If Li Ning and Nike Nike Roshe Run Damen sold as expensive, and who would you buy? I believe this problem is not difficult to answer. However, the key question is: Why consumers, especially after 90 willing to spend more money to buy Li Ning, Nike instead of it?
Imagine, when consumers into the store when faced with an array, a wide range of sporting goods, how will they choose? Young generally more emphasis on product design. For the design, there are 1,000 people in the eyes of 1000 Hamo Hamlet, everyone's aesthetic vary. Nike, Adidas, Li Ning, though not the same, but there is no obvious beauty and ugliness of the points, obviously, the product design is not the key factor behind Li Ning, Nike's lies.
Although the domestic sports brand Li Ning is the leader, but in the international market is not such as Nike and Adidas, Li Ning, after all, to start later Nike Air Max 90 Damen Pink than they, no first-mover advantage. However, Nike was founded in 1963, while Adidas was founded in 1920, but now the world's first sports brand Nike rather than Adidas, visible, then the identity is not the main reason.
So, Li Ning, Nike lost exactly in what areas?
The first defeat: Brand dwarfs
Li Ning is less than Nike, Adidas and other international big names, first in the brand image.
In every corner of the globe, mention Nike, almost everyone knows; and Li Ning, except in the larger Chinese influence in the international market but nowhere near as Nike, Adidas so familiar. Although they are in order to improve brand awareness, thus heavily invite some well-known sports star to do endorsements, and sponsored a number of very high concern sporting events. Thus, in the mind of the consumer awareness, sponsorship Nike Air Max 1 Herren influence and charisma spokesperson directly determines the image of sports brand positioning.
On appeal the content of advertising, the leader Nike performed very well. Nike's advertising focused on mental communication with the target consumer, good advocacy in a unique spiritual value to be resonating with consumers, rather than how good the quality of its products, or the like, and so conducive to health products functional demands. Nike is not so much advertising in the marketing of the product, it is more in the spirit of promoting a sport, it is enough to make Li Ning catch up.
The spokesperson of choice, compared to Li Ning, Nike and Adidas, the distance seemed far more. Nike spokesman football has C Ronaldo, Wayne Rooney, Ronaldinho, Robinho and a number of international players like; and Li Ning's football Adidas Superstar Damen spokesperson generation of Li Tie, the second generation of Lu Lin, undeniable, Both of these are very good Chinese football players, but the Chinese football has been in the eyes of people not to mention what the image, let alone in the international arena, Li Ning hardly any image.
Spokesperson in basketball, the Nike basketball myth aside Jordan have influenced an era, the light now LeBron? James, Kobe? Kobe Bryant, Dirk? Dirk Nowitzki, Kevin? Durant, Steve Cardiff? these NBA star Steve Nash, etc., in which the hearts of basketball enthusiasts do not have the supremacy? Li Ning basketball's most famous spokesperson, only O'Neal.
Southern slightly consulting firm leader Zu Ke always think: compared to Li Ning, Nike, the brand image of the far gap. This is very clear in the consumer, Nike has become synonymous with the nike air max 90 homme world's best sports equipment, and Li Ning just the road too! This is Li Ning's first defeat.
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