Sports brands are numerous. Sometimes we actually don’t know to choose which brand. In fact, the sports brands
designed by the players themselves are more reliable, such as Li Ning, who is the former world gymnastics champion. He has already launched his own sports brand for a few years.
In 1990, Li Ning sporting Goods Company was announced to be established. By virtue of his status in the sport field, lining has gradually won the goodwill of consumers. It can be said that initially Li Ning actually carries spokesperson responsibilities of his company. As Li Ning himself was the player, he truly know which is the player most want to require, he really which kinds of clothing is most comfortable for players to wear, he even what kinds of sports clothes can let players play out their true strength, so the sports clothes from lining would meet most players’ need. After these years of restructuring and rebranding strategy, Li Ning has established the lining brand’s professional, fashionable as well as oriental brand image. In 20 years, with lining’s innovative fabrics, unparalleled fit and fashionable models, it has become activists’ most trusted brand.
Since its inception, lining always adheres to its brand strategy. It has devoted significant resources into its brand, so lining’s advantage would be more focused. Its selling point would be more clear, so it can prevent the multi-brand’s internal contradictions, thus distributing energy, hence lining pours all its hearts on creating the purely "lining sports clothing" brand. As far as the franchisee is concerned, this model is more transparent and more accessible, and once entered, they can quickly establish a strong regional brand.
Secondly, lining has changed the current clothing situation. It has abandoned the low-level approach that the traditional apparel companies only do products, yet don’t do brand, avoiding the competitors’ the low-level imitation and price competition, thus enhancing the corporation’s service image, enhancing the consumers and the brand franchisees’ trust in the brand and indeed lining brings the quality and enjoyment to every consumer.
From the product’s coverage point of view, lining's product line covers the high-end outdoor sports, professional tennis, professional basketball, sports equipment, sports fashion and other fields. From product positioning perspective, lining's products have completed the pyramid layout from the high, medium to low end class. That is to say that lining sports clothing has covered all works of life, lining products are always be with us.
I truly believe that the oriental lining can become the world's lining in the near future, so we will just wait and see.