Abstract

This case is about Li Ning Company Limited (LNCL), a leading manufacturer and marketer of sports goods in China. LNCL sells its products under the brand name 'Li Ning'. The case highlights the various business strategies adopted by LNCL to sustain itself in the rapidly growing and highly competitive Chinese sports goods market. Founded by Li Ning, a renowned Chinese gymnast, LNCL quickly became one of China's leading sports goods brands. The case also discusses LNCL's branding strategy, distribution and promotional strategies, and the future challenges it faces to retain its market share in the Chinese sports goods market against multinational rivals like Nike and Adidas."

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the dynamics of the Chinese sports goods market
• Understand the strategies adopted by a local Chinese sports goods manufacturer as it competes with multinational giants and domestic manufacturers.

Keywords

Marketing strategy, Li Ning, China, Sports goods market, Athletic shoes, Sportswear, 2008 Beijing Olympic Games, Asian Games, Sponsorship, Retail stores, Adidas, Nike, Brand management and loyalty, Yao Ming, National Basketball Association (NBA)