Compare and Contrast the Marketing Strategies of Li Ning Domestically and Internationally

1495 Words Dec 4th, 2012 6 Pages
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…
For the new strategy, Li Ning not only created a new logo and new slogans but also launched many new products with a better outlook and quality, which aimed to appeal to domestic and foreign younger generation (Zhang, 2011). Furthermore, Li Ning has managed to expand to different areas at home and internationally as well (Anon, 2011a, Anon 2011b and Wen, 2012). In view of China’s family planning policy, Li Ning has rejoined the battle of children’s garments by cooperated with another company in Tianjin (Wen, 2012). In consideration of the case that many foreign customers have great curiosity about eastern culture (Voight, 2012); Li Ning puts brand international feeling over oriental theme (Zhang, 2012). For example, in March 2012, Li Ning promoted a pair of men’s basketball shoes with the Chinese dragon pattern which was a limited edition on Facebook, and then the tremendous crowds to Li Ning’s website led it to collapse (Voight, 2012). In addition, Women have become another one of the main target groups of Li Ning overseas (Anon, 2011a). Next, the second problem Li Ning is facing is the large-scale competition with local brands and international brands domestically and internationally (Anon, 2011a et al). The fierce competition “not only has it been forced to scale back its plans for world domination, but it also now finds itself at risk in its home market against domestic

Related Documents