Question 1: Why did Anta, Li Ning, and 361 Sports brands decline?

10 points 1. After 2008, the market capacity and attention of the sports apparel market have declined; 2. The entry of foreign brands; 3. Customers' consumption transformation, fashion categories are more popular than sports categories.

4. Extensive development, blindly using celebrity endorsements, and the company has no systematic strategic planning.

Question 2: Li Ning industry dynamics analysis?

What is the current situation?

Li Ning industry?

Sportswear industry?

Or Li Ning Company?

(Please adopt it if it is useful. Your adoption is my biggest motivation. Thank you!) 1. Sportswear industry: Please refer to the "China Sportswear Industry Market Forecast and Investment Strategy Planning Analysis Report" by the Qianzhan Industry Research Institute 2. Li Ning Company:

Li Ning's performance has been rising since it went public in 2004. In 2009, mainland sales surpassed Adidas for the first time. Li Ning's performance once occupied the forefront of China's sporting goods industry.

However, with the strong development of other sports brands in recent years, the internal and external markets have continued to slump, and Li Ning's performance has continued to decline, and it is suffering from an existential crisis.

In addition, Li Ning's mistakes in its development strategy and lack of brand spirit are also the reasons for Li Ning's problems.

At present, Li Ning Company needs to identify the root of the problem and find a path for development.

In 2004, before the opening of the Athens Olympic Games, Li Ning, a sports brand, went public in Hong Kong.

At the 2008 Beijing Olympics, Li Ning pushed Olympic marketing to its peak.

The following year, sales in the mainland market surpassed Adidas for the first time.

Li Ning's performance once occupied the forefront of China's sporting goods industry.

However, the 2011 annual report showed that Li Ning's annual operating income was 8.931 billion yuan, a year-on-year decrease of 5.84%, and its net profit was 386 million yuan, a year-on-year decrease of 65.19%.

Performance, which had been rising for years, began to decline.

In the first half of 2012, sales revenue was 3.88 billion yuan, a year-on-year decrease of 9.54%, and net profit was 44 million yuan, a year-on-year decrease of 84.92%.

By 2013, the net loss had reached 392 million yuan.

Sales revenue and net profit both declined.

Li Ning is not alone in this situation. The domestic domestic sports brand market has shrunk, performance has declined sharply, and the prospects are worrying.

This article analyzes the current situation of Li Ning Company and puts forward corresponding opinions and suggestions on the problems.

1. The main problems of Li Ning Company: The core value of Li Ning brand is not very clear in the minds of consumers, and the brand recognition of Li Ning brand by existing consumer groups is not very consistent with the brand positioning that Li Ning Company strives to create. Consumer perception

Some of the brand attributes that Li Ning Company hopes to weaken in order to realize its brand internationalization strategy.

(1) Market issues 1. Unclear brand positioning.

According to a survey conducted by Gallup Consulting Co., Ltd., friendliness and a sense of national honor are Li Ning's most prominent brand personalities.

Rather than the young, fashionable and international Li Ning Company strives to create.

Li Ning's goal positioning is "high-end", "professional" and "international".

Li Ning's positioning is "mid-to-high-end", "junior" and "national brand".

At the same time, the positioning shown by consumers is "friendly", "honorable" and "national brand".

Moreover, the "national" attribute is being weakened by Li Ning due to the "internationalization" that Li Ning desires.

2. The style is inconsistent with the brand image.

Due to unclear brand positioning, Li-Ning Company has problems with inconsistent and discontinuous messages in product design, sponsorship activities, image and product advertising, store opening style, and even the selection of image spokespersons, which makes consumers have a messy impression of the Li-Ning brand.

, the brand image is inconsistent.

3. Li Ning’s incomplete high-end positioning resulted in being attacked from both sides.

"If I have no money, I will buy cheaper Anta; if I have money, why not buy international brands Nike and Adidas?" Li Ning began to adopt a high-end strategy after 2008, but Li Ning's high-end strategy was very incomplete.

, As a result, there are two international giants, Nike and Adidas, in front of them, and behind them are challengers from local Chinese companies such as Anta and Xtep who are constantly catching up.

The mid-to-high-end market positioning space that Li Ning Company originally established and relied on has been squeezed like never before.

4. Too anxious to change.

Eager to seek a transition from a price market to a value market.

Li Ning also made a very risky decision: to close the distance with international sports brands by raising prices.

Although the price difference between Li-Ning brand products and foreign brands such as Nike and Adidas has continued to narrow after the price increase, the main customer groups of Li-Ning brand are still concentrated in second- and third-tier cities, and because the product style, experience and marketing methods have not been followed up simultaneously, continuous

Li Ning's price increase behavior has completely eliminated Li Ning's original cost-effectiveness advantage. Consumers who are already very price-sensitive have to turn to domestic sports brands with high cost performance such as Anta and Peak.