efe矩阵和cpm矩阵的区别(关于李宁的EFE矩阵分析)
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04:48未知来源
李宁公司成立于1990年，主营业务为运动服饰，体育器材以及其他配套产品。目前是国内市值第二高的一家专业运动品牌企业。李宁从成立之初便开始活跃在国内外运动赛场上，1992年李宁成为首个出现在奥运会上的国产体育用品品牌，李宁自此成为中国运动品牌的开创者。李宁公司采取多品牌战略，包括李宁主品牌、艾高、红双喜、乐途、凯胜及Danskin，涵盖专业运动、运动休闲、运动时尚、户外运动、童装等领域。李宁公司将自身产品定位于运动时尚，对比于国际品牌具有价格优势，对比于国内品牌具有品质优势。
一、环境扫描
优势：
1. 国内经济稳定发展：
目前中国是全球最先解除疫情带来的不利影响的国家，经济已经实现稳步增长。
2. 政策对于体育品牌的扶持：
对于国产品牌自主化，国际化，国家出台了相当多的政策以支持，例如国务院46号文件《国务院关于加快发展体育产业促进体育消费的若干意见》提出，到2025年，基本建立布局合理、功能完善、门类齐全的体育产业体系，体育产品和服务更加丰富。
3. 客户需求增加，产品逐渐细化：
运动服饰类产品包括42个运动品类，市场的细化程度高，有利于李宁公司研发新品，针对不同的客户销售不同的产品，获取更多的消费者剩余。
4. 拥有完善的全销售渠道：
目前李宁公司拥有7600多家直营店和加盟店，涵盖了95%以上的城市和乡镇，并且仍在以每年100+的速度在扩张线下实体店。另外李宁同所有的电商机构都有所合作并且拥有自己的销售官网和手机app。
5. 国产运动品牌正在兴起：
国产品牌在品质不断对标国际品牌，同时在价格上始终保持优势，国内用户逐渐倾向于选择国货，加之最近adidas、Nike等国际品牌罔顾事实，发表的不善言论、采取的行动令中国用户寒心，国产品牌正在快速崛起。
6. 行业不存在垄断：
运动服饰市场竞争激烈，处于垄断竞争市场，而李宁在其中处于优势地位，具有一定数量的忠诚客户。
7. 企业文化优势：
李宁以“Make the change” 作为其企业文化，核心内容是“崇尚运动、诚信、激情、求胜、创新、协作”。经过二十年的发展，已逐步成为代表中国的运动品牌公司。
8. 国内人口基数大，消费提升空间大：
中国是全球最大的运动服饰消费市场，但人均对于运动服饰的消费金额不足200元，低于发达国家人均消费水平，消费空间有待进一步提升。
9. 人均可支配收入不断提高：
2020年，全国居民人均可支配收入32189元，同比增长4.7%。其中衣着消费占比7.3%，同比增长9.4%。可支配收入的提高代表了人们有能力提高自己的物质生活水平，消费能力进一步提升。
10. 市场占有率不断提高：
2020年李宁的市场占有率达到了5.43%，同比增长10.2%，预计李宁2021年的市场占有率将会达到5.87%。
劣势：
1. 行业内部竞争加剧：
李宁在目前市场上存在20+的竞争对手，而李宁仅占据了不到6%的市场。市场优势不明显，各品牌之间的竞争相当激烈。
2. 消费者需求转变风险：
消费者偏好容易影响运动鞋服行业的竞争格局，消费升级可能导致消费者的需求由中低端产品转向高端产品，李宁存在消费者流失风险。
3. 潜在竞争者威胁：
由于运动服饰市场的技术壁垒较低，准入门槛不高，该市场上存在诸多的潜在竞争者，例如小米T恤、国外运动品牌锐步等。
4. 实体店的销售压力逐年增加：
受电商平台的影响，实体店的销售额和年利润都在逐年下降，而李宁拥有7600多家线下实体店，2020年李宁的线下实体店营业份额缩水16%。
5. 行业成本上升：
由于运动服饰市场竞争激烈，李宁公司每年需要花费巨额的资金投入广告宣传、产品研发、公司运营等环节。
6. 代替品的多样化、品质提升：
李宁的竞争对手在自身产品的品控、价格和产品数量都在追赶甚至已经超越了李宁。
二、EFE矩阵及结论
根据EFE矩阵得出：李宁公司的外部综合因素得分为2.8055，比理论的平均水平2.5高出0.3055，说明李宁公司能够对外部的机会和威胁做出反应，可以通过采取适当的方式去利用有利的机会和避开不利的威胁，但仍然存在某些缺陷。李宁在国家政策上面具有一定的优势，在国产品牌里处于领先地位，但距离国际品牌仍有一定距离。当前李宁公司应当抓住政策利好，利用国民对于国产品牌不断提升的认同度，在研发新品、提升产品质量方面下功夫，迎合市场需求，对标国际品质，同时下比竞争对手的产品价格，加大市场的占有份额。
Today's article
Li Ning Company was established in 1990 and its main business is sportswear, sports equipment and other ancillary products. At present, it is a professional sports brand enterprise with the second highest market value in China. Li Ning has been active in sports competitions at home and abroad since its establishment. In 1992, Li Ning became the first domestic sportswear brand to appear in the Olympic Games. Since then, Li Ning has become the pioneer of Chinese sports brands. Li Ning adopts a multi-brand strategy, including Li Ning's main brand, Ai Gao, Double Happiness, Lotto, Kaisheng and Danskin, covering professional sports, sports and leisure, sports fashion, outdoor sports, children's clothing and other fields. Li Ning has positioned its products in sports fashion, which has a price advantage compared to international brands and a quality advantage compared to domestic brands.
One,environmental scan
Advantage:
1. Stable development of domestic economy:
At present, China is the first country in the world to eliminate the adverse effects of the epidemic, and its economy has achieved steady growth.
2. Policy support for sports brands:
Regarding the autonomy and internationalization of domestic brands, the state has issued quite a few policies to support it. For example, the State Council’s Document No. 46, "Several Opinions of the State Council on Accelerating the Development of the Sports Industry and Promoting Sports Consumption", proposes that by 2025, the establishment of a reasonable layout and function A complete and complete sports industry system, with more sports products and services.
3. Customer demand increases and products are gradually refined:
Sportswear products include 42 sports categories, and the market is highly refined, which is conducive to Li Ning's research and development of new products, selling different products for different customers, and obtaining more consumer surplus.
4. Have a complete sales channel:
At present, Li Ning has more than 7,600 directly-operated stores and franchised stores, covering more than 95% of cities and towns, and is still expanding offline physical stores at a rate of 100+ per year. In addition, Li Ning cooperates with all e-commerce organizations and has its own sales website and mobile app.
5. Domestic sports brands are emerging:
Domestic brands are constantly benchmarking against international brands in terms of quality, and at the same time maintaining an advantage in price. Domestic users gradually tend to choose domestic products. In addition, recent international brands such as adidas and Nike disregard the facts and make bad comments and actions taken by Chinese users. Domestic brands are rising rapidly.
6. There is no monopoly in the industry:
The sportswear market is fiercely competitive and is in a monopolistic competition market, and Li Ning is in a dominant position in it and has a certain number of loyal customers.
7. Corporate culture advantage:
Li Ning takes "Make the change" as its corporate culture, and its core content is "advocating sports, integrity, passion, winning, innovation, and collaboration". After two decades of development, it has gradually become a sports brand company representing China.
8. The domestic population base is large, and there is a lot of room for consumption improvement:
China is the world's largest sportswear consumer market, but the per capita consumption of sportswear is less than 200 yuan, which is lower than the per capita consumption level of developed countries, and the consumption space needs to be further improved.
9. Per capita disposable income continues to increase:
In 2020, the national per capita disposable income of residents was 32,189 yuan, a year-on-year increase of 4.7%. Among them, clothing consumption accounted for 7.3%, a year-on-year increase of 9.4%. The increase in disposable income represents the ability of people to improve their material living standards and the ability to spend further.
10. The market share continues to increase:
In 2020, Li Ning's market share reached 5.43%, an increase of 10.2% year-on-year. It is expected that Li Ning's market share in 2021 will reach 5.87%.
Disadvantages:
1. Intensified competition within the industry:
Li Ning has 20+ competitors in the current market, and Li Ning only occupies less than 6% of the market. The market advantage is not obvious, and the competition among brands is quite fierce.
2. Consumer demand change risk:
Consumer preferences easily affect the competitive landscape of the sports shoes and apparel industry, consumption upgrades may cause consumer demand to shift from low-end products to high-end products, and Li Ning is at risk of losing consumers.
3. Threats of potential competitors:
Due to the low technical barriers and low barriers to entry in the sportswear market, there are many potential competitors in the market, such as Xiaomi T-shirts and foreign sports brand Reebok.
4. The sales pressure of physical stores has increased year by year:
Affected by the e-commerce platform, the sales and annual profits of physical stores have been declining year by year, and Li Ning has more than 7,600 offline physical stores. In 2020, Li Ning's offline physical store business share will shrink by 16%.
5. Rising industry costs:
Due to the fierce competition in the sportswear market, Li Ning Company needs to spend huge amounts of money in advertising, product development, and company operations every year.
6. Diversification and quality improvement of substitutes:
Li Ning's competitors are catching up and even surpassing Li Ning in the quality control, price and product quantity of their own products.
TWO. EFE matrix and conclusion
According to the EFE matrix, Li Ning’s external comprehensive factor score is 2.8055, which is 0.3055 higher than the theoretical average level of 2.5, indicating that Li Ning can respond to external opportunities and threats and can take appropriate measures to take advantage of the advantages. Opportunities and avoid adverse threats, but there are still some shortcomings. Li Ning has certain advantages in national policies, leading the domestic brands, but still a certain distance from international brands. At present, Li Ning Company should seize the favorable policies, make use of the increasing national recognition of domestic brands, make efforts in research and development of new products, improve product quality, cater to market demand, benchmark international quality, and at the same time lower the price of competitors’ products. Occupy share of the big market.
翻译来源——Google翻译
参考资料：百度百科、知乎
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