Chapter 53 Chapter Twelve

In February 2008, on the first day of the World Table Tennis Championships, another victory came: Li Ning announced its cooperation with the U.S. National Table Tennis Team, which means that the U.S. National Table Tennis Team will wear the Li Ning jersey during the Olympics. Among the Chinese Olympic teams, Li Ning has signed four traditional projects they have always supported: the shooting team, the diving team, the table tennis team and the gymnastics team. 40%. One of the most well-known figures in China in the Swedish Olympic delegation is table tennis player Waldner.Although Lao Wa has retired now, the Swedish table tennis team is not weak.Interestingly, since "Li Ning" is already the equipment sponsor of the Chinese table tennis team, that is to say, in the 2008 Olympic Games, if the Swedish and Chinese table tennis players can reach the men's singles final, no matter who is the winner, they will wear All are Li-Ning brand.

The same interesting situation may also appear in the basketball and track and field arenas. There are the Spanish basketball team and the Argentine basketball team signed by Li Ning Company in the past two years.The Spanish basketball team is the champion of the World Championships, while the Argentine basketball team is the champion of the 2004 Athens Olympic Games, and there are high calls to win the championship.If they meet in the final, "Li Ning" will be the biggest winner again. In this way, under the circumstances of fierce competition, Li Ning turned "everything is possible" into reality, and made a series of beautiful non-Olympic marketing moves, which made market observers look up to him.

"How do good ideas come from?" Zhang Zhiyong's answer to this question is: "The fundamental point is that we must always do different things and innovate constantly. This is inherent in our blood. Although we are small The company, but just refuses to admit defeat, must do it, it doesn’t matter if you make a mistake, the problem is that after you make a mistake, you must continue to find new ways and accumulate experience, so that you can become a strong player in the future.” Li Ning himself also agrees with Zhang Zhiyong. Opinion: Don't gamble, rely on step-by-step innovation and training.Li Ning once described himself: "I am naturally timid - I was not afraid of backflips in training before, but I was most afraid of front flips because I couldn't see the ground; I am already a world champion, but I still insist on having a coach to protect me in competitions. Do difficult movements." However, he has won hundreds of world championships in this way, the key lies in training and thinking.

And Bill Duggan, an associate professor at Columbia Business School in New York, who is far away in the United States, answered this question: "Of course no good ideas will come out in a brainstorm at 2:30 in the afternoon." Strategic Intuition: The Creative Spark in Human Achievement explains how strategic intuition works: "First, long-term storage of information on the shelves of the brain. Second, relaxation or clearing of the brain—he calls it sedimentation. Then , Different information is selectively gathered in the brain to form a sudden flash of insight. Fourth, the determination to act makes people move forward." Although he and Li Ning Company do not know each other, this happens to explain Li Ning Company Where does everything come from: persistence, innovation, and action.

On the road of non-Olympic marketing, "Li Ning" began to show more innovative methods.Moreover, "Li Ning" also has a good local advantage and a "Chinese card".Lindbergh, chairman of the Swedish Olympic Committee, explained why he chose Li Ning: "No matter which sports brand we choose, these clothing and equipment are almost all produced in China. So we thought, in this case, we might as well choose Li Ning directly. One of the most famous Chinese brands." And the next card, "Li-Ning" played surprisingly brilliantly. "Comparing money with Adidas and Nike? That's impossible. But it doesn't matter. We have plenty of ideas, and we guarantee they are all good ideas..." Zhang Zhiyong told the media.In addition to stepping up sports marketing, "Li Ning"'s Olympic strategy also includes a larger scope.In fact, Zhang Zhiyong began to think about it very early, "I believe there must be something to take four or two thousand catties. As for what it is, you have to find it."

On January 5, 2007, two days after Adidas became the sponsor of the Olympic Games, Li Ning's "four-two-two-thousand-thousand-jin" method was officially launched.On the same day, Li Ning Company announced that it had signed a contract with CCTV Sports Channel. From January 1, 2007 to December 31, 2008, the studio hosts and journalists who appeared on CCTV's Olympic Channel will be exclusively dressed by "Li Ning". supply.According to this agreement, even when the details are down to wearing a suit, the personnel must wear a "Li Ning" logo on their chest.In other words, when most TV viewers watch the Olympic Games on TV, they may see athletes wearing Adidas, but they will also see commentators and hosts with "Li Ning" logo floating on their chests.This is a plan that has almost no opponents. Generally, companies have always sponsored athletes and competitions, but "Li Ning" took over the equipment of TV reporters and avoided direct confrontation with opponents.