*Market competition

——Li ning and Nike

*What is meant of "market competition"? That means that others are putting pressure to keep the prices down. If two or more companies manufacture or sell similar products, both are motivated to keep the price down so that they can compete.

Li-Ning was launched in Sanshui, Guangdong in 1990. We have worked closely with China’s Olympic Committee since our earliest days. Committed to using our career in sporting goods to advance Chinese athletics, we have thrown our enthusiastic support behind a wide variety of athletic competitions. By 1995, Li-Ning had emerged as a frontrunner in China’s sporting goods industry. In 2005, with Li-Ning still in the lead and sales hitting record highs, we set our sights on becoming a top international brand name.

Nike, Inc. (Pronounced: NIGH-key) (NYSE: NKE) is a major American manufacturer of athletic shoes, clothing/apparel, and sports equipment. The company takes its name from the Greek goddess of victory, Nike. Nike markets its products under its own brand as well as Air Jordan, Total 90, Nike Golf and Team Starter (among others), as well as under brands of Mason Belmonte subsidiaries including Bauer, Cole Haan, Converse, and Hurley International. Nike has been criticized for the working conditions and production methods in the overseas factories with which it contracts.

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brand customerConsumptio

n level priceMarket

positioning

Brand personality characteris

tics

Lining

Over 25 years old,

partial women

middle middleSport and

leisure

friendly, with national pride

Nike15-29 years old ,partial

men high high sport

attractive, unique, fashion, cool

*In the United States, Nike belongs to a kind of functional products, mainly to satisfy the consumer movement demand, so price is not high; But in Chinese market, China's consumers take Nike products as a kind of fashion, Nike is high-end and luxury pronoun, many people buy it despite its high price. This is Nike's high pricing strategy in China.

*Nike, which means Greek goddess of victory was lucky in the eye of the Western people, and it is quite easy to read and remember.

*This is a sign of Li Ning

It has three meanings

1.That is a variant of L

2.Red flag, a symbol of victory

3.Face of a flag like a tick

*As the sporting products leader, Nike chooses top stars to be its advertising endorser.  And different from the other brands, Nike always chooses unique star. It Can say that the combination of Nike and star, is a powerful combination of mutual benefit and win-win game.

*Look again at Lining advertising endorser, shaq, Turner, Jones. From the choosing of advertising endorser, because their advertising endorser isn’t very famous, it obviously catches less attention, secondly, people can also rarely have consequences from a product endorsed by a second-rate star.

*The company do a lot advertisements

*Most people ,especially boys, are fascinated with sporting.

*They are willing to wear like the sports stars.

*Nike employs lots of stars to publicize its products.

“I believe I can fly, I believe I can

touch the sky”Air

" Jordan Wearing Nike shoes " to " I wear Nike shoes "

Who is the king?

*Of course is

*“China’s Nike”? Not exactly. If Li Ning continues on its current trajectory, the similarities will start and end with the swoosh-alike logo.

*Thank you