The background of the rise of Li Ning badminton racket

Li Ning entered the badminton market. For this market, the original pattern has been broken. What will happen? Ning successfully verified such a formula when she entered the badminton and table tennis markets?

A mature brand+an explosive growth market+professional technology+long-term experience accumulation = a successful company?

As an active participant in the sporting goods market in China, Youge.com is willing to share the experience, expectation and achievements of this market with all friends who love sports.

In the 2008 Olympic Games, the last torchbearer didn't know the truth until the last minute. It turned out to be the famous Prince of gymnastics Li Ning:

Of course, Li Ning will not just light a fire and enjoy the Olympics. When playing badminton, I remember an activity in which I specially gave Li an injection. I saw him talking to Zhang Zhiyong (CEO of Li Ning Company) in a low voice while watching the badminton match. At that time, some sensitive people thought that Li Ning would enter the badminton market in China. After all, the badminton market in China is not only huge, but also developing rapidly. Especially after SARS, this is a potential market growth point that Li Ning Company can't ignore.

Looking back, the judgment of these news sensitive people is completely correct. As for why Li Ning Company wants to enter the badminton market, we can quote a classic comment:

However, when the dazzling aura of the Olympic Games gradually fades and the global economic environment is foggy, how will Li Ning cope with this difficult post-Olympic era?

In front of Li Ning Company, it is a huge market with a population of over 250 million. According to the survey of the State Sports General Administration, badminton is the sport with the largest number of participants in China besides the basic "fast walking". Badminton is different from table tennis, which can play anything. It needs at least a pair of good badminton shoes and a good badminton racket. Many people need clothes. People from Li Ning Company said.

Of course, as a company that emphasizes planning, Li Ning made a detailed investigation before entering the badminton market, mainly making several preparations: When it comes to the importance of sports resources, we quoted a comment before Youyou. By analyzing the success of YONEX in badminton, we can find the key to winning, which is of great reference significance:

The success of YONEX badminton racket is not only the result of technology, but also the result of business! YONEX's technology is not the best, such as nanotechnology, which was first developed by Fumeng Company of Japan and applied for a patent. Later, YONEX introduced NS series badminton rackets, which infringed the patent of Fumeng Company, went to court and paid millions to settle.

YONEX's success is mainly related to the success of his marketing strategy! Looking back 15 years ago, the most vigorous badminton racket manufacturer was Kenneth Company in Taiwan Province Province. At that time, Zhao Haoqi Jianhua used the awesome Kenneth 787, and many people missed it! Later, Yonex used the silver bullet policy, and the badminton racket in the hands of Tianwang became one of B2, the greatest badminton racket of Yonex. Team China is going all the way up, and YONEX is also developing smoothly! The fixed point of success and brilliance is the 2008 Beijing Olympic Games. The winners of all badminton competitions are sponsored by YONEX. Dānlín, Zhang Ning, Li Zongwei and so on. They all use YONEX badminton rackets and YONEX clothes. . . . .

Visible, in a market segment, a more professional market, top sports resources are very helpful for the growth of the brand.

Therefore, Li Ning Company has long been in contact with the gold medal team-China Badminton Team. Before Li Ning entered the badminton market, he talked to the people in YONEX. After considering the feasibility of the acquisition, YONEX disagreed. Although YONEX is the world's number one brand, its global annual sales (2008) is about 2.5 billion RMB, of which 800 million comes from Chinese mainland, which shows the huge market in China!

If the acquisition fails, Li Ning Company will settle for the second best, and only want to be the general agent of YONEX in China and buy out the agency right in China market, but YONEX still refuses.

Li Ning Company has no way out, do it yourself!

Next, we will consider acquiring other manufacturers. As a result, Kaisheng Company, the first local brand in China, entered the field of vision of Li Ning Company!

Regarding Li Ning's acquisition of Kaisheng, we quote a passage from Youyou.com to illustrate:

As for Kaisheng badminton racket, many people love and hate it when they mention it! At that time, the first brand in China, supported by the uncrowned King Tang, developed slowly in the later period, which not only made YONEX occupy most of the domestic badminton racket market, but also made VICTOR's victory badminton racket progress rapidly, not only winning many strong teams in Malaysia, Indonesia, Thailand, Europe and so on, but also winning the Korean national badminton team!

On the other hand, Kaisheng, the speed of high-end badminton rackets has been particularly slow in recent years!

Fortunately, Kaisheng KASON 300TI badminton racket is not bad. Although the high price of 1800 is a bit high, most golfers have good comments! Let's take a look at Kaisheng TSF300TI badminton racket: 1 Get the dealer resources accumulated by Kaisheng Company for many years. Although Kaisheng Company has declined, the dealer resources accumulated over the years are still very strong.

Get a more mature and complete product production line of Kaisheng Company. Kaisheng badminton rackets, badminton bags and badminton clothes are of good quality. TSF series, in particular, is sought after by many fans, but the product launch speed is too slow to operate in the market. Li Ning acquired Kaisheng, and got Kaisheng's dealer channel, but only got the traditional physical store channel. However, a channel that has been neglected or even ignored by brand manufacturers for a long time has already entered Li Ning's field of vision. That is the emerging e-commerce channel.

The rapid development of e-commerce has spawned many e-commerce giants, especially B2C e-commerce giants, such as JD.COM Mall in 3C digital field and Red Kids in maternal and child products field. Then, I believe that the sporting goods industry will have great development.

Li Ning Company is very forward-looking and has set up a new channel department to be responsible for the development of e-commerce channels. In 2008, Li Ning Company took the initiative to contact Youjia.com and Saiv.com to learn about the characteristics of e-commerce channels, chose powerful e-commerce cooperation, tested water through a small number of products such as badminton shoes and clothing, and conducted badminton market research, including brand awareness, consumption habits, fans' purchasing power, requirements for badminton rackets and so on. After conducting prize-winning questionnaires on websites such as Youge.com and Saiv.com, and obtaining complete and detailed data, Li Ning Company has more confidence in entering the badminton market.

In fact, when Li Ning Company started to enter the badminton equipment market, it published an article entitled "Li Ning launched vertical B2C after the Olympic Games, hoping to borrow the east wind of e-commerce", which still looked very interesting.

Li Ning Company, the first domestic sports brand, has achieved good sales performance after testing Taobao. The person in charge of the e-commerce department of Li Ning Company said that the company has been paying attention to e-commerce for many years and is ready for large-scale entry.

Badminton, table tennis and other indoor sports products are booming in the domestic market and have become the most concerned and popular sports among mass leisure sports. In 2007, Li Ning Company acquired the domestic old table tennis brand Double Happiness, which injected new development vitality into Double Happiness. Li Ning has made great efforts in indoor sports and invested heavily in indoor sports equipment, aiming to build the first sports brand in the field of table tennis and badminton in China.

In 2008, after Li Ning became the Olympic torchbearer and personally lit the Bird's Nest Xiangyun torch, the brand value of Li Ning soared overnight. At the same time, a new book introducing Li Ning's legendary experience, Li Ning: The Heart of the Champion, went on the market, and Li Ning became famous in one fell swoop. The industry once commented on Li Ning, who created a legend on the court. In business, he will continue to create legends!

It is Li Ning's ideal to become a giant like Adidas and Nike, and its slogan is full of passion: anything is possible! In August, 2008, Li Ning tested the vertical B2C sporting goods sales channels of professional sporting events, and formally signed cooperation agreements with domestic professional sporting goods e-commerce websites such as Youge.com and Saiv.com, trying a brand-new professional sporting goods market expansion model. It is intended to realize the dream of the world's top sports brands with the help of the east wind of e-commerce.

Now it seems that it will take time to test what position Li Ning can achieve in the badminton professional sports market.

We need to spend more time and patience, and we will wait and see. As the first local brand, Li Ning Company's market performance and strategy are remarkable in the initial stage and initial stage of entering the badminton market. It made careful arrangements and acted quickly, and made use of the mature experience accumulated by Li Ning Company in its struggle with Adidas and Nike for so many years. For Li Ning Company, there is still a long road to success ahead!