Lining'S "Three Focuses" Strategy Through Olympic Marketing

The company has been the biggest winner in sports brand by the time, place and people. After 4 years, the 7 hour difference in London Olympic Games has made the domestic brands lacking in the right place and time. But Lining has just focused on the Olympic events and sports marketing by sponsoring the excellent sports resources and the excellent performance of the athletes. Through a positive and effective integrated marketing, he has once again played a beautiful Olympic marketing war.

For Li Ning Co, the London Olympic Games will face the challenge of "congenitally inadequate" again.

With limited sponsorship rights and fierce competition in the Olympic marketing arena, Li Ning Co has demonstrated its greatest marketing wisdom by skillfully using its resources and advantages.

Full exposure of the stadium highlights the core brand.

Lining shows Lining brand through his sponsorship sports team and athletes' performance.

Lining has sponsored 5 gold medals, such as gymnastics, shooting, diving, table tennis and badminton in the Chinese Olympic delegation, to provide competition equipment for them.

As a traditional advantage of Chinese sports, shooting, gymnastics, diving, table tennis and badminton have always been the focus of attention in China.

The 5 gold medals won a total of 22 gold medals and 43 medals during the London Olympic Games, accounting for more than half of the total number of gold medals of the entire Chinese delegation.

As an official match sponsor of the 5 teams, their high performance and high attention brought by their excellent athletic performance has become the cornerstone of Lining's winning the Olympic campaign.

When commenting on the Olympic marketing appearances of various brands, some media commented: "as always, Lining, who supports 5" dream teams ", has won the recognition of" reputation "and" professional attributes "because of the excellent performances of these teams. Lining is therefore known as the" most immediate "brand of about 65 sponsors of the London Olympic Games Chinese Olympic delegation.

In addition to the 5 Chinese gold medals, Lining has also supported many outstanding foreign athletes and sports teams.

The top international players also brought Lining into the arena.

"100 meters flying man in Jamaica"

Christian, Taylor, the three time jumper crowned the first Olympic Games, and the Spanish men's basketball team, together with dream ten, who presented the greatest competition of the century to the audience, and the excellent Diving Teams in the United States, were all on the field with Lining equipment.

According to statistics, there are more than 600 outstanding athletes at home and abroad in Lining's clothing to participate in the competition or to the podium, so that the brand of Lining can be seen everywhere in the arena. Lining's Olympic marketing can enhance the reputation of the brand immediately. It also proves that the strategy of "focusing on core brands" has been a great success in the Olympic Games.

Strong sports portfolio reflects "core business".

Corresponding to the strategy of improving Lining's brand, Li Ning Co also pays close attention to the choice of sponsoring objects. It is easy to see that Lining has ploughed up sports resources, and has worked hard in basketball, track and field and badminton.

The three track and field veteran Powell, the Russian pole vaulting queen Isinbayeva, the first International Olympic champion Christian, Taylor and other top track and field stars, strong Spain and Argentina men's basketball team, the Chinese badminton team that has just won the gold medal in the London Olympic Games, the Chinese sports stars worthy of the superstar idol, the badminton athlete Lin Dan and other advantages resources, just correspond to the three core categories of Lining basketball, running and badminton. Lining focuses on the three core categories and inputs resources to support product design research and development, sponsoring sports resources, and promoting the market.

These sports resources at home and abroad have also proved to the world the professional quality of Lining's products with their excellent athletic performance.

What supports all this is the sustained dedication and devotion of Li Ning Co on professional sports equipment. This is also a powerful embodiment of Li Ning Co's strategic measures focusing on core business and returning to the essence of sports.

Detonate the hotspots of communication and focus on the "core market".

Lining's marketing wisdom is also reflected in the guidance and control ability of domestic hotspots.

Different from the rules and regulations in winning the awards, athletes often get more enthusiasm and reflect the essence of sports at the moment of killing and winning.

Therefore, whether it is the five-star pattern laid out after the reelection of the gymnastics men's team, or the banner of Zou Kai's "hardware Kyushu" displayed after the victory of the free exercise, these carefully designed focus movements have become the object of media competition, and Lining's match clothes on them have also been well exposed.

On the Internet, Lining has launched an unprecedented depth of communication.

Lining joined forces with Tencent, a powerful portal giant, to build "Chinese Legion" and "hardware team", which deeply implanted brand information and achieved the ideal communication effect.

In addition, Lining official micro-blog has released more than 150 micro-blog articles during the Olympic Games. Whenever athletes have a commendable performance, they will release the contents closely related to athletes for the first time. Netizens are also enthusiastic about this. They believe that Lining's micro-blog content is standing at the angle of the athletes, giving the voice of consumers.

The Li Ning Co has been impressed by a series of rapid reactions, such as full cooperation within and outside the field, online and offline, and timely interaction with consumers.

The brand spirit has been fully conveys and the brand value has been greatly enhanced.

Although the battlefields of the Olympic athletes are far away in London, Lining exploded the domestic communication boom through the use of core resources, and fully displayed the strategic intention of "focusing on the core market".

Looking at the marketing performance of Lining in this London Olympic Games, we see a mature company in the industry adjustment period, forging ahead, flexible tactics, and pursuing self breakthrough.

It can be said that Li Ning Co is using the strategy of "Three Focuses" to "make changes happen".