Li Ning is a professional sports brand founded by Prince of gymnastics Li Ning on 1990. Li Ning Company has perfect brand marketing, R&D, design, manufacturing, distribution and sales capabilities, mainly engaged in professional and leisure sports shoes, clothing, equipment and accessories of Li Ning brand. A huge retail distribution network and supply chain management system have been established in China, and the status of e-commerce has been continuously improved to build an e-commerce ecosystem.
Li Ning Company adopts the development strategy of "single brand, multi-category and multi-channel", focusing on five core categories of basketball, running, fitness, badminton and sports life. In addition to the core brand Li Ning, Li Ning also produces, develops, promotes, distributes and sells many other brands of sports products, including double happiness table tennis products and AIGLE outdoor sports goods.
The history of Li Ning brand
During the period from 1993 to 200 1, although Li Ning developed, the public's attention was not high. Since 2002, it is possible for Li Ning Company to establish its own brand positioning. By clarifying its mission, vision, values and business development strategy, Li Ning's brand development has entered a high-speed era.
In 2008, although Li Ning signed various sports stars, five "Golden Dream Teams" and CBA's brand marketing publicity, it expanded the brand awareness and enhanced the brand image to a certain extent. However, in the early stage of brand transformation, vague positioning and extensive marketing hindered sustainable development and caused losses year after year.
2065438+August 2005, Li Ning changed its brand positioning from a traditional equipment provider to a sports and life service provider in internet plus by relaunching the slogan "Anything is possible". By adopting the marketing strategy of "single brand and multi-category", Li Ning has positioned itself in different consumer markets and formed a relatively complete multi-brand portfolio through self-creation, acquisition or franchising.
Reference to the above content: Baidu Encyclopedia-Li Ning