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Nike Adi’s main shoes can only be played on plastic courts and wooden indoor courts. After a few games on cement courts, the soles will wear out. As for the expensive AJ, he is not willing to put on the cement court.
But Anta went the other way, launching a series of sneakers such as the cement killer that sells wear resistance. For a while, when talking about cement, my first reaction was Anta.
In this way, when Li Ning tried to counterattack Adinike, the sinking market that originally belonged to Li Ning was crazily eaten away by Anta. The cash cow outside the Fifth Ring Road has become the foundation of Anta’s future multi-brand strategy.
Those resources that the rich second generation Li Ning didn’t like, and the sites that were easily abandoned, the poor boy Anta is not picky about food, and all are brought under the banner. Before the 2008 Beijing Olympics, Anta already had the strength to break the wrist with Li Ning at the capital level.
The next thing to do is to wait quietly and wait for an opponent to make a mistake.
Li Ning didn’t let Anta wait too long.
Chapter 3: Wrong Choices
I have told so many stories about Anta’s counterattack against Li Ning. Did Li Ning really do a poor job?
No, on the contrary, Li Ning’s brand is almost unprecedented, and there is no future. Anta is now invincible, and its brand power is far less than Li Ning.
Li Ning’s strength is largely due to a series of correct business decisions.
Looking back at Li Ning in his early years, it was like watching the protagonist in a drama of Gongdou Machiavellian. Every decision happened to step on a point.
The poor boy is like the disciple of the rich second generation, following every step.
Li Ning is a brand that always gives people the feeling of being the chosen one.
The 2000s were a wonderful golden decade for Chinese sports. The successful bid for the Olympic Games has brought the development of China’s sports industry into a fast lane. As a sponsor of the Chinese Olympic Committee for many years, Li Ning has also become a national brand. representative.
In 2008, along with Mr. Li Ning holding the Olympic torch high in the air around the Bird’s Nest for a week, lighting the main torch of the Beijing Olympics, Li Ning’s brand value also reached its highest point.
For the Beijing Olympics, although the sponsorship of the Chinese delegation was snatched by Adidas, Li Ning backhand sponsored the four gold “dream teams” of the Chinese table tennis team, gymnastics team, diving team and shooting team, and they also won CCTV’s exclusive sponsorship of Olympic apparel has not lost its attention.
In the second year, Li Ning’s sales in mainland China surpassed Adi, becoming the second and first local brand in the Chinese market. The market value has also reached a record high of 50 billion.
There is a saying in the stock market that if all the good is good, it is bad.
Historically, for every dynasty’s decline, powerful enemies are certainly the catalyst, but the core cause must come from within.
The enthusiasm for the Beijing Olympics did not continue. Instead, it overdrafted the enthusiasm of Chinese consumers for sports to a certain extent. After the Olympics, the consumption of sports shoes and clothing gradually returned to normal.