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“新疆棉”事件后李宁体育品牌发展战略研究
摘要
近几年国产体育品牌崛起势头迅猛,尤其特别是 2021年 3月 25日“新疆棉”
事件开始事件爆发后,国内民众对国产体育品牌的热情支持越来越强烈。支持国
产品牌热度激增。很多网友都表示网络上正不断流传着“用李宁体育替代阿迪耐
克、阿迪达斯,安踏替代彪马，天猫淘宝顶替替代优衣库”的观点言论。当下的
年轻体育消费者都在奋力追捧国产品牌，抵制国外品牌。新时期的年轻人似乎都
在努力为每一位外国产品寻找最适合的国产商品 ;一面是抵制,一面是热捧;这个
很难得的机会就给了，似乎给国产体育品牌超越全球一线市场大牌运动品牌的契
机。带来了“弯道”超车的机会。
李宁体育用品有限公司（以下简称：李宁体育）作为国产运动品牌头部企业，
从创立、发展、起伏，再到如今的辉煌，表现出了较强的市场竞争力。特别是，
“新疆棉”事件发生后，李宁体育更是重回体育用品市场占有率前列。然而，李
宁体育仍然面临着阿迪达斯、耐克这些久负盛名的国际品牌，以及安德玛、露露
乐檬等新型体育品牌的冲击，同时还受到安踏、特步等国内一线品牌的竞争威胁，
这给深化李宁体育品牌内涵，进一步提升未来市场占有率带来了前所未有的压力
与挑战。
本文主要基于品牌发展战略的相关理论，以“新疆棉”事件及其对国内体育
用品市场的影响为背景，梳理李宁公司近五年品牌战略演变过程与现状，结合问
卷调查数据的分析，探究了“新疆棉”事件后李宁品牌发展的机遇与挑战，进一
步运用 SWOT分析方法为“新疆棉”事件后李宁体育品牌发展归结出低成本差
异化、聚焦、顾客集中化和差异化的竞争战略，并提出了实施竞争战略的具体对
策。
关键词：李宁体育品牌，“新疆棉”事件，品牌战略
I
Research on the development strategy of Li Ning sports
brand after the "Xinjiang Cotton" event
Abstract
In recent years, the momentum of domestic brands has been raised, especially
after the outbreak of the public relations event of "Xinjiang Cotton" on March 25 last
year. The Internet has spread the speech that Li Ning should replace Nike and Adidas,
Anta should replace Puma, and Taobao should replace Uniqlo. Young people on
social networking forums seem to have found suitable domestic substitutes for every
foreign brand. The boycott andthe heat seem to give domestic commodities,
especially domestic sports brands, a huge opportunity to overtake.
As a domestic sports brand "highly reputable", Li Ning's continuous and efficient
product research and development can really provide a steady stream of permanent
power. From the establishment, development and ups and downs to now brilliance, Li
Ning sports company brand construction has its own competitiveness in the market. In
terms of brand management, Li Ning optimized the channel structure, reduced the
dependence on dealers, eliminated dealers with poor performance, strengthened the
layout of direct channels, and strengthened the management of stores, thus improving
the operation efficiency. In addition, it also opened up e-commerce channels, further
improved the online and offline integrated brand marketing model. However, it still
faces the threat and impact from Adidas, Nike and famous international brands, as
well as Under Armour, Lululemon and new sports brands, which also brings pressure
and challenges to enhance its share of the domestic market in the future.
This paper studies the development strategy of Li Ning sports brand, and takes
"Xinjiang Cotton" public relations event as an example to explore the status of its
impact on the development. With the analysis and research of the process of Li Ning
brand in the past five years, it summarizes the problems existing in the development
process. And in view of the problem, it puts forward the optimization design of Li
Ning sports brand development strategy. Based on the SWOT analysis of Li Ning
sports brand before and after the "Xinjiang Cotton" event, it explores the root of the
II