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Who Is The Hero Of The Campaign To Re Shuffle The Sports Brand?

2014/8/12 11:01:00 33

Sports BrandShuffleFaucetHero

On the wall of the < p > a href= "http://sjfzxm.com/news/index_p.asp" > gymnastic hall < /a >, the world champion list has 66 photos of the gymnastics world champion. Among them, the most dazzling and the most outstanding achievement of the Chinese gymnastic team is the "Prince of gymnastics" - Lining.

In 1986, at the Rome Gymnastics Grand Prix, Lining included 6 individual omnipotence titles, including the parallel bars.

34 years ago, Lining started her gymnastics career in the national team. The gymnastic hall is definitely "Lining's home".

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After P retired, Lining founded Lining sporting goods Co., Ltd. in 1990.

After the company was founded, the Li Ning Co began a strategic cooperation with the national gymnastics team for 23 years. During the period, all kinds of sports brand enterprises at home and abroad could not get involved in the cooperation of the national gymnastics team.

Lining would not have thought that in 2014, the cooperation between Li Ning Co and the national gymnastics team would stop abruptly.

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< p > in fact, after the expiration of Lining's sponsorship contract with the Chinese gymnastics team, many brands also eyed the Chinese gymnastic team as "gold medal division".

But Lining took the initiative to avoid it.

In this regard, Li Ning Co's explanation is "strategic adjustment": "Li Ning Co is determined to lock in the core sports category today, and focus on strategic marketing, including five core sports: basketball, running, badminton, training and sports life.

Under the guidance of this strategic choice, Li Ning Co has broken through the strategy of purely sports sponsorship, and embarked on a new stage of sports marketing, event experience, product experience and retail experience.

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< p > sponsorship gymnastics team, this is indeed a "loss making money" thing.

After all, the target customers of gymnastic clothing are too narrow, and the market demand is almost negligible.

Now, Li Ning Co has passed the stage of establishing brand image.

Therefore, a more pragmatic choice is to focus on projects with more potential for development.

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In 2012, Li Ning Co invested $2 billion in sponsorship of CBA, becoming the equipment sponsor of the league from the 2012-2013 season to the 2016-2017 season of P.

What's interesting is that Anta had been a sponsor of CBA for eight years.

In the same year, Li Ning Co again invested billions of dollars to invite NBA star Wade as spokesperson at a price of about 10 US dollars for about 100 million years.

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Such a strategic shift of P will also be related to the decline of Li Ning Co's performance.

According to the report released in 2013, Lining realized 5 billion 824 million yuan in revenue and a loss of 390 million yuan.

In July 17th this year, Lining issued a profit warning notice that as of June 30, 2014, the company's first half loss is expected to expand from 184 million yuan in the same period last year to no less than 550 million yuan.

Li Ning Co explained: "since the launch of the pformation plan in July 2012, pre investment including expanding direct selling network and marketing resources input is one of the reasons leading to losses. Secondly, after cleaning up the inventory period of the distributors, the company is still reducing the wholesale and marketing of new products."

But Li Ning Co stressed that the above measures could bring about sustainable development.

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Unlike P, Lining lost 7 billion 281 million yuan in 2013, earning 1 billion 315 million yuan in 2013.

When the order meeting was held in the fourth quarter of 2014, Anta announced the 4 consecutive quarterly order growth, while the same store sales in the first quarter of this year also increased considerably.

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< p > on the cooperation with the Chinese gymnastic team, Anta responsible person briefed the new financial reporter: Anta and the gymnastic management center reached a comprehensive strategic cooperation, including providing professional competition suits and training suits for the gymnastic, rhythmic gymnastics and trampoline sports teams affiliated to the center. Anta will also participate in the series of activities to promote gymnastics development, such as "gymnastics into the campus" and "happy gymnastics", so as to cultivate the reserve force of gymnastics and enhance the influence of gymnastics on the national fitness business.

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< p > Anta is benefiting from diversified brand strategy and product mix.

Anta brand covers the mass market, and the FILA brand acquired by M & amp; a is covered by high-end consumer market. At the same time, Anta has accelerated the development of children's sporting goods shop.

The semi annual report shows that the number of Anta and its children's FILA brand stores has been adjusted, and the total number of shops is 7701, representing a decrease of 56 over last year.

Among them, there are 987 Anta children sporting goods stores, an increase of 106 from the end of last year, and FILA stores increased from 25 to 441 last year.

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< p > although the number of shops reflected in the figures is not much reduced, it still basically keeps the original retail scale, but in fact, Anta focuses on the sustainable development of the retail network, and has carried out the optimization and upgrading of the big shops.

"The quality of the store, including location, size and interior decoration, is more important than the number of shops."

Ding Shizhong thinks that the adjustment of shops based on improving store efficiency and improving profitability is of great significance.

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< p > Anta has to face not only high profits but also high inventories.

Data show that as of the end of June, Anta inventories increased from 690 million yuan at the end of last year to the current 791 million yuan, Anta retail pformation action or an important reason for pushing up inventories, and the continuous rise in inventories, will have a certain impact on the launch of new products and capital flows.

According to the interim report released by Anta in recent years, the company's stock has increased continuously since June 30, 2010, until the middle of last year, from 687 million yuan at the end of 2012 to 576 million yuan, however, this decline did not support. At the end of last year, Anta inventory rose rapidly to 689 million yuan, and continued to climb in the first half of this year.

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< p > the reason for the stock inflation is that Anta has not explained to the new financial journalists. Ding Shizhong told the media recently that the current treasury sales ratio is 4:1, which is in a healthy state.

"Healthy inventory levels ensure the need for sales while avoiding large discounts."

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< p > even after giving up the gymnastics team, Lining still has the sponsorship interest in the four Olympic teams of the Chinese badminton team, the Chinese table tennis team, the Chinese shooting team and the Chinese diving team in the Rio Olympic cycle.

In addition to the gymnastics team, Anta also cooperated with the water sports management center, the winter sports management center and the boxing Taekwondo management center.

It can be seen that Lining's "mainstream" position in the industry has not yet been shaken.

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P contrasts sharply with Anta's high-profile announcement. Lining sets out his position and position in a statement that is very rational in terms of business decision making, and explains how the two strategies are effective, leaving the market for verification.

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