Chapter 28 Chapter 9 Sunrise in the East (2)

The design and marketing skillfully run through Chinese elements, and both won the highest recognition from experts. At the same time, this basketball shoe, which became the highest price of "Li Ning" at that time at 699 yuan, was also sought after by consumers in the market.So far, in this imperfect "virgin voyage" exploration, "Flying Armor" has won a big victory. But this is just the beginning of "flying armor". At this time, market analysts began to discover the roadmap of "Li Ning": the design performance and sportsmanship of Chinese elements.Of course, "Li Ning" also took this opportunity to announce to Nike and Adidas that there is a lot of room for "Li Ning" in the Chinese market.

Under this momentum, "Li Ning" launched the "sister chapter" of this product - "feather armor". It is agile and flying, with endless charm. Then, one year after Damon Jones wore the "Flying Armor" to compete in the NBA, on November 20, 2006, "Li Ning" launched the "Flying Armor NBA Star Special Edition" basketball shoes, with a limited sale of 1,120 pairs.In addition to technical improvements, this shoe shows "Li Ning"'s ability in product packaging: a metal nameplate is presented with the "Flying Armor NBA Star Special Edition", and one side of the nameplate is the word "Flying Armor" in oracle bone script. , the other side is the "Flying Armor" logo; there is also a laser NBA commemorative logo on the shoe.All these details can be seen in the determination and efforts of "Li Ning" to create an excellent NBA sneaker in an all-round way.

"Flying Armor" made more Chinese consumers in the Nike and Adidas team to pay attention to the "cool" "Li Ning". Zhang Zhiyong is very happy to have discovered the secret to realize the goal of "Challenge 2008" before the arrival of 2008: "We hope to better reflect the brand characteristics of the East, and make Li-Ning an international brand for Chinese people through differentiated brand image, as well as international brands. A well-known Chinese brand." The importance of this change is not just a way for a company to achieve its goals, but from the perspective of Zuo Zhiyue, the designer of Li-Ning basketball shoe "Yushuai", "This is a leap forward. "Before this, Zuo Zhiyue admitted: "Domestic sports products have not been rid of the traces of plagiarism. We are not opposed to learning from them. Nike and Adidas will also learn from some experience, but the most important thing is to insist on originality. This is a long road. way." Now, "Li Ning" has started more original works.Zuo Zhiyue said happily: "My feeling is that the Chinese designers, young people, media, advertising industry, etc. that I come into contact with around me are very dynamic and their creativity is no worse than that of foreigners." In fact, Chinese Most of the companies have gone through the stage of imitation, and now have the opportunity to use global thinking and resources to innovate and leapfrog this stage.What the market needs to see is which enterprise leaps faster.

O'Neal's big feet O'Neal has a pair of big feet of size 54. The next attempt of "Li Ning" will revolve around these feet, which are much bigger than a large Coke bottle. The first model of the "SHAQ" series launched by "Li Ning" for O'Neill is "Overlord Gun", the second model is "Chi You", and the third model launched in October 2007 is called "Zhong Kui".At that time, some consumers happily "predicted" on the forum: According to such a tough rule, could the next pair be called "Zhang Fei" and "Li Kui"? "Zhong Kui" is priced at 990 yuan, setting a new high price for the listed version of "Li Ning" basketball shoes.The fine workmanship of this pair of shoes really surpasses all previous Li-Ning basketball shoes, and every detail reveals the maturity of "Li-Ning" products. "The first feeling I got when I first got this pair of shoes is two words - atmosphere." A sports shoe fan commented.The problem of air permeability has been better solved on this shoe - the regularly arranged diamond-shaped air holes on the toe cap extend to the low end of the tongue, matching the shark gill-shaped air vent strip on the side of this pair of shoes.In fact, the original designer also designed a row of ventilation holes on the back of the shoe, which was eventually abandoned in order to increase the stability of the shoe.The reason why these shoes are expensive is that they are made of natural leather, which is more breathable and soft, and can give athletes a comfortable and flexible instep feeling.O'Neal's Heat team is black and red, "Li Ning" uses black, dark red and gold details in color.There is a "Zhong Kui" face on the tongue buckle, which is very eye-catching against the "Li Ning" logo.

In addition to the appearance, the technology development that Li Ning Company is actively promoting has been reflected in this shoe.A year ago, in September 2006, Li Ning Company launched a newly developed core technology - "Li Ning Bow".Since then, just like Nike has the "Treasure of the Town" airbag technology, "Li Ning" now finally has its own patented shock absorption method. This is jointly developed by Li Ning Company and its partners, the American Exeter Research and Development Company and the DRD Design Company.Inspired by the Zhaozhou Bridge in China, the designers put the principles of the arch bridge and tie rod structure of the Zhaozhou Bridge on the sole to form a unique bow shape.This technology was first used by "Li Ning" on running shoes.However, at that time, the maximum size of the running shoes using the "Li Ning bow" technology was no more than 42.5 yards. According to the analysis of sports shoe fans, this may be because "Li Ning" did not solve a technical problem: "If the bow is too long, then the height will be too high. It will increase accordingly." The "Zhong Kui" this time is the first time that the "Li Ning Bow" has been used on shoes other than running shoes a year later, and it has clearly broken through technical difficulties - "Zhong Kui" has a larger size. "Li Ning bow" is divided into two different bow structures: "string bow" and "chi bow". Because the horizontal and vertical bows of "Chi Bow" are independent of each other and the bottom is fully hollow, the overall structure is lighter and more flexible. It is especially suitable for people who are lighter in weight and do not require high stability.In contrast, the "string bow" puts more emphasis on stability and is more suitable for heavier people.Of course, for the tall center O'Neal, a stable "string bow" is needed.However, basketball shoes are not jogging shoes after all, and the characteristics and intensity of sports are different, so the "string bow" technology has obviously undergone a lot of changes and adjustments this time - from two horizontal shock-absorbing bows to one horizontal two There are three vertical shock-absorbing bows, which are more suitable for the requirements of lateral movement support and stability in basketball.For the adjustment of this technology, some sports shoes fans commented: "The stability performance is nothing to say, the support of this pair of shoes is obvious in the inside line fighting, but the elasticity is slightly insufficient." Nike once launched a visible airbag, and "Li Ning "This time, we are also determined to let consumers see our proud technology.On "Zhong Kui", "Li Ning" adopts a transparent heel window design, allowing consumers to see the structure of "Li Ning bow" intuitively, and there are 4 obvious red lines to mark "double horizontal and one vertical" The "double transverse" direction of the force on the bow structure.These details have made more collectors feel excited and decided to take "Li Ning" as their own collection.