李宁迷途：品牌重塑交织着销售渠道变革管理

1、李宁迷途：品牌重塑交织着销售渠道变革管理MessageAs Chinas most powerful sports brand, Lining companys biggest dream is that one day, Lining can become the worlds top sports brand.For this dream, in 2010, the Li Ning Co decided to make a change - rebranding the brand, as its new advertising language called makethechange

2、(let change happen).For Li Ning Co trader Zhang Zhiyong, his task is to reach the end point, how to protect the Li Ning Co will not lose direction, even opposite.Zhang Zhiyong repeatedly stressed that brand remodeling is not an overnight thing. However, the outside world does not seem willing to giv

3、e Li Ning Co this 180 degree turn around to leave too much time. Orders decline, share prices plummeted, investment banking mouthing and cut, these reactions can be interpreted to some extent, dealers, investors and other Li Ning Co brand remodeling in the vote with their feet.As Chinas consumer buy

4、ing habits change dramatically, perhaps for Li Ning Cos management team, including Mr Zhang Zhiyong, the first thing to do is to win time before winning the desired consumer.awkwardBefore that, the Li Ning Co had a very comfortable life.In 1990, the Li Ning Co was born in an environment where there

5、was little competition. Relying on the natural growth of the market for a long time, and slowly expanding the scale, and fortunately become the boss of domestic brands. By 2009, the Li Ning Co in the mainland China turnover was more than Adidas, becoming the second largest sports brand after Nike, a

6、lthough this is somewhat beyond fluke, Adidas in 2009 due to the implementation of the organizational change, the decline in the performance of Adidas.Zhang Zhiyong recalled that, at first, Lining is actually dependent on the natural growth of the market, access to the first pot of gold. At the heig

7、ht of Linings brand influence, the company had sold ties, jackets and so on, in addition to clothing and shoes, when the Lining jacket was popular in china.But such days are gone forever.The era of high growth of Chinas sporting goods has ended and is undergoing a transition to an adjustment period.

8、 From 2008 to 2009 before the average growth rate of over 30% industry, and now less than 10%, the industry will experience the survival of the fittest to enter a new round of growth.The demand of Chinese consumers is also undergoing fission.Zhang Zhiyong noticed a phenomenon, the original to Hongko

9、ng shopping, are Beijing, Shanghai, Guangzhou, Shenzhen area, and now are two or three line city people over there. At the same time, in Chinas more than 600 two or three tier cities, similar to Nike, ADI such a relatively high price brand, its market share is not low.The biggest challenge for Chine

10、se companies is not to make money, but whether you have the ability to provide people with the ability to pay, to provide good products and good brands that they want, and how to keep up with consumption. Zhang Zhiyong says.To the Lining people, including Zhang Zhiyong, the trouble is that the Li Ni

11、ng Co has been doing so for many years, but the consumer is almost no one can say clearly what Lining brand personality is.Who is Lining? What does Lining stand for?In fact, this is not a unique issue of Li Ning Co. At present, Chinese sporting goods company, almost no clear positioning of brand, in

12、cluding consumers who are, what is the brand personality, what features, what to do in the sports category, products and services to the brand personality described clearly in executive level how to brand the words hanging in the air into a creative and so on, almost no systematic thinking and solut

13、ions.From a competitive point of view, Linings status quo is not optimistic. Compared with the Jinjiang brand, Lining does not have the competitive advantages of industrial clusters, and the clustering brings about the reduction of cost and the optimization of resources.Featured in channels (channel

14、s):In fact, including Zhang Zhiyong, including the Li Ning Co management team, has been hoping to get rid of such embarrassment.After 2000, the Li Ning Co made its first choice for the first time: march into the field of expertise. In an attempt to follow the international brand sponsorship model, L

15、i Ning Co has sponsored almost all kinds of sports, as well as many teams at home and abroad.In 2002, Li Ning Co established a new brand positioning: Lining, anything is possible. Prior to this, Linings brand positioning slogan had used China a new generation of hope, wonderful for yourself and I ex

16、ercise, I exist, the beauty of sports world sharing, excellent, from nature etc.Now, served as president of key road sports consulting firm in Lining, Zhang Qing said, had obvious imitation of the color of the everything is possible within a Li Ning Co has triggered a heated debate, finally in the h

17、and of the reason is that the country Chinese walked and was walking on the road, fully proved what is everything anything is possible, this is also in accordance with the true spirit.But for most of the less athletic Chinese, sports clothes are more often used as casual clothes, and Linings profess

18、ional evolution is somewhat unattractive. Moreover, the brand image of Li Ning Co is still unclear because of the complexity of sponsored sports and the lack of a strong association between Nike and basketball, Adidas and football.ChoiceIn the market before and after the attack, Lining once again lo

19、oking for new positioning. In June 30, 2010, Lining announced changes in LOGO, brand remodeling, playing Lining, 90 positioning.Its advertising style is markedly different. In the new advertising spokesperson Lin Dan said I love not just for new in order to be different, I beg to differ ordinary you

20、ng people said immutable and frozen; dont compare me with others, I just want to own an inch inch, the way you arrange for me, always let me get lost.In hopes of attracting 18 - to 30 year old young men into the store, the Li Ning Co is looking for a makeover, not a response to forty or fifty years

21、old middle age with honors and hard work. In the management team of the Li Ning Co, young people will become Chinas sporting goods market value of consumers.Previously, Zhang Zhiyong led the Li Ning Co management team has done the analysis,Chinas sporting goods market, the last 35 years, will be div

22、ided into two directions: basic market, positioning is the price of consumers; brand market, locked in the value of consumers.The price of consumer value for the actual function of the products, the core business model of the driving force is the value of vertical integration, supply chain, short su

23、pply speed, not by high margin, but by the speed of money circulation to profit. Value consumers in addition to the actual function, but also value the feeling, and its business model is to build brand premium capacity, including the accumulation of brand culture, and so on.In the Li Ning Co again r

24、eshape the brand, are faced with an important background - China traditional manufacturing new status: since 2009, the proportion of the labor force in the whole China manufacturing enterprises in the product value, significant changes occurred in the cost of manufacturing industry has played a fare

25、well demographic dividend.At the end of 2010, Zhang Zhiyong learned to visit the companys suppliers, supplier capacity along the southeast coast of the most serious loss, loss of 30%-50%, even if wages rise, also not to recruit workers; to the mainland, recruit people, but rising costs. Moreover, in

26、 the next three to five years, vendors expect factory labor costs to rise by 10%-15% a year, in other words, double in 5 years.At the same time, by the rising cost of stores and sales revenue slowed double impact, dealers pressure increased.For Li Ning Co, in the choice of business model, it either

27、insists on doing the brand, upgrading the value of the premium, raising the price, or compressing the supply chain, and doing direct business.Choose to do brand operators, Li Ning Co need to increase labor costs to the supplier, to increase the deduction to retailers. The increase in the cost, throu

28、gh the retail end consumer premium to digest, and brand premium is not one day be able to do this, how to grasp the rhythm, is the test of wisdom Zhang Zhiyong problem.At this point, Li Ning Co in the staking period of the formation of channel characteristics, to some extent become the companys bran

29、d transformation resistance. According to public information, Li Ning Co currently has 129 distributors and more than 2000 distributors. Most distributors are small, with an average of two stores. Among them, more than 1700 distributors operate only one shop.These operating only stores single distri

30、butor in the staking era have made Khan horse to the Li Ning Co, about 100000 yuan will be able to open a shop, the owner himself as buyer, display and warehouse specialist, they help Lining to reach out into the big dealers can not reach the area, make the city a cover below level three low cost ca

31、n be.Now, many of them are beginning to take hold. Zhang Zhiyong said that the individual stores often have no detailed division of labor, the boss are not heard display and buyer is how, how much they will not take the initiative to buy goods, on each wall of the contribution of logistics distribut

32、ion, they have no revenue plan, there is no analysis of consumer groups in the tools, such as store decoration, store display and sales strategy, the boss is not willing to delegate.The Li Ning Co decides the survival of the fittest which 500-600 weaker distributors: a group of direct purchase, the

33、most powerful 129 large dealers in the direct merger, off the single store monthly income below 70 thousand yuan, lower than the surrounding area of shops or let them swim skirmishers stragglers and disbanded soldiers; Yong strong in fish, the better the major distributors.Zhang Zhiyong believes tha

34、t once the integration is completed, the scale of distributors can also increase benefits. If only one shop, once the cost rises, its pressure is great; but the scale, bear ability is not the same, but with the scale, you need to have buyers, logistics, retail professional specialization.This is a d

35、ifficult trade-off, and the side effects have emerged: many dealers are choosing to sign orders for the coming year because of uncertainty about the future. In December 2010, the Li Ning Co announced the second quarter of 2011, the order will result in orders, taking into account the Li Ning Co in 2

36、011 to adjust the discount rate of wholesale dealers, the amount of the orders in accordance with the calculation and wholesale shipments decreased by about 6% compared to the same period in 2010.The announcement of the results of the above orders, Lining shares fell, during which Morgan chase, the

37、U.S. capital group substantial reduction of Lining shares.adventureLi Ning Cos management, including Mr Zhang Zhiyong, remains calm, saying the negative effects are expected.The integration of dealers, short-term will have a certain impact on the companys sales; Li Ning Co hopes to find the value of

38、 consumers, pricing new products may with the current consumer groups have not in tune; the existing consumer groups may feel that Lining and he was feeling is not the same, the consumer may be reduced.What Zhang Zhiyong has been emphasizing is, the key question is whether we should make such a chan

39、ge, and if so, we must adhere to it.Nike, ADI, and other transnational giants have extended their strength to Linings most important two or three line position. Domestic rivals are also eyeing Linings market share.Anta executives have said the current two to four line city sales accounted for Antas

40、overall sales of more than 80%, the next 3 to 5 years, the company will continue to target customers located in the lower middle income level China public plan during this period more than Nike and Adidass market share in China. 361o, XTEP executives have said that its two or three line, three or four line city shop pace will not slow down.Zhang Zhiyong vows that his bottom line on risk control for Li Ning Co change is market share. But the outside world still worries, Li Ni