Replacement of LOGO, re-branding, take the All this is aimed at rebranding. However, the decline in orders, stock prices plummeted, investment banks and the reduction of bad-mouthing, these reactions to Li Ning's situation is not optimistic. As China's most powerful sports brand, | Brand |

directed at the

from 1990 to the present, Li Ning has done for many years, but consumers are very few people can say clearly the Li Ning brand personality in the end is. In fact, this is not unique to Li Ning. China's sporting goods company almost all of the Moreover, since the sponsorship of the sport is too complicated, do not establish Nike and basketball, and football adidas strong association between the kind of relationship, Li Ning, the company's brand image is still very clear.

last year, Li Ning, costly change LOGO logo and slogan, we are familiar with the Desire first step, the occupation army of future consumption. Half of the conversion, Li Ning's harvest, not many. Even the industry in the micro-Bo wrote:

order to meet the But also led to

| rivals |

rising star surging

From a competitive point of view, Li Ning, the status quo is not optimistic. Domestic local rivals also covet the Li Ning market share.

compared with the Jinjiang brand, Li Ning does not have the competitive advantage of industrial clusters, cluster leads to a cost reduction and resource optimization. Nike, Adidas, two multinational giants have extended their strong Li Ning, the second and third most important position.

2010 end December Viva China acquired 30% stake in the case of Li Ning did not pass the examination and approval, as well as by the impact of falling orders in 2011, Li Ning's shares fell in Hong Kong, to late January, Li Ning market within a month evaporation of more than HK $ 5 billion, with strong upward trend of the widening gap between Anta.

Anta executives have said that the current two to four lines the city's sales accounted for more than 80% of total sales Anta, the next 3-5 years, the company will target customers located in the lower-middle income levels in China Volkswagen plans over this period, Nike and Adidas in the Chinese market share. 361 °, executives have said that special steps, in two to four lines will not slow down the pace of the city's shop. Li Ning CEO Zhang Zhiyong, who

calculations: Li Ning's branding from the implementation point of view, the most easy to implement creative advertising per quarter; relatively easy to implement the product, the product development cycle is 12 - 18 months, in which clothing can be faster to fit the new brand positioning; speed of the slowest retail replacement, more than 7,000 retail stores, according to the previous rate, even if the change year 1000, also requires 6-- 7 years. He hopes to

| channel |

survival of the fittest vulnerable distributors

in the channel layout, Li Ning is quite embarrassing. Li Ning, the company started taking the channel characteristics during the formation of Nike Sandals online, to some extent become the company's brand transformation resistance. Li Ning Company currently has 129 dealers and more than 2,000 distributors. Most distributors are relatively small, average operating two stores. Of these, more than 1,700 distributors operate only one store. These stores only a single operating distributor, staking their claims made major contributions toward Li Ning gave the times, more than 10 million can open a shop owner I serve buyers, display and warehouse commissioner, Li Ning will help them reach dealers can not reach out into a large area, low cost can be allowed to cover the three following cities. Now they became in many stores constraints. Li Ning Company

500-600 home decision in which survival of the fittest weaker distributors: make 129 big dealers in the most powerful group of direct purchase, Direct, M & A out of those low-income single-store monthly 7 million, lower than the surrounding area shops stragglers; or leave stragglers in the strong ones devour, from which large-scale distributors to do better.

This is a difficult trade-offs, and side effects has emerged: the uncertain future for many dealers in the coming year, signed the order when the choice of a conservative. December 2010, Li Ning Company announced the second quarter of 2011, orders for ordering the results, taking into account the adjustment in 2011, Li Ning, the dealer's wholesale discount rate, the order amount calculated in accordance with wholesale shipments over the same period in 2010 decreased by about 6%. The results of a public order, Li Ning shares fell during this period, JP Morgan Chase, Li Ning, a substantial reduction of American Capital Group shares.

Li Ning hopes to become Nike, Adidas, like the multinational big, but in reality, Li Ning, the target group in the eyes of its intention to remain a domestic brand; brand intertwined with remodeling and sales channels change, Li Ning, a consumer may be both lost, lost another dealer

| Price |

price increases to shake the status of Li Ning

Li Ning also trying to emulate cross-brand price. In April 2010, Li Ning Company announced the first price increase of 11.1% footwear, apparel products price increase of 7.6%; June 2010, Li Ning footwear company once again announced the average price increased 7.8%, prices of apparel products 17.9 %. To September 2010, Li Ning, the company announced the price of footwear and apparel products 7% and 11% or more. Zhang Zhiyong hope the price gap between matter sorted Nike getting smaller and smaller, the future may be less than 10%. Li Ning Company

price for the basic code of conduct in the domestic market place gradually moving away from Li Ning company's main market in second and third tier markets, this is a great emphasis on cost-effective and Li Ning market often moves to the constant price increases cost-effective products become increasingly blurred NIKE Zoom Hyperfuse, sales growth was gradual downward trend.

three quarterly reports in 2010 showed that three quarters of 2010, the brand same store sales growth of 4% of revenue, while the first quarter of 2010 and the first half of 2010 same store sales growth of 5% and 4.6%.

rebranding is not an easy thing. Some experts predict that, in accordance with the usual domestic fall, yet the success of an international dilemma.

more than 8%

2010, Li Ning products, the average retail prices rose more than 8%.

97.93 亿元

2010 annual sales of about 9.793 billion yuan.

11% price increase

2010 September, Li Ning, the company also announced price increases of 11% or more apparel products.

down 7%

2011 second quarter, the number of Li Ning brand clothing orders fell by 7%.

500 家

2011, Li Ning plans to integrate the 500 stores.