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& nbsp; & nbsp; & nbsp; 1984, when Li Ning blowing "China whirlwind" at the Los Angeles Olympics, Nike's almost in the same year signed a 21-year-old basketball star - Michael Jordan, then the more so? time, Nike global fame, performance Changhong. & nbsp; & nbsp; & nbsp; is such two seemingly unrelated people, but it seems some kind of arrangement in a contest with the competition. & nbsp; & nbsp; & nbsp; Li Ning and Nike's contest, in fact, from the Li Ning brand birth began, and 15 years is nearly five years, the two sides each other began to really feel strong pressure on the opponent brings. When fully ripe Nike China market, the same plan as "Total Annihilation" in their own house, but found himself looking at the Li Ning brand grew up, he had not thought to be a rival Li Ning Company, it seems to still be maintained From its inception when there is a strong sense of vitality in various fields began to frequently meet with their short soldiers. For Li Ning is concerned, to become one of the key global brands, it is how successfully blocking "foreign brands" in the local market, or even the local market are not restrain a brand, to talk about what is undoubtedly the internationalization Nights Tan. Please pay attention to this issue, Li Ning and Nike's marketing real cases. Part I: can not avoid international 2005 years of international sports, at least three important contract with Li Ning activity or rumors concerning: 2005 ?? 1 18, Li Ning Company and the NBA announced in Beijing, "Li Ning" became "NBA strategic partner"; January 24, 2005, the Beijing Olympic Organizing Committee announced Adidas (Suzhou) Co., Ltd. and Adidas - Salomon Group became the partner of the Beijing 2008 Olympic Games. From the beginning of the 1992 B cheap jordan shoes for men arcelona Olympic Games as Chinese athletes to accept the award four consecutive clothes, "Li Ning" is no longer the continuation of national brands Olympic track; in September 2005, a large number of media reports, Li Ning Company intends to acquire market capitalization of 186 million pounds (2.65 billion yuan) famous British soccer supplies company - Umbro (Umbro) companies. standardized operation, Li Ning defensive back When the international color more intense sports, Li Ning inevitably involved. It should be said, in the face of this international success of the brand Nike, Li Ning has shown determination and frustration are very obvious, but the pressure is borne by Li Ning, the current exception is huge. In the international context, the only result is not going forward is to be ruthlessly eliminated. We wish to see from the following point of view compared to Li Ning, Nike gap exists, which is the gap between the strong and the stronger person. And many Chinese brands in other industries are similar in the international sports market, Li Ning brand companies face has a very high concentration of international sports brand groups, seem to be able to take the only strategy is defensive back. Because Should "restrain" is a lose, should "not go out attack" is also an input, so the face of Nike's China Strategy, Li Ning can only take "three three evils" of the policy. First, anti-(defensive) Low trans (hit) high. 15 years, Li Ning's main source of income comes from the low-end market. In its OK to the professional high-end sporting goods business transformation process, they may have to face recognition is not high, low or accept embarrassment. In recent years in response to Anta, Sanko, led by enterprises in Jinjiang, Fujian, Li Ning Cheap air jordan 12 for sale online free shipping launched for low-end market, the price is more than 100 dollars of "comfort equipment" products, and offer 20 square meters or less, "starting line" shoe, blocking low Brand new threats end of their formation. Although Li Ning Company has an enviable distribution network of more than 2,800 stores in China formed, but compared to Nike's revenue comes from only five or six major cities of Beijing, Shanghai, Guangzhou, and Li Ning's performance comes from the national market the status quo, to the high-end market for food has become inevitable after the successful defense of Li Ning Company. & nbsp; & nbsp; & nbsp; Second, anti-(keep) the local anti-(hit) abroad. Although Li Ning in the domestic market after the company achieved 15 years of rapid growth, especially Li Ning Company to adjust business strategy after 2002, Li Ning's annual operating income from the 720 million yuan, 800 million yuan and 1.2 billion yuan in 2004 rose to 18 billion. But look at the speed of foreign competitors will know, Li Ning in this than speed, than the size of the contest, advancing quickly enough. In 1999, when Li Ning reached annual sales of 700 million yuan in China, Nike's sales in the Chinese market only 300 million yuan, 100 million yuan Adidas. But after 1999, Nike, Adidas in China's growth rate is far more than the Li Ning, Nike's growth in recent years in the domestic market are as high as 30%. The reason, Nike and other international brands to seek China's domestic market can give short-term profits, but will focus on the consumer to cultivate, build channels, a brand, Li Ning have to protect profits, insurance market, insurance brand, multi-line operations. Third, the anti-(keep) the anti-popular (hit) the mainstream. Li Ning in the development of the cheap foamposites domestic market, initially taking a "full motion" strategic positioning, and take a "leisure + sports" model of development. But as Nike, Adidas and the international mainstream sports - to promote basketball, football and other marriage patterns inroads into the domestic market. Li Ning brand marginalization trends are becoming evident, even in some large urban brand appeal continues to decline. To change this passive situation, Li Ning Company currently has men's basketball, football, women's tennis, fitness projects has the most extensive public foundation, have a tremendous impact on society as a key project of sports specialization object. Li Ning, a succession of Spanish men, women's basketball contract, signed with the NBA to promote basketball game on campus, etc. are doing some positive attempts and efforts. strong alliance, Li Ning international attempts We can say that sport is Chinese first open field. When we planned economy, when we are still very conservative in their entertainment, news, etc., competitive sports was an important part of patriotism and unprecedented liberation. So from this perspective, sport is our first field with the international standards. The elite athletes such as Li Ning is the first in that era, the most comprehensive travel around the world of people, so you can say that the globalization of the seed planted very early in the Li Ning hearts, so we will find that the Li Ning Company is one of the few, from beginning its inception more positive stand on the global level thinking local companies. In addition because the business development needs, the Li Ning company needs and Olympic, NBA, athletic teams of foreign business cooperation, the Li Ning, the company is in all aspects of the strongest comp cheap jordans for sale anies in various fields of international cooperation, in order to learn more from cooperation more nutrients from the table below we can see reflected: Part II: change, beyond self-denying soul ? A great company is great, it is not due to his continued success. But it can still loves to keep in the event of difficulties and setbacks, and ultimately self-transcendence. A "beat to death" of the company than a "big company" more existence. Li Ning and Nike in their respective business development course, on several occasions experienced such self-transformation and self-transcendence Fenghuang Nie & nbsp;. Li Ning's "subtraction" and "addition" For a stage success of the enterprise, the most difficult to give up the initial success of their own experience, but sometimes lethal home business is precisely this terrible experience. Li Ning Company was founded in 1990, has been developed are relatively smooth. But by 1999, the company's sales from $ 76 million in 1997 fell to around $ 60 million. Li Ning, a substantial decline in sales to sounded a wake-up call, so in the course of the world's leading companies in all aspects of cooperation, Li Ning, the company began its own "subtraction." & nbsp; & nbsp; & nbsp; First, the "minus" family "plus" newcomers. Li Ning has a kinship with the senior management group have left. Meanwhile hired professional managers from various industries involved in the management of enterprises. Second, the "minus" float "plus" shareholders. To achieve the separation of management and ownership, the transition to a modern enterprise system. Li Ning himself fade out the daily operations of the company, and gradually turned to grasp the strategic direction and operational areas of the capital layout. And the use Retro jordans for sale of listed holdings of shares held by the family, including the introduction of Singapore Investment Corporation, including the shareholders. Third, the "minus" (RPA) complex "plus" International (concept). Li Ning strong patriotic feeling its early successes included not unrelated, but to become a global sports brand, we need to be more open, just and fair competitive environment and competitors expand loves. So while sponsorship basketball team in the country, receiving awards in areas such as the Olympic defeat, Li Ning company or according to a predetermined plan with France, Spain, NBA and other sports organizations and national cooperation. Fourth, the "minus" association (company) "plus" brand (agency). Li Ning brand is to create, at the suggestion of the Professional level institutions, previously a dozen companies have integrated into the Li Ning Sports Goods Group's initial realization of clear group structure. At the same time to strengthen the management of the Li Ning brand, in October 2001, set up a special marketing, sales and operations support department is responsible for the overall planning of the brand. Nike suffered "China problem" Nike founder Knight of the Chinese market has been looking forward to this: "China has two billion feet do we want them to have to wear Nike!!." But the face of the Chinese market, Nike maverick personality also suffered some minor trouble, the ins and outs of some of the problems but also makes Nike have to seriously examine their words and deeds in the Chinese market. New problems encountered on the Chinese market, but also makes Nike has been more targeted in changes in the global market. Pride of international brands in recent years, frequent mistakes in the Chinese market, a critical cheap jordans online factor is the government's supervision started to increase, consumer psychology matures. So I leaned over, international operating experience and local market characteristics, combined as many international brands continue to grow in the required course. Nike's "scraped the bone healing" Nike's performance reached $ 9.6 billion peak in 1998, but began to decline. Nike sneakers was reduced by 14% of global sales, sports apparel decreased by 9%, when Nike laid off 1,600 people, one-third reduction in the marketing budget. Michael Jordan retired again brought the Nike worse, lost the most legendary and inspiring a endorsers, Nike ads almost the main engine flameout, Nike is facing a very severe test. And founded in 1999 after the death of one person Bowerman, the former was no longer involved in the company's specific business founder Knight had to come back and rebuild the company's new order. In the time of distress, Nike's Knight in order to enhance performance, once again raised the change of "magic wand": First, the reconstruction of a new management team. Knight hired from PepsiCo's Tony Blair as the new chief financial officer, the company hired from PoloRalphLauren Thomas? Clark served as chief operating officer, and bold use of dual leadership system, promoted senior director Mark? Parker and Charles? Denson as joint implementation long, establish a new management team, the integration of old and new and the different expertise of personnel. Second, to strengthen the supply chain system. Nike old supply chain system is very confusing, scattered in 27 sets of computer systems around the world to take individual actions, not in communication with each other, so often caused by selling products out of stock, the stock too much unsal Cheap air jordans for sale able goods phenomenon. In order to establish a new supply chain system, Nike spent $ 500 million to be integrated, so that after the completion of the new time to market reduced from nine months to six months, and by the 39.9% gross profit raised to 42.9%. Third, the expansion of product lines. Nike's main commodity original basketball shoes, mainly in recent years, the introduction of golf supplies series, and Tiger Woods as a spokesperson, while strengthening the promotion of soccer shoes to meet the football population increase. Soccer Sporting Goods Series is currently the turnover has been as high as $ 1 billion, a 25% share of the global market, as much as 35% of the market share in Europe. Fourth, adding new brands. Nike has acquired advanced casual shoes brand colehaan, hockey brand BAUER, first name brand sports shoes CONVERSE and slippery board brand HURLY, and let alone the brand-name business. 2003 new brand of earnings growth of 51%, reaching $ 1.4 billion. & nbsp; & nbsp; & nbsp; reforming under Knight, Nike gradually from a product-design firm known for innovative marketing, transformed into a highly organized and disciplined, improve efficiency, focus on new business performance, Therefore, 200,427%, another new record. And Another key initiative is the end of 2004 the company hired William Johnson? Perez, Nike is to give full play to its multi-brand sales in SC Johnson's experience to create better for the company's two brands Nike performance and make new contributions, which is under a piece of cloth in the future. Review people no finest hour If there is no comparison, the results achieved in 15 years, Li Ning Li Ning sufficient comfort temples of white hair. But put on the global sports economy platform, Li Ning Cheap air jordan 12 taxi for sale online free shipping and even dangerous, because an industry capable of generating opportunities for international brand is limited. And now, this opportunity did not increase, but is less and less. Even big companies like Nike to see billions of dollars such, did not dare to have a shred of competitive slack. sports brand building and exploration of movement value inseparable, but also with sports sponsorship inseparable, but what kind of sports sponsorship and decide what level of athlete sports brand brand positioning and international reputation. Over the years, contact with Li Ning brand together basically domestic elite athletes; and like Nike, Adidas such international sports brand sponsorship of clients throughout the world-class athletes around the world, which also established its world-class brand position . Li Ning to go international, domestic only sponsor athletes and sports teams is not enough. In addition, the specialization has also been a "Li Ning" the soft underbelly of the consumer brand Li Ning lack of clear and explicit recognition, which is mainly due to the ambiguity caused by the positioning of the brand Li Ning, Nike, Adidas flagship high-end sports Supplies difference is that Li Ning flagship sports and leisure, and sports and leisure itself is a vague position, as consumers of sports consumption professional development, this positioning will inevitably compromised. research and development in a number of tracking Nike show that Nike in business management and not too unconventional in many ways even still followed the Adidas company set up several decades ago recognized the success of the footwear market strategy. Compared with its competitors, Nike is the first and best will "emotional" embedded core brand of the company, he seeme cheap jordans for sale mens d like a young Ganaiganhen style around a living person, it is precisely its independence Some. and Nike to find the "Rising Star" training "Rising Star" featuring spokesperson cooperation model, not only makes the public more and more to believe that these star achievements solidarity efforts with Nike, but Nike also gained lower-cost access to the image endorsement. Focusing on sports, focusing on improving the competitive level of the athletes, which is not only need to consider Li Ning, Fujian many fast-growing "celebrity endorsements + CCTV," the sports brand should ponder deeply.related information:Reebok Although good governance, but has recently launched a range of shoes, it is too rosy, as if in front of this pair of shoes a tumor general model for ATV 19+, is Reebok and Ultimate Fighting Championship ( UFC) cooperation models, known as "the first all-terrain sports shoes", not only with reference to the all-terrain SUV styling, but also taking into account the muddy road, snow, grassland and desert conditions, known as long as they put on travels world are not afraid - but, look too weird pro. Other parts of the shoes have retained the general appearance of shoes, round holes tongue, ankle cushioning system and shoes are normal, but this shoe is for practicality rather than match fashion modeling, but then put on fine bone really seem odd, when actually listed, you will not be considered? & nbsp;& nbsp; & nbsp; & nbsp; March 26, Nike announced its financial third quarter ended February 28, 2007 performance. Third-quarter revenue of $ 3.9 billion, $ 3.6 billion compared with the same period last year increased by 9%. Changes in the exchange rate of the third quarter revenue growth of 3 percent. Third-quarter net income rose 8 perce Retro jordans for sale nt to $ 350.8 million US dollars, compared with $ 325.8 million a year earlier. Diluted earnings per share was $ 1.37, compared with $ 1.24 a year earlier, an increase of 10%. & Nbsp; & nbsp; & nbsp; & nbsp; Nike President and CEO Mark - Parker (MarkParker), said: "Our strong third quarter results with our compelling product portfolio and top. The consumer experience of pre-orders played a beneficial role we will continue to grow, because we are highly innovative, disciplined and maintain close contact with customers "& nbsp;.. & nbsp; & nbsp; & nbsp; pre-orders & nbsp; & nbsp; & nbsp; & nbsp; between March 2007 to July 2007, the global futures orders for a total value of athletic footwear and apparel company plans to deliver 6.0 billion US dollars, representing an increase of 9 percent over the same period last year. Changes in currency exchange rates increased by 1 percentage point order. & Nbsp; & nbsp; & nbsp; & nbsp; on a regional basis, futures orders for the US increased 8 percent; Europe (including the Middle East and Africa) grew by 9 percent; Asia Pacific grew 14 percent; The Americas region grew by 2%. Changes in currency exchange rates in Europe and the Asia-Pacific region reported futures orders growth rate increased by two percentage points, while changes in currency exchange rates futures orders growth in the Americas region decreased by 1 percentage point. * & Nbsp; & nbsp; & nbsp; & nbsp; area highlights & nbsp; & nbsp; & nbsp; & nbsp; USA & nbsp; & nbsp; & nbsp; & nbsp; in the third quarter, the US revenue grew 2 percent to $ 1.5 billion US dollars in the third quarter of fiscal 2006 compared to $ 1.4 billion. Sneakers American region revenue increased 2 percent to $ 1 billion US dollars; apparel revenues increased 1 percent to $ 371.3 million; and equipment revenues grew 11 percent to $ 77.8 million. The US $ 286.2 million pre-tax income compared with the same period last year reduced by 2% to $ 280.2 million. & Nbsp; & nbsp; & nbsp; & nbsp; Europe & nbsp; & nbsp; & nbsp; & nbsp; third-quarter revenue in Europe increased 15% to $ 1.1 billion compared with $ 980.1 million dollars, while the same period last year. Changes in exchange rates increased revenue growth by 9 percentage points. Footwear revenues increased 12 percent to $ 630 million; apparel revenues increased 19 percent to $ 413.2 million; and equipment revenues grew 18 percent to $ 81.6 million. Pre-tax income increased 18 percent to $ 246.5 million. & Nbsp; & nbsp; & nbsp; & nbsp; Asia Pacific & nbsp; & nbsp; & nbsp; & nbsp; in the third quarter, Asia Pacific revenue of $ 589.9 million, compared with last year $ 532.3 million over the same period increased by 11%. Changes in exchange rates increased revenue growth by 3 percentage points. Footwear revenues increased 12 percent to $ 319.4 million; apparel revenues increased 9 percent to $ 217.4 million; and equipment revenues grew by 8% to $ 53.1 million. Pre-tax income increased 6 percent to $ 126.4 million. & Nbsp; & nbsp; & nbsp; & nbsp; American region & nbsp; & nbsp; & nbsp; & nbsp; the Americas region revenue of $ 212.5 million, compared with 203.1 million a year earlier US dollars increased by 5%. Where exchange rate fluctuations did not have a significant impact on revenue growth. Footwear revenues increased 6 percent to $ 152.8 million; apparel revenues declined 5 percent to $ 42.3 million; and equipment revenues grew 16 percent to $ 17.4 million. Pre-tax income was $ 40.7 million, an increase of 6%. & Nbsp; & nbsp; & nbsp; & nbsp; other departments & nbsp; & nbsp; & nbsp; & nbsp; in the third quarter, including those from ColeHaanHoldingsIncorporated, ConverseInc, ExeterBrandsGroupLLC, HurleyInternationalLLC, NIKEBauerHockeyInc. . and other segment revenues NIKEGolf of $ 522.7 million, compared with $ 454.5 million the same period last year increased by 15%. & nbsp; & nbsp; & nbsp; Pre-tax income for the third quarter increased by 53 percent to $ 68.4 million. & Nbsp; & nbsp; & nbsp; & nbsp; earnings report before & nbsp; & nbsp; & nbsp; & nbsp; The company's third-quarter gross margin was 44.2%, while last year compared with 43.6% over the same period. & Nbsp; & nbsp; & nbsp; & nbsp; sales and administrative expenses in the third quarter, the proportion of revenue was 31.7%, compared to 30.1% a year earlier. Third quarter results included $ 17.8 million related to stock option expenses (excluding taxes), this fee so diluted earnings per share decreased $ 0.07. Excluding stock option expense, then the third-quarter net income grew by 13%, while diluted earnings per share grew 16 percent to $ 1.44 per share. & Nbsp; & nbsp; & nbsp; & nbsp; The effective tax rate for the third quarter fell to 32.3%, mainly attributable to the European tax agreement, which was completed in the second quarter of fiscal 2007, and retrospective reconstruction of US R & D tax credits in December to sign into law. & Nbsp; & nbsp; & nbsp; & nbsp; balance sheet valuation & nbsp; & nbsp; & nbsp; & nbsp; at the end of the quarter, the global inventory value of $ 2.2 billion, compared with 2006 On February 28 an increase of 7%. The end of the quarter, cash and short-term investments of $ 2.3 billion, while last year, compared with $ 2 billion over the same period. & Nbsp; & nbsp; & nbsp; & nbsp; share buyback & nbsp; & nbsp; & nbsp; & nbsp; the third quarter, the company repurchased under its four-year $ 3 billion stock repurchase program repurchased 906,700 shares of common stock, valued at approximately $ 91 million. The plan in June 2006 approved by the Board of Directors. & Nbsp; & nbsp; & nbsp; & nbsp; stock splits & nbsp; & nbsp; & nbsp; & nbsp; February 15, 2007, the Board announced that the company Nike Class A and Class B common stock a change two stock split plan, which will be 100% of the ordinary shares in the form of dividends to achieve. All registered at March 12, 2007 close of business on shareholders per common share on March 12 holdings are a further obtain one ordinary share. The common shares of stock will be segmented April 2, 2007 distribution. Information related to stock and earnings per share does not reflect this split. Information reflecting the stock split will be released after the dividend distribution. & Nbsp; & nbsp; & nbsp; & nbsp; NIKE, Inc. based near Beaverton, Oregon, is the world's leading high-quality athletic footwear, apparel, equipment and accessories designer, marketer and Distributor for all types of sports and fitness activities. Wholly owned Nike subsidiaries include: leading luxury shoes, handbags, accessories and coats design and marketing company ColeHaanHoldingsIncorporated; design, sales and distributes athletic footwear, apparel and accessories for the value retail channel ConverseInc .; designs and markets athletic footwear Classes and clothing ExeterBrandsGroupLLC; design, markets and distributes action sports and youth lifestyle footwear, apparel and accessories HurleyInternationalLLC; and a leading designer and distributor of hockey equipment NIKEBauerHockeyInc ..