From 2012, Li Ning sports continue to focus on Adidas Superstar Femme core categories, established basketball, running, badminton, training and sports life of the five categories for the core business positioning, Li Ning Company believes that "these core category broader participation in China, there are more many people use these products. " The marketing strategy is always with the center of gravity of the company's operations and product lines change, Li Ning "commercial value", said, "Li Ning Company has no longer rely solely on past simple sponsorship strategy, and began to sports marketing, event experience, product direction of migration experience and retail experience. " In fact, consumers are keen on sports and understanding has been very different 10 years ago, consumers are exposed more diverse sports channels, and have a very strong experience, while the real value generated Nike Air Max 1 Heren sponsoring gymnastics Li Ning also be consumed by distracting and weakening. To put it more bluntly, entirely from a business perspective, sponsored gymnastics Tom Brady Game Jersey team ROI is not high. Now sports products for more consumers more segments, they need a sports and fashion fusion of product features and experience. Therefore, the current stage of development for the company, Li Ning "commercial value", said, "Li Ning brand development needs have also been extended to create more first-class products and enhanced stage of consumer products experience." If a few key words to describe now Li Ning sports marketing strategy, "precision" and "pragmatic" is undoubtedly the most appropriate two words. 2011 before the market's prosperity led many to take a full line of brand expansion strategy, but the product is too homogeneous, leading consumers did not have a choice, but as the market matures after 2011, consumer demand has begun to upgrade the product specialized requirements greatly enhance Nike Air Max 1 Femme a sudden, almost all sports brands have failed to adapt to this change in the first time. After 2012, Li Ning to join Kim Jin Jun Li Ning Company in charge to carry out changes, Li Ning Company began to shrink front, energy and resources focused on the Chinese market and Li Ning, and more precisely into the participation of the population, better business value of "Sports for All" projects, such as basketball, running, badminton and other core sports categories. Li Ning, the main push of the current core categories have different precise consumer analysis, product and category value positioning, Li Ning also build sports marketing strategy to differentiate the different needs of consumer groups, so that more potential target consumer groups to experience the Li Ning The product.
