich as it is now, and sports always lagged behind European and American countries, and was even once called the sick man of East Asia.
The outstanding performance of sports stars in the international grand prix made everyone very happy.
Women's volleyball girls are not afraid of difficulties, and the spirit of winning five consecutive championships has been praised by Chinese people so far.
The appearance of Li Ning is like a meteor in the night sky, which makes the world know more about China sports.
Li Ning 1963 was born in an ordinary teacher's family in Laibin, Guangxi. When he was a child, he was not a "good boy" who used a slingshot to hit a light bulb to climb a tall building and dig a bird's nest. His parents thought he was too naughty, so he began to practice gymnastics at the age of 6, and 17 was selected from Guangxi Gymnastics Team for the national gymnastics team. Since then, Li Ning has started a legend that belongs to him.
At that time, because the training conditions of China athletes were relatively simple, the training results of China athletes were always unsatisfactory, and they were not respected by the referees in some international grand prix. They often give low marks at will.
But Li Ning 198 1 won the triple crown of the World University Games, 19 years old.
Later, at the 1982 Sixth World Cup Gymnastics Competition, Li Ning swept six of the men's heptathlons. Although the rest of the events did not win the championship, they also achieved a good result of 3.
Li Ning became the greatest gymnast in the history of gymnastics in the world, and because of this unprecedented achievement, Li Ning was called "Prince of gymnastics". He also started his "open" life.
1984, on the eve of going to the Los Angeles Olympic Games, Li Ning's parents wrote him a letter, which even told Li Ning, "Don't let the people down."
Li Ning knows very well that this Olympic Games is not his own journey, but the hope of the people of the whole country.
In this Olympic Games, Li Ning won 3 gold, 2 silver 1 bronze medals. For people at that time, it was undoubtedly exciting to win the gold medal in the Olympic Games. Li Ning's dazzling performance was called "the tower of strength" by the western media.
Li Ning was once called the idol of the whole country. He even traveled all over the streets of Liuzhou, his hometown, in a float.
During his whole career, Li Ning won 65,438+04 world champions and 65,438+006 gold medals at home and abroad.
At that time, Li Ning was regarded as an invincible hero. Although Li Ning was 265,438+0 at that time, he was riddled with injuries. However, in the face of the current situation that no one is available for the China Gymnastics Team, Li Ning's injury and retirement application are selectively ignored. We just hope that he can continue to create brilliance at the Seoul Olympic Games.
It can be said that it took Li Ning only four years to realize that he had changed from the darling of the times to the outcast of the times.
1988 Seoul Olympic Games, Li Ning's victory did not arrive as scheduled, and there was no miracle this time. In the gymnastics rings competition, Li Ning's feet are hung on the rings, and the vault competition is even more funny by sitting directly on the ground. After a series of mistakes, Li Ning got the lowest score in the international competition. This is also called "the defeat of Seoul". The 25-year-old Li Ning was completely branded as "the last day is not guaranteed".
After returning home, he was greeted by no flowers, no applause, only countless insults and taunts.
Just when he was disheartened, an old friend greeted him with a bunch of flowers.
And Li Ning has entered a new cycle. In 2008, as the last torchbearer of the Beijing Olympic Games, Li Ning lit the torch high in the Bird's Nest with Xiangyun, which also made Li Ning's brand a household name. This is Li Ning's highlight moment
Everyone is more because the sponsor of this Olympic Games is Li Ning, and some media say that this can be called a successful marketing that has never been seen in the history of the Olympic Games.
Li Ning Company inexplicably became the big winner of the Beijing Olympic Games. In 2009, the sales revenue of Li Ning Company reached 8.387 billion, directly surpassing Adidas to become the second largest sports brand in China market.
However, fierce competition prompted Li Ning to put the reform plan on the agenda.
20 10, Li Ning's familiar phrase "Anything is possible" was replaced by "Let the change happen".
At the same time, the products were repositioned in the "post-90 s" group, but most of them had no spending power at that time, which offended old users.
The old users have dispersed, but the new users have not come. 20 1 1, Li Ning's profit began to plummet, and its share price also plummeted 16%. By 20 12, Anta surpassed "Li Ning" for the first time with a revenue difference of 880 million yuan. "Li Ning" has sustained losses in recent three years, with accumulated losses exceeding 3 1 100 million yuan, and the number of stores has dropped sharply from 8,255 to 567 1 home.
In 20 14, Li Ning returned to the company to take charge of the overall situation and restarted the slogan of "anything is possible", which triggered strong criticism from former fans.
He lavished $2 billion to sponsor CBA, 1 billion to sign Wade, send Weibo, chicken soup, take photos, and mingle with young people. Vigorously improve the brand exposure of Li Ning. At present, Li Ning's official Weibo has captured 2.5 million fans.
In order to cater to young people, Li Ning even broadcast the Rio Olympic Games live.
Most importantly, the marketing strategy of "Li Ning" returns to the road of low price and high quality. Even the latest smart running shoes with a sense of science and technology are divided into two versions: 399 yuan and 199 yuan.
Instead of blindly emphasizing its internationalization in price.
20 18, "China Li Ning" appeared in NY Fashion Week, which produced the first explosion point.
Since then, Li Ning has co-signed with major brands and IP, and the sales volume has been rising, so that Li Ning gradually discovered the password of wealth. Through co-branding and focusing, the influence of "China Li Ning" has been continuously enlarged.
And Li Ning seems to have discovered the wealth password. This marketing with the label of "the rise of domestic products" is moving in the direction expected by Li Ning brand.
At the end of March 2020, after the cotton incident in Xinjiang was fermented, foreign brands caused public outrage among consumers.
Then, Li Ning's public relations team, in an emergency, exposed their product labels on social platforms, which showed the ingredients of Xinjiang cotton. When the "Xinjiang Cotton" incident broke out, everyone's patriotic enthusiasm was mobilized. In less than 10 days, the sales of Li Ning's official flagship store increased by over 200% year-on-year.
But at the same time, Li Ning cut leeks at a high price under the banner of patriotism, which caused consumer dissatisfaction. They complain that we treat Li Ning as brothers, but Li Ning treats us as colonels. In 20 19, the ceo of Li Ning was replaced by a Japanese Takeo Takasaka. Seriously, I don't particularly understand this point. Why use Japanese? There are not many well-known domestic enterprises that employ Japanese as CEO, especially one company.
It can be said that the cotton incident in Xinjiang has aroused the enthusiasm of domestic people to buy domestic products, but compared with the price increase of Hongxing Erke, Li Ning would rather stop selling than raise prices. Li Ning won the business, but lost the heart.
At the same time, the quality of Li Ning's products has been criticized by everyone, flaunting the price of Adinik, but the quality has not been improved. In addition to this time, Olympic champion Chen was scratched at the tip of his right foot because he wore Li Ning brand sneakers at the National Games. Many athletes complained that another badminton player, Chen Long, also suffered from a foot injury and was often bruised and bleeding. He and Lin both publicly stated that "wearing Li Ning shoes is easy to get hurt".
20 16 1 1 month, Yi Jianlian felt very uncomfortable in a game, so he took off his shoes and threw them on the court. I won't elaborate on the spirit of the contract here. In the end, only his own feet know whether the shoes are suitable or not.
Li Ning's sports achievements have made Li Ning brand bring its own aura, and its brand awareness has also opened rapidly.
Xinjiang cotton incident is an opportunity for domestic giants such as Li Ning and Anta to increase their market share and launch an impact on world-class brands.
But if a brand wants to last for a long time, it still depends on whether it has its own core competence. If we only use the banner of domestic products and gain market by marketing patriotic feelings, it will not last long after all.