The report of International marketing research
Introduction
Company profile
Li ning company was established in 1990, after twenty years of exploration, has gradually become the representatives of China sports brand company.LI NING company to take multiple brand busine development strategy, In addition to own core LI NING brand, also has LOTTO, AIGLE, Z - DO.In addition, li ning company holding stake in Shanghai fortune, KaiSheng sports.
Research background
Start from the end of 2010, li ning company stock is heavy selling, according to the 2011 li ning company\'s annual financial statements show that net profit fell 65.2% to 386 million yuan, the income decreased by 5.8% to 8.929 billion yuan.After the replacement Logo two years, li ning company\'s share price fell more than 70%, lost the first local sports brand position
Research objective:
1, In the face of the fierce market competition pattern, li ning company will brand positioning in the \"Service for the generation after 90 s\", and make efforts to expand the advantage products in youth consumer groups, with the sales promotion form to the brand new integration.
2, Understanding customer value sports clothing, shoes, what function and appearance, price, service, etc.; Know the customers in the purchase, sales promotion activities on purchase behavior influence, know the customers on the material, technology and manufacturing technology innovation recognition degree, and the consumer background characteristics make analysis.
3, By consolidating the domestic market, and gradually developing the international
market.
Question 1
1) Company have development center and certain research and development ability, but product development mainly focus on design and style, in the core technology research and development on the inadequate investment.
2) Product movement series level is relatively low.
Solutions
1) Increase the movement of the science and technology research and development investment
2) Strengthening the movement of products series of force
Question 2
1 The core consumers aging
2 Product positioning bias leisure, lack of profeional sports attribute
3 Affinity as brand personality not cater to and satisfy the young consumers demands4 Marketing to traditional media advertising method is given priority to
Solutions
1) Positioning 15-25 years old young consumers
2) Desalination on product and leisure publicity and promotion, shaping profeional sport product image
Shaping motion, personality, succeful brand personality
3) Adopting appropriate advertising spokesperson
4) Increase in sports marketing
Question 3.
Introduce the actual function, technical features to attract consumer advertising too little.
Solution
In the near future, to introduce the product function of advertising give priority to, complementary with simple slogan cla propaganda forms of advertising.
4Ps strategies in international marketing
Product
Product positioning: core consumer aging, product positioning deviation leisure, lack of profeional sports properties, affinity.As a brand, individual character not cater to the young consumer demand and satisfaction.
Product brand: \"everything is poible\", li ning company will \"brand internationalization strategy agenda, LiNingRen mentioned\" internationalization \"as a clear direction for the internal behavior of the proce, but is not a simple goal or the iconic symbol.August 14,, China\'s famous sports brand li ning and NBA star o \'neal signed in Beijing.The company in order to let NBA star to be their spokesman,spent total of $10 million
Price
The price is an important means of market competition, is the only factor of generating income.This brand li ning also not directly according to the high price strategy, but the price is reasonable, so many students can buy, make their own product is popular, very suitable for China\'s market demand.
Place
Enterprise have channel resources to participate in market competition has become
the key to obtain competitive advantage resources.
Li ning company began to establish its own sales and marketing network, agents mainly contest system is given priority to, build up rapidly acro the country to join chain monopoly system.
\"Li ning\" early began to channel adjustment, li ning company in addition to request the dealer must open stores outside, the company also take great effort for the dealer to do training for dealers, cultivate qualified manager.At the same time, \"li ning\" himself in the construction of stores.Basically in each store, \"li ning\" will be according to the importance of technology and complexity, through the functional advertising and sales to customers the POP detailed communication and described; Product plate also have the technology in detail and interpretation.These small changes, is slowly in the consumers\' mind, begin to form li ning brand high science and technology content and profeional image.In fact, by the end of 2004, \"li ning\" shop the total number of 2887 rooms, among them, the franchise dealers busine retail outlets between 2526 and 120 retail stores operating rooms and self-supporting special counters between 241.In addition in Beijing and Shanghai gold section of opened three stores and large display and decorating modern flagship store.By 2005, the image of these stores, has been going on for the fourth upgrade to comply with the new development trend.Li ning company and Germany SAP company cooperation, the establishment of the international synchronization with the advanced ERP (Enterprise Resources Planning, Enterprise resource Planning); A year later, li ning in Spain, Greece, France and other European countries and develop their franchise dealers; In 2001, li ning company first overseas image store in Spain Santander (Santander) was founded; In the same year, li ning and France, Italy\'s top fashion designer signing, clothing design began to catch up with international trends...
Li ning company\'s sales network a certain scale, although the network quality (such as shops position, sales, etc.) is uneven, but has a solid foundation: network coverage,
full, can radiation national main area; Retail terminal various formats; Network localization degree is high, the most familiar with local market by local management; The dealer after years of cultivation, relative stability, the li ning brand loyalty high; Channel improved foundation is good, quick first step, secondary input low, channel transverse broaden the channels, the longitudinal extension, permeability is good, the diversification of channel more compatible products category.
Promotion
Promotion of marketing mix is one of the important content, promote enterprise complete busine objectives.
Marketing to traditional media and emotion type advertisement mode is given priority to.In advertising, li ning company has launched a series of lining for improve the product function understanding of advertising, it all in the Chinese market has made encouraging market reaction.
Li ning company was set up in the first 10 years, li ning has been mainly rely on sponsoring the Chinese delegation to attend the Olympic Games, Asian games and the Chinese gymnastics team won the good reputation for himself.In other words, the Chinese Olympic delegation, the Asian games and the Chinese gymnastics team delegation is li ning image endorsement.
And li ning\'s international brand the breakthrough from 2000 sponsorship gymnastics aociation started, two years later, li ning sponsorship Spanish women\'s basketball team to participate in the 14th world women\'s basketball team championship provide a decent even body.Two years ago the Olympic Games, li ning sponsored a Spanish men and women basketball team.
Last year, li ning and signing NBA, become the NBA market partners.NBA become the image of li ning in fact speak.In January, li ning and NBA famous Cleveland
cavaliers guard Damon Jones signing.On Friday，Li ning brand became the first Chinese sports brand in NBA.Soon, li ning and signed with shaq.It is understood that the li ning has been pursuing another two NBA superstar, dwyane wade and Ben Wallace, and li ning company has also aim at the men\'s tennis star.
Research results
Li ning company, overseas sales basic no improvement, is still in the preparatory stage.Although the Chinese market is the international brand will struggle of the land, but with the domestic sports brand bo position cannot match, li ning currently about 99% of the turnover in the domestic market and overseas market accounted for only 1% of the total sales to li ning.This embarraing data illustrate the li ning in the international market vulnerable, must increase brand into, make brand internationalization, let everyone recognized, in order to earn more brand added value.High, low product collocation, adhere to the distribution and innovation route.
