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Li Ning: I Used To Have No Money To Buy Li Ning, But Now I Have No Money To Buy Li Ning

2022/6/1 11:21:00 0

Li Ning

When is Li shaning's leading position in the design of domestic high-quality products.

However, since Li Ning entered the Paris fashion week, its independent fashion brand line "China Li Ning" has been flowing out. Since then, commodity prices have been rising year by year, so that there are two sayings in the mouth of consumers: once they had no money to buy Li Ning, now they have no money to buy Li Ning. I take Li Ning as my brother and Li Ning as my assistant.

"I didn't have money to buy Li Ning before, but now I don't have money to buy Li Ning." this sentence is to say that Li Ning is no longer the original Li Ning; "I regard Li Ning as my brother and Li Ning as my great assistant". This is because of the Xinjiang cotton incident. Most of Li Ning's commodities have increased in price. Consumers think that Li Ning has taken advantage of the patriotic feelings of the Chinese people, and even extended their emotions to Li Ning. In many places, Li Ning has been too perfunctory to consumers.

Once the light of domestic products, why are consumers making fun of it now? What makes Li Ning's popularity gradually decline in the hearts of some consumers?

  01. "The first to be the best"

On the track of domestic sportswear, Nike is the best, followed by Adidas. It is difficult for domestic brands to compare the two in terms of industry status and market share. Therefore, the marketing of early domestic brands focused on cost performance, and the main positions were mostly in the second and third tier cities to win over consumers with price advantage.

However, limited by the development level of domestic sports industry at that time, Li Ning has always been the first sports brand in China. The two international giants are out of reach, and the pursuers behind them are not enough to pose a threat. Li Ning's stable position for a long time makes Li Ning seem somewhat self-contained.

Until the 2008 Beijing Olympic Games, Adidas won the sponsorship right of the National Olympic Committee, and Li Ning ended the history of sponsoring Chinese Olympic delegation for four consecutive times. However, the most "embarrassing" moment is Mr. Li Ning himself, wearing Adidas sportswear to light the Olympic torch at the Beijing Olympic Games, which can be said to be the beginning of Li Ning's brand "top position".

At that time, Li Ning had been in China for a long time, but it was still difficult to shake the status of Nike and Adidas, the two major international giants. It seemed that Li Ning had begun a period of self-reliance and not thinking of making progress. However, a wrong decision a few years later eroded Li Ning's brand status of painstaking management in the first half of his life.

When it comes to 2012, with Anta winning the sponsorship of the Chinese delegation to the London Olympic Games, Li Ning can no longer sit still. At that time, China's professional sports gradually on the right track, competition performance showed signs of vigorous development, CBA League hot, ratings increased year by year, the fifth CBA finals broadcast by Beijing Satellite TV sports channel even set a 7.7% audience rating "astronomical" data.

It was the golden period of China's basketball development. Guangdong team entered the CBA finals for 10 consecutive years. The super dynastic team with seven Championships in 10 years was defeated by Beijing Shougang in 2012. "The decline of Guangdong Dynasty", "the rise of Beijing Shougang", "Marbury's self redemption" and other topics have made CBA a a hot League in the domestic sports circle.

Anta just finished the equipment sponsorship contract with CBA in 2012, and on the issue of contract renewal, Anta gave an offer of 60 million for three years. Facing the small brother Anta step by step, coupled with the CBA League great development situation. This time, Li Ning is no longer calm, and has won the equipment sponsorship right of CBA League by throwing a five-year contract of 2 billion yuan.

It is obvious that Li Ning overestimated the market value and exposure of CBA League. During the contract period, Li Ning suffered heavy losses. This contract also let Li Ning give up the top position of domestic sports brand. At the end of the year, elder brother Li Anning stepped on the foot. Since then, Li Ning began a period of transformation and development.

  02. Breakthrough in Basketball Market

In 2012, the heat player Wade, who just won the NBA championship again, ended his contract with Jordan Brand. For the future Hall of fame player suffering from injuries, Jordan Brand is not willing to sign a long contract with Wade.

Li Ning took a fancy to wade, who had the title of "5 cm shorter" Jordan, and presented him with a renewal contract, and the two hit it off. Li Ning said that it would create a series of brand like air jordan for Wade. As a result, Li Ning began to cultivate himself in the basketball field for more than ten years.

In 2013, Wade lived up to Li Ning's expectations, and the heat won the NBA championship. After the end of the Seventh World War, Wade toasted his knee with champagne in the player channel, which was captured by countless media all over the world, making countless fans tearful. At this time, Wade's feet are the color matching of Wade's way 1. This pair of black and gold shoes has been forwarded by countless people on social media, which can be said to be a landmark scene in which Li Ning's shoes have made their appearance on the world stage.

This pair of Wade way 1 was finally sold at a price of 849 yuan. This pair of shoes ushered in better feedback from the secondary market (referring to the secondary market of sneakers, also known as the resale market of sneakers). Some limited color matching even appeared the phenomenon that one shoe was hard to find, which laid a solid foundation for Li Ning to invest heavily in the research and development of basketball equipment in the future.

Since 2012, Li Ning has promoted the status of basketball product line and opened a chapter of blooming domestic basketball shoes. Wade's way series (including the whole city, zhengdai, 808, fission, team Shang Series), sonic series, flash series, air raid series and other products have been launched, and Li Ning's basketball product line has been initially established.

Li Ning's sponsorship contract with CBA stipulates that players must wear Li Ning's sponsorship equipment in the game. Li Ning's wide range of basketball equipment has gained rich attention. The double exposure of CBA and NBA made Li Ning gain the first batch of fans. After several years of accumulation, Li Ning's Wade series ushered in two highlights in 2016.

The appearance of Wade Road 4 all star in 2016 made people realize that "Li Ning's design is really the most existing sports brand". The full vamp is made of mirror lacquer leather, and the scattering effect of prism will appear under the illumination of light. This pair of shoes is Wade's all star game boots, which make countless shoe lovers at home and abroad crazy.

The shoes are limited to 100 pairs, each with a separate number. The 2016 NBA all star game was held in Toronto, Canada. Li Ning seized the opportunity to expand the overseas market and put the shoes on sale in Toronto and Miami. On February 22, the all star game was launched in three stores in Beijing, Shanghai and Chengdu.

Li Ning has never thought of Li Ning's overseas brand, but this is the first time that Li Ning will try to bear the brand name.

This arrangement of selling time and place has greatly dissatisfied domestic consumers, but there are still many people who drive a hundred miles only for this kind of shoes, but Li Ning has once again let consumers down.

According to the statistics of shoe enthusiasts, the ratio of domestic and foreign shoes sold this time is almost 1:1, while there are less than 100 people queuing up in foreign stores. Each of the three domestic stores has at least 500 people queuing up, and the shoes sold abroad are finally sold by scalpers to China, which also makes consumers angry.

But the most bizarre event is still behind. A "back door brother" appeared at the sale site of Beijing stores. He took 12 pairs of shoes without queuing up and took high-profile photos on social media. The price of the shoes was 1499 yuan, but the price in the secondary market reached 7000 yuan at that time, which caused strong dissatisfaction from netizens.

"Backdoor goods" outflow symbolizes that the store management is not formal, and the profit of the store manager and the loser AA eating these shoes can be basically default.

The incident quickly triggered a heated discussion in a sports forum. Some consumers queuing up for more than 10 hours even formed a rights group to ask Li Ning for an explanation, but the matter was finally dismissed. Since then, Li Ning has been nicknamed "American Li Ning". It will be the next two years for the nickname to be widely known by consumers.

  03. Living as "American Li Ning"?

In the same year, in 2016, when the NBA all star game was held, Li Ning launched the Wade Road 4 city limited suit, which was divided into two versions: Beijing + Shanghai and Miami + New York. These two suits are limited to sale in China, and the goods are in short supply. However, they were shared by netizens in the United States and Australia in July. The two shoes are being sold in full size on Li Ning's Australian official website and Amazon flagship store.

The most unacceptable thing for consumers is, Some of the colors that need to be purchased at a higher price in China are actually sold at a discount in overseas markets. These shoes in stock overseas are bought by Chinese students and their parents, and eventually sold to China at a high price.

This is enough to prove that Li Ning's product strength is not enough to gain a foothold in the overseas market, but this is only the beginning. In the next two years, Wade's road series will be hard to find at home and hard to sell abroad. Li Ning has also been carrying a reputation, continue to explore the overseas market.

In the 2018-2019 season, Wade announced that he would retire after the end of this season, and wade wanted to follow Jordan and Kobe in a retired tour. Li Ning also took this opportunity to vigorously publicize, this time Li Ning put the main front of propaganda at home.

Li Ning announced that it would launch the last dance version of Wade's way 7 for Wade, with a price of 1999 yuan, including two versions of platinum and black gold. The model of prepayment will be adopted. The buyer will pay the final payment three months after the deposit is paid, and then get the shoes.

Li Ning official said that the move is to let more fans buy shoes, pay a deposit to have goods, will not appear in the past a shoe hard to find phenomenon.

But the price of 1999 yuan is 600 yuan more than that of aj33, the flagship model of Nike in the same year. Many consumers are deterred by the high price, but many Wade iron powder is willing to pay for it. Before that, Li Ning Wade road series has been very influential in China. In addition to its excellent design and quality, there is one thing that is sought after by the majority of consumers is its premium attribute.

   Li Ning's mass marketing strategy has gradually become the focus of Li's stores. Therefore, many scalpers ordered the last dance of Wade's way 7 in large quantities, and hyped the shoes online, which made many consumers shake their hearts and finally placed orders one after another.

However, the story since then has proved that Li Ning's marketing has been directly enchanted, but in the hearts of consumers, Li Ning has been nailed to the stigma column.

After the shoes were put on sale, people found that the counter and the physical store were on the shelves at the same time, and they didn't make them according to the amount of deposit as Li Ning said. However, Li Ning's practice was indeed a little excessive. The output of this pair of shoes is unbelievable. Up to now, many of these shoes are still scattered in the secondary market. As for the price, they will cut back directly.

As a businessman, Li Ning is successful, but some dishonorable marketing methods are indeed questionable. This has won Li Ning a wave of traffic, although the flow is not "clean", but a blessing in disguise.

This incident really let Li Ning's basketball shoes get more attention in China, enter the high-end market, and even suppress Adidas, who did not advance in basketball shoes at that time.

  04. How can the product match the price?

Since then, Li Ning once again increased the research and development of basketball products, and successively designed products with excellent consumer feedback. At this time, Li Ning is no longer as contented with the status quo as it used to be. This time, it is ready to challenge the two major international giants. Everything is ready, only Dongfeng.

In 2021, when the Xinjiang cotton incident broke out, many international sports brands issued statements to boycott Xinjiang cotton, and there was a movement to boycott these brands for a time in China. Li Ning seized this once-in-a-lifetime opportunity. On the second day after the outbreak of the incident, all new products in all stores were labeled with Xinjiang cotton, which directly went to the microblog hot search. Netizens said that "China's Li Ning" really deserved its name.

Li Ning stores around the city for a time, the domestic also set off a "Li Ning fever", Li Ning has also promoted its status in the hearts of consumers.

However, in the second half of the same year, the selling prices of Li Ning's products increased to varying degrees, and many products did not participate in discount promotion activities. When Some consumers are dissatisfied with Li Ning's price increase, believing that they are using the patriotic blood of the people to seek personal interests.

However, with the opportunity of the Xinjiang cotton incident and his deep cultivation in the basketball field over the years, Li Ning has also won many loyal fans. The series of shoes such as flash attack, Yu Shuai and anti Wu have also won the praise of basketball fans and professional players. Li Ning slowly approached the center of the stage, but he still had no hope of becoming the top one. Both market value and market share have been left behind by Anta, not to mention Nike and Adidas.

   At the same time, Li Ning's product strength can not help but ask: can it really match the current price? Taking Li Ning's flagship basketball shoes and running shoes as an example, the author believes that the current pricing of the two can not be equal to the product strength.

At present, many colors of Li Ning's flagship plane basketball shoes yushuai 14 series are still in the stage of price increase, and there is hardly any discount phenomenon. Even in some stores, there is a hegemonic clause that consumers must pay before they try on them and do not return them after they are sold. This extreme marketing method is really unacceptable.

   Some people may ask, why can Nike adopt this method, but Li Ning can't?

In North America, the reason why it has become the No.1 after-sales service of Nike is that it can not be called the most excellent service in the world.

Nike did have shoes that couldn't be tried on, but they were mostly in overseas markets, not in North America. Nike will never be harsh on its own local consumers. On the contrary, Li Ning's domineering attitude in some stores is chilling. Is Li Ning "Chinese Li Ning"?

As for the real product strength, as the CBA League is sponsored by Li Ning, domestic players must wear Li Ning shoes (except for some other brand signed players). We can not know the real recognition of Li Ning by athletes.

However, in the off-season social media training videos of domestic players, it is not difficult to find that the vast majority of players still choose nike shoes for training, and Li Ning's shoes are rarely worn in the rest life. In the NBA arena, except for a few players signed by Li Ning, almost no one has stepped on Li Ning's shoes. The core strength and product strength of the brand can be seen.

This is especially true in running shoes. Nowadays, marathon and long-distance running are burning in China, and major manufacturers are focusing on racing shoes. The famous marathoner Kip jogg ran the marathon for two hours wearing the second generation of vaporfly next% launched by Nike. This event brought the heat of racing shoes to a climax. Li Ning also launched the flying electric elite to try to compete with the "hook". The price of vapor next% is 2299 yuan, while that of Feidian elite is 2099 yuan. They seem to be benchmarking, but they can't be compared.

In recent international marathons, more than 50% of the participants chose Nike, and Li Ning accounted for very little. If we say that this is caused by the lack of international influence, the 14th National Games, which ended last year, is a better evidence of Li Ning's lack of product strength. Renqing dongzhibu and Zhang Deshun, the men's and women's marathon champions of the National Games, are all on the Nike vapor next% 2. In addition to the top three, domestic brands Tebu occupy the second place, and Li Ning is not in the top five.

The failure of the National Games and the mandatory sponsorship agreement of CBA mean that Li Ning still has a long way to go. This is not only a matter of product strength, marketing means and brand confidence, but also the original intention and purpose of the brand.

Mr. Li Ning is a meritorious figure in China's sports industry, and Li Ning is also a domestic independent brand. Like consumers, the author hopes that Li Ning will get better and better and break the monopoly of international giants.

   But as a national enterprise, should we treat and benefit local consumers now and further consider developing overseas markets? Is it because they are not afraid to lose the Chinese market? No, it's their local fans who really make Nike and other brands "unrepentant"!

What is the result of "Chinese Li Ning"?


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