Chapter 6 Chapter 3 Rapid Development (2)

The Seventh National Games became a more successful experience for Li Ning Company in publicity: In March 1993, the opening of the Seventh National Games, a sports event of the Chinese nation every four years, was imminent. "Li Ning" has not only become the special equipment for the collection and transmission of the torch of the Seventh National Games, but more than a dozen delegations have chosen "Li Ning" products as the special products for the delegations of the Seventh National Games. Not only sponsorship, "Li-Ning" also started the earliest sports marketing promotion in China. In Li-Ning stores across the country, a 3-month "thousands of cheerleaders celebrate the 7th National Games, and Li-Ning brand shows their prowess" prize-winning sales activities.This event selected 1,000 lucky consumers to go to Beijing to watch the Seventh National Games for free. They wore Li Ning uniforms and held colored flags to cheer for the athletes.In Shekou, Shenzhen and Zhoukoudian, Beijing, all the staff who participated in the collection and transmission of the Seventh National Games torch were wearing "Li Ning".In the sports field, athletes wear "Li Ning" to compete and receive awards; "Clothing display; "Li Ning" advertisements and Jianlibao advertisements are equally eye-catching in various competition venues.This was a rare and wonderful sports marketing case at that time.In that year, the sales of "Li Ning" more than doubled compared with the same period of the previous year, and ordinary customers could not get cash for some in-demand varieties.

In 1994, the 12th Asian Games will be held in Hiroshima, Japan. "Li Ning" won the exclusive right to sponsor the Asian Games equipment of the Chinese sports delegation, providing the Chinese sports delegation with a full set of equipment including dresses, sportswear and various bags.Prior to this, no sports manufacturer had enjoyed this treatment. During these processes, Li Ning Company has closer ties with Chinese sports, and Li Ning has also actively and closely maintained ties with all aspects of the sports world.Some staff members of the State Sports Commission occasionally see Li Ning interacting with officials of the State Sports Commission, but they have no idea that Li Ning is using an important marketing method. Simply put, this method is: "Let him understand that I have How nice." This marketing approach was an effective accelerator in Li Ning's rise to the top.

Although it has separated from Jianlibao, the sports marketing methods of Li Jingwei and Jianlibao Group have been retained.This time, in the bidding for the sports equipment of the Chinese sports delegation of the Atlanta Olympic Games, Li Ning continued his consistent thinking, invested heavily, and competed for this precious qualification at any cost. The result was almost without suspense. In the end, Li Ning Company spent 8 million yuan to repel other brands in one fell swoop. It got its wish. The only Chinese sports delegation in this Olympic Games designated award-winning uniforms, award-winning shoes, T-shirts, windbreakers and sports bags. Authorized by Li-Ning Sporting Goods Group.At the same time, Li Ning provided a full set of sportswear, sports shoes and other equipment for 8 national teams including the Chinese gymnastics team, judo team, shooting team, and diving team.In this Olympic Games, Jianlibao also sponsored the Chinese sports delegation more than 20 million yuan.

On the eve of the Atlanta Olympic Games, in order to expand the influence of this sponsorship activity and let more people know that the Chinese delegation is wearing the Li-Ning brand, the Li-Ning Group launched a series of activities in China to make more people join the Olympic craze.Beijing, Tianjin, Harbin and other 11 cities took advantage of the opening of the "Li Ning" store to hold a nearly one-month eve of the Olympic Games "one million signatures to welcome the Olympics" and "Li Ning Charity Sale". Various media will report and disseminate. Immediately afterwards, Li Ning Company launched the activity of "watching the Olympic Games, wearing award uniforms, Li Ning will share the brilliance with you" in China.Li Ning Company launched 5,000 sets of award-winning equipment for the first time in the country, which were sold in 100 specialty stores, and each store only sold 50 sets, and a VIP card was attached at the same time.This batch of Olympic commemorative clothing was sold out and also increased brand awareness.

In fact, these sponsorships were not a strategic layout in the early stage, and strictly speaking, they did not belong to well-planned sports marketing initiatives. They were inseparable from Li Ning's own complex and understanding of sports, but these complexes have formed commercial value through market operations. approach to sports marketing.This is also one of the reasons why the champion of the sporting goods companies that participated in the competition in the early stage was "Li Ning". More importantly, the product innovation that is crucial to Li Ning has not stopped for a moment.While carrying out vigorous marketing activities, product development is also advancing rapidly.At this time, Li Ning Company has made a breakthrough in product diversification.According to the article "Discussion on the Li-Ning Brand Monopoly Model" in the book "Selected Cases of Business Administration Marketing" published in 1990, the serialization of Li-Ning's products is mainly completed through three methods: one is to modify and improve the original products , such as the color matching of shoes and clothing, the choice of fabrics, the transformation of accessories, etc., to expand the sales of products; the second is to imitate foreign products and combine domestic actual needs with a little creativity, and then form their own product series, such as Li Ning brand The overall series development of sports shoes; the third is to seize market opportunities and use existing related technologies and processes to launch new products, such as the birth of T-shirts, shirts, jackets and other products in the Li-Ning brand clothing series.