LI NING(02331) 证券时报网·2025-01-07 02:17Core Viewpoint - Li Ning is likely to replace Anta as the new official partner of the Chinese Olympic Committee for the 2025-2028 cycle, with a significant financial offer of approximately 800 million RMB [1][2]. Group 1: Financial Aspects - Li Ning's bid of around 800 million RMB is substantially higher than the prices offered in the previous two cycles, indicating a strong desire to secure this partnership for increased brand exposure [2]. - Anta has been the official partner of the Chinese Olympic Committee for 16 years, from 2009 to 2024, which has allowed it to build a significant brand presence [2]. Group 2: Historical Context - In 2009, Li Ning had a revenue of 8.387 billion RMB, leading Anta, which had a revenue of 5.87 billion RMB [3]. - The turning point for Anta came in 2009 when it decided to sponsor the Chinese Olympic Committee, leading to rapid revenue growth [4]. Group 3: Brand Recognition and Marketing - The partnership with the Chinese Olympic Committee is crucial for brand recognition, as athletes wear the partner's apparel during medal ceremonies, enhancing the brand's visibility [5]. - Li Ning previously held a long-term partnership with the Chinese Olympic Committee from 1992 to 2004, which established it as a leading domestic sports brand [5]. Group 4: Competitive Landscape - Anta has effectively utilized modern marketing channels, including television and social media, to enhance its brand presence, contrasting with Li Ning's reliance on traditional advertising methods during its earlier partnership [6][7]. - Despite potential loss of the partnership, Anta is focusing on global expansion and multi-brand strategies, indicating a diversified approach to growth [8][9]. Group 5: Current Financial Performance - In 2023, Anta reported a revenue growth of 16.2% to 62.356 billion RMB, while Li Ning's revenue grew by 7% to 27.598 billion RMB, highlighting a significant disparity in company size [10].