Chapter 47 Chapter 11 Extraordinary 2007 (9)

Finally, on the day of August 25, 2007, "Li Ning" supported these "shoe freaks" to conduct an annual national gathering from online to offline: the third "family banquet".The IDs of the "bosses" appeared in the party.Also at this party, the special version of "Shoe Maniac No. 001" designed by Lao Zuo was officially unveiled. In addition to the shoes that amazed Sneaker, there is also a matching T-shirt. The full set is priced at 825 yuan and is limited to 82.5 pairs. Reservations are accepted on site.There are many reservations at the moment.One year later, on Taobao, only a pair of "I'm Shoe Crazy 001" special edition was sold, with a price tag of 1,250 yuan.

Making sneakers into culture In fact, these consumers who regard sneakers as art are also promoting sneakers to become art.In order to meet the expert-like needs of these knowledgeable and discerning consumers, "Li Ning" must also pay more attention to all aspects of the product.An obvious change to cater to Sneaker is that "Li Ning" began to launch more commemorative editions and limited editions, some of which were never even sold in the market.This is also a common practice in fashion products. Many of the employees of Li Ning Company are sneakers themselves, and many sneakers have submitted their resumes to Li Ning Company, hoping to become its employees. "Li Ning" has its own unique side on how to make sneakers into culture. The first word that Sneaker often hangs in his mouth is "Bie Note", which refers to a new and special version, usually a product jointly launched with like-minded people, collaborators or groups such as other cities, brands, singers, and bands. .In Li Ning Company, there are more and more special editions, which also means that they have incorporated more cultural elements that consumers are interested in into the shoes.

On the Chinese Valentine's Day "Qixi" in 2007, "Li Ning" launched its own "Legend of Qixi" shoes. On the left foot of the men's shoes is a laser cowherd pattern, plus the sky eagle where the cowherd is made of rhinestones. The right foot of the women's shoes is the pattern of the Weaver Girl with lasers, and the constellation Lyra where the Weaver Girl is made of rhinestones.Moreover, "Qixi Shoes" also comes with a small shoe toy, the boy will give a little cowherd shoe, and the woman will give a little weaver shoe.When men and women wear this pair of shoes, it is like reuniting Dong Yong with the Seven Fairies.

In addition to taking traditional culture as the theme, what was praised by Sneaker is that "Li Ning" is not limited to the "Sinicization" frame, but also cooperates with foreign festivals.Before Christmas in 2007, "Li Ning" launched "Christmas Lovers Fur Boots".The body of the shoe is made of snow white as the base color, and the red and green laces symbolizing Christmas are very eye-catching, even the sole is the same color, and small decorations such as bells, elk, and Christmas trees are added to the details, which has the joy of Christmas. "Li Ning" even launched a special version of "Prison Break 001", yes, it is the shoes with the theme of the popular American TV series "Prison Break".With one of Prison Break's most famous lines written on the upper and a paper duck on the heel, anyone who loves Prison Break knows what that symbol means.However, this pair of shoes can only be seen on the Internet and in magazines, but cannot be purchased from the market. "It is probably due to copyright reasons," Sneaker, who hopes to collect this pair of shoes, speculates regretfully.

It can be seen that in 2007, "Li Ning" was relatively proficient in using the commemorative version, and began to gain experience. In 2007, "Li-Ning" launched 97 sets of "Li Ning 001 set" in line with the theme of the 10th anniversary of Hong Kong's return to China, including a pair of limited edition shoes and a commemorative T-shirt. A sense of fashion and a festive atmosphere celebrating the 10th anniversary of Hong Kong's return to China. Moreover, in addition to limited editions, "Li Ning" has also begun to innovate again and again in terms of sales methods. In October 2007, when O'Neal came to China for the first time to speak for "Li Ning", "Li Ning" specially launched O'Neal's limited edition basketball shoes at the same time, and adopted a new sales method: jointly with Taobao, and only sold online.The first pair was auctioned off at a high price of 6,000 yuan, which is also the highest price for Li Ning shoes.Subsequently, a limited edition of 320 pairs was sold online at 1,320 yuan.

Immediately afterwards, on November 20, 2007, "Li Ning" celebrated the first anniversary of Damon Jones wearing Li-Ning brand Flying Armor boots in the NBA, and also commemorated the "Flying Armor" professional basketball shoes as the first Chinese boots to land in the NBA. On the first anniversary, the "Flying Armor" NBA star exclusive edition basketball shoes were launched.In addition to the limited edition of this shoe, there is also a beautiful nameplate as a sign.These kinds of limited edition or commemorative sneakers are not only sought after by Sneaker, but also left a deeper impression on ordinary consumers.Some netizens commented: "Li Ning is a company that does things seriously and has ideas." Moreover, "Li Ning" has also exercised its design team in the process of continuously launching special editions.

The unique "Li Ning" Long before China entered the WTO, there was a cry of "wolf is coming".Now, is the wolf coming?Among sporting goods brands, the status quo is that international brands such as Adidas and Nike cannot please the Chinese market, and it is still very laborious to expand the market.Thanks to the unremitting efforts of "Li Ning", until 2007, this local company still has not been left too far behind the multinational giants such as Nike and Adidas who are determined to win, and has been clinging to their third place. In terms of quality and price, there is also a trend of catching up with Nike and Adidas.