Reading Reflection#2

At New York Fashion Week, Li Ning of China blew up the circle of Chinese people with a perfect big show. Before, many people were not very optimistic about Li Ning, but after this show, everyone thinks it is so great.

What is Li Ning? Li Ning Co., Ltd. is one of the leading sports brand companies in China, mainly providing professional and casual sports shoes, clothing, equipment and accessories products under the Li Ning brand. Li Ning was a Gymnast. Headquartered in Beijing, the Group has brand marketing, R&D, design, manufacturing, distribution and retail capabilities. It has established a large supply chain management system and retail distribution network in China.

Let’s see how they did the campaign. Many Chinese have eaten LanGanma chili sauce; even foreigners are particularly fond of eating it. This brand styles more like rural style. How can LanGanma chili sauce relate to Paris fashion show? The answer is that Li Ning has cooperated with LanGanma and used bundle sales strategy to attract people’s eyes.

This combo is that hoodie bundle sales with 99 bottle of LanGanma chili sauce. According to the Taobao shows, this LanGanma chili sauce Hoodie is very popluar in China, which is sold out already.

According to the financial report, in 2017, Li Ning's revenue rose 10.71% year-on-year to 8.876 billion yuan; gross profit increased 12.7% year-on-year to 4.176 billion yuan; net profit fell 19.91% year-on-year to 515 million yuan. This marketing strategy lead to large traffic in social media. Also, it improve word of mouth  about Li Ning. How it related to the book?

1. Your brand is what your customers say it is(P78). Since LanGanma hoodie become more and more popular. People change their mind about Li Ning. They have lots of clothing that you need line up to buy it, sometimes even though you have money, the clothes have already sold out. People have lots of great comments to Li Ning.

2.Marketers are used to shouting and then listening for the echo(P125). LiNing use LanGanma to attract people's view, which cause significant positive repercussions. Create a community to energize your customers(P134). Also, Li Ning is an gymnast before, which have lots of fans. He built a community, which have same interest people to discuss. Sometimes the community have events for people to enjoy.

3. Word of mouth is powerful amplifier of brand marketing, achieving results no media campaign can achieve(P130). Li Ning also have great word of mouth in China. I heard lots of friends said that Li Ning is popular and very good chinese local brand.



Work cited: Li, Charlene, et al. Groundswell. Thema, 2008.