Pride or sorrow? Li Ning succeeded in the international market was crowded out in the Chinese market

In the increasingly internationalized sports market, how do local sports brands face competition pressures and impacts from the international market? How to meet the opportunities and challenges brought by 2008? It is a sticking to the city and taking the initiative. It has become a Chinese brand. A ridge on the road to development.

On September 12, 2006, Beijing Li-Ning Sporting Goods Co., Ltd. formally announced to the public that Li Ning will become the official partner of the Sudan National Track and Field team and sponsor the full set of Li Ning equipment of the Sudan Athletics Team, including the competition and leadership of all the Sudanese track and field athletes in 2008. Award equipment. The Sudanese track and field team became the first national track team signed by the Li Ning brand. As a result, Li Ning has successfully “strengthened its strength” and accumulated chips for its Olympic Games marketing campaign worldwide.

Technology R & D across 2008

As a professional sporting goods brand, Li Ning attaches great importance to the accumulation of specialization in sporting goods, because if it is to attack the international front, it must be backed by technological content.

Athletics is the basis of other sports. It can fully and effectively develop people's physical fitness and motor skills. It has a good effect on the development of other sports technologies and the improvement of performance. Therefore, specialized track and field sports equipment plays an important role in helping athletes reduce sports injuries and enhance athletic performance.

In terms of sportswear, Li Ning has established a world-leading AT technology platform. Through this platform, it can provide track and field athletes with competition clothing with functions such as moisture absorption and perspiration, which can be combined with 3D structure to cut the wearer's movement. The best condition. In terms of running shoes, Li Ning's latest research and development of nuclear shock absorption technology - Li Ning bow professional shock absorption technology, was first applied to running shoes, effectively preventing sports injuries.

As early as June 2000, Li Ning successfully sponsored the French gymnastics team, creating a precedent for local sports brands in the Olympic Games and sponsoring overseas Olympic delegations. When French gymnasts were dressed in Li Ning sports equipment to draw a beautiful curve in the air, The Chinese people were surprised to find that these young girls who had never taken off their hands were actually wearing the "Li Ning" brand gymnastics suits. They were shocked by this, and they were filled with pride and pride of the Chinese people.

With this success, Li Ning did not stop the pace of international advancement. In 2004, Li Ning signed a contract with the Spanish Basketball Association and became the designated sports equipment sponsor for the 2004-2008 Spanish Men and Women Basketball team. At the men's basketball World Championships just two weeks ago, the Spanish men's basketball team defeated Greece 70 to 47 and won the first world championship in Spanish basketball history. Li Ning proved the brand idea of ​​"anything is possible" with facts. . In 2008, this Spanish "super carrier" will continue to wear Li Ning brand products to compete in the Beijing Olympic Games, expecting a better performance of the new World Championship.

At the 29th Olympic Games in 2008, seven teams from the China National Diving Team, the Chinese National Shooting Team, the National Gymnastics Team of China, the National Table Tennis Team, the French Gymnastics Team, the Men and Women Basketball Team of Spain, and the Sudan National Track Team have just signed up. The national team will be proud of and proud of the “Li Ning Team” when the national team is formed. Moreover, less than two years away from the 29th Olympic Games in 2008, there may be more national-level teams to join the Li-Ning Legion.

In addition, Li Ning also extended its reach to the NBA. In August 2006, when O’Neill's heavy body and classic smile appeared before the crowd, the audience was sensational and successfully signed the “big shark”. After Li Ning announced that everything was Just beginning, in the next few years, there will be more NBA players put on Li Ning basketball shoes.