Li Ning: Brand Growth and Excellence in China


Li Ning: Brand Growth and Excellence in China
Case Code: BSTR207
Case Length: 14 Pages
Period: 1989-2006
Pub Date: 2006
Teaching Note: Not Available
 Price: Rs.300
Organization: Li Ning
Industry: Sports and Sporting Goods Equipment
Countries: China
Themes: Marketing Strategies, Brand Management, Distribution Strategies
Li Ning: Brand Growth and Excellence in China
Abstract Case Intro 1 Case Intro 2 Excerpts

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."

Issues

The case is structured to achieve the following teaching 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

Contents

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)

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