Before Olympic Games, Lining Will Win The Game. How Will Lining Go After The Olympic Games?

Introduction: this local sporting goods manufacturer in China hopes to spend money on the super efficiency of events, and compete with Adidas and Nike at the Olympic Games at home.

In July 20th, Adidas, a partner of the Beijing Olympic Games, released the 2008 Olympic uniform in Beijing.

A day ago, Li Ning Co's four storey flagship store appeared on the busiest Nanjing road in Shanghai.

Lining wants to compete in the world's top brands. "

Li Ning Co CEO Zhang Zhiyong said to many of those present.

Now, Lining, who is considered to have been partial to the second tier market, began to peek at the main consumer market dominated by Adidas and Nike.

Zhang's words seemed to be heard by Adidas.

3 years ago, the Beijing Olympic Organizing Committee announced that Adidas was the partner of Beijing 2008 Olympic Games. This means that the Li Ning Co, which provided the award equipment for the Chinese Olympic delegation in 1992, missed the Chinese sports delegation at the door.

Lining's challenge to Adidas also starts at once.

"Have you noticed that the five sets of CCTV's costumes are more respectable?"

One day in January 2007, in a forum facing Peking University students, Zhang Zhiyong could not help reminding the presence.

He has just signed five contracts with CCTV. From January 1, 2007, all the hosts and reporters of the sports channel will appear on the screen in the products provided by Li Ning Co. The contract will last until December 31, 2008, including the Olympic Games.

This roundabout tactics were learned by Lining from another competitor, Nike, a non Olympic sponsor.

At the 1996 Atlanta Olympic Games, Nike set up an experience center in Olympic city and Olympic Park to allow audiences to enjoy all kinds of sports free of charge.

In addition, a lot of college students have been distributed to make their tickets available.

This makes many people mistaken that Nike is a sponsor, but ignores the fact that the Olympic Partner Reebok Co.

Of course not.

With the maturing of the Olympic market development system, the opportunity of non Olympic outsourcing is becoming less and less.

"Learning is just learning their thinking."

Zhang Zhiyong said.

"The traditional way of sponsorship, every content has strong competitors to participate in the competition, we only have to find alternatives that our opponents can not think of."

Zhang Zhiyong personally led the Olympic team. Members are not only marketing experts, but also think about unprecedented marketing programs, or legal experts. They are familiar with the protection regulations for Olympic rights and interests. They are financial advisers who maximize the marketing effect within a limited budget.

The Li Ning Co has put forward a plan that has few rivals. It always sponsors athletes and sponsors to advertise games. Lining has to take the equipment of TV reporters away, which avoids direct confrontation with his opponents.

According to the agreement, Li Ning Co will provide the Olympic Games channel with its Lining brand and AI Gao's clothing, shoes and accessories for the studio hosts and program reporters who pack all the columns and events of the 2007-2008 CCTV sports channel.

This cooperation covers the exclusive sponsorship of the sports channel during the 2008 Beijing Olympic Games.

The Li Ning Co hired professional image consultants to take the overall design of the CCTV production staff from clothing to modeling.

And Lining's requirements are quite harsh.

For example, when wearing a suit that Lining can't provide, he must put a sign on Lining's chest. "This is part of the image display.

It is also the details to be considered in the agreement.

We can't leave opportunities for our opponents.

This strategy allowed audiences to meet Lining, who appeared frequently in CCTV before meeting Adidas costume in 2008.

In early 2008, the new version of the 2004 Olympic champion Argentina men's basketball team featured on the major TV stations.

The slogan of "defending Beijing, who can not say" is almost the same as Adidas's slogan of "2008 together, no impossible".

Unlike Adidas's domestic star lineup, half of Lining's advertising protagonists are foreign aid.

This seems to be the last resort.

Chinese teams have become the targets of competition among major manufacturers, and the conditions for cooperation have also risen.

The wily Nike has been working with the Sports Association since its entry to China. Currently, it has sponsored 24 sports associations. Its sponsored track and field, swimming and basketball events are all likely to win gold medals.

Of course, Lining, who began sponsoring the Chinese team's award-winning uniform in 1992, has also been coveted for the Olympic Games at home.

It is said that Li Ning Co has planned to take 1 billion yuan to compete in the 2008 Beijing Olympic Games partners, but ultimately lost the 1 billion 300 million yuan target of Adidas.

The strength difference is not only 300 million yuan.

The subsequent cost of sponsorship for marketing will be 3 times the cost of sponsorship.

In 2005, Lining's sales volume was only 2 billion 450 million yuan.

It is revealed that Li Ning Co's market charge is controlled at around 16% of turnover.

This includes the expenditure of signing athletes and so on.

Olympic sponsors are not the sponsors. The most common way for non Olympic sponsors to participate in the Olympic Games is sponsoring athletes.

However, apart from the four major projects, such as gymnastics team, diving team, table tennis team and shooting team, there are few opportunities left for Lining by the Chinese Legion.

Lining's eyes still go overseas.

The Spanish men's basketball team, the Sultan national track and field team, the Argentina men's basketball team, and the Swedish Olympic delegation.

These potential gold medal sports teams will wear Lining sports equipment during the 2008 Olympic Games.

But strong opponents are also taking action.

At the end of 2007, Adidas's theme ads featured by Zheng Zhi, Hu Jia and other domestic sports stars were spread over the billboards, bus TV screens and street advertisements on the Beijing subway station.

The advertisement with strong impact attracts the passers-by to stop.

Adidas, who is very wealthy, hopes to pull the public's attention back to Adidas with just a series of big advertisements.

According to Adidas, with the help of the Olympic Games, Nike is expected to catch up with the world's largest sports shoe manufacturer in two years in the Chinese market. Whether Lining's subsequent marketing promotion can continue to maintain the super efficiency of spending money on major events is the key to success.