Lining: Sales Promotion Of Basketball Products Is Beyond Imagination.

The opening of CBA in P season 2013-2014 ended in the Shenzhen stadium. The result was that Guangdong won a good start with 120-67 winning Sichuan.

Before this competition, Lining, chairman of the gymnastics Prince and Li Ning Co chairman, accepted the interview with reporters. He said that the sales of basketball products sold by Li Ning Co through CBA sponsorship in the past year had been improved beyond imagination.

< /p >

< p > reporter: what are the differences between Li Ning Co's marketing strategy and event service in the second seasons when it entered the cooperation with CBA? < /p >

< p > Lining: as a sporting goods company, we hope to contribute to the league from our point of view and serve the players.

In terms of products, our goal is to build the world's top professional equipment for CBA, and show the characteristics and charm of basketball from technology, material, function and design.

< /p >

< p > under the premise of meeting functional requirements, we hope to contribute to the promotion of club basketball culture in every city by special design. So this season, we went deep into every team, excavated their cultural elements, and designed the new a href= "//www.sjfzxm.com/news/index_c.asp", the competition equipment "/a" and related fans products in the new season.

< /p >

At the same time, we also plan to promote more basketball experience activities for the fans in the new season, create more opportunities to integrate with fans, players and league matches, and jointly promote the development of basketball. This is something we can do as a sponsor from the perspective of P.

< /p >

< p > reporter: as far as I know, now the Lining brand not only sponsors CBA, but also sponsors CUBA, and I want to ask what is the reason for such an expansion action? Does it mean that Li Ning Co takes the younger generation of products as a major goal? Because sponsors face from the professional league matches to the University and junior high school basketball league.

< /p >

< p > Lining: first of all, Lining is a sporting goods company. As a local company, we need to contribute our efforts to the development of Chinese sports. This so-called effort is more able to be done by a sporting goods company, so we continue to invest strongly in product performance, design and marketing, and hope that this investment will be more organically combined with the development of Chinese sports.

In the field of basketball, we hope that through cooperation with the professional league, more people can enjoy basketball, and at the same time enter the League platform. From more young students and basketball fans to families and society, more people will be concerned about basketball and basketball. This is an aspect that Li Ning Co considers when investing in sponsorship.

< /p >

< p > Second, as a company, < a href= "//www.sjfzxm.com/news/index_c.asp" > education products < /a >, we need to contribute to the market and then we can share the fruits.

If we enter this platform, we hope that this platform can do more and participate more people, so that we can enjoy the fruits after the whole market expands.

Therefore, whether it is professional league matches or campus league matches, it is very helpful for Lining's brand to take root in the basketball market and create the most professional basketball brand.

< /p >

< p > there is another point I mentioned two days ago, because joining basketball matches with Chinese basketball makes our brand younger.

< /p >

< p > reporter: before the cooperation between Lining and CBA, the league players' Jersey had not been sold in the market, and after the last season's football shirt sale, this season also launched the custom service of the robe, so that fans can participate in it and place their name on the Jersey.

May I ask why you promote the popularity of players' jerseys and shoes? < /p >

< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Lining < /a >: with the maturity of the league, more and more fans are eager to have more in-depth exchanges with the clubs in their cities. This potential demand also includes the hope of buying the products of the club.

We aim at this demand and plan to do some customized services for the fans in every club city. Besides hoping to make the game more atmosphere, we hope they can play basketball and interact with each other closely.

< /p >

< p > professional league matches can bring great effects and have a lot of influence in the fans circles.

As a supplier, we hope to provide the service to boost the atmosphere of the league, and at the same time let it develop itself.

< /p >

< p > reporter: what does the cooperation with CBA in the past year reflect on the profits of your company and whether it is in line with the input output? < /p >

< p > Lining: our company has changed since last year. The main content is that we should focus on the Chinese market, focus on core businesses and focus on core brands.

The cooperation with CBA brought us to the market center and brought us back to basketball.

Our input, from sports professional and technical aspects to marketing promotion, as well as internal organizational structure adjustment are very effective.

We talked about the Lining brand because of its close cooperation with CBA and China's basketball game, making the brand younger, and the main force of basketball is young people, so this is a strategic adjustment.

< /p >

The sales of our basketball products have also been greatly improved in the past year, far beyond our imagination. P

Over the past year or so, we have been able to design and manufacture world-class basketball products through the League platform, which is very important for a professional sporting goods company.

< /p >

< p > because the sports development in China is still a long way to go. In sports, we must take the road of professionalization. First, let sport play its basic function and realize its influence on young people. This road is very long.

If the CBA league can achieve a higher level, it will also bring more space for China's sports industry. There will be many opportunities for our enterprises to follow this platform.

As a local brand, if local enterprises can have opportunities for development, they will naturally be the main force in the development of Chinese sports, which is complementary to each other.

We hope that the CBA League will develop more strongly, so that our enterprises will get greater development through this platform.

< /p >