"Li Ning" hand in hand strong network media to create a brilliant network marketing

On April 4th, for the spring breeze in Beijing, perhaps it was just an ordinary day. It may only be an ordinary Monday for busy office workers in the city. But this day, it is of great significance to the top companies in the two domestic industries. This is because on this day, Li Ning Co., Ltd., which has the reputation of "the first domestic sports brand," has reached a strategic cooperation agreement with Netease, the leading domestic portal.

According to the agreement, the Li-Ning brand will use the NetEase sports channel (sports.163.com) to further expand the sports marketing brand promotion ideas and form an effective cross-media marketing strategy. Netease will use Li Ning's sports resources to enrich and enrich the content of the website and create a more powerful sports channel. This strong cooperation, complementary advantages, and resource-sharing cooperation will have far-reaching implications for the development of both the domestic sporting goods and the Internet. It not only reflects the transformation of the marketing strategy for the leading brand of sporting goods industry, but also brings new breakthroughs and reflections for China's sporting goods marketing in the ascendance of online marketing...

Lock the core target

Sports brands use online media for marketing and foreign operations have become quite mature. Some well-known brands have long been involved in this and have achieved remarkable results. Therefore, it is not difficult for us to see that the advantages of online media over traditional media, such as rapid and interactive, have been recognized by more and more companies and applied in marketing practices. For domestic sports brands, “Li Ning”, who has always dared to be the best in the world, in the establishment of marketing strategies and the exploration of the communication path, especially in the strategic decision-making on the application of online media, is undoubtedly a model of sports brands.

Since its inception in 1990, Li Ning has created a number of industries. After more than a decade of development and accumulation, today's “Li Ning” is no longer a simple sports brand that serves the masses of the people. The professionalism, the traits of fashion it pursues and the sports that “everything is possible” advocated by it. The concept is being recognized by more and more young people who like sports and advocating fashion.

With the growth of the Chinese sporting goods market, Li Ning’s “young and fashionable” brand development line has become increasingly clear. To adapt to this development path, Li Ning brand will target consumers in the 14-30-year-old population. In order to accurately influence this target consumer group, Li Ning's marketing strategy portfolio has changed, forming a major consumer communication platform from traditional media to online media.

Hand in a strong network media

As we all know, in the history of the development of the Internet in China, the development of Netease is legendary. With forward-looking products such as online games, wireless products, instant messaging tools, and emails, NetEase has become the first portal to achieve profitability in China. Especially in 2004, along with the promotion of the “NetEase Content Year” construction strategy, NetEase, which already has a leading website status of China’s portal, has achieved rapid development in all aspects. Netease's cumulative registered users have reached 298 million, and the average daily page views exceeded 427 million. According to ACNielsen's survey data at the end of 2004, compared to other domestic websites, the number of independent visitors to the homepage of Netease has an absolute advantage, and the stickiness of the main content channels (average access time and amount of visits) is also leading the position. The "three highs" (high-consumption, high-sensitivity, highly-educated) groups have the most influence. In 2004, NetEase became the favorite online media for college students and was the first online media that influenced the audience of college students. The NetEase sports channel (sports.163.com) is a collection of at least tens of millions of independent users each month, the vast majority of whom are users of the “three high-profile” user groups. These independent users are full of vitality, are highly educated, and are generally concerned about online advertising. Nearly 70% of users are willing to participate in various network interactions.

In 2005, NetEase adhered to the tenet of pioneering, enterprising, positive and innovative, and paid more attention to content construction and characteristic development. In the strategy of ad resources reorganization, media innovation and promotion, and multilateral strategic cooperation troika go hand in hand, the convergence of the Internet industry and other traditional industries is being gradually introduced to the depth. This is evident from the recent series of actions by Netease.

Recently, Netease's financial and securities channel and the world's largest Chinese financial information platform financial sector once again joined forces to carry out online content cooperation, and strive to create a humane financial and securities information platform for the majority of investors. On March 1st, Netease reached a strategic partnership with SouFun.com, the largest Chinese real estate portal in the world, and jointly created an authoritative online marketing platform for domestic real estate.
In the same way, choosing a professional company like Li Ning to cooperate in creating a rich and unique NetEase sports channel (sports.163.com) is a good move. Judging from the nationwide "Sports Dream China" activity held by Netease in 2004, the sports channel has become the highlight of Netease's channel content construction. NetEase, which has absolute advantages in youth users, coincides with “Li Ning” who advances to younger groups. The cooperation between the two sides can be described as a matter of course.

Create a win-win platform

From a deep perspective, “Li Ning” has locked NetEase and has taken the NetEase Sports Channel's meaning, which is different from the simple commercial cooperation of network marketing, but a kind of strategic deep cooperation.

Li Ning Company has abundant sports resources: In early 2005, “Li Ning” officially became a partner of the NBA’s official market. The Li Ning brand has long sponsored four gold medal national teams and enjoyed major sports events such as basketball and football in the college sports market. With these resources, NetEase sports channel (sports.163.com) will help Li Ning brand to carry out a series of effective promotion.

In terms of content, the “NBA NetEase NBA Zone” and Li Ning brand activities will be established one after another. Special products such as Netease Bubble and Netease Sports Directory will also become effective promotion channels for the Li Ning brand. The BLOG (Blog) technology applied to the NetEase Content Channel has enabled users of the Sports Channel to have a free and interactive platform. Through this platform, online users can communicate and exchange their feelings about the Li Ning brand at any time and publish opinions and opinions on hot topics such as the NBA. These all-round cooperation will not only greatly enrich the content of the NetEase sports channel (sports.163.com), but will also make the network atmosphere more humane and interactive, thus creating a strong Internet interaction with the Li-Ning brand. The environment attracts more online audiences and increases consumer awareness and favorability of the Li Ning brand.

The design of the Li Ning NetEase sports channel (sports.163.com) page incorporates the unique style of both brands and highlights the unique brand characteristics of Li Ning. The new page can bring up to hundreds of millions of brand exposures to the Li Ning brand each year, making Li Ning's brand image more in-depth impact on the current and potential target audience. "Li Ning" has established a comprehensive brand network display platform through cooperation with Netease in various aspects such as advertisements, columns, contents and featured products, and has also greatly expanded the contents of Netease Sports Channel so that the resources of both parties can be achieved. Maximize sharing and achieve a win-win situation.

The strategic cooperation between NetEase and “Li Ning” combined strengths, complement each other, and shared resources fully demonstrated the win-win situation of the two super brand cooperation strategies: Gather the power of sports and create all possibilities. It is believed that the complementary cooperation between the two sides in this resource advantage will inevitably lead to the transformation of a marketing strategy for domestic sports brands and promote the development of the network marketing market to a new height!