However, with the popular global brand Li Ning, Li Ning in its bigger and stronger on the road are facing difficulties. According to Li Ning Company announcements: Li Ning shoes in 2012 the amount of orders to achieve low double-digit decline, while the annual decline in apparel products and more than 20%, while in 2012 the total annual amount will be double-digit decline in orders appear. Meanwhile, on the mainland five sporting goods companies listed in Hong Kong, the Li Ning's net profit has dropped to the tail. According to a senior sports industry analyst said: 2012 Li Ning is a double-digit decline, while the number of units fell nike magista obra fg ANTA Sports, Xtep and 361 degrees should all be single-digit growth, Olympic sports are better than Li Ning case. The reason for

this dilemma is Li Ning, a large inventory and channel marketing problems, coupled with the overall malaise of the industry, resulting in an overall decline in the operating data of Li Ning. Li Ning Company on June 13 announcement also mentioned: industry overall retail environment remains a big challenge, destocking is still the primary objective of this year, Li Ning, the company does not want to give the retail end of the addition of new inventory pressure, take the initiative to communicate with the dealer control orders. With the continuous improvement of the rapid development of the domestic sports industry and people's living standards, the sports industry presents the trend of rapid development. Sports Products is a relatively broad concept, sports products

includes both sports-related facilities, equipment, tools; also includes a number of sports-related industry products, such as basketball shoes,  nike mercurial superfly fg soccer shoes. Sports not only a wide range of products, and intense competition. In the footwear industry, for example, in all kinds of shoes and sports industry-related products, there are thousands of companies, together with foreign companies, the intensity of competition can be imagined. Therefore, the production of sports goods companies must carry out scientific and accurate market positioning, to belong in the competition and get their own space for development. Market positioning is the first sports products to win market, there is no market position, there is no clear target market segments, it is not a good marketing strategy, so were very critical and important market position. STP marketing theory is more mature and advanced theory, by the American Marketing scientist Wendell Smith first