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#15: Brand thinking of Li Ning

07 May

Brand History:

Li Ning is a Chinese athletic company which makes athletic shoes and sporting goods. Li-Ning branded products are targeted for consumers who play in sports such as running, basketball, badminton, football, tennis
and fitness. The company endorses a number of athletes and teams, both at home in China and abroad.

In 2005, Li Ning created a joint-venture with French sports apparel company, AIGLE, giving Li Ning the exclusive rights to be the distributor of AIGLE’s products in China for 50 years.

In 2006, Li Ning posted revenues of US$418 million, and total profits of about US$39 million. As of March 2007, there were 4,297 Li-Ning retail stores. The company directly owns some of the retail stores while others are franchised.

In January 2010, Li Ning opened its U.S. headquarters and flagship store in Portland, Oregon.

In January 2011, Li Ning entered into a partnership with Chicago-based Acquity Group to expand its U.S. distribution and brand awareness.

The company was founded in 1990 by Li Ning, a former Chinese Olympic gymnast. As of 2007, Li Ning remains the chairman of the company’s board of directors.

Brand Thinking:

As I know About Li Ning, their prive as high as Nike, Addidas, and other sport bands. Less consumers buy Li Ning products becasuse they think foriegn brands’ products are good-looking and higher quality. If the price are similar, Chinese consumers will choice foriegn brands’ products rather than Chinese brands’ products. I think Li Ning should re-target consumers. Their consumers should be middle class people, so the price should not higher than other middle class sports brands.

Also, Li Ning should try to expand their market in America and Europe to reach more consumers,and the price should be fit with middle or lower class people because most people in America and Europe will choice Nike and other brands. They may know less about this Chinese brand, so Li Ning needs to build its reputation outside China. They can do some public welfarre,or host some sport events to make more people know about this brand.

I know Li Ning can “Make the change.” and “Anything is possible.” I think there are more potential opportunities for Li Ning.

Here is Li Ning’s Ads, sorry, they spaek Chinese in the ads

Cited: Li Ning picture, Li Ning history

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