Lining, A Shoe Maker, Creates A Network Comedy To Open Up The Sales Channels Of The Shoe Industry In The United States.

For China footwear industry Well known brand Lining, I believe you are no stranger to it. Lining The company is headquartered in Beijing and its name comes from the former Olympic gymnast Lining, founded by him 20 years ago. In the first half of this year, Li Ning Co reported revenue of 4 billion 500 million yuan, or $671 million, an increase of 11% over the same period in 2009. However, sales outside China accounted for only about 1% of the total revenue in the first half of this year. So, actively open up overseas. market Lining has become an important step towards globalization.

Although Lining is still far smaller than the global sports footwear giant Nike, Lining is already heading towards Nike's base camp. In January this year, Li Ning Co opened an exhibition hall in Portland, Oregon, not far from Nike's headquarters in the city of port, Oregon. Lining also sold shoes in the us through Foot Locker Inc.'s Champs Sports and Eastbay. Recently, according to media related information, Lining, a shoe maker, invited the famous American actor Benob to cooperate with the Internet advertising, and hoped that this could stimulate the consumption market of the footwear industry in the United States and enhance the popularity of Lining brand in the United States.

It is reported that this advertisement is the actress Rawlins (Donnell Rawlings), who is known as the HBO The and Chappelle s Show, and the 40 year old virgin (Wire 40 Years Old). In nearly two minutes of advertising, two people who played the role of customs officers in the United States had doubts about a young Chinese man because he had to transport a product that they had never seen before and never heard of: waterproof F2 basketball shoes.

Two customs officers raised a shoe and asked what it was.

The young man said, Lining.

"Lining" sounds like "leaning" in English, and "leaning towards" means what she wants and wants to do. Bernar, a customs officer, shouted, "I want to beat you up!" (I 'm LiNing towards kicking youra-). {page_break}

This network farce has many other exciting dialogues. So far, it has been broadcast nearly 30 thousand times in YouTube (nearly 260 thousand times in Youku net). It was made by ZambesiInk, a VeniceBeach advertising agency in California. The company's customers also include Coca-Cola (Coca-Cola)'s Glaceau company and the Losangeles Lakers (Los Angeles Lakers). It has also worked with basketball superstar Kirby Brant (Kobe Bryant) to create advertisements for Nike shoes named after him (Nike).

Zambesi did not plan to win the Lining prize or the Cannes Effies with the advertisement of Cannes, but it was trying to create a lively personality for a brand still unknown to most American consumers. Although the United States is still struggling to get rid of the impact of the recession, it is still the largest consumer market of sports shoes and clothing in the world. It is Lining's important territory to win in the process of becoming a global brand.

Although advertising has its star effect and high standard of production, Li Ning Co says there are no other related marketing activities. Asked whether such a humorous and new style advertisement indicates that Li Ning Co is going to sponsor the Super Bowl contest for the first time, a spokesman for the company replied, "we often study these opportunities."