, the encounter on the competition body and Kerry Yi words of the two companies, mutual price soared. Infront won the final price, equivalent to five times the sum of the contract. Infront out a lot of money, so naturally you want to have a lot of money the main sponsor, the price tag on another layer. Finally, Li Ning in the bidding process and ultimately, and several other sports brands have a longer compete with each other to raise prices, rising, the price tag plus a layer. Wit, three-plus price tag, and does not expensive strange. But today I want to say, is not it expensive to buy Li Ning, but the right to buy. In fact, brand purchase event resources, like the rest of us to buy a house, the life events are hugely expensive. Anyone want to buy cheap and nice house, but if you

did not sell at prices that are not high in distant era, do not you buy a house yet? Buy have to buy! For example, the Chinese Basketball cheap toms shoes Association, where the pass international Building, located in Guangdong and Guangxi Road and happy Avenue intersection, called a cell behind a happy home. When opened in 2002, the price per square meter 7000; Now, South transparent good listing has exceeded 40,000 per square meter, the price increased sixfold, but there is still a lot of people to buy second-hand housing. Though expensive, but everyone is aware, Beijing's housing prices unlikely to fall, not to mention the scarcity of housing within the Second Ring Road. So, if you have a rigid demand, really need this house, they really can afford, it is the hand on the shot.

If a hesitation, the opportunity was not any. This is the situation faced by Ning. CBA league, as a scarcity of quality big house Beijing   toms shoes mens within the Second Ring. People know the story, when the CBA main sponsor right time to sell 20 million of the Li Ning did not take over, just like 7000, when prices you did not buy it, and the brand's marketing strategy related. Mention the past year, has no practical significance. Now, in the face of soaring prices already, Li Ning does have bought this house rigid requirements: First, the product is already in the field, Li Ning basketball most main push; second, CBA is the best tournament of resources, and there is no opportunity to replicate each brand in droves; third, and most importantly, Li Ning brand development,

is in a critical period known, success in one fell swoop. Won the CBA, Li Ning is necessary to fully express themselves in brand value, but also to give dealers nationwide with confidence levels. This is Li Ning's rigid requirements. Therefore, this house, Li Ning not have to buy. Standing on this point, there is no distinction or sports marketing, and right or wrong, only the timing of the selection and grasp. In the CBA Anta a main sponsor, for example, has spent a lot to win the main sponsor of the Chinese Olympic Committee rights, also because it was the rigid requirements of ANTA brand development strategy.  adidas 11pro trx fg  The CBA is no longer used as the main sponsor, but also some things. Li Ning to go all out and a special period in which the basketball, decided that they

want to win at all costs CBA. Li Ning basketball field investment in a long time. They made everything back: Damon Jones, but NBA players drop in the ocean, but when he signed a few years ago, Li Ning, the footwear brand has created a Chinese NBA star signed a precedent; subsequently signed Shaquille O'Neal, so that Li Ning Be the first sign of the Chinese NBA superstar brand; Spain and Argentina, the two countries signed a men's basketball final at the highest level on the international arena to display their sharpness. Before the main sponsor CBA won the right hands of Li Ning Zhou Qi has 17 years adidas predator instinct fg Chinese youth basketball, there are two leagues NBL. Now, in the field of Chinese basketball, all the resources at their disposal have been fully

opened up to form a joint force. Perhaps someone will continue to say, Li Ning won the CBA really expensive price tag, they did face a huge challenge. But as long as in Beijing, bought a house, I am afraid that have had similar psychological experience: it was the bullet stomping, feel expensive, but after looking back, could not help exclaiming:! Thanks to the start of the Li Ning is the one of the best sports brand in the country sporting goods market has a pivotal position. Li Ning, since its inception in 1990, after decades of development, in 2004, listed on the Hong Kong Stock Exchange; and the 2010 World Brand Lab value (World Brand Value Lab) preparation of the "China Top 500 Brands" list , the Li Ning brand value ranked first 50 14.252 billion yuan.

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

the current share of the sports sponsorship accounted for half of the global share of more than sponsorship. Sporting goods companies sponsoring sports sports products not only meet the own characteristics, but also for sports products to a broader market and create the conditions and space. In addition, experiential marketing is the latest developed a soft marketing approach, wasting a lot of money compared to strong marketing, emotional investment in marketing has a small investment, the effect is good. Sports products can make use of large-scale sporting events to expand the emotional marketing, can also be emotional ended investment marketing by way of celebrity endorsements. For example, the Olympic and NBA star by signing endorsement contracts and invited them to come to China propaganda activities in the offseason, is a good feeling ended investment experience marketing. This way not only to their loyal customer to

bring a heart attack and spiritual experience, but it is possible to stimulate potential customers to buy their products. Emotional Marketing in the Information Age, but also has great destruction, the network reported that the emotion type of investment experience marketing functions and values will be further amplified. 2012 London Olympics around the corner, except for the Chinese delegation to build equipment award winner dragon suit, the ANTA will open a series of Olympic marketing strategy, in order to support the Chinese Olympic athletes in London even better. According to the reporter, ANTA will be June air jordan 3 29 for the Chinese sports delegation to build a new Olympic equipment, the equipment will provide a full life for the Chinese athletes set off

outside the service line. ANTA will launch a new Olympic commercials during the Olympics, invited a number of new and old players of great significance in the history of Chinese sports participation. These include: China's first Olympic gold medalist Xu Haifeng, diving queen Guo Jingjing, the Olympic table tennis champion Kong Linghui, Wang Hao and other sports stars. The Chinese dragon symbolizes the glory of the old and new sports heritage and prosperous. Anta is also the first time the United Nations IOC, the Chinese Olympic Committee's many partners, expand cross-border co-Olympic marketing. Then,   air jordan 6 during the Olympic Games, McDonald's, Procter & Gamble, Hilton and many other partners, the terminal will be able to see the dragon champion figure clothes

proposed in 1956. Including market segmentation, target market selection and positioning of three elements. The fundamental goal of STP theory is to sports products according to their characteristics market positioning, any one product market, both with a comprehensive, multi-level and diversified. Any business, a product can not meet everyone's needs, it must be broken down according to the market needs and characteristics of the market, thereby positioning their products at a certain level of the market, ie, the target market. Then companies need product positioning in the position on the target consumer preferences and to convey this information to locate the target consumers through a series of marketing activities, so that they noticed the brand

, and the perception that this is what they need. On the other hand, the domestic sporting goods companies focus on the basis of market segmentation and product positioning in the target market, but also the need to strengthen the development of product innovation and marketing strategy. First, from the perspective of innovative sports products, each product has developed its nike hypervenom phantom life cycle, from product to product launch into the market, the product must continue to meet market changes and demands through innovation. Especially sports products should focus on a series of products, you can develop a variety of series of products to meet the needs of the sports market. Innovative sports products for sports companies have an important role in

marketing success is key to maintaining a sports product market positioning flexibility and elasticity, so sports products must continue to innovate  nike mercurial vapor ix in order to maintain its competitiveness and vitality. Secondly, from the sports product marketing strategy, the need to focus on brand strategy, combining sponsorship strategy and experiential marketing strategy in three areas. Sporting goods sporting goods branding is self-positioning, self-motivation and an important carrier of sports product image transmission. A well-known sports brand can enhance the core competitiveness of a sports product. Sports goods brand from a strategic perspective to build a sports product image. Meanwhile, sports sponsorship is an important means of sports product marketing,