Strategies of Li Ning Domestically

Compare and contrast the marketing strategies of Li Ning domestically and internationally
With the development of Chinese economy, sports industry has become one of the new industries in china, which has large market size and high growth rate (Qinqin, n.d.). In Chinese sports area, Li Ning brand, built by famous gymnast Li Ning (Enright, 2012), is the market leader and owns about 8000 hypostatic shops domestically (Zhang,2011). Similar to some international famous brands like Nike and Adidas, Li Ning intends to enhance influence by exploring international market (Sauer, 2012). For this reason, the essay will compare and contrast the marketing strategies of Li Ning domestically and internationally. A close look at the sources…show more content…
With a view to the situation, on the one hand, Li Ning decided to slow the pace of new openings and close some inefficient stores to curtail expense and store energy (Ranasinghe, 2012); on the other hand, Li Ning would enter the second-tier cities to achieve next phase of growth (Anon, 2012).
To sum up, in internal aspect, Li Ning chooses both entity sales and e-commerce sales at home and abroad. Different focuses are determined due to large name reputation difference. To achieve more popularity, Li Ning focuses on Olympic Games and sports super stars with different slogans. Furthermore, in external aspect, facing the customers’ different consumption views on Chinese brands domestically and internationally, Li Ning transforms its attention to younger people and set new different target groups both domestic and foreign. Li Ning has been facing increased competition with global names and local rivals, and what is why Li Ning determines to slow the pace of new openings and enter the second-tier cities. In future, Li Ning could make greater breakthrough by implementing brand strategy, constructing international brand image, developing technology innovation and improving enterprises’ core competitiveness (Zhang, 2012).
     Anon. (2011a) Li-Ning plans global push [online] London Warc. Available from:

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