From The Stock Analysis Of Lining Brand, Behind The Collapse Of China'S Sports Products Sales

Lining is one of the top sports brands in China and plays a decisive role in the domestic sports product market. Since its establishment in 1990, Lining has been listed on the Hongkong stock exchange in 2004 after decades of development, and in the list of China's top 500 brands in 2010 compiled by World Brand Value Lab. Lining Ranked fiftieth in brand value of 14 billion 252 million yuan.

However, with the Lining brand In the world, Lining is facing many difficulties on the road of becoming bigger and stronger. According to the Li Ning Co bulletin, Lining's 2012 shoe product order was reduced by double digits, while the annual decline of clothing products was more than 20%, while the total order amount in 2012 would be reduced by double digits. Meanwhile, Lining's net profit has dropped to the end of the 5 mainland sporting goods companies listed in Hong Kong. According to a senior sports industry analyst, in 2012, Lining was a double-digit drop, while Anta sports was the number of units falling, XTEP international and 31st degree should be the growth of unit number, PEAK sports is better than Lining. The reason for this dilemma is Lining's massive inventory and channel marketing problems, coupled with the overall slump of the industry, which eventually led to the overall decline of Lining's business data. Lining also mentioned in the June 13th company announcement that the overall retail environment of the industry is still a big challenge, and that inventory is still the primary goal this year. Li Ning Co does not want to add new inventory pressure to the retail side, and actively communicate with distributors and control orders.

With the rapid development of the domestic sports industry and the continuous improvement of people's living standards, the sports industry is developing rapidly. Sports products are a relatively broad concept. Sports products include all kinds of facilities, equipment and tools related to sports, and some products related to sports industry, such as basketball shoes, football shoes and so on. Sports products are not only wide ranging but also competitive. Take the footwear industry as an example, there are thousands of shoe related enterprises related to sports industry in China, and the fierce competition can be imagined. Therefore, enterprises that produce sports products must carry out scientific and accurate market positioning so as to get their own development space in competition.

Market positioning is Sports products The first step to win the market, no market positioning, no clear market group goals, there is no good marketing strategy, so the market positioning is very critical and important. STP theory is a relatively mature and advanced theory in marketing. It was first put forward by American Marketing scientist Wendell Smith in 1956. It includes three elements: market segmentation, target market selection and positioning. The most fundamental goal of STP theory is to make sports products market positioning according to their own characteristics. Any product market is comprehensive, multi-level and diversified. Any enterprise, a product can not meet the needs of all people, so we must subdivide the market according to the needs and characteristics of the market, so that we can locate our products on a certain level of the market, that is, the target market. Then the enterprise needs to locate the product in the preferred position of the target consumer, and convey this positioning information to the target consumers through a series of marketing activities, so that they can notice the brand and perceive that this is what they need.

On the other hand, on the basis of product market segmentation and target market positioning, domestic sports products enterprises also need to strengthen product innovation and marketing strategy formulation. First of all, from the point of view of the innovation of sports products, every product has its life development cycle, from products to products to enter the market, and products must constantly meet the needs and changes of the market through innovation. In particular, sports products should pay more attention to the seriation of products and meet the needs of sports market by developing a series of products. The innovation of sports products plays an important role in the success of sports enterprise marketing. It is also the key to maintain flexibility and flexibility in the market positioning of sports products. Therefore, sports products must be constantly innovated to maintain their competitiveness and vitality.

Secondly, from the marketing strategy of sports products, we need to pay attention to the combination of three aspects: brand strategy, sponsorship strategy and experiential marketing strategy. Brand building of sports products is an important carrier for self positioning, self motivation and image dissemination of sports products. A good brand of sports products can enhance the popularity and core competitiveness of a sports product. The brand of sports products is to establish a sports product image from a strategic height. At the same time, sports sponsorship is also an important means of marketing sports products. At present, sports sponsorship accounts for more than half of the global sponsorship share. Sports sponsorship not only accords with the characteristics of sports products, but also creates conditions and space for sports products to move towards a broader market. In addition, experiential marketing is a newly developed way of soft marketing. Compared with the strong marketing of wasting a lot of money, emotional investment marketing has the characteristics of less investment and better results. Sports products can be developed by emotional marketing based on large sports competitions, or emotional marketing through celebrity endorsement. For example, PEAK signed a endorsement contract with NBA's stars, and invited them to China to carry out promotional activities during the off-season, which is a good emotional experience marketing. This way not only brings an inner impact and spiritual experience to its loyal customers, but also stimulates potential customers to buy their products. Emotional marketing also has great destructive power in the age of Internet information. Through network reports, the function and value of emotional investment experiential marketing will be further enlarged.