¡§a world's leading brand in the sports goods industry.¡¨ While it is obvious that Li-Ning has been hugely successful in maintaining its brand image and sales growth...
4P 4C dual strategy
Product¡@ Customer solution¡@ mid- & low end high end
Li Ning Li Ning Sub brand
running, basketball, badminton, table tennis, soccer shoes...
90% market share of the worlds largest marketChina, almost every thirty seconds Li-Ning running shoes will be sold (Hays, 2000, P.35). This category of running shoes...
Horizon Research and Horizonkey.com on leading sports shoe brands in 2003, Li Ning leads in brand loyalty with 53.4%, followed by Adidas and Nike with 39.8% and 39...
Happiness and established a 20-year license agreement with Lotto Brand. In 2009, Li Ning also wholly acquired Kason Sports, a very popular badminton brand in China...
Fujian province and, early in 1998, the company adopted the formal name Beijing Li-Ning Sports Goods Company. One outgrowth of a period of ambitious new development...
athletic footwear makers; now Nike brand is also associated as being cool.
Li Ning has lost a sizable market share in the first tier cities in China by focusing...
counts NIKE and ADIDAS as its main competitors. In the new competition time, LI-NING developed hi-technology and youthful products to compete with NIKE and ADIDAS...
the second-tier and third-tier cities has been the chief reason driving its success. Li Ning also provides a good value proposition, thereby providing a fine balance...
sports events, or even sponsoring their badminton teams. In the long run, Li-Ning may become a professional sports brand known not only to badminton players but also...
is Possible
Case Overview:
The case exemplifies the strategic marketing and structured R&D of Li Ning, a leading sports goods company in Public Republic of China...
and Addidas and 50% higher than local brands like Anta and Peak.
However, Li Ning also did price segmentation according to its multiple product line. For example...
of the Chinese Olympic Team. Sponsoring plays a major role in the advertising of Li Ning, even before the first formal product line was launched the company already...
distribute and sell outdoor sports products under the French brand AIGLE in PRC. Li Ning Company Limited also sells licensed products, which bear the Italian brand...
used $300 million to purchase 57.5% of Hong Shuangxis stock rights. In July 2008, Li Ning get 20 years of Lottos exclusive franchise right in China by using no less...
Ad Age. Available from: http://adage.com/article/cmo-interviews/china-s-li-ning-takes-nike-u-s-e-commerce-site/231642/ (Accessed: 3 October 2012)
Anon...
company in Guangdong, China. According to Zhang Zhiyong, CEO attributed Li Nings performance to number of competitive advantages related to brand reputation, unique...
gain reputation and recognition. An example of this is that during the 2008 Olympics games Li Ning sponsored the diving, table tennis, shooting, and gymnastics teams...
of active sports
teenagers (14-24 yrs) is less than RMB 4000. Li Ning is mainly
operating in this segment.
60% of Active sports population is students : 45...
