& Nbsp; & nbsp; & nbsp; & nbsp; malls like the arena, before the outcome is inconclusive, all changes are possible. China sports brand "Li Ning" has been "Wall Street Journal" critical product positioning is not clear, with this not work with Nike and other brands in the world with the contest. However, although a year, "Li Ning" will, "everything is possible" slogan has become a living reality interpretation. China's sports industry has great potential, with the 2007 Women's World Cup, the 2008 Olympics, the right to host the 2010 Asian Games in China, and sports marketing has become the new darling of the business community. Internationally renowned sports brands all eyeing the Chinese market, domestic brands to be outdone, a silent battle being simmering. To this end, on May 16, Beijing "Fortune" Forum for the first time sports marketing as a separate issue to discuss. An undeniable reality is that China is the world's largest producer of sporting goods, not the brand power. Nike, Adidas and other worl cheap jordans for sale mens d famous brands, there are billions in sales each year, while China's first sports industry companies - Li Ning Company Limited (hereinafter referred to as Li Ning Company), in 2003 the turnover of only 1.276 billion yuan. Moreover, domestic brands and international brand awareness can not be compared. At June 28, 2004, Li Ning Company listed on the previous week, the United States, "Wall Street Journal," the author accusations between Li Ning brand is a swing in the "leisure" and "movement" of the "twenty-five earners", it is higher than Nike, Adidas international professional brand difference a chip technology. However, less than a year, held in the CCTV "20005CCTV my favorite Chinese brand" selected activities, "Li Ning" sports brand to become the only one selected. And Li Ning has to "occupy" the high-end market for many years, Nike launched a challenge issued. Li Ning is really as it slogan says, anything is possible? Duel-end from the end of 2003, Li Ning company adjusted operating strategy, re-plan Cheap air jordan 12 taxi for sale online free shipping ning of sports marketing, the branding of the axis of steering high-end professional sports market. "Li Ning" Since then officially opened the high-end market in direct confrontation with a full range of Nike brand showdown. Beginning in 2004, Li Ning, the company developed a professional development, especially basketball shoes basketball category strategy, and launched a series of sports marketing: in June 2004, Li Ning Company with the Spanish Basketball Association contract, two months later, Li Ning basketball equipment along with the Spanish basketball team won in Athens; September 2004, Li Ning, an occasion to launch professional basketball shoes Free & nbsp; Jumper series, became the first professional basketball into the market a brand; in October 2004, Li Ning Company has become the college student premier league The only designated sports equipment sponsor; January 2005, Li Ning Company to become NBA strategic partners; March 2005, Li Ning basketball shoes Spain series listed, the Spanish baske Cheap air jordans for sale tball team with marketing resources through with sufficient; in April 2005, held Li Ning campus basketball finals. Through this series of sports marketing, in 2004, "Li Ning" in the high-end market successfully curb Nike, Adidas momentum of rapid development, but also an occasion to differentiate the followed Anta, Reebok and other second-tier brands. Interpretation of "everything is possible", "challenge to the international famous brands Nike, Li Ning fit 'anything is possible' advertising slogan. 'Anything is possible' connotation to need a lot of support, while more consumers want to really feel Experience and meaning of this sentence can not be confined to a particular group, in today's social homogeneity, accidentally, can be replaced by your competitors, give your target audience the crowd a reason to let them know your presence, to attract their attention, understanding your brand brought the idea, and finally select your product, and willing to pay for them. "Li Ning Company official said. For ex cheap jordans online ample, "Li Ning" sponsored students 3 on 3 basketball, its game system and "Anything is possible," the brand positioning is very appropriate, that "refuses to accept it singled out" slogan, during the game eight minutes before scheduled Combat Team 3 to 3 dozen, and the remaining 2 minutes each team selected the strongest people singled, doubled and singled link is scoring, even if team competition came from behind, it is possible to regain the one in. The competition system will be "Anything is possible" & nbsp; interpretation of the head, the race war spread across Beijing, Shanghai, Guangzhou, Tianjin, Harbin, Nanjing, Hangzhou, Chengdu, Wuhan and other nine cities nationwide, the event moved to 120 colleges and universities , & nbsp; there are 2536 teams carried out more than 53 games of the contest, students receive a warm welcome, after all, college students Li Ning important consumer groups. And this real activity more effective than pure sponsored events. Not only strengthen brand affinity and awa cheap jordan shoes for men reness, and increased opportunities to communicate brands and consumers face to face. Li Ning, the company said, sports marketing is not a "one shot deal", a simple sports sponsorship and "sports stars + advertising" marketing strategy, has been unable to meet the public's desire for brand recognition. Sports marketing is a part of a complex system, "project", companies in the sports sponsorship, must make sports culture, brand culture and product promotion three harmony into all aspects of business operation and common development, so as to form a unique corporate culture, reaching a state of resonance between businesses and consumers. "Weiweijiuzhao" champions "internationalization" of "internationalization" is one of almost all domestic companies the most enthusiastic about the topic, which, Li Ning, the company has its own views. CCTV "brand China" release site, Li Ning Zhang Zhiyong, CEO of use Sanshiliuji "Weiweijiuzhao" to describe Li Ning's serialization professional and international initiatives: Retro jordans for sale by sponsoring the Spanish basketball team, in cooperation with foreign research institutions, etc. "Wai Wei" approach, learn from international advanced technology, the advantages of resources, enhance the professional capacity, for "save Zhao", serving the majority of Chinese consumers. Sport is the major brands, "Central Plains" of the battlefield, whether it is sports or non-sports brand brand, have sought to use sport to build brand image. But sports marketing needs to their own characteristics and the combination of sports events, brand positioning, corporate culture, management style and sporting events linked to whether appropriate, whether you can truly reflect the value of the brand have decided the success of sports marketing. Since the 1992 Barcelona Olympic Games, Li Ning Company on each Olympic Games will be sponsored by the Chinese sports delegation, after Li Ning Company began sponsoring foreign teams, start their process of internationalization. Sponsored gymnastics team from France, the cheap jordans for sale Czech gymnastics team, college students on behalf of the Russian team, the Spanish women's basketball team to the 2004 Athens Olympic Games men's basketball team brought to Spain, and then earlier this year became the NBA partner, Li Ning sports as a carrier, and gradually expand their international influence. At the same time, Li Ning, the company began a collaboration with overseas brands, agencies. 1999 in cooperation with SAP AG, the introduction of AFS solutions for clothing and footwear, became the first Chinese enterprise to implement ERP sporting goods; in July 2001, signing top designers in Italy and France, in order to improve product design and development of specialized and international level; in 2002 with DuPont, 3M and other famous international enterprises to establish a stable and cooperative relations with a number of South Korea, France and other enterprises in various forms of cooperation; in 2004 in cooperation with the Department of Human Movement Sciences of the Chinese University o cheap foamposites f Hong Kong, its professional provide data to support product development; in August 2004 with the United States R & D company Exeter Dr. Ned Fred-erick cooperation and common commitment to the development of Li Ning sneakers core technology;? in October 2004 in cooperation with the DRD design firm; April this year and International top crystal jewelry manufacturer Swarovski establish cooperation. In the high-end professional sports market in order to compete with Nike, was not able to do in a short time, Nike position in the high-end market has long been impregnable, although a survey of domestic sporting goods market, Li Ning's market share up to 50 percent, second place 30% of Nike, Adidas, accounting for 10%, but overall high school low-end statistics, not just for high-end market segments. 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