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But the boss fights between the two did not happen, replaced by an unexpected security dipped. roots penetrate and dream dress Nike: International brand penetration grassroots sports crowd, at the top of the pyramid is a national sports teams, followed by professional athletes, sports enthusiasts Then, the bottom of the average consumer. Follow this rule, Nike established a promotion model of a pyramid, its Cheap air jordan 12 taxi for sale online free shipping core is the "professional sports market to guide the mass market." Nike founder Knight had a dream: "China has two billion feet, we want them to have to wear Nike!" To this end, Nike will dress themselves into a lifestyle evangelist. Nike is not the sale of shoes, only marketing emotion. Nike Shanghai secondary schools to make a donation, so that students can play basketball after school in the school playground. Sort of action soon by the Chinese people's response: Nike's sales grew by 60% in a year. With the rise of China's middle class, the Chinese people's desire for freedom and individuality have become stronger. Promote cultural, emotional marketing Nike just match up. 2004 year, Nike's sales in China grew by 66 percent, or about $ 300 million. In addition, Nike store at a rate of 1.5 per day expansion in the Chinese market. However, in the Chinese market, Nike is still experiencing an unavoidable dilemma: its main sales come from the economically developed eastern regions. Nike, in the underdeveloped centr cheap jordan shoes for men al and western regions, how is followed by one of the "infiltration" of the play, is the question they must consider. Li Ning: local hero dream dress Li Ning, the company has a good start in the Chinese market. Early start, its long-term annual growth rate of more than 100%, in 2001, when its sales reached 700 million yuan, only 300 million yuan, Nike, Adidas is only 100 million yuan. From 1997 to 2002, Li Ning has maintained a continuous six years of Chinese market share in the first. China intensified market competition, Li Ning company realized that in order to become China's first, you must become an international brand. To this end, Li Ning Company internationalization, specialization identified as its strategic goals, and to develop the first international brand, then the international market strategy. In order to meet the international brand strategy, in the second half of 2003, Li Ning, the company will shift the axis of branding high-end market, the promotion of the bull's-eye is also turned to national s Cheap air jordan 12 for sale online free shipping ports teams. This is undoubtedly its specialization put forward higher requirements. In fact, Li Ning company has already embarked on a road of specialization: in 1998, the company established a local company first garment and footwear product design and development center; in 1999, in cooperation with SAP AG, the introduction of AFS solutions for clothing and footwear to become China's first ERP implementation sporting goods business. Since 2004, Li Ning, the company launched a professional football, basketball, tennis, running and other products. According to the evaluation results Chinese University of Hong Kong shows that these specialty products in the various technical indicators, compared with the international top-brand products have been comparable. professional international brand image will undoubtedly further enhance the competitiveness of Li Ning products. In 2004, sales of Li Ning products reached 1.878 billion yuan. In 2004, Li Ning, the company officially listed for trading on the Stock Exchange of Hon cheap jordans online g Kong, which is an IPO of China's first sporting goods company. After the success of the listing, Li Ning Company can undoubtedly firmer, more calmly on the specialization and internationalization of the road. do international brands alone, "Made in China" image of the product is unable to achieve this dream. Entering the high-end Li Ning did not feel obvious "acclimatization", his "Nike-style" tactics to promote the high-end market successfully curb the momentum of rapid development, Nike, Adidas, and also an occasion to differentiate the tightening step followed Anta, Reebok and other second-tier "stubborn" forces. Obviously, this nifty "kite turning over," is to keep in mind the hearts of investors. Li Ning, the company's office from sports stars in the halo and the fog came the difficult but finally gradually matured. local vs international team sports stars competition between enterprises in real terms, that is, in some ways in terms of competition between people. Nike and Li Ning differences in employing the principle, is the real reason for the two different styles of business. Nike: sports fans of sports providers through Nike's 40% of employees less than 30 years, the enterprise is located, like the campus, they noon time in the "campus "in the campaign two hours, then work until evening. Knight said of his employment principle: first love sports, then was broken in the old rules of business conduct. They hired a lot of really keen on sports staff, so Nike always able to accurately recognize the law of development of sports industry, which made a lot of the right product and its positioning. Nike in China employ a lot of retired professional athletes as a professional manager, to provide professional services to athletes. Li Tong is such a typical example. Liu Xiang Nike contract and hired its success as an advertising spokesman, Li Tong is Huiyanshizhu worship. commercials Nike and Liu Xiang cooperation, told all the Chinese people: "Nike know what you proud!" This should be the best strategy for Nike localization summary. Li Ning: International Reconstruction Team As a fast-growing local companies, 15 years, Li Ning not only had the joy of rapid growth, but also experienced a variety of pain. subject to the slow development of Chinese sports economy, a serious lack of domestic industry both familiar and familiar professional talent. Therefore, after the introduction of an international baptism of mature professional managers, it would be the only option Li Ning Company. Li Ning Company has access road construction from Coca-Cola, the terminal building is very strong professional managers, have store management from the Baleno, for retailing very mature professional managers. In the field of finance, human resources, and Li Ning, the company also invited from outside more than a million annual salary of four director-level cadres, they come from different industries. In addition, Li Ning, the company also actively with international companies in all areas of cooperation: Leo Burnett hired world-renowned company helped draft the new brand awareness programs; the company hired PricewaterhouseCoopers to do the introduction of Singapore state investment companies, including international investment company and promote the company's international management thinking;; overall strategic planning to hire BNP Paribas Peregrine as financial advisor ...... Since then, media reports, Li Ning The company is under its adjuvant to spend 186 million pounds (about 2.65 billion yuan) acquisition of British veteran sports business Umbro. So far, Li Ning has basically completed the formation of an international chariot. Alibaba's Jack Ma has done such as Li Ning, which he described himself as if to do so is the 747 engine fitted to the tractor, the results do tractor almost falling apart. Fortunately, Li Ning, the company did not produce such a result. Nike can rely on single-handedly promote the localization of the Chinese market, but under enormous pressure to survive they have to rely on Li Ning external forces in order to achieve their internationalization.





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