Ompare and Contrast of Marketing Strategy of Li-Ning Domestically and Internationally

Topics: 2008 Summer Olympics, Li Ning, Li Ning Company Limited Pages: 4 (1378 words) Published: April 16, 2013
Compare and contrast of marketing strategy of Li-Ning domestically and internationally

After the establishment of market economy in China, Chinese economy developed at a rapid speed and its achievement in economic construction is obvious to all; In the 2001s, China assessed to WTO, it is benefit for export trade and absorbing foreign investment; In the 2010s, China become the second largest economy in this world. With the expansion of Chinese economy, Chinese sports brand rises and achieved great development; one of the outstanding representatives is Li-Ning Company Limited which makes athletic shoes and sporting goods (Xing Zhang, 2012). After 2008 Beijing Olympic Games, sports industry becomes an investment hotspot in China and the self-fulfilled Chinese brand like Li-Ning are attempting to find a way for further international development (Dong Qinqin, 2011); As a high-end sports brand, Li-Ning regards Nike and Adidas as its strongest competitors that endorse a great deal of athletes and sports teams, both domestic and international (Xin Zhang, 2012). This article will investigate and make some comparisons of marketing strategy of Li-Ning domestically and international in order to provide some suggestions for the further development of Li-Ning Company Limited.

Main body
Overall, Li-Ning’s domestic and international strategies have the following aspects in common. First, Li-Ning focused on promoting its brand both domestically and internationally. A number of famous athletes and sports team are sponsored by Li-Ning like famous Chinese gymnast Chen Yibing, Spanish men’s basketball team, world top badminton player Lin Dan and Russian pole vaulter Yelena Isinbayeva. These athletes or sports team possess great influence among the whole sports circle and they be can make great performance while competing with the others in large sports event; For example, in the London 2012 Olympic Game, Chinese badminton star Lin Dan beat Malaysia’s Lee Chong...

References: Dong Qinqin (2012), Comparative analysis of Chinese and Western Sporting Goods Enterprises’ Growth Pattern.
Abe Sauer (2012), London 2012: Success as Li-Ning 'Makes a Change ' in Olympics Strategy. [Website] Available at

Zhang xin (2012), Marketing Plan for Li-Ning Product Expansion in UK, 2012 International Conference on Future Information Technology and Management Science & Engineering Lecture Notes in Information Technology, Vol.14 [Website] Available at:
China Daily (2011), Li Ning expects business to slow. [Website] Available at
Wang Wen (2012), Li Ning regions race in children’s wear market. [Website] Available at:
Ad Age Staff (2011), China’s Li-Ning Takes on Nike, Adidas with U.S. E-Commerce Site. [Website] Available at
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Compare and Contrast the Marketing Strategies of Li Ning Domestically and Internationally Essay
  • Marketing Strategies of Li Ning Essay
  • Compare and Contrast the Marketing Strategies of Li Ning Essay
  • Essay about Li Ning Marketing Plan
  • Li Ning Marketing Plan Essay
  • Marketing Strategy Essay
  • Essay about event marketing strategy
  • marketing strategy Research Paper

Become a StudyMode Member

Sign Up - It's Free