李宁多品牌策略.doc

李宁集团采取多品牌业务发展策略，除自有核心李宁品牌，还(i)以Z-DO（新动）品牌在大卖场渠道分销运动产品；(ii)与Aigle International S.A成立合资经营，并获授予专营权在中国生产、推广、分销及销售法国AIGLE（艾高）品牌户外运动用品；(iii)透过持有57.5%权益的附属公司从事生产、研发、推广及销售红双喜品牌乒乓球及其它体育器材；(iv)获Lotto Sport Italia S.p.A旗下公司授予独家特许权，在中国开发、制造、推广、分销及销售意大利运动时尚Lotto（乐途）品牌特许产品；及(v)从事Kason（凯胜）品牌羽毛球专业产品的研发、制造及销售。The Group adopts a multi-brand business development strategy. In addition to its core LI-NING brand, the Group (i) distributes sports products under its Z-DO brand via hypermarket channel; (ii) manufactures, markets, distributes and sells outdoor sports products under the French brand AIGLE in the PRC, the exclusive right of which was granted to a joint venture established with Aigle International S.A.; (iii) engages in manufacture, research and development, marketing and sale of table tennis and other sports equipment under the Double Happiness brand through a subsidiary in which the Group has a 57.5% interest; (iv) develops, manufactures, markets, distributes and sells the licensed products under the Italian sports fashion brand Lotto in the PRC under an exclusive license granted by a company owned by Lotto Sport Italia S.p.A.; and (v) engages in the research and development, manufacture and sale of professional badminton equipment under the Kason brand.多品牌策略并行 全面开花为时尚早收购凯胜后，李宁公司包括李宁在内的品牌已达6个：大卖场渠道分销的Z-DO(新动)品牌;与法国AIGLE(艾高)合资经营的户外用品品牌艾高;享有二十年独家特许协议的意大利运动时尚品牌Lotto(乐途)，以及乒乓球品牌红双喜和刚刚“出炉”的凯胜。这几个看似毫不相干的业务，一同构成了李宁延续的多品牌策略。主品牌李宁是公司的核心业务，并将会在未来很长一段时间内为李宁提供主要销售贡献率;附属品牌新动，主要供应沃尔玛等超级市场，将上游供应商、品牌商和下游零售商这一强大的供应链整合在一起;联合品牌乐途，主打绚丽色彩及时尚设计，以“弥补”当初放弃KAPPA的损失，在运动时尚品牌分一杯羹;艾高品牌则主要针对中国户外消费市场，有助于增加公司在其他消费领域的认知度，弥补李宁品牌不能覆盖的消费群体;针对体育器材市场的红双喜，则让李宁在拥有一个较好的品牌资产的前提下，抢占进入体育器材市场先机，建立市场壁垒这种通过收购各运动品牌细分行业的领导品牌符合公司的多品牌经营策略，不但有助于加强李宁各运动品牌市场的地位，也将有助于李宁迅速提高在国内运动品牌市场的综合市场份额及增强议价能力。Multi-brand Strategy to Complete Product OfferingsAfter the acquisition of Kason, Li Ning has 6 brands , including Li Ning hypermarkets channel distribution Z-DO (new action) brand; and France AIGLE (Ai H) joint venture outdoor brands Ai is high; enjoy exclusive license agreement two decades, the Italian sports fashion brand Lotto (Lotto), and table tennis brand of Double Happiness, and just baked in the Kason. These seemingly unrelated businesses, together constitute the continuation of the multi-brand strategy of Li Ning.Li Ning is the main brand of the companys core business, and will for a long period of time to provide the main sales contribution of Li Ning; subsidiary brand new move, Wal-Mart and other major suppliers, supermarkets, the upstream suppliers, brands and downstream This powerful retail supply chain together; co-branded music way, the main brilliant color and fashion design to make up the loss of KAPPA gave up in the sports fashion brands have a share; Ai mainly for the high brand outside of China consumer market, helping to increase spending in other areas of awareness, the brand Li Ning could not make up for coverage of consumer groups; for the sports equipment market, DHS, by the Li Ning brand equity has a good premise, the preemption into the sports equipment market opportunities, create market barriers . . this segment through the acquisition of the sports brand of leading brand in the industry meet the companys multi-brand management strategy, not only help to strengthen the sports brand Li Ning, market position, but also will help rapid increas