Experiential marketing: a new idea of brand building: Taking the development of sports brand of Li Ning Company as an example Abstract: 1990 Li Ning Co., Ltd. began to cooperate with the Chinese Olympic Committee to promote the development of sports in China through sporting goods, and constantly sponsored various sports undertakings to establish its own brand. In 2004, Li Ning Company continued to maintain its leading position in the industry. In 2005, it cooperated with NBA, and its sales reached a record high, sprinting towards world-class brands. . . . Keywords: professional brands, market users, slogan of "Anything is possible": 1. Talk about professional strategy 1, marketing: dialogue with consumers, what is a brand? Brand is the cornerstone of the survival and development of enterprises in the market competition, and it is the core competitiveness that enterprises need to maintain for a long time. Building a famous brand is the dream of every enterprise. Some people say that the connotation of a brand can be seen through an advertising language. The slogan "Anything is possible" is the crystallization of continuous accumulation and perfection of Li Ning brand 15 years. From the earliest hope for China's new generation to keep the wonderful for yourself, to the beauty of sports and enjoyment, to the present, everything is possible, Li Ning's sports brand has gradually accumulated its unique connotation. Li Ning not only provides sporting goods, but also conveys a life belief, a quality of life and an ideological realm. "Everything is possible" needs a lot of things to support, and at the same time, more consumers should really feel and appreciate the connotation of this sentence, not limited to a certain group. Nowadays, the social homogenization is serious, and it may be replaced by your competitors if you are not careful. Give your target audience a reason to know your existence, attract their attention, understand the ideas brought by your brand, and finally choose your products willingly and pay for them. For example, the college students' 3-on-3 basketball match sponsored by "Li Ning" is very appropriate in the competition system and the brand positioning of "anything is possible", and the slogan of "one-on-one fight if you don't accept it" is put forward. The war of this competition spread all over nine major cities in China, such as Beijing, Shanghai, Guangzhou, Tianjin, Harbin, Nanjing, Hangzhou, Chengdu and Wuhan, and the competition was moved to 120 universities. After more than 5300 games, it was warmly welcomed by students at school. After all, college students are now Li Ning's more important consumer groups, and such real activities are more effective than simply sponsoring sports events. 2. Sports marketing: Well-constructed systematic engineering sports events are the battlefields for major brands to compete in the Central Plains. No matter sports brands or non-sports brands, they strive to shape their brand image with sports passion, vitality, fashion, health, vigor and courage and the unique charm of competitive sports. Sports marketing is not a "one-shot deal". Simple sports sponsorship and the marketing strategy of "sports stars+advertisements" can no longer meet the public's desire for brand awareness. Since the end of 2003, Li Ning Company has officially adjusted its business strategy and re-planned sports marketing. As the leading brand of domestic sporting goods, "Li Ning" has stepped out of its own pace in sports marketing after years of exploration and experience accumulation. Since 2004, Li Ning Company has formulated a professional development strategy, and basketball category, especially basketball shoes, has become the vanguard of the professional strategy with its high-tech content. Let's take basketball as an example to analyze Li Ning's sports marketing strategy in the context of his sponsorship of basketball in the past two years: in June 2004, Li Ning signed a contract with the Spanish Basketball Association; In August, 2004, with the Spanish basketball team winning the Olympic Games in Athens, Li Ning's basketball equipment attracted worldwide attention, which made Li Ning and its basketball category receive unprecedented attention. In September 2004, we launched professional basketball shoes: free jump shot series, becoming the first brand in China to enter the professional basketball market. On June 5438+ 10, 2004, Li Ning Company became the only designated sponsor of sports equipment in the Super League. Through the most influential consumer group college students, it launched a 3-on-3 campus basketball game, cooperated with the Super League, and interacted with students at school, so that the target group could feel the concept advocated by Li Ning brand in their personal experience. From June 5438 to October 2005 10, Li Ning Company became a strategic partner of NBA, which greatly enhanced the professional image of basketball brands. In March 2005, Li Ning's Spanish basketball shoes went on the market, which made full use of the marketing resources of the Spanish basketball team. In April 2005, Li Ning's campus basketball finals, the champion team will get the opportunity to study in Spain, which makes all sports resources integrated into a whole ... It can be seen that Li Ning has built a perfect sports marketing system for his own basketball category: aiming at the existing traditional sports marketing model, as well as the newly developed sports marketing resources such as Spanish national basketball team, Olympic Games, Super League and NBA, Li Ning organically integrates them with brand positioning and career development strategy. 3. The road of specialization: Based on the local internationalization process and taking sports as the medium, Li Ning's influence in the world has steadily increased. At the same time, Li Ning has accelerated the pace of development through cooperation with overseas brands and institutions. 1999 cooperated with SAP to introduce AFS clothing, shoes and hats solution, becoming the first sporting goods enterprise in China to implement ERP; In July, 2006, 5438+0, top designers from Italy and France were signed to improve the specialization and internationalization level of product design and research; In 2002, we established stable cooperative relations with international famous enterprises such as DuPont and 3M in the United States, and carried out various forms of cooperation with some enterprises such as Korea and France. In 2004, he cooperated with the Department of Human Motion Science of the Chinese University of Hong Kong to provide data support for the research and development of its professional products; In August 2004, he cooperated with Dr. Ned Fred-Erick, an American Exeter R&D company, and devoted himself to the research and development of the core technology of Li Ning sports shoes. From June 5, 2004 to 10, we cooperated with DRD Design Office; In April 2005, we established a cooperative relationship with Swarovski, the top international crystal jewelry manufacturer. Through independent research and development and extensive international cooperation, Li Ning has gradually acquired the professional ability to compete with international competitors. Since 2004, Li Ning Company has successively launched a series of professional football, basketball, tennis, running shoes, table tennis and other products. According to the evaluation results of the Chinese University of Hong Kong, these professional products are comparable to international top brands in various technical indicators, and even superior to international top brands in many key indicators. So it has been widely recognized and welcomed by professional athletes and consumers. Run Free series professional ultra-light running shoes just launched in the spring of 2005 are selling well all over the country, and all the eight cities that have been promoted are out of stock. 4. Specialization gives Li Ning the power to fly. Li Ning Company is a typical bottom-up company in China, and its development strategy comes from tactical success. However, this process is full of twists and turns and is limited by many development conditions. At the end of 2002, Li Ning Company began to introduce the development strategy of sports specialization into the company. With the introduction of professional development strategy, Li Ning quickly broke the situation that the turnover has been hovering around 700 million yuan since 1997: it reached12.76 million yuan in 2003,18.78 million yuan in 2004 and is expected to exceed 2 billion yuan in 2005. How did "Li Ning" interpret this legend? Li Ning Company is a typical example of China's reform and opening up in the 20th century. Li Ning Company is a typical bottom-up company in China. Its development strategy stems from tactical success, but this process is full of twists and turns and is limited by many development conditions. China's vast market opportunities, luck, lack of strategy, imitation, the strength of the head, the temptation of being pushed forward by the China market, and countless problems in development can no longer cross the growth threshold of a certain digital sales. , are the characteristics of most private enterprises in China in the process of growth, and they have all experienced in the early rapid growth of Li Ning Company without exception. However, Li Ning Company is not exhausted in the darkness before dawn like most private enterprises, and is surrounded by countless problems. Li Ning Company, which broke through the bottleneck of growth, was successfully listed on the main board of China Stock Exchange in 2004, becoming the first sporting goods enterprise to be listed overseas. In 2005, its interim financial report exceeded 1, 654,380+0 billion yuan. How did Li Ning Company begin to stage this "good play"? In the early 1990s, strictly speaking, China had not fully implemented the market economy system. At that time, the China market still needed more than the supply market. In the sporting goods market, no well-known brands occupy the market, and the quality of products on the market is unstable. China people who have just started to get rich have begun to pursue a better life. It is in this market environment that Li Ning Company entered the market and grew up rapidly. For the development of Li Ning Company, the words "strategy", "marketing" and "brand" that we often mentioned today must be involved in the development of enterprises. At that time, they could not be mentioned, and no one could understand what these words were. At the end of 2002, Li Ning Company began to introduce the development strategy of sports specialization into the company. With the introduction of professional development strategy, Li Ning quickly broke the situation that the turnover has been hovering around 700 million yuan since 1997: it reached12.76 million yuan in 2003,18.78 million yuan in 2004 and is expected to exceed 2 billion yuan in 2005. How did "Li Ning" interpret this legend? We can see that "Li Ning" has achieved leap-forward growth in just over two years since its development strategy was determined at the end of 2002. How does "Li Ning" formulate new marketing tactics activities under the strategic guidance and sort out the problems existing in the development of the original company in order to meet the new development strategic objectives? Sports specialization puts forward four requirements for Li Ning Company: "Li Ning" should have a market positioning that conforms to consumers' sports psychological demands; Reasonable and perfect product line; Product functions to improve sports performance; Marketing and promotion of professional sports. Second, the specific requirements of sports specialization for Li Ning brand and market are 1. Product: Li Ning: If you don't do it, you just do it professionally. "This is definitely another extension of the Li Ning brand in the field of professional sports." Speaking of the packaging of Spanish women's basketball team, Zhang Zhiyong, general manager of Li Ning Company, revealed to reporters the marketing intention of its brand promotion: "It is necessary to reflect the high-tech content of Li Ning brand and change the habit that people used to think that Li Ning brand was only affordable and the products lacked high-tech content. This can be seen from the costumes used in this Spanish women's basketball competition. This kind of competition clothing has changed from loose and similar to traditional competition clothing on the basketball court in the past to one-piece tight-fitting clothing. The industry generally believes that this is another important step of Li Ning's internationalization, and even regards it as another leap of Li Ning's triple jump. From June 2000, she defeated Adi and won the sponsorship of the French gymnastics team. 200 1, sponsored Russia, a sports power, to participate in the Beijing Universiade and entered the world women's basketball championship today. Li Ning wants the world to know that she is not only an international brand with a certain reputation, but also the professionalism of her products. The premise of Li Ning's transformation from "all-around" to "professional" is the redefinition of China sports brand market by the industry. In the past, major sports brands only focused on the ordinary sports market in China, and their greatest hope was that more people would wear their own clothing brands. At that time, consumers in China often used a set of sports equipment to participate in almost all their favorite sports. Therefore, international brands, including Nike and Reebok, attach great importance to the effect of attention on the marketing of sports brands in China, and also adopt the usual sense of signing spokespersons and sponsoring comprehensive sports events. In this way, sports stars, including Yao Ming and Bater, signed contracts when they were less than 20 years old, and the biggest reward expected by sponsoring comprehensive sports events is to let more people establish their own brand concepts. In view of this change, sports brands should also adjust their marketing strategies and change their previous pure attraction. In terms of product development, Li Ning Company has established a first-class product design and development center in Asia, introduced international advanced development and management mechanism, hired first-class designers, printmakers and professional development and management talents at home and abroad, strengthened market research and design and development, gradually improved the scientific and technological content and overall quality of products, and enhanced the competitiveness of brands. In the construction of marketing network, Li Ning Company can be said to be outstanding. Among similar products, the market share is among the best. Li Ning Company has also developed a leading storefront identification system, and achieved a strong storefront identification effect by adopting uniform and distinctive storefront decoration. Originated from sports and used for sports is the tenet that Li Ning Company has always adhered to. With the support of special equipment for sports, Li Ning Company also has outstanding performance: Li Ning designed and provided a full set of professional competition equipment for China Volleyball League I 16 teams, specially designed and developed unique equipment for 26 teams in the Eighth National Games, and provided a full set of training and competition costumes for the French gymnastics team, which all reflected the professional design and production level of Li Ning Company. Follow-up: Sorry, Li Ning won't, because the teacher always takes Li Ning as an example.