Sports shoes industrial development, not only to "professionals" as well as "wide"
Won the "double happiness", and Li Ning, the company has a dual meaning, first, the need for Olympic strategy, and second, the need for specialization. , "Double Happiness" is the top-level table tennis equipment supplier, and the "Li Ning" is a comprehensive sports brand, "Double Happiness" and specifically, with the "Li Ning" and Bo, it is the current development trend of China's sports brands, representative of the two .
The combination of the two sides relates to the transformation of contemporary China Sporting Goods Industry In mid-November, the Chinese sports brand enterprise Li Ning Company Limited issued a public notice, announced that it has reached an agreement with four sellers, the total cost of 305 million yuan to buy the famous table tennis brand "Double Happiness" total 57.5% of the shares.
As a Hong Kong-listed sportswear company Li Ning's products are always based on "Bo" known, from the sports shoes, clothes to the equipment, almost all-encompassing. However, in the sub-fields, "Li Ning" fame does not ring. For example, the field than double happiness table tennis, badminton field than yonix, football, basketball and field than Nike and Adidas. Double Happiness, by contrast, is already the area's top table tennis equipment manufacturers, but few achievements in other areas.
Thus, in talking about the acquisition, Chairman of Li Ning Li Ning Group, bluntly: "DHS has been for many years with its well known high-quality table tennis products. The acquisition of Double Happiness, not only demonstrates our commitment to practice as a multi-brand operator's strategic goals more effectively enhance the Li Ning Group in the fast-growing table-tennis, badminton and other indoor sports products market. In view of China has been the world-class table tennis and badminton competitions among the best, expect the 2008 Olympic Games will be further to stimulate the Chinese people's love of these two campaigns. This group brings an excellent opportunity. "
Li Ning said it would seize the new opportunities, so that two well-known brand in the brand marketing, marketing, event sponsorship, channel optimization, and corporate management and so on to achieve each other's needs, resulting in synergies, so that the Group's overall development to a higher level.
In fact, Li Ning, the implicit Another point that Li Ning's Olympic sponsor Adidas lost on the fight, which makes the Olympic Games held at home to become a stage for competition. In order to achieve a breakthrough on the Olympic strategy, Li Ning holding Double Happiness is the best choice. To become a professional penetration
As early as 1961, the DHS will be ITTF approved as an international match ball. In 2000, the ITTF Table Tennis large ball to move through the reform, announced the DHS standard as the international standard in October that year at the World Cup for the first time the use of DHS 40 mm table tennis. As a result, Double Happiness Table Tennis in the world to establish the leading position of the field.
Li Ning, Zhang Zhiyong, CEO, said Li Ning, the company spent 305 million yuan, "half to buy the brand, the other half optimistic about DHS management team's experience and maturity, I believe that through cooperation, can truly international table tennis."
Shanghai Double Happiness, chairman of Huang Yong Wu said that the sale of shares, is a milestone in the history of DHS's capital operation. "Over the years, DHS has always wanted to build a world-class brand. As a domestic brand, they are also facing the Olympic Games, we do not move, there may be backward, backward will be beaten up." "Double Happiness to come out of their a way to build a real an international sports equipment brands. Beijing Olympic Games, the double happiness table tennis, badminton, weightlifting Olympic three projects designated equipment operators. Such advantages, and certainly saw in the company Li Ning. "
According to reports, the next step, Li Ning, the company will provide its more than 4,000 stores in 1400, as a DHS brand sale terminals. Prior to this, DHS all sales points, just over 700. A sudden doubling of the terminal, DHS product sales worth the wait.
Are generally optimistic about the industry after the acquisition of Double Happiness, "First, the Double Happiness brand will be bigger and bigger; second, to maintain high-end market share to ensure that the degree of specialization in the world's leading."
Must not only broad and deep Beijing Olympics footsteps getting closer. In the previously favored Li Ning, but competing with the Olympic sponsor Adidas's status loss, Li Ning, the company which makes a bit embarrassing. Li Ning, the industry has been looking forward to be back. Acquisition of Double Happiness, it is the first step in Li Ning started fighting back. Well-known international investment bank Merrill Lynch said that as the Li-Ning is still as high as 5 million cash on hand, expected the company to having similar acquisitions.
Analysts say Li Ning acquisition of Double Happiness, not only for the Olympic business opportunities to consider, there are pairs of competitors in the well comprehensive analysis calculations. As Li Ning's competitors, Adidas and Nike, in its involvement in all areas in a professional known for. To running shoes, for example, running shoes, Nike has already done as an art, traditional sense of the fabric, quality and so on, is no longer the largest factor in the Nike considerations, but rather to study how to adapt to foot type, terrain, how to protect runner's footsteps, how to speed things up. Such specialization, it is Li Ning, what is lacking, or that needed improvement.
"The main resource complementarity, such as Li Ning sportswear company, while the Double Happiness is the way ahead for table tennis equipment manufacturer. China's consumption of sports, table tennis, ranked fourth. Li Ning, if you do not cooperate with the DHS, to In the table tennis area to re-start, more difficult. "Zhang Zhiyong, then confirms Li Ning tried to become a professional on the basis of a broad range of forward strategy.
In the development of an important transition Nike, Adidas and other brands under siege, five years, Li Ning, the company's strategy is to "encircling the cities from rural areas." Zhang Zhiyong, said: "The use of the world's vision, promoting local brand culture. Nike and Adidas can capture front-line cities, but they may not be able to reach the ground level, county-level cities, where you can make the brand Li Ning, a firm foothold. "
The Yong-Wu has jokingly said that the cooperation with Shanghai Double Happiness, is Li Ning's "re-entering the city," one of the symbols. Li Ning in China more than 4,000 retail outlets, DHS has more than 700, many of which do not belong to retail outlets. Double Happiness more mature overseas markets, Europe, Japan, Southeast Asia and the Americas are the stability of its traditional market and overseas markets, the proportion of the total sales reached nearly 25%%, while the Li Ning, a smaller overseas markets, has yet to be developed.
Schedule in accordance with the cooperation of both sides, to next April, will launch the "Li-Ning + Double Happiness" brand a clear strategy. During the Olympic Games, Li Ning in the six Olympic cities flagship store, will sell DHS products. The Beijing Olympic Games, both sides will have a period of five-year strategic planning.
Experts said that Li Ning's "Bo" and the DHS's "special" successful combination of these two companies is not only a major turning point, but also relates to the whole of China sporting goods industries.
The e-commerce company in China offers quality products such as Geological Drilling Rig , Hydraulic Drilling Rig, and more. For more , please visit core drilling today!
