Chapter 29 Chapter 9 Sunrise in the East (3)

"Li Ning" decided to take a risk and price "Zhong Kui" at 999 yuan.To be honest, "Li-Ning" has no idea what the sales situation will be. After all, in the situation where high-end consumers prefer Nike and Adidas, it is still unknown whether consumers are willing to use 10 big red tickets to support domestic products.However, Zhang Zhiyong and the designers felt reassured by the upbeat "Zhong Kui" very quickly. The market response was good, and the sales volume gradually increased. After this adventure, "Li Ning" has more confidence.They decided to take advantage of the victory and let O'Neill wear the fourth pair of "SHAQ" series shoes of "Li Ning". The goal: the All-Star Game. "Li Ning" and O'Neill are in a cooperative relationship. O'Neill has his own brand of shoes "Dunkman", so O'Neill does not wear Li Ning shoes during the game, but to make O'Neill wear "Li Ning" requires high-cost individual communication.Before, although Damon Jones wore the Li Ning brand in the All-Star Game, Damon Jones' influence was not enough, "Li Ning" did not make a full appearance, with "Zhong Kui" as the base, "Li Ning" hoped that O'Neill would wear it Show off your shoes at the All-Stars.

So, at the beginning of 2008, "Li Ning" launched O'Neill's fourth new shoe, of course, not called "Zhang Fei" - called "King's Landing".In "King's Landing", the use of oriental elements is more skillful.This practice of launching new series of shoes frequently has been used more maturely by "Li Ning", and it has become more and more closely integrated with oriental elements.In addition to basketball shoes, the "Wind Chaser" series of running shoes are designed with the concept of swallow kites, and more shoes and clothes are added with oriental elements.

In the continuous market promotion, oriental elements have been effectively solidified and reflected.in return for these efforts. In 2007, another professional basketball shoe of "Li Ning", inspired by "Banpo" of Yangshao culture, participated in the "iF Design Competition".This year, more products with oriental elements participated in the "iF china 2007" industrial design competition, and "Banpo" won the textile and fashion award in the competition.These oriental design elements have been recognized by the western design competition, which just provides a direct answer and encouragement for "creating differentiated competition with oriental elements".

The unit price of each pair of "Banpo" basketball shoes is 899 yuan, and as a limited edition, only 700 pairs are sold worldwide.It does not immediately bring sales profits, but it brings another thing that "Li Ning" needs: to let consumers know that the oriental culture contained in "Li Ning" can also be very fashionable and cool.More importantly, in the process of this technological innovation, it is still gradually establishing its own brand spirit: respecting tradition, and at the same time having an infinite spirit of breakthrough and innovation.Although this brand spirit is still in its infancy and cannot resonate more strongly with more consumers, at least it is a good start and a major victory for a local company. "Compared to decades and hundreds of years of brand history and technological accumulation of famous international brands, we cannot catch up with them overnight, but we have a unique culture and way of thinking, which is our greatest capital." Zuo Zhiyue Say. "Although the oriental theme itself does not guarantee success, the oriental theme combined with international design and international impression will bring success to the company." Zhang Zhiyong said affirmatively.

The market has also directly recognized these efforts: after adding a series of innovative elements including oriental cultural elements and technological content to the products, the price gap between the Li-Ning brand and similar domestic sports products has widened by nearly 20%.This proves that "Li Ning" also has the ability to launch high-end sneakers, which has definitely added brand value. This time, Zhang Zhiyong said confidently: Our current direction is to be a high-end professional sports brand. "Li-Ning" is a sporty, fashionable brand with oriental characteristics. These positionings can fully reflect the professional sports characteristics of "Li-Ning". Among them, the oriental characteristics are the biggest advantage that distinguishes us from our competitors.

John Hawkins, chairman of the British Creative Group, clearly pointed out in the book "Creative Economy" that on a global scale, the creative economy is a huge industry that creates 22 billion US dollars every day and increases at a rate of 5% per year. "Li Ning" needs to share this growth, and this time, it did. Being yourself has been so difficult in the past countless years, but now it suddenly becomes clear. The oriental legend Hua Mulan is an authentic oriental legend, but Disney has created its own western commercial myth with exquisite interpretation.The East is a mysterious element.Many football stars who like tattoos have chosen mysterious Chinese characters for themselves, even though they don't know what these characters mean.

A large number of films made with Chinese elements, such as "Crouching Tiger, Hidden Dragon" and "Full City with Golden Armor", which were released around the world, are very popular overseas. It is becoming the new darling of the global film market.Although there is still a lot of room for improvement in quality, Chinese films have gradually established their own brands internationally, and these gains are inseparable from the Chinese elements in film production.This is what is meant by the saying that only what belongs to the nation belongs to the world.