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Full Name (in pinyin)| | Yinqin Wang| English Name (optional)| | | ID Number| 1101133| Class (e.g. Y2_EEE_A1)| Y2_BAD_A2|
Programme| Business Administration|
Module Code| EAP105|
Assignment Title| Compare and contrast the marketing strategies of Li Ning domestically and internationally| Submission Deadline| 22 October 2012 before 20:00| EAP Tutor’s Name| Jacqueline Banki| Final Word Count| 1057|
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Compare and contrast the marketing strategies of Li Ning domestically and internationally
With Chinese economy developing rapidly recent years and the huge success of 2008 Beijing Olympics, Chinese sportswear market has emerged a blooming scene. Not only the mighty foreign brands such as Nike and Adidas win the favor of Chinese people, which took 10.5% and 7.9% of mainland sportswear transactions respectively in 2011, the domestic brands such as Li Ning and Anta also occupy large market share (China Daily, 2012). Li Ning, the Chinese domestic sportswear brand which bears the name of renowned Chinese gymnastic athlete Li Ning, acts a leading role in Chinese sportswear market. Only secondly to Adidas, Li Ning possesses 7.2% market share and keeps expanding (China Daily, 2012). Not satisfied with its immense domestic achievement, Li Ning strives for more enormous stage and switches its target to international market since 2011. Notably, on the one hand, the domestic marketing strategies of Li Ning, such as opening and streamlining numerous retail stores, are somehow quite different from the international strategies like using e-commerce approach. On the other hand, the strategies domestically and internationally also share several similarities like attaching importance to branding. The emphasis of this essay is to compare and contrasts the domestic and international marketing strategies of Li Ning. Although to some extent few of these strategies are alike, Li Ning has largely followed diverse approaches domestically and internationally.
To begin with, there are some similarities between the market strategies of Li Ning domestically and internationally, such as investing more in branding to cultivate its long-term competitiveness. Specifically, both domestic and...