Interpretation of brand name

Herbal tea is a kind of "medicinal tea" boiled by Chinese herbal medicines in Guangdong and Guangxi, which has the function of clearing away heat and promoting diuresis. Among many time-honored herbal teas, Wang Laoji is the most famous. Wang Lao Ji's herbal tea was invented in the light years of Qing Dynasty, and has been recognized as the ancestor of herbal tea 175, and is known as the "king of medicinal tea". In modern times, Wang Laoji herbal tea has spread all over the world with the footprints of China people.

In the early 1950s, due to political reasons, Wang Laoji's drug number was divided into two branches: one was incorporated by the government as a state-owned enterprise and developed into today's Wang Laoji Pharmaceutical Co., Ltd. (formerly Yangcheng Pharmaceutical), mainly producing Wang Laoji brand granules (National Medicine Zhunzi); The other was brought to Hong Kong by descendants of the Wangs. In Chinese mainland, Wang Laoji's brand is owned by Wang Laoji Pharmaceutical Co., Ltd.; In countries and regions with herbal tea markets outside Chinese mainland, Wang Laoji's brands are basically registered by Wang's descendants. Jiaduobao is a Hong Kong-owned company located in Dongguan. Provided by the descendants of Wang in Hong Kong, and authorized by Wang Laoji Pharmaceutical to exclusively produce and operate the red jar Wang Laoji (brand) in the Mainland.

background

Before 2002, on the surface, Wang Laoji in Red Pot (hereinafter referred to as Wang Laoji in Red Pot) was a very good brand with stable sales volume, good profitability and relatively fixed consumer groups. The sales performance of its Red Wang Laoji beverage has remained above 654.38 billion yuan for several years. After developing to this scale, the management of Jiaduobao found that they had to overcome a series of problems and even.

In all these troubles, the core problem is that enterprises have to face a realistic problem-is Wang Lao Ji a "herbal tea" or a "drink"?

The first practical problem is that consumers in Guangdong and southern Zhejiang are confused about Wang Laoji.

In Guangdong, traditional herbal tea (such as granules, homemade pots, herbal tea shops, etc. ) Because of its remarkable fire-reducing effect, it is generally taken as a "medicine" by consumers, and it is unnecessary and impossible to drink it often. The brand of "Wang Lao Ji" with a history of over a hundred years is synonymous with herbal tea. It can be said that when I talk about herbal tea, I think of Wang Laoji. When I talk about Wang Laoji, I think of herbal tea. Therefore, Wang Lao Ji is tired of the brand name. As a drink that can be drunk frequently, it cannot be accepted by Cantonese people, so the sales volume is greatly limited.

On the other hand, the red formula of Wang Laoji produced by Jiaduobao originated from the descendants of Wang in Hong Kong. It is a nationally recognized product with a trademark. Its smell, color and packaging are very different from the traditional herbal tea in consumers' concept, and its taste is sweet. According to the traditional concept of "good medicine tastes bitter" in China, Guangdong consumers naturally feel that their "fire-reducing" medicine is insufficient. When there is a need to reduce fire, it is better to go to a herbal tea shop or cook it yourself. So for consumers, it is not a good choice among the most important herbal teas.

In Guangdong, the red Wang Laoji owns the brand of Wang Laoji, the ancestor of herbal tea, but he looks like a drink, which makes consumers feel "like herbal tea, like a drink" and falls into cognitive confusion.

In another main sales area of Jiaduobao, southern Zhejiang, mainly Wenzhou, Taizhou and Lishui, consumers compare "Red Wang Lao Ji" with drinks such as Master Kong tea and Wangzai milk, and there is no taboo that should not be drunk for a long time. In addition, there are many local overseas Chinese. Under their guidance, Red Wang Laoji quickly became the best-selling product in the local area. Enterprises are worried that the red Wang Laoji may become a fashion that comes and goes in a hurry, just like coconut juice, which was a smash hit in southern Zhejiang, was quickly replaced by new fashion products and disappeared in the streets overnight.

Faced with consumers' confused cognition, enterprises urgently need to provide a strong guidance through advertising, clarify the core value of Wang Laoji and distinguish it from competitors.

The second practical problem: Wang Lao Ji can't leave Guangdong and southern Zhejiang.

Outside Guangdong and Guangxi, people have no concept of herbal tea. Even in the survey, consumers said, "Is the herbal tea cold and white?" We don't drink Leng Cha, we make hot tea. The concept of educational herbal tea is obviously expensive. Moreover, the demand of mainland consumers for "reducing fire" has been filled, mostly by taking drugs such as Niuhuang Jiedu tablets.

It is difficult to make herbal tea, and it is also dangerous to make drinks. From the perspective of the whole beverage industry, carbonated drinks represented by Coca-Cola and Pepsi-Cola, tea drinks and juice drinks represented by Master Kong and Uni-President are in an unshakable market leading position.

Moreover, the red Wang Laoji is made of honeysuckle, licorice, chrysanthemum and other medicinal materials, which has a faint taste of traditional Chinese medicine. There are indeed many obstacles for the highest-tasting beverage. In addition, if Jiaduobao can't distinguish Wang Laoji, whose retail price is in 3.5 yuan, from its competitors, it will never get out of the shadow of a powerful country in the beverage industry.

This makes the smash hit Wang Laoji face an extremely embarrassing situation: he can neither stick to the two places nor promote it nationwide.

The third practical problem is that the concept of corporate propaganda is vague.

Jiaduobao is unwilling to promote "herbal tea" and limit sales, but as a "beverage" promotion, it has not found a suitable division. Therefore, we have to be ambiguous in advertisements. Many people have seen such an advertisement: a very cute little boy got a can of Wang Lao Ji in order to open the refrigerator and kept rubbing his ass against the refrigerator door. The slogan is "a healthy family, always accompany", obviously this advertisement can not reflect the unique value of red Wang Laoji.

A few years ago, consumers didn't know why they bought Wang Laoji's promotion, and enterprises didn't know how to sell it. In this state, Wang Lao Ji actually spent a few years calmly. The external reason for this phenomenon is that the China market is still immature and there are many market gaps. The internal reason is that the product itself is irreplaceable, which can just fill this position. In China, such a group of small and medium-sized enterprises are allowed to make big money in a muddle. But after developing to a certain scale, if an enterprise wants to be big, it must find out a question: why do consumers buy my products?

relocate

At the end of 2002, Jiaduobao found Mei Cheng Consulting Company. The original intention was to shoot an advertisement for the red Wang Lao Ji with the theme of sponsoring the Olympic Games. In order to promote sales, the slogan was "Sports Health".

After a preliminary study, Mei Cheng found that the sales problem of Wang Lao Ji can not be solved by advertising alone-this problem is particularly typical in China enterprises at present: once the sales volume is blocked, the most common measure is to cut the knife on the advertising film, or change it beyond recognition, or quickly create a "big creative" new advertisement-the first problem to be solved is brand positioning.

Although Red Wang Laoji has been sold for 7 years, its brand has not been systematically positioned. Even enterprises can't answer what the red Wang Lao Ji is, and consumers don't even know why they want to buy it. This is the brand positioning problem of Red Wang Laoji. If this fundamental problem is not solved, it is useless to shoot any "creative" advertisements. Like David, the advertising guru? Ogilvy said: The effect of an advertising campaign depends more on the positioning of your products than on how you write advertisements (creativity). After a round of in-depth communication, Jiaduobao finally accepted the suggestion, decided to suspend advertising and entrusted Mei Cheng to brand Wang Laoji first.

The formulation of brand positioning is mainly to understand consumers' cognition (rather than demand) and put forward different opinions from competitors. Because each brand is based on the analysis of consumer demand, everyone's conclusions and practices are similar, so meeting the needs of consumers does not make Wang Laoji different. Specifically, the formulation of brand positioning is to conduct a comprehensive study of consumers' minds, and to study consumers' cognition, advantages and disadvantages of products, Wang Laoji and competitors.

Because consumers' cognition is almost unchangeable, brand positioning can only conform to consumers' cognition but not conflict with it. If people have a clear view of the red Wang Lao Ji, it is best not to try to offend or challenge him. Just as consumers think that Maotai can't be a good "whisky". Therefore, the brand positioning of Hongwanglaoji cannot conflict with the existing cognition of consumers in Guangdong and southern Zhejiang, so as to stabilize existing sales and create opportunities for the survival and expansion of enterprises.

In order to understand consumers' cognition, the research will start with the information spread by Wang Laoji and his competitors in the market, and make clear their possible positions in consumers' minds, as well as their advantages and disadvantages. While collecting second-hand data, researchers in Mei Cheng conducted expert interviews with dealers inside Jiaduobao and in both places. In the process of re-research, it is found that "Red Wang Laoji owns the brand of Wang Laoji, the ancestor of herbal tea, but has the face of beverage", which means that a product has a contradictory dual identity. However, Jiaduobao is not clear about consumers' cognition and purchase motives. For example, enterprises used to think that consumers in southern Zhejiang bought mainly because of "high-grade" and "auspicious". Faced with this reality, the company decided to lead by Mei Cheng and introduce a market research company to help understand consumers' cognition.

Because the purpose of the investigation was clear, it was quickly found in the study of "consumer behavior" that Guangdong consumers drank Wang Laoji for barbecue, mountaineering and other activities, and the reasons were nothing more than "drinking a can during barbecue is a kind of psychological comfort" and "it is not necessary to drink Huang Zhenlong because the fire is not too serious" (Huang Zhenlong is the representative of herbal tea shop, and its representative product has strong efficacy, which can dispel dampness and reduce fire).

In southern Zhejiang, drinking occasions mainly focus on "eating out, parties and families". In the process of understanding the local food culture, the researchers found that consumers in this area are more worried about getting angry than those in Guangdong. Candied plum and Coca-Cola on the forum table were neglected, and they were called "dangerous goods that can get angry" (this point was also confirmed in the follow-up study, and Coke was found. When they evaluate Wang Lao Ji, they often say "it won't get angry" and "it's healthy, and children and old people can drink it without getting angry". These concepts may have no scientific basis, but they are the concepts in the minds of consumers in southern Zhejiang and the "only fact" that needs attention in the research.

The cognition and purchase behavior of these consumers show that consumers have no "treatment" requirements for Wang Laoji, but buy it as a functional drink. The real motivation for buying Red Wang Laoji is to "prevent getting angry", such as hoping to reduce the occurrence of getting angry when tasting barbecue. After getting angry, you can use Niuhuang Jiedu tablets, traditional herbal tea and other drugs for treatment.

Further research on consumers' views on competitors shows that the direct competitors of Red Wang Laoji, such as Chrysanthemum Tea and Refreshing Tea, only penetrate the market at low prices because of the lack of brand promotion, and do not occupy the position of "anti-fire" drinks. Coke, tea drinks, juice drinks, water, etc. Obviously, it does not have the function of "preventing getting angry", but only indirect competition.

At the same time, the establishment of any brand positioning must be the most capable profession of the brand, that is, there is evidence to follow. For example, Coca-Cola says "authentic Coke" because it is the inventor of Coke. The researchers studied consumers' perceptions of the enterprise and the product itself. The results show that Wang Laoji's identity as the "ancestor of herbal tea", the mysterious Chinese herbal medicine formula and the history of 175 are obviously capable of occupying the "fire-preventing drink".

Because "preventing getting angry" is the real motivation for consumers to buy Red Wang Laoji, which is obviously conducive to consolidating and strengthening the original market. Whether it can meet the expectations of enterprises for the new positioning, "entering the national market" has become the focus of the next study. Through the research of second-hand materials and expert interviews, it is unanimously indicated that China's concept of "clearing away heat and toxic materials" for thousands of years has been widely spread throughout the country, and the concepts of "getting angry" and "getting rid of fire" have also been deeply rooted in people's hearts all over the country, which makes the red Wang Laoji break through the limitations of regional brands. Researchers in Mei Cheng believe: "With the transfer of this propaganda concept, as long as there is a place for China people, the red Wang Laoji can survive."

At this point, the research on brand positioning is basically completed. After one month of cooperation, Mei Cheng submitted a research report on brand positioning to Jiaduobao. First, it is clear that Wang Lao Ji is competing in the "beverage" industry, and his competitors should be other beverages; Its brand positioning-"drink to prevent getting angry", its unique value lies in that drinking red Wang Laoji can prevent getting angry and let consumers enjoy life carefree: frying, spicy, barbecue and watching football all night. ...

Positioning the red Wang Lao Ji in this way is based on the overall consideration of the realistic pattern and has four main advantages;

First, it is conducive to pushing the red Wang Laoji out of Guangdong and southern Zhejiang.

Because "getting angry" is a common concept of traditional Chinese medicine in China, it is no longer confined to Guangdong and Guangxi like "herbal tea", which completely clears the way for Wang Laoji to go to the whole country.

Second, avoid direct competition between Wang Lao Ji and the products of domestic and foreign beverage giants, and form a unique division of labor.

Thirdly, the disadvantages of Wang Lao Ji's products have been successfully transformed into advantages.

The faint taste of traditional Chinese medicine has been successfully transformed into a powerful support for "preventing excessive internal heat"

The retail price in 3.5 yuan is no longer "unattainable" because of the function of preventing getting angry.

The brand name and long history of "Wang Lao Ji" have become a powerful support to prevent the "authenticity" of getting angry.

Fourth, it is conducive to the cooperation between Jiaduobao enterprises and domestic Wang Laoji Pharmaceutical.

It is precisely because Jiaduobao's Red Wang Lao Ji is positioned as a functional beverage, which is different from the "medicine" and "herbal tea" of Wang Lao Ji Pharmaceutical, so it can better promote the cooperation between the two companies to create the "Wang Lao Ji" brand. At present, the two companies have jointly funded a TV series "Wang Man Laoji, the Capital of Medicine" about the founder of Wang Laoji.

In the submitted report, Mei Cheng also clearly pointed out that in order to distinguish it from the products of Wang Laoji Pharmaceutical, in view of the fact that Jiaduobao is the only enterprise in China that can produce red Wang Laoji products, the packaging was displayed as much as possible in the publicity, and the full name of "Red Canned Wang Laoji Beverage" appeared more frequently.

Because in consumers' cognition, diet is an important reason for getting angry, especially the "spicy" and "fried" diets. In the report submitted by Mei Cheng, it is also suggested that on the basis of maintaining the original sales channels, efforts should be made to open up catering places and create the flagship image of many restaurants. The focus is on Hunan restaurant, Sichuan restaurant, hot pot restaurant, barbecue field and so on.

With rich experience in beverage market and keen market intuition, Chen Hongdao, chairman of Jiaduobao, made a decision on the spot, accepted all the suggestions in the report, and decided to immediately promote Wang Laoji in an all-round way according to the brand positioning.

"Creating new categories" is always the first choice for brand positioning. If a brand can position itself as a different choice from a strong competitor, its advertisement only needs to convey new category information, and the effect is often amazing. As the first drink to prevent getting angry, Red Wang Laoji was introduced to the market, which made people know and accept this new drink. Finally, Wang Laoji will become a representative of drinks to prevent getting angry. With the growth of categories, the natural benefits are the greatest.

The establishment of the brand positioning of Hongwang Laoli has defined the direction of marketing promotion and established the standard of advertising. All communication activities have evaluation standards, and all marketing efforts will follow this standard, thus ensuring that every promotion will accumulate brand value (positioning) while promoting sales.

At this time, you can start advertising creativity and shoot commercials.

Promotion of brand positioning

It is clear what position the brand should occupy in the minds of consumers. The next important task is to promote the brand, let it really enter people's hearts, and let everyone know the positioning of the brand, thus permanently and powerfully influencing consumers' purchase decisions.

Then, Mei Cheng formulated the promotion theme of "Fear of getting angry and drinking Wang Laoji" for Red Wang Laoji, trying to highlight the essence of Red Wang Laoji as a drink in communication. In the first stage of the advertisement, Red Wang Laoji appeared in a relaxed, cheerful and healthy image, emphasizing positive publicity and avoiding negative demands for the right medicine, thus distinguishing Red Wang Laoji from "traditional herbal tea".

In order to better arouse consumers' needs, TV advertisements choose five scenes that consumers think are most likely to get angry in daily life: eating hot pot, watching football all night, eating fried food and chips, barbecuing, and taking a bath in the summer sun. In the picture, people are enjoying the above activities while drinking Wang Lao Ji. Combined with fashionable and dynamic advertising songs, we repeatedly sang "Don't be afraid of anything, enjoy life to the fullest, and be afraid of getting angry and drinking Wang Laoji", which prompted consumers to naturally associate with the red Wang Laoji when eating hot pot and barbecue, which led to the purchase.

From the very beginning, the TV media selection of Hong Wang Lao Ji was based on CCTV covering the whole country, and combined with the strong local media in the original sales area (Guangdong and southern Zhejiang), in just a few months in 2003, more than 40 million yuan was invested in one fell swoop, and the sales volume immediately increased. In June of the same year, 1 1, the enterprise pursued the victory, and then spent huge sums of money to buy the golden advertising time of CCTV in 2004. It was this stormy release that ensured that the red Wang Laoji quickly entered people's minds in a short time, giving people a deep impression and quickly spread throughout the country.

At the beginning of 2003, the total budget used by enterprises to promote the red Wang Laoji was only100000 yuan, which was allocated according to the actual sales volume in 2002. At that time, Wang Laoji's sales were mainly concentrated in Shenzhen, Guangzhou and southern Zhejiang, so the quantity was relatively sufficient. With the first round of targeted advertising, the sales volume rose rapidly, which gave the enterprise great confidence, so it continued to add promotion expenses and developed in a rolling way. By the end of 2003, advertising alone had accumulated more than 40 million yuan (excluding the expenses of buying CCTV advertising time slots in 2004), and the annual sales reached 600 million yuan-this rolling development model is very suitable for many domestic enterprises aiming at the national market, but its strength is temporarily insufficient.

On the ground promotion, in addition to traditional POP advertisements and the development of new catering channels, a large number of terminal materials have been designed and arranged for catering channels, such as electronic display screens, lanterns and other practical items that catering places are willing to accept and give away for free. In the choice of communication content, we should fully consider that terminal advertising should directly stimulate consumers' desire to buy, and focus on product packaging as the main visual element to publicize a message: "Be afraid of getting angry and drink Wang Laoji's drink." On-the-spot tips of dining places are the most effective combination with TV advertisements. It is this targeted promotion that makes consumers have a stronger and more intuitive understanding of "what" and "what's the use" of Wang Laoji. At present, the catering channel has become one of the important sales channels of Wang Lao Ji.

In frequent consumption promotion activities, we also pay attention to the theme of "afraid of getting angry and drinking Wang Laoji". For example, in a recent promotion activity, Jiaduobao held a card scraping activity of "Wang Laoji in summer, Ren Woxing with green mountains and green waters". As long as consumers scratch the word "Wang Lao Ji", they can get two tickets for the local summer resort and stay in the local summer resort for 2 days for free. This kind of promotion not only achieved the purpose of instant promotion, but also strongly supported and consolidated the brand positioning of "drinking to prevent getting angry".

At the same time, in the promotion activities for middlemen, in addition to continuing to consolidate the traditional "Jiaduobao Sales Elite Club", Jiaduobao also fully considered how to strengthen the development and control of catering channels, carried out the "hot pot restaurant market" and "cooperative hotels" plans, selected major hot pot restaurants and restaurants as "Wang Laoji sincere cooperative stores" and invested funds to carry out holiday promotion activities with them. Because it provided rich benefits to merchants, Wang Laoji quickly entered the catering channel and became the main recommended drink. At the same time, Jiaduobao can arrange a variety of practical and effective terminal materials according to the characteristics of the site. While increasing sales, catering channels have become an important place for advertising communication.

This kind of high-profile, intuitive appeal "afraid of getting angry and drinking Wang Laoji" advertising campaign directly hits consumer demand and drives sales in time; At the same time, with the promotion of the brand, we will strengthen consumers' cognition step by step and gradually establish a unique and long-term positioning for the brand-truly establish the brand.

Promotion effect

The successful brand positioning and communication of Red Wanglaoji has brought huge benefits to this product with a history of 1.75 years and strong Lingnan characteristics: in 2003, the sales of Red Wanglaoji increased nearly four times year-on-year, from 1 100 million yuan in 2002 to 600 million yuan, which rushed out of Guangdong in a lightning-fast manner. In 2004, despite the continuous expansion of production capacity, demand was still in short supply and orders poured in like snowflakes. The annual sales exceeded 654.38 billion yuan, and the sales in 2005 was stable at more than 2 billion yuan.

At the same time, KFC, a subsidiary of PepsiCo, has identified Wang Laoji as a special product of China, which is the only China brand in Chinese mainland to enter KFC chain stores.

label

To sum up, the great success of Red Wang Laoji is the key to its success in several aspects:

Accurate positioning of the red Wang Laoji brand;

There are two main points in positioning the advertising communication brand: (1) advertising accuracy; Sufficient investment ensures that brand positioning enters consumers' minds.

Accurate judgment and bold decision-making power of enterprise decision-makers

Excellent execution and strong channel control.

Do what you can, develop by rolling, and ensure that marketing is in a relatively advantageous position in the region.

Lessons and experience of "Li Ning" brand —— Seeking quietness while moving

Li Ning brand is now 12 years old. Compared with those century-old shops, it should still be a child, but in this 12 year, it also learned to climb mountains from learning to walk. Being able to become the first brand in domestic sporting goods industry, Li Ning Company draws the conclusion that brand promotion should be combined with dynamic and static.

Impressively, in August 2002, when the Spanish women's basketball team and the China women's basketball team competed for the fifth place, the Spanish women's basketball team wore "Li Ning" while the China women's basketball team wore Nike. Then the Spanish women's basketball team won. Then there was the headline.

Li Ning defeated Nike. In fact, everyone knows that the gap between Li Ning and Nike is very big. Nike's global sales are $654.38+0 billion, and "Li Ning" just achieved $654.38+0 billion today, which is not the same level. However, in the fast-growing sporting goods market in China, "Li Ning" is determined to be the boss.

"Li Ning" spent 65.438+0.5 billion yuan to sponsor various events in the past ten years. They think they have a good personality. However, according to the survey results, consumers think that "Li Ning" is like a friend with a dim personality. They think he is kind and familiar, but he lacks a distinct personality.

This surprised them very much. During the period of 12, Li Ning Company changed eight advertisements, from the earliest "Hope for a new generation in China" to "Keep the wonderful things for yourself" to "I exercise and I exist", "Enjoy the beautiful world of sports" and "Excellence comes from the true colors" and so on. The advertising words of "Li Ning" are very distinctive and are often imitated by peers. The planners still talk about it and have a sense of accomplishment. As we all know, you are changing every year. In the end, you have changed beyond recognition, and no one knows you.

In fact, there is nothing wrong with the innovation and change of enterprises. The problem is that this change must be based on the same brand positioning and clear and consistent core values. In other words, Li Ning's advertisement at that time was not a real understanding of the brand. They didn't really think about brands and markets from a strategic perspective, and they didn't find the connection between brands and consumers.

Due to the lack of systematic consideration of sports values, they once thought that sports products would only generate enough profits if they entered a relatively large market. Now it is found that whether there is a mature industrial chain, that is, the level of industrialization is the key to entry or not. For example, some sports have a huge crowd, but they have not formed a mature industrial chain. Perhaps the bicycle market in China lacks such a chain, so from the perspective of sporting goods, it cannot form a high product market. Such a market, Li Ning's products will not enter it.

In addition, they also investigated the value chain of sports products from four levels. The first is the strength of the enterprise. Sports sponsorship or product development, not everything can be done to make money, we should consider the reality of the enterprise; Secondly, it is difficult to judge the effective response of marketing without understanding the real needs of consumers. The third is based on consumers' insight into brand positioning. Li Ning Company began to do the work of brand positioning in the second half of last year and didn't finish it until the end of last year. The fourth point is 1: 1: 1. For example, if you are a sponsor and you spend a dollar on the title of sponsorship, then you have to spend a dollar on promotion, at least you have to spend another dollar to protect your sponsors and customers who have established relationships with you because of sponsorship.

They learned that Nike is 1:3. For example, they spent 1 10,000 to sponsor a new activity, and he will also spend 3 million to promote it. Many domestic enterprises sponsored sports events, but found little effect. In fact, they just gave money and didn't get promoted. But sports marketing is an industry, which consists of so many channels. What you sponsor is a name, and you should try to promote your product under this name.

In this regard, Li Ning did not do enough in the past. They sponsored four national teams, including gymnastics team, diving team, table tennis team, shooting team and so on. When calculating the sponsorship fee, they did not consider the investment of matching bonuses. However, in this year's World Cup, their rival Adidas is the sponsor of the World Cup. They can't do too many activities. Just for the core consumers, they will do an activity called "Appreciation of Music Football Charm" in five cities. They invited core customers who like music and football to watch the game together. Maybe they spend 10 alone, and some places can spend 20 to 30, which is much more expensive than advertising. This is the proper use of marketing means.

Now, what marketing personnel of Li Ning Company have to do every day is to determine what they want consumers to think of when they are in Li See, find it, and then constantly establish this association and brand relationship in consumers' minds through various means.

The average growth rate of the sporting goods industry is 20%, and the goal of "Li Ning" is to maintain a growth rate of more than 35%. Because their biggest competitor Nike is 33%-35%. If they can't surpass the industry average and Nike, after two or three years, there is no guarantee that they will be the first in this industry.