Published on March 5, 2014
STRATEGIC RECOMMENDATION 2015
PLAN I/ Li-Ning & Market introduction II/ From Target to Concept III/ Strategic Recommendations 2
I/ Li-ning & Market Introduction 3
LI-NING • Founded in 1990 by Li Ning a former Chinese Olympic Gymnast • Headquarters in Beijing, and US ones opened in 2010 + A flagship shop in Portland • Quoted on the Hong-Kong Stock Exchange in 2013 • Partnership with Chicago-based Acquity Group to improve its distribution and brand awareness Revenue: US $1.354 billion in 2010 Net Income: US $220.9 million 4
LI-NING Shift in the identity in 2010: 让改变发⽣生 for non Chinese speakers Make the change 5
BRAND OFFER Product: Li-ning: Sports footwear & apparel, equipment & accesories Sports: Running, Basketball, Badminton, Football, Tennis and Fitness Place: 2007: 4,297 Li-Ning retail stores, some owned, some franchised Promotion: Athletes & teams endorsements in China & around the world, NBA: Baron Davis, Shaquille O’Neal, Damon Jones, Dwyane Wade who left Jordan brand for Li-Ning Apparel provider for Olympic Gamers Since 2006, collaboration with Limited sale edition in 2006 6
SWOT STRENGTHS WEAKNESSES • Good sponsorship of NBA • Increase in sales since last years • The quality of product is recognised by sports industry • Investment in media since several years (TV ads) • 1st annual loss since 2004 • No brand awareness in USA • Brand identity too close form the Nike Swoosh • Dry Laundry - Greenpeace report on massive pollution in China including a lot of brand OPPORTUNITIES THREATS • Sport culture is really important in the USA • Sportswear market is evaluated between $480 and $620 billion • Challenging market conditions in China • Economic crisis since 2008 • USA has the largest number of obese people • Other brands invest huge amount of money in communication • Brands like Adidas or Nike are more legitimate to sell in USA 7
MARKET Brand Value in Billion $ 16 14 12 15 10 8 6 4 5 2 1,5 1,4 Reebok Under Armour 0 Nike Adidas Forbes: http://www.forbes.com/pictures/mlm45eleik/forbes-fab-40the-most-valuable-brands-in-sports-2013-3/ 8
PROBLEMATIC How Li-Ning can emerge in the US sportswear market and increase its market share among younger people whereas the market is already saturated by historical brands? 10
II/ From Target to Concept 11
OBJECTIVES • Increase market shares among young Americans • Improve brand awareness from none to aided awareness • Attribute distinctive qualities to Li-Ning Equipments • Increase visibility on the digital • Create a WOM process – community 12
TARGET Main target: Y Gen • 15-25 yo • Boys & Girls • Enjoying sports • Fickle, no brand loyalty to a brand 13
TARGET Core target: Digital Native - Ultra Connected • 15-25 yo • Boys • Involved in a sport team: Basket, Badminton… • Spend more than 52 hours per month on internet • Spending on average 2,3 hours per day on social media 18-25 yo University students Using the Internet each day through a computer or a laptop for more than 5h13 per day 14-17 yo High School students Multitasking on digital channels Mobile: an average use of 2h25 on internet per day Social, Digital & Mobile around the world – We Are Social – Jan 2014 14
TARGET Secondary target: Teens • 15-19 yo • Boys & Girls • Fashion conscious • Entertainment focus, Serie Addicts 15
TARGET Influencers: • • • • Vloggers Bloggers Influencers on Social Media (Twitter, Instagram…) Journalists in People, Lifestyle, Entertaining, Teens magazines 16
COMPETITORS Nike = Health / Lifestyle Recently Jordans = Lifestyle Miley Cyrus 23 – Jordan shoes Adidas = Both Street Style / Sports conscious Foot locker Snoop Dog 17
CONCEPT Federate younger people through the idea of COMMUNITY Bringing your friends together to share sporty moments 18
POSITIONING Li-Ning, Bringing friends together A new look at competition, See it through your friends’ eyes 19
RTB It’s more than a game, or a competition! It’s the story of people doing things, sharing success and feeling emotions together. 20
III/ Strategic Recommendation 21
STRATEGIC RECOMMENDATION Global Advice • Build a digital ecosystem – improve traffic through different platforms – increase the time spend inside the brand channels of communication • Invest in Social media to support the community & invite people to create UGC 22
STRATEGIC RECOMMENDATION Global Advice • Facilitate every interaction with digital channels through links, buttons and Twitter/Facebook Connects • Aggregate information into a Database, & consolidate them to push personalized offers 23
STRATEGIC RECOMMENDATION Global Advice • Provide a great amount of content to invite people to discuss about it and to improve our organic ranking in Google • No massive invest in event/media like the Superbowl but repetition in leads mind through a presence in every channel 24
STRATEGIC RECOMMENDATION Global Advice • Creation of the hashtag #Lining • Federate every content about the brand around a Hashtag => 1 unique database to measure the digital echo • Stick to an agreed strategy > 1 use per channel for a greater message clarity 25
ECOSYSTEM Website Thorough reworking on every digital channels Dedicated Website wayofwade.com/ Brand Website not e-commerce li-ning.luhta.com/ Corporate Website lining.com/ 26
ECOSYSTEM Dedicated website The ecosystem needs CONSISTENCY Corporate Website Core platform: Brand Website E-commerce A Blog Provide content & demonstrate expertise 27
RENAMING 1 use per channel Li-ning.luhta.com Lining.com/ Wayofwade.com BRAND CORPORATE DEDICATED Lining.com Liningbusiness.com Wayofwade.com Blog Lining-blog.com 28
WHAT’S INSIDE / BRAND SITE Core platform Simple platform Ecommerce Web responsive Personal Account > Facebook/Twitter connect Good quality pictures of products + descriptions + consumer reviews Special offers Share buttons 29
WHAT’S INSIDE / BLOG CONTENT COMMUNITY Phase 1: The content/community are managed by the brand Display articles, interviews, videos to attract a community Phase 2: The content/community is managed by its own members who will discuss own subjects through different forums 30
APP Co branding with an existing app: TEAMUP Principle: “Get together with people in your area, looking to get out, get active and have fun” J 31
SOCIAL MEDIA ECHO 32
SOCIAL MEDIA • Main plateform : #Lining • Hashtag • Livetweet • RT • The central network to activate the others channels 33
SOCIAL MEDIA • Broadcasting products explanation & athletes interviews • Shoppable video • Comment inside videos 34
SOCIAL MEDIA Will relay & display Photo & Video: • News • Events • People wearing Products • Contests > Incentive “Serie” Relay #Lining Aggregating UGC 35
SOCIAL MEDIA Animate the community • Use of Boards: New/ Products/Videos/Trends/ Around the world By color/products/sports • Use of Open Graph: Post the pin directly on Facebook and Twitter 36
SOCIAL MEDIA Will relay: • special offers • Promotions • Contests Relay #Lining Aggregating UGC 37
BLOGGER/VLOGGER Keep the world informed about company’s latest products, projects and achievements • • • • • Press Releases Send free products Try it Create content Impulse WOM 38
INCENTIVE Contest: Play against Wade Contest ONLINE Tournament OFFLINE Principle: • Invite friends to create a team • Share it • Invite other friends to Like • Reward: Tournament against Dwyane Wade 40
INCENTIVE • Contest: Sponsor My Team • High school football/basket/badminton teams • Reward: Sponsor the winning team (customized shoes+ sweat) • Principle: each team will post one tweet with #Lining #SponsorMyTeam • Winner: Most RT 41
INCENTIVE • Contest: Act in your favorite show • Instagram contest: Replay one of your favorite scene with friends wearing #Lining shoes • Winner: Most Likes • Reward: Visit Teens shows set 42
STREET MARKETING • A specific vending machine for 2 friends • Finds shoe sizes thanks to a Kinect • Allows them to try pairs of sneakers Grab & Try
MEDIA RELATED 44
TALK SHOW • Shazam your Talk show • Principle: Scan with your shazam app the display and redirect you on the e-commerce website 45
PRODUCT PLACEMENT • Teens TV shows: + Mini series youtube 46
POS • Some shops will be equiped with a giant TV screen Content display • Instagram pics of the #Lining community • Tweets of #Lining • Livetweet with #Wade #Lining • Videos/Ads 48
BUDGET BUDGET Website Blog Social Media Presence App co-‐branding > Play against Dwyane Wade > Act in your favorite Serie > Sponsor my team Street Marke=ng Shazam > Talk shows Product Placement RP Blogger/Vlogger POS+PRINT TOTAL 51 $90 000 $40 000 $190 000 $13 000 $150 000 $40 000 $50 000 $700 000 $200 000 $100 000 $30 000 $400 000 $2 003 000
Thanks for your attention Q&A 52
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