Count The Lining Events That Pass Away In Those Years.

In July 2012, China took part.

When the podium is on the podium, it will be wearing Anta logo. This is the second time that Lining (4.87, -0.16, -3.18%, real-time quotes) has missed the sponsorship of the Chinese Olympic delegation after the 2008 Beijing Olympic Games.

An old staff member of Lining told reporters that from the 1992 Barcelona Olympic Games, Lining was the partner of the Chinese Olympic Committee. The Chinese players' winning clothes have the symbol of Lining, and the Olympic Games are of little significance to the Li Ning Co.

In the field of football and basketball with the largest number of participants and the biggest influence, the chances of China becoming the world champion are very small. The biggest possibility for Chinese to stand on top of the world's highest podium is the Olympic Games, so the award dress is therefore a battleground for the military. But Lining lost to Adidas in 2008 and lost to Anta in 2012. If the pnational sports giants such as Adidas were excused, the Li Ning Co lost to the "little boy" Anta, not the lack of ability, but the willpower not firm.

The missing opportunity is not just that.

In June this year, Li Ning Co announced that it will sponsor the five China Men's basketball professional league (CBA) from the start of the 2012/2013 season.

After the defeat of countless Chinese people in China's soccer game, basketball has become the most popular sport in China. It has countless fans. At that time, the Li Ning Co only won the sponsorship of CBA. It is really late.

In fact, as early as 2004, Li Ning Co has launched basketball shoes with rebound and mitigation functions. Li Ning Co is also the first Chinese sporting goods company to sign the NBA as spokesperson, but Lining has not insisted on his initial attempt.

In the field of football, the Li Ning Co signed a contract with the then national team star Li Tie in 2003, and provided the market with "iron series" football shoes and match suits, but the football game and the development of star resources were all over.

Sponsoring top competitions and signing star athletes is the embodiment of every family.

The core of the company's "real skills", Lining's old staff regrets that if the leadership of the company can be more ruthless and will be resolute, it will not be swaying or hesitating. The Li Ning Co may be another look today.

However, in some places that need tender feelings, the Li Ning Co has performed a bit too hard.

In 2010, Li Ning Co reduced its number of dealers from 128 at the end of last year to 90, a decrease of nearly 30% in volume.

In China's sporting goods market, distributors are not just selling products of a brand. Apart from Lining, the dealer may also open stores in Nike, Adidas and Anta. If the distributor has 100 million yuan of annual procurement funds, it is more to purchase Lining or more of his brand. If the other conditions are not quite different, the depth of affection becomes the decisive factor of how much money is invested.

Many distributors started cooperation when they started their business in Li Ning Co. They were originally Lining's strong supporters. But the radical way of adjusting the channel by the Li Ning Co was chilling. With the mistakes made in Lining's marketing, the sales channels failed.

Market watchdog Ma Gang pointed out that compared with the radical way of integrating sales channels with Li Ning Co, Anta and other sporting goods companies in Jinjiang have adopted the way of acquiring channels, and Li Ning Co has missed the opportunity to make concerted efforts with dealers.