Its founder, li ning (left) once in 1984 Olympic Games won three gold MEDALS gymnastics, you can be regarded him as China's Michael Jordan. In 1990, due to the lack of a high-end feel Chinese brand sports shoes, li ning created his own company, yet he is still President of the company.
GuoJianXin is lining company chief operating tube, 38, modesty, talk and courteous. He wears completely accord with you for a sports shoes company executives imagination: a belt li ning trademark &lady, blue jeans and a pair of li ning brand sneakers.
And lining company itself, also have all modern sports supplies company elements: open wide space, Wearing leisure young executive busily ambulate, Rows of construction tennis court, and basketball court, Everywhere huge poster, topics include the Olympic Games, dai li ning brand of famous athletes - such as tennis player Ivan Ljubicic, and (whether you believe) Shaquille O sharks shaq (Neal)"
In a large lawn, establishing the lining company in English the slogan "or"'re Is. Do not know whether you from this slogan Is listening to the point Nike (" can Do It ") or adidas (" which Is Impossible ") of the echo, at least I felt a little bit.
And most of Chinese executives as I've ever seen, Mr Guo proudly spoke about the company in product research and development on the effort. But li-ning shoes look and you in Nike, adidas shop see those who seem to have no much difference. With big shark named series sneakers stamped by a shaq's image, it is nearly Nike Jordan series clone. And li ning of trademark, and a Nike swoosh is similar, except in the head with a tick symbols.
Mr Guo and li ning executives to this brand has big plans. Although now li ning almost only sold in domestic markets, they are going to start to Europe and the U.S. exports -- means with Nike and adidas in foreign countries and market competition positive. But even in China, li ning with Nike and adidas in the competition also is still far from prevailed. Mr Guo tells me, our company has annual sales of $700 million, of which only 1% from abroad. By 2013, they hope the sales reach 20 billion, with 20 percent from exports.
To achieve this goal, li ning to become a like Nike or adidas such brand. As the Yangtze river business school professor JiangJiong wen said, "the Nike porblems are a brand management company." Want with Nike competition, li ning must also become a brand management company.
No doubt, Mr Guo and lining company everybody realize it, and were all in hard study how to acquire the nike air running shoes and adidas that successful brand. "In our company, brand marketing is a necessity." Mr Guo said. But as he further talk about brand marketing, I began to doubt whether lining company is ready, with its powerful opponents positive competition.
"In the next few years, we need to find a lining company of Jordan," he said, "we have Jordan, Nike Jordan where?"
I pointed to a pair of sneakers asked him (shaq series shoes is their special get boardroom bade me show, market value of about $120) : "this shoe of pricing, how much is the value of endorsements from shaq?" (o 'neal in 2005 and li ning signing) Mr Guo muttered for a while, and then would rather not have done given his answer "I think this problem is less important, perhaps less than 10%. Consumer attention is the design of the product, ingredients and professional performance."
I thought, Nike afraid not think so. Subsequent conversation, he revealed, li ning product pricing usually intentionally than Nike and adidas congener product 20% lower. He did not explain why, but I already knew the answer. Li ning company for its product can with western rival products with other players have no confidence. The fact is, other Chinese consumer brands have not been kind of confidence.
As the western world consumer, it is easy for you to feel brand and its effects - affect consumers' social status, bring them to the businessman, establishing its sense of loyalty - are taken for granted. Brand culture almost as if the air we breathe. But come to China would change completely you on brand view
For example one day afternoon,nike shox running shoes I went to a five-storey building, named "Silk Market" big department store. Stores are rows of shop, sales all kinds of "famous brand" products, from watch, purse, shirts, suits, everything. I in a crowd of people in all the way forward, now and then by vendors caught, put their products to jam my noses.
But they didn't ask me "will you be my wallet?" But Louis Vuitton shout "nike air running shoes Gucci" Of course, all the products are fake. But it also illustrates the power of the brand Louis vuitton - a fake than a wallet is no brand wallet "good", even if the latter better quality.
In China, this kind of phenomenon everywhere. In China, people with some money the most like to buy what car? Audi. Why? Because the audi was the first to enter the Chinese market, one of the foreign brands and succeeded in persuading Chinese "audi represents success". Everybody wants IPhone, even if the IPhone haven't listed on China. Browsing which Shanghai and Beijing emporium, there are filled with our familiar western brands.
But no well-known Chinese brand. On the one hand, seem to be able to understand why China hasn't like "Toyota" or "SONY" such brand - Japanese enterprise spent decades of hard work and garadar
没有评论:
发表评论