Research on Sports Apparel Brand Strategic Planning Under the

Background of Big Data: Li Ning Company as an Example

Xingyuan Dai

School of Management, Shanghai University of Engineering Science, Shanghai, China

Keywords: Big Data, Internet Marketing, Digital Marketing, Strategic Planning, SWOT Analysis.

Abstract: In this paper, Li Ning Company as an example, for its development of appropriate marketing strategy, the

second part is the general profile of Li Ning Company; Thirdly, it analyzes the marketing environment

facing Li Ning Company and the opportunities and challenges brought by the novel coronavirus epidemic.

The fourth part plans the digital marketing platform of Li Ning Company according to ESP model and "5S"

strategy method. The fifth part is to design the effective search engine marketing plan for Li Ning Company;

The sixth part combines the development of big data and artificial intelligence technology to talk about how

Li Ning Company will realize data-driven big data marketing in the future.

1 INTRODUCTION

Since the outbreak of COVID-19 in 2020, the virus

has severely tested the world's societies and

economies. According to estimates from the world

bank, the impact of COVID-19 resulted in a global

recession unlike anything seen in 80 years. This

recession has had huge ripple effects across the

globe, bringing the global economy to an

unprecedented halt, resulting in higher

unemployment, lower retail spending and lower

consumer spending. As a traditional livelihood

industry, textile and clothing industry has played an

important role in expanding the market, balancing

foreign exchange payments and creating

employment. Considering that the impact of the

novel coronavirus will continue for some time in the

future, it is very important to assess its impact on the

garment and textile industry and use big data to help

enterprises develop their own online marketing

strategies to ensure recovery from the crisis (Wang

and Sindy, 2022).

Figure 1: Marketing digital decision model.

Dai, X.

Research on Sports Apparel Brand Strategic Planning Under the Background of Big Data: Li Ning Company as an Example.

DOI: 10.5220/0012023100003620

In Proceedings of the 4th International Conference on Economic Management and Model Engineering (ICEMME 2022), pages 36-41

ISBN: 978-989-758-636-1

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

2 OVERVIEW OF LI NING

COMPANY

Li Ning Company was founded in 1990, its

headquarters is located in Beijing Zhongguancun

Park, after more than 30 years of exhibition, Li Ning

has gradually become a well-known clothing brand

at home and abroad. In 2008, Li Ning had more than

6,000 offline stores. After several years of

development, the company's revenue exceeded 10

billion yuan in 2010, surpassing the old German

company Adidas. But then inventory build-up, peer

competition and marketing choices led to a series of

store closures over the next few years. Until 2015,

Li Ning Company changed from offline retail and

equipment supply to "Internet + sports life

experience", and returned to the domestic first-tier

brand with the marketing strategy of multi-brand,

multi-variety, online and offline multi-channel

operation, thus enhancing brand awareness and

brand recognition.

Figure 2: Annual turnover of Li Ning Company.

The ARIMA model is a short-term predictive

analysis method with high accuracy based on the

correlation measures in different periods of the

sequence. This method was proposed by American

scholar Box and British statistician Jenkins in 1976,

so it is also called Box-Jenkins model. In the

ARIMA model, the future value of a variable can be

expressed as a linear function of several past values

and random errors.

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random disturbance or random error of every period,

d is difference order, p and q are respectively

autoregressive and moving average order number,

order the X

is the observed value of every period (t

= 1, 2...k).

The establishment of ARIMA time series model

can be summarized into three stages, that is,

sequence stabilization, model recognition, parameter

estimation and model diagnosis. Through the

repeated processing of these three stages, an

"optimal" model for forecasting is finally

determined.

Finally, we use this model to forecast Li Ning's

annual revenue and profit in the next three years.

Figure 3: Li Ning Company Annual Revenue Forecast

(million Yuan).

Figure 4: Li Ning Company Annual Profit Forecast

(million Yuan).

billion yuan

Research on Sports Apparel Brand Strategic Planning Under the Background of Big Data: Li Ning Company as an Example

3 SWOT ANALYSIS OF LI NING

COMPANY'S MARKETING

ENVIRONMENT

Table 1: SWOT analysis of Li Ning Company.

The internal

environment

Internal

strengths

Internal

weaknesses

●Sponsorship of

domestic events

●The

application of

Internet

platform

●Offline stores

are competing

with online sales

●The quality

and training of

talent is

inadequate

The external

environment

External

opportunity

External threats

●The garment

industry has

improved its

level of

innovation

●The

development of

e-commerce

platforms

●Competition

from other

well-known

brands

●Consumer

loyalty to other

brands

3.1 Analysis of Internal Strengths

Li Ning has relied on its sponsorship of major and

domestic competitions to increase its exposure

through its long-standing partnership with the

national team and the CBA league. As the exclusive

sponsor of the CBA, Li Ning, whose jerseys and

sneakers are worn by players and coaches, has

gained exposure in recent years as the number of

spectators has grown.

At present, the rapid popularization of the

Internet has changed the traditional communication

mode. Li Ning can directly obtain the consumer

demand of users by using the public account

platform, Weibo and a series of mobile terminal

apps, providing new ideas for the development of

the brand in the future.

3.2 Analysis of Internal Weaknesses

Under the background of Internet +, all major

clothing brands carry out multi-channel marketing

through offline physical stores and online sales, and

all brands bloom. If they do not have core

competitiveness that is different from other brands,

they will be severely impacted (Luo, Ge, Chen and

Li, 2021). At the same time, the manufacturing and

sales talents involved in the garment industry need

to keep pace with The Times, but Li Ning's training

mechanism for such talents is not perfect, resulting

in a shortage of talent reserve.

3.3 Analysis of External Opportunity

With the rapid development of the Internet and the

constant iteration of information technology, Li

Ning's development offers opportunities. With the

introduction of related policies such as Made in

China 2025, the sports apparel industry in China is

constantly transforming, and the ability of

independent innovation has been significantly

improved. The development of e-commerce

platform provides an important opportunity for Li

Ning's product sales, which makes the sales revenue

of products on the online platform increase

significantly.

3.4 Analysis of External Threats

For the sports apparel industry, well-known

international brands such as Adidas, Puma and Nike

are at the top end of the global value chain, and

consumers have high loyalty to these brands. By

contrast, Li Ning rose late. Although its brand has

attracted attention at home and abroad, customers

are more willing to choose Adidas and Under

Armour for the same price.

4 LI NING COMPANY'S DIGITAL

MARKETING PLATFORM

PLANNING BASED ON ESP

MODEL

4.1 Environment (E)

With the rapid development of the Internet, the

traditional media is gradually occupied by the

network media.

According to the China Economic Annual Report

2020 released in January 2021, the total annual retail

sales of consumer goods in China was 39,981 billion

yuan, down 3.9% year on year, but the online sales

continued to grow. The annual online retail sales in

2020 was 11,7601 billion yuan, up 10.9% year on

year, among which the online retail sales of physical

goods were 9,759 billion yuan. Increased by 14.8%,

accounting for 24.9% of the total retail sales of

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

consumer goods, an increase of 4.2% over the

previous year. Among them, the retail sales of

clothing was 1,236.5 billion yuan, up 6.6 percent

year on year.

4.2 Strategy (S)

With the development of the network, Li Ning brand

can obtain users' information feedback at a low cost,

so that the effect of commercial activities can be

convenient and effective. At the same time, because

the network makes the information filterless and

consumer trust and other factors have a certain

interference to the brand. Li Ning brand should

adjust its strategy to achieve its marketing objectives

by integrating various factors.

Table 2: Digital Marketing Strategy.

category strategy

The electronic

commerce

Official websites can

cooperate directly with

e-commerce platforms

Social media

It is active on multiple

platforms

Strengthen user interaction

and communication, timely

integration of social media

Mobile terminals

It also released its own

branded mobile apps for

Android and iOS systems

The network game

Inject your own brand

elements into your game

and extend your brand

4.3 Performance (P)

Through digital marketing, Li Ning can build its

own digital world, understand the brand's potential

customers and their needs through multi-platform

marketing, and then prioritize the design content that

is beneficial and attractive to the customers. The

effects of digital marketing not only directly affect

the size and growth rate of users, business

contributions and interactive activities, but also the

negative feedback from users cannot be ignored. Li

Ning should take a rational attitude to the negative

evaluation of consumers and make a timely

response.

5 SEARCH ENGINE SOLUTION

Search engine optimization refers to the use of

search engine working mechanism or algorithm,

visit a specific website, systematically improve the

quantity and quality of traffic (Silvia and Claudio,

2021). Search engine optimization (SEO) is a

technique that applies to optimizing websites. Users

enter the keywords they want to know to search and

get what they want with the help of search engines.

Search engines have been widely used in the past

few decades. After literature reading, we sorted out

the index list for analyzing webpage ranking

(Andrew and Vaughan, 2022), as shown in Table 3.

Table 3: Page ranking indicators.

indicators description

Page rank

The metric used by Google Search to

rank websites in its search results

Page authority

Permissions that represent a specific

page or URL on a scale of 1-100

Domain

authority

Represents the authoritative 1-100

scale of a domain name, which is a

measure of the strength of the

predicted ranking of domain names,

including subdomains

MozRank

Represents the popularity of global

links on a scale of 1 to 10

MozTrust

Represents Moz's global Link trust

score.It measures link trust and

checks for reliable sources to receive

links

Citation flow

A metric provided by MajesticSEO,

which uses the number of websites

linked to it, Majesticseo, to predict

how influential a web page is. The

more links to the site, the higher the

CF value

Trust flow

Another index, on cover,

MajesticSEO, predicts the

trustworthiness of web

pages.Trustflow is computed using

the distance of backlinks from

trusted and old domains

Alexa rank

Alexarank refers to the use of user

visits and page views to calculate

Alexa traffic ranking

URL rating

It is a metric given by Ahref to

measure the strength of a backlink or

target webpage, usually on a

logarithmic scale of 1-100

Domain rating

Ahref calculates the logarithmic

scale of a web page's backlink

profile, from 1-100

Ahref rank Ahref's rankings compare backlinks

Research on Sports Apparel Brand Strategic Planning Under the Background of Big Data: Li Ning Company as an Example

to websites. It is calculated using

size and domain name rating

Google index

The number of specific pages that

Google is able to crawl or index on a

website

Social shares

Page sharing on Facebook, twitter,

google plus and other social media

platforms

Domain age

It is a metric that gives the

approximate age of a website and is

often used to rank web pages on

search engines

5.1 The Theme Should Be Clear and

the Content Should Be Rich

Before updating the official website of Li Ning, it is

necessary to set a clear main body and target, and

position the website according to the characteristics

of the campaign and the brand. Meanwhile, Li Ning,

as the leader of domestic sportswear brands, needs

to update its own brand culture in time.

5.2 Website Links Should Have High

Popularity

Search engines judge the quality of a site by the

number of external links and the quality of the

linked site. Therefore, Li Ning Company should

strengthen its own internal construction, improve the

connection of the wide degree, the production of

high-quality web pages.

5.3 Be Specific in Your Key Words

The keyword setting of the website is very important.

If a website wants to be retrieved by more users, it

needs to be more rigorous in the formulation of

keywords, not to blindly pursue hot words, but to

combine with its own brand and culture.

5.4 the Site Structure Should Be Clear

In the design of the website organization, the

framework should be avoided as much as possible,

and the use of FLASH should be minimized in the

design of navigation entries. At the same time, since

the root directory is the fastest to retrieve, usually to

the site's home page file set there. In addition, the

site's subdirectory Settings should not be too much,

the detailed directory Settings should not exceed

four levels.

6 BIG DATA MARKETING

Big data is carried out in the mode of peer-to-peer

advertising. The core of big data is to find the target

audience from the massive data and accurately

deliver information to them, so as to maximize the

communication effect. There are three advertising

modes based on precision marketing, which are

more suitable for Li Ning brand.

The first form is to directly communicate with

third party advertising agencies to develop

personalized and accurate marketing solutions for

the brand and build a brand database. To be specific,

the two parties first determine the target of

advertising through negotiation and choose the

media platform suitable for the brand. Secondly,

according to the keywords such as gender,

occupation, region and interest, the purchase

preferences of different groups under different

media platforms are identified, and consumers are

divided into three levels: understanding,

participation and purchase (Wei, 2022). Design

marketing content for different levels of users and

push personalized advertising display.

The second form is Dsp based precision

marketing. Before advertising, brand managers can

entrust advertising agencies to carry out creative

planning according to the different online and

offline marketing methods. In terms of online and

offline activities, consumers with a certain number

of online activities can exchange some gifts in

offline stores.

The third form is to carry out multimedia

marketing. In WeChat marketing, there should be a

link to other platforms, so that consumers can jump

to the product details page while seeing the

advertising pattern, so that they can browse and buy

products conveniently, time-saving and efficiently.

Figure 5: Factors influencing online shopping behavior.

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

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Research on Sports Apparel Brand Strategic Planning Under the Background of Big Data: Li Ning Company as an Example