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.