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Zhang Yang is the middle-level controller of company of a network of Beijing, tennis learns in tennis court of great fortune village recently. The cent of Zhang Yang Li Ning dress him is two timeses, one is student times, one is hind Olympic Games times.

About student times, zhang Yang says, controlled 2000 probably when, he still is reading an university in those days, this brand is in Li Ning to feel at that time is famous brand, so dress feels of the very pleased with oneself in the heart. But after having a job, bring into contact with be able to bear or endure the international brand such as gram, Adidasi, also feel embarrassed again wear Li Ning. \”The thing that feels homebred very earth, class is not high also. \” this is after international brand enters country a lot of people are met a kind of some idea, piece of Yang Ye from now on time of nearly 10 years is loving all the time international brand, during this, he pays close attention to homebred motion dress rarely.

\”Why that wears Li Ning now again later? \” the reporter indissolubles the ground asks.

\”The reason basically has two sides, it is the advantage on product quality above all, it is the influence of the Olympic Games next. \” Zhang Yang explanation says.

　　 Quality is assuming international brand

According to Zhang Yang these year of clad experience, he is experienced, the quality not likely of international brand is compared homebred good.

\”For instance, before me paragraph time spent 699 yuan to buy one double blank to be able to bear or endure lubriciously sneaker of gram new fund, special prepare to play tennis, but had not waited for me to play tennis, just wearing it climbed sweet mountain, toe cap part has a lot of to manage the place of small broken skin, and permeability is bad also. I bought one Shuang Lining\’s sneaker recently, just 399 yuan, but very wear-resisting, dress is very comfortable also. Spend fewer money, buy better thing, I believe such thing everybody is willing to do. I believe such thing everybody is willing to do..

Zhang Yang is right the good impression of Li Ning brand, still come from the pants of motion of a Li Ning at him. \”Cloth is soft, permeability good, although very thin, but wear in the winter not cold, and very few occurrence drape. \” make public feels, what the product of those international brands can accomplish these respects now is not much also see.

About the durable sex respect of foreign brand and homebred brand, zhang Yang also has his original opinion.

\”Why the time that card of home made product wears is short, and is the time that foreign brand wears long? This also is not the reason that is product quality completely, and be opposite at consumer of the product cherish degree. E.g. , spend the thing that 100 yuan of bought things and flower buy 300 yuan, average person is met more cherish latter, because of it cost is high! Because of it cost is high!!

\”Card of home made product and foreign brand also are this truth likewise, foreign product is sold in China should pay tax, final these duty still want apportion to arrive on consumer body, so product value of abroad is met commonly prep above home made product card, because consumer expenditure is tall, natural meeting more cherish a few, the time that wear will be a few longer than card of home made product, but quality is not certain prep above home made product card, card of home made product wants you to be cherished attentively euqally only, also can wear all the same very long. Also can wear all the same very long..

　　 The Olympic Games weighs model plum peaceful brand

Good quality, it is one of reasons that attract Zhang Yang to favor merely, and the prime cause that makes Zhang Yang turn to Li Ning finally thoroughly, it is the Olympic Games of that dynamic that held in Beijing 2008.

\”The Olympic Games makes people new recognize Li Ning brand in two respects, one is 4 \’ the team of Chinese dream \’ game equipment assistance, it is Li Ning is ignited additionally advocate torch incident. \” Zhang Yang analysis says.

On Beijing Olympic Games, li Ning brand is team of Chinese ping-pong team, diving, gymnastic team and fire team 4 \” the team of Chinese dream \” Olympic Games match supplied equipment 2008, on Olympic Games competition ground, the dress that there is athlete of 27 golds winner in 51 gold that China obtains is sponsorred by Li Ning brand, also again start shooting Li Ning brand.

\”I still remember now, guo brilliant brilliant wears imprint the diving competition that has very fluent auspicious cloud line is taken, very beautiful very fashionable also, fluent Li Ning LOGO is very conspicuous. Allegedly Guo brilliant him brilliant also surpassed the design that take to put forward to have constructive opinion to diving, feel very interesting. \” ground of Zhang Yang in spirits speaks of these detail.

On August 8, 2008, rise high into the air and the Li Ning that rise, what finished 3 minutes of bells successfully is perfect and of hardships run, ignite smoothly advocate torch, let people ased if to see young Li Ning again, surmount the Chinese spirit that go all out in work ceaselessly, also make likewise Li Ning brand obtains more extensive self-identity.

\”Li Ning brand on the Olympic Games appear, to the biggest effect that I produce, it is to discover the product of original Li Ning also has very much on one hand savour, feel supportive home products is a very glorious thing on the other hand, I am true so feel. I am true so feel..

　　 Prospective outstanding achievement is worth expect

Zhang Yang is not a case, the outstanding achievement of Li Ning company is OK confirm this. 2008 first half of the year, benefit from benefit from rises with inn sale what 26 ％ and cent sell a network is patulous, the company realizes business income 3.06 billion yuan of RMBs, soar compared to the same period 60.3 ％ . Li Ning is some closer year a series of development mode and sale mode, the management that is a company brought lease of life. Although raw material cost rises, but as a result of good supply chain management reachs dimensions beneficial result, wool interest rate keeps stable roughly.

The much brand strategy of the company still undertakes continuously, except selling greatly open move newly (Z-DO) brand inn in order to capture intermediate outside the demand of the market, the product of brand of AIGLE of company general fine tuning. In July 2008, the company is bought successfully dedicated the Shanghai red double happiness that reachs device at indoor sports product the equity of 58 ％ . Additional, in a week before the Olympic Games kicks off, the company still is announced won Italian brand happy figure (the inland of LOTTO) is exclusive chartered right 20 years.

Be based on the development posture of Li Ning company, lyons negotiable securities moves Li Ning company on September 2008 2008, gain forecasted 3 percent 2009, tone is mixed to 23 ％ 18 ％ , meanwhile, profit of company of the air on tall Cheng Ye forecasts 2~3 percent.

Of course, filled a company high to express anxious feeling at the same time, because cent sells business,its are anxious basically is first half of the year order excessive, reckon value of every store goods in stock rises 68 ％ ; And the management profit margin first half of the year and net interest rate accord with Li Ning anticipate, rely on to obtain governmental allowance completely; The expressional Yuan Xun that uses card and AIGLE brand newly anticipates, these making that opportunity of investment of the Li Ning inside the near future is not distinct.

Future, the company is encountered in face as the occasion requires while, also facing not small challenge, especially global economic depression and Chinese economy glide what brought inside and outside needs is abate, adverse to the management generation of the company effect.

    Indeed, if undertake match inside world category, be able to bear or endure the two big tycoons that gram and Adidasi are be worthy of of sporting goods category, no matter be the amount that its sales revenue, autograph stars about and quality, and even advertising is cast etc, swing other competitor in back aloof. However, enter from these two brands into China, must the native land brand that a China makes germinant delibrate, as a result of, this brand is controlling the sale amount with the largest market of Chinese sporting goods. This brand, namely “ Li Ning “ .

Li Ning, brand ＞ individual

A few years ago, in 21 centuries at the beginning of, china makes “ Li Ning “ , had shown great life strength, category of things of Yo of the polity in was being become succeeds the first times the native land brand that has crab. In be able to bear or endure gram, Adidasi, in the competition of the ab extra brand such as or acute pace, young tiger horse, “Li Ning “ still can obtain such beautiful accomplishment, must let a person look at with new eyes. The member that attract the activity of world vision from changes the trader that attracts world view for, li Ning‘s success lets countless carry start the road to be in business to be full of envisage, this also caused to launch the brand storm that the name names in order to carry directly. However, from the point of market report, not be all star brand can resemble Li Ning succeeding so, although their person that found is having likewise illustrious meritorious military service in sport, does the reason where?

The expert is in receive when visitting, ever behaved, star brand changes most the move that golden eggs depends on fast and rising new brand undoubtedly the name is spent, namely economy of so called attention, however, complete brand asset is not famous only merely degree, still involve moral character acknowledge, brand to associate to be spent piously with the brand etc. But star mostly brand however often unwary the brand construction of this one part, make a figure of speech, “Mi Lu “ wine admittedly price is high, but think its moral character can exceed “ 5 grain fluid “ however amount to is very few, accordingly, since cannot form complete brand capital fund, brand nature is met vanish in a flash. This shows, besides the effect of star itself, the victory of Li Ning company on the one hand the commerce that more profit from mature gradually is run.

And the angle that builds from the brand, “Li Ning “ in the beginning of the brand is built with respect to establish the development line that replaces an individual to esteem with brand connotation. In casting motion to live too brilliant success does not say to the pressure of brand oneself, also go against gift for the brand different connotation. This also is why to be so much entrepreneur dresses up him automatically perhaps, passively perhaps into a star, perform the be particular about of new personality old person in art circle to promote to a high office rate giving looking glass, or even if be mixed first while a face is familiar, once legend character, today‘s business circles stars Li Ning holds to painstakingly gradually however low-key, the reason with removed public and further and further media is in.

Be opposite oneself of the activity know, persistence and seek make after those who be culture of Li Ning brand is basic, “Li Ning “ act the part that has an a large stockholder, president morely. Today‘s Li Ning brand, had enveloped the product line of a few old series such as basketball, football and tennis things, of Li Ning company specialization the explanatory note that the group already had deeper arrangement to Li Ning brand, gift its are more youthful, more the brand connotation that is full of vivid gas. Probably, triumphal ground notes concept of a kind of sports receive a trademark in the center, just be Li Ning brand can hobby of the wide person that suffer expenditure, assume the crucial point seat that geometrical class adds.

Set foot on specializationed road

Mention be able to bear or endure gram, people can think of basketball in spite of oneself; Speak of Adidasi, people is met ground of cannot help doing sth thinks of a football, of brand of sports of professional melt into deepen ceaselessly brought great influence. Regard Chinese sporting goods as the brand get a soldier, “Li Ning “ same specialization regarded as the first class major issue that should stress above all.

Set foot on specializationed road oneself germinant, li Ning company will specialization the base that attribute establish expands for the enterprise, the research and development the product regards the leg of record of a ceaseless invention, refresh record. 1998, the company established the products plan of the first clothing of native land company and shoe to develop a center, take the lead in becoming the company of Chinese sporting goods of own development; 1999, li Ning company and SAP company cooperate, introduce AFS dress and shoe line of business to solve a plan, become the first sporting goods company of Chinese that executes ERP; 2004, li Ning company and science of motion of human body of university of Hong Kong Chinese fasten collaboration, the mechanical feature of the sneaker that to Li Ning the company produces undertakes unripe material resources learns a test athletic, establish the foot that professional carry starts database, undertake counting be mixinged according to collect analysing to professional sport characteristic, progress further thereby of the product professional with easy measurable; This year, li Ning company and orgnaization of foreign research and development cooperate, in August 2004, li Ning company and Ned Fred of company of American Exeter research and development – Dr. Erick cooperates, devote oneself to the research and development of skill of core of shoe of Li Ning activity jointly, october, with DRD design office cooperates, into baggage the design of peaceful sneaker works, center of research and development will be established in Hong Kong on November 8, concentration is in charge of designing product of dress of Li Ning card.

Holding to “ have something made to order personally for Oriental quantity “ gist, “Li Ning “ after each product comes out, earned the interest of the person that large quantities of home are cost. Plus the fashionable design that combines Chinese characteristic, be like “ Li Ning “ design to join the Chinese delegation of the Olympic Games “ samite China “ etc, “Li Ning “ portray a style of a kind of east successfully, nike Air Yeezy.

Develop an Asia, trend world

“Develop an Asia, trend world “ , these 8 words to most Chinese character, be be skilful at really cannot again be skilful at, this a copy for the record or for reproduction is used at encouraging China male in the each sports facilities that sufficient catchword has been used to China by general favourable geographical position, it is the body of a few industries besides sports even go up, in this respect, sea Er is a when do quite crackajackly undoubtedly.

In fact, “Li Ning “ already germinant for “ trend world “ and prepare. 2001, the store of the first abroad image of Li Ning company in Spain Sangtande holds water; In September 2002, li Ning company to join Spain of tounament of female basket of the 14th world female basket furnished the contest is taken. In addition, “Li Ning “ the principle that acts on coadjutant mutual benefit with the agency of overseas market undertakes the brand is popularized ceaselessly, aid financially French gymnastics delegation of undergraduate of Russia of team of gymnastics of Czech of team, aid, aid is waited a moment, “Li Ning “ the strength that increases its sports sale ceaselessly and limits, accelerate the internationalization process of the brand further.

On the 2004 Athens Olympic Games that holds this summer, besides as always aid China delegacy, li Ning brand still emerges was in on the body that is like Spanish male basket to wait for foreign team, this understands the victory of internationalization of Li Ning brand in the explain on sure level. As wear “ Li Ning “ Chinese good athlete gets award platform on Cicidedeng, “Li Ning “ brand value and connotation are able to reflect amply.

The somebody after the Olympic Games jape, olympic Games sale as stake, for instance, mcdonald‘s detain was opposite Guo brilliant, the detain that bring profit was opposite Tian Liang, coke Cola detain was opposite Liu Xiang, and “ Li Ning “ criterion as always detain was opposite Chinese delegacy, still include Spanish male goal, wear “ Li Ning “ overcame wear be able to bear or endure the Chinese male basket of the gram. Although partial compatriots feels gloomy quite to this, but to consideration “ Li Ning “ for the people that waits for development of card of home made product, also do not have not not be a favour. Zhang Zhiyong of CEO of limited company of Li Ning sporting goods ever had said: “The internationalization of the internationalization of the brand and market should leave look upon. It is to want above all brand of internationalization of enterprise fashion into, the consider that just is market internationalization next and expand. “ look today, the internationalization of Li Ning brand already shaped with each passing day, so, is the internationalization of the market still met far?