Lining Hero Caravan Arrives In Yanan

In April 13, 2008, Lining's 08 China trip, hero hero, came to the revolutionary Holy Land - Yanan.

In the small city of Northern Shaanxi far away from Beijing, the arrival of the "hero Caravan" and the Olympic champion short track speed skating champion Yang Yang caused an upsurge of "Olympic zero distance".

The "hero Caravan" is a large-scale mass interactive experience launched by Li Ning Co in the 2008 Olympic year. It is also an important means to win consumers in the two or three tier cities.

According to Lining's plan, the tour will tour more than 80 small and medium-sized cities including Sanya, Dali, Weifang and Yanan in the next 9 months.

The Olympic spirit will be disseminating and more people will be provided with close contact with the Olympic Games, so that the Olympic heroes who have won glory for the country on the competition field and the civilian heroes who stand out from the scene face to face.

"Choosing small and medium-sized cities, mainly these places are far away from Beijing, and the atmosphere of the Olympic Games is not very strong. Therefore, we want to create an atmosphere for the whole people to participate in the Olympic Games through this activity, and at the same time enhance the reputation of Lining brand."

Guo Jianxin, chief operating officer of Li Ning Co, told reporters.

According to the reporter, in the selection of cities, Li Ning Co mainly takes consumption potential, city size, sales network and population base as important assessment indicators. Therefore, the 80 cities in this activity are basically Li Ning Co's main sales areas in second tier cities.

Not only did Li Ning Co do a lot of work in this event, dealers everywhere also expressed great enthusiasm for the event, and did a good job before the arrival of the event.

It is understood that due to the fact that some of the small and medium sized cities in selected cities are not well-developed, dealers in these areas use the local TV Newspaper as a platform for advertising. In advertisements, they have not only made detailed predictions for the event, but also launched promotional advertisements based on advertisements for shopping discounts and gifts.

Lining Yanan dealer Shi Lei told reporters: "because international brands rarely put the market in small cities, therefore, Lining's activities are very attractive to consumers, and the pulling of sales is also very obvious."

Since Lining is not an Olympic sponsor, the event has also done a lot of skill to avoid the suspicion of Olympic Games.

For example, the activity for Lining's 08 China trip, in the year of expression, particularly avoided the sensitive 2008.

At the same time, the Li Ning Co is particularly cautious in its activities, and there is no "Olympic" word and logo logo for any promotional material.

At the end of 2007, when the Li Ning Co released the Olympic strategy in Beijing, it quickly opened two large flagship stores in Beijing and Shanghai. The hypermarket, which combines fashion vanguard and experience, is regarded as a major turning point for Lining to occupy the first-line market and create high-end brand image.

Industry experts worry that the unstable market strategy will have an impact on the shaping of high-end brands.

In this regard, Guo Jianxin's explanation is that as the largest sports product manufacturer in China, Li Ning Co will always insist on walking on two legs.

Occupy high-end, open large flagship stores in all Olympic cities, and actively consolidate the vast two or three line market, and maintain frequent communication with them.