From Li Ning do badminton, Nike do riding boots thought: Sports brands need to be popular and professional take all?

Li Ning successfully cut into the badminton equipment market by sponsoring Sudirman.　　CFP is not just draped in clothes and shoes on foot, now, the domestic sports brand leader Li Ning also want to occupy your hands. Not long ago, in the 11th session of Sudirman on the eve of the opening, Li Ning officially announced for the Chinese badminton team to create a full set of professional badminton equipment. Carrying this momentum, Li Ning Homeopathy launched a new set of badminton Racket series products "winner."　　If the 2007 Li Ning successful acquisition of domestic well-known table tennis brand "Double Happiness" belongs to the curve into the sports equipment industry, then the launch of the badminton racket is "Li Ning" brand-name, officially enter the industry signal.　　This March, Li Ning to 1.5 million U.S. dollars a year (about 10.25 million yuan) signed by the 26-year-old Russian vaulter famous Isinbayeva, the big shot into the badminton market, the financial tsunami, it seems that there is no compression cost meaning, but increased the pace of expansion. Li Ning for sporting equipment to play foreshadowing Li-Ning sports related people to reporters, into the badminton market early planning, just never had publicity.　　But at the beginning of this year's National Youth Badminton competition, but has revealed the clue ——— got the title of the series. At that time, there is a Fujian sports brand in charge to reporters that Li Ning is planning to enter the sports equipment market, the first step is badminton. However, when the reporter to the Li Ning Sports, and did not get a positive answer. In fact, in the National Youth Badminton Tournament, the competition racket and the field of the plastic is Kai Sheng brand, the referee's clothing is Li Ning, the venue is full of "red double happiness" feather ball equipment logo, they all belong to the Li Ning brand.　　And Li Ning itself, always and badminton not too much intersection. Until the start of the Sudirman, Li Ning only officially exposed their own badminton racket products. "We also have plans to enter sports equipment, but we will choose the industries we specialize in, such as basketball and so on."　　"The above Annex sports brand director told reporters, badminton, tennis, such as" small ball "industry is very delicate, people to professional look heavier, and not like basketball equipment, fashion flavor more strong. This does not seem to constitute the concern of Li Ning.　　In the previous, Li Ning bought the table tennis "eldest brother" red double Happiness and Fujian Quanzhou "Kai Sheng", buried the foreshadowing. Nike's boots are in dispute. Liangfenlo, an analyst with the apparel industry, said Li Ning chose to sponsor the Chinese badminton team for the first time to stand at the highest point of "professionalism" and to establish a professional image in the eyes of consumers. Although in the mass consumer market occupies a strong advantage, but only to maintain the pyramid at the highest level of professional equipment to ensure a strong position of a sports brand.　　The world's largest sportswear brand Nike, for example, although in the field of basketball shoes occupy an absolute leadership position, but in recent years has not forgotten to open up new areas. In a new pair of sneakers designed by Nike last year to take part in 28 Olympic Games, one product causedEverybody's questioning: that's the boot. Nike Olympic Footwear product director Shawn Mcdaul admits the idea of new riding boots was difficult to accept at first, but he was satisfied with the final results. "For a movement that is considered an elite, Nike has introduced a populist style," said Emily Isterson, editor of the Equestrianretailer, a business publication. However, Nike says it has not yet decided whether to use its Olympic marketing to promote products developed for ordinary equestrian enthusiasts. Recently, Nike stopped mass production of bicycle sneakers because the market was too small. But the move to bring the Nike logo into the equestrian circle is a triumph in itself. Obviously, compared with Nike's move to break into some market segments, Li Ning aims to have a similar place for badminton devices.　　After all, as a country with the popularity of badminton, with the flourishing of this movement, the tendency of the civilian trend of sports clothing and even equipment becomes more and more obvious. To occupy the different routes of the market in recent years, a number of multinational brands specializing in sports apparel have also begun to value China's increasingly sophisticated sports market. Speed O, a professional swimming apparel provider for the Phelps L ZR (Shark Skin series) swimsuit, has almost become the biggest winner of the 2008 Olympic Games, as his patron Phelps set a world record for eight gold medals alone. Speed, Vice president of Asia and the Pacific, who is in charge of China's operations, said in a media interview that Shark skin is the top part of the triangle and that more products are available to the public and that the market is the biggest.　　So far speed o in Beijing, Shanghai, Chongqing and other first-tier cities opened 48 stores and counters. Whether it is like Li Ning, Nike such a popular brand into the specialized market, or like speed o from the professional field into the mass market, for sports brands, brand value of the Golden Triangle which layer is indispensable. Without a leading position in the high-end field of expertise, it is not possible to open up the situation in the mass market, to enter the field of expertise, still be in the mass market, and focus on the high-end niche areas can not expand the brand's influence.　　It is not easy to strike a balance between the two. Newspaper reporter Fangnan