WSJ: Specifically, Which areas does the company need to improve?
WSJ:具体来讲,李宁需要在哪些方面改进呢?
Mr. Kim: The former management team had a lot of good processes but it doesn't mean they were very effective when the market demands the business changes dramatically. Li Ning was fine for the old days, but when the good times stopped and you needed to be a different animal, it was no longer effective.
金珍君:以前的管理团队有很多不错的方法,但这并不是说他们在市场要求李宁大举变革的时候十分有效。以前李宁做得不错,但当好形势结束、需要自身有所变化的时候,就不起作用了。
WSJ: Li Ning's brand has lost some of its appeal for younger consumers. How are you going to fix that?
WSJ:李宁品牌对较年轻的消费者来说失去了一些吸引力。您怎么来解决这个问题?
Mr. Kim: There are a lot of loyal customers that are from an older generation. But it's not enough to focus only on them. Really understanding where your core consumers are and what they want and executing it─that wasn't done well in the past. So one thing we've done recently is invest in the Chinese Basketball Association and Dwyane Wade, because that speaks to the most important sports segment for China's younger generation.
金珍君:上一代人还有很多忠于李宁品牌的客户,但只关注这些人是不够的。要真正去了解哪些是核心客户,了解他们想要什么,并且将他们的需求贯彻在我们的业务当中。有关这一点,以前做得并不好。因此,我们最近在做的一件事是投资中国篮球协会和篮球明星德维恩·韦德(Dwyane Wade),因为这是在与对中国年轻一代来说最重要的体育项目进行对话。
【李宁品牌重塑年】相关文章:
★ 懒汉海利
★ 狐狸和乌鸦
最新
2020-09-15
2020-09-15
2020-09-15
2020-09-15
2020-09-15
2020-09-15