Analysis Of The Way Of Lining'S Multi Brand Development And How To Plan As A Whole

Almost every year.

Stepping into the road of many brands, shoes and clothing enterprises are also the most prosperous ones.

As domestic

Boss, how does Lining's multi brand strategy work?

From the perspective of product coverage, Lining's product line covers the fields of high-end outdoor sports, professional tennis, professional basketball, sports equipment, sports and fashion. From the product positioning, Lining's products have completed the Pyramid layout from three high, medium and low consumption classes.

All this looks beautiful, but how does it work? According to Lining's 2012 financial statements, the sales revenue of Li Ningzhu brand accounts for over 95% of Li Ning Co's total product.

That is to say, Lining's multiple sub brands haven't brought Lining's expected performance yet.

In fact, this is not Lining's first journey of diversification, as early as 1996.

The company has experienced a diversified operation.

At that time, Lining brand involved in the operation of fitness equipment, suits, shirts, leather clothing, stationery, cosmetics and other products. The product line was too long, which affected the operation of Lining's core products. After strategic adjustment and brand remolding, Lining's brand's professional, fashionable and Oriental brand image was re established.

What is the purpose of Lining's two pluralism? I try to guess from the following aspects:

1, the current situation of sports goods industry.

In the international sporting goods market, Adidas acquired Reebok in 2005, Nike bought CONVERSE in 2007, and the world sporting goods industry was oligarched. In the domestic sporting goods market, KAPPA was rising rapidly in the domestic sports brand through sports and fashion precise market positioning. Anta was positioned in the comprehensive sports equipment, Hongxing Erke positioned in tennis sports, PEAK positioned in professional basketball equipment.

There are many pursuers behind Lining. There are not many opportunities left by the market for Lining. Lining can only multitudinous, sacrifice the magic weapon of many brands, break the market and break through many points.

2, take the lead in the card position strategy.

With the integration of the global economy, foreign sports brands have been rushing to China. Nike, ADI, Puma, UMBRO, MIZUNO and other brands are trying to win in the Chinese sporting goods market with large population, rapid economic growth and strong demand.

Facing the strong offensive of foreign brands, Lining, as the first brand of domestic sporting goods, how to defend his position and counter his opponent? Outdoor sports is a newly rising sport in China, which is in the fast growing period of the market. At this time, Lining's choice of introducing high-end outdoor sports AI Gao has been made clear.

And the rise of KAPPA and XTEP has made Lining soberly aware of the exuberant demand of fashion sports products, and introduce Italy brand Lotto Sports, and Lining is trying to make a big move in the fashion sports market.

At present, the sports market of domestic basketball and football matches fiercely, and tennis is a new and more influential sport. This is why Lining launched the ATP series.

The acquisition of red double happiness is Lining's strategic move in the field of table tennis.

Table tennis is China's national game and the most popular sport in China. Cooperation with red double happiness is conducive to the development of a series of products of Lining's table tennis. It should be said that Lining's position card is very accurate.

3, plot overseas strategy.

If the first place is Lining's defensive posture, then the plot of overseas is Lining's offensive.

Through cooperation with foreign sports brands, let Lining understand the products of foreign sports brands and the consumption habits of foreign markets, accumulate product experience of overseas products, and make Lining brand closer to overseas markets by sponsoring foreign sports teams or events.

The Li Ning Co has sponsored the French gymnastics team, the Czech gymnastics team, the Spanish women's basketball team, the Spanish men's basketball team and the American table tennis team, and has signed more than NBA players and signed Isinbayeva, the pole vaulting high jumper.

Sports have no national boundaries. Through extensive overseas sports marketing, the internationalized Lining is sailing.

Of course, it does not mean that Lining's multi brand strategy is profitable.

Multi brand strategy will dilute Lining's brand personality and weaken the influence of Lining's main brand.

Although Lining still focuses on the brand layout of sports products, different brand background, brand culture and brand positioning will test Lining's multi brand integrated marketing capability.

We will wait and see how Lining can turn Oriental Lining into the world's Lining on the road of many brands.