李宁为何不敌耐克和阿迪_BEC初级作文

李宁为何不敌耐克和阿迪

Logos and slogans: The “L” logo of Li-Ning bore a marked resemblance to Nike’s swoosh, while its “Anything is Possible” slogan was not so different from Nike’s “Just do it”.

标识和广告语：李宁公司的“L”品牌标识与耐克的“旋风”(Swoosh)标识惊人地相似，同时它的“一切皆有可能”(Anything is Possible)广告语也与耐克的“想做就做”(Just Do It)没多大差别。

In 2010, hoping to appeal to the “post-1990s-born” generation, Li-Ning launched a fresh campaign. But the new logo and slogan, “Make the Change”, did not excite the target audience and alienated its original, now older, customer base.

2010年，为了吸引“90后”一代人，李宁公司启动了一项新的努力。但新的口号“来改变吧”(Make the Change)却没有激发目标受众的热情，而且还疏远了如今已上了岁数的原始客户群。

Pricing: Li-Ning raised its prices in 2010 but premium-segment consumers found the quality of Nike and Adidas was still better, while lower and mid-price-segment consumers chose cheaper, local brands.

定价：李宁在2010年提价，但高端客户发现耐克和阿迪达斯的品质仍然要更好一些，而中低端客户选择了其他价格更低的国内品牌。

What happened

结果

Li-Ning grew from 3,373 outlets at the end of 2005 to 6,245 outlets three years later, including new stores in cities with Olympic venues. Although revenues jumped 54 per cent in 2008, moving Li-Ning ahead of Adidas, the latter had overtaken again by 2010.