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 2000, many generic small companies emerged in Guangdong, all of a sudden shocks of Conway and Li Ning products.Upheavals in the market, Conway and Li Ning was taken by two very different attitudes.Li Ning is thinking, what sports brand. In 2001, the Li Ning began to match the architecture and brand through a series of reforms oakley sunglasses juliet repair  of the Organization: including external managers formed a from international companies such as Procter and Gamble, Coca Cola, DuPont and Nike Team of professional managers established market research, consumer research ... ...Through extensive interviews and research, Li-Ning followed Nike's strategy, the Li-Ning brand described as "young" and "friendly", "active", "alive", and "made in China", aimed at younger consumers made a series of moves.But this time, Conway is still tied down by the empirical, not realizing that the market and competitors have been undergoing dramatic changes. Due to the time lag on the  oakley crankcase sunglasses cheap market reaction, in addition to the flagship product, garments will face more fierce competition

, Conway's footwear and other types of product development there have been traces of lag.Conservative policy led Conway to be beyondLi Ning and Li Weiquan, another difference between the two companies in the use of funds above.Either now or before, and Conway were "very rich". With rising stars such as Anta does not like Conway and Li Ning has 20 years of history, is developed step by step, cash flow and its own capital reserves are abundant.Conway is essentially rely on their own capital development over the years, few financing, no liabilities--suggesting that Conway's "Foundation" is very thick, but also highlights its relatively conservative in recent years. In this regard, said Li Weiquan, "Conway has been known for its robust, never advocated the use of unconventional, to achieve the maximum benefits of casino-style risk-taking."Explosive growth in the industry and competitors seize the time ring time, insist conservative development is hard not to miss the opportunity. Li-Ning's false start was one of the prerequisites is that

his identity and marketing strategy has always been more publicity.In the 90 's of the last century in the eyes of the majority of your customers, "Li Ning" is more than just a brand name, he is carrying a generation dreams of power "Prince of gymnastics": has won 106 gold medals, was named one of the 25 athletes of the 20th century's greatest, and Jordan, Bailey tied."Li Ning" to do in the name of company names and trademarks, can be seen lining a high profile personality; has clothing sponsor of the Olympic Games in Barcelona, thanks to the Beijing Asian Games and the rapid rise of the right, then shows his enthusiasm for the promotion.Of course, after 2000 years, Li-Ning the name influence on a generation of young people has become increasingly weakened, at this point, is a bold of financing and big brand-building investment, Ning again hit.Can see from Li Ning's earnings, 2000 years after Li Ning a year in spending on advertising and marketing expenses to total revenues of 15%-17%, research and development investment accounted for