Li Ning: Brand Growth and Excellence in China
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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 |
Abstract Case Intro 1 Case Intro 2 Excerpts
Li Ning - China's Sports Icon
It is necessary to know about Li Ning’s personal achievements to understand the success and the power of the ‘Li Ning’ brand. Li Ning was born on October 3, 1963, in Liuzhou City, Southern China. He showed interest in gymnastics and began training at the age of seven. He entered the Chinese gymnastic team at the age of seventeen. In the Sixth World Cup Gymnastics Competition in 1982, he won six of the seven gold medals for men and was awarded the title, Prince of Gymnastics. In the 1984 Los Angeles Olympic Games, he won three gold medals, two silver medals, and one bronze medal, to become the athlete who won the most medals in the 1984 Games.
Li Ning was the World Amateur Athletic Champion in 1982 and 1986, and also the Asian Games Amateur Athletic Champion for the same years. In 1987, he became the only Asian member of the Athlete Commission of the International Olympic Committee. However, in the 1988 Seoul Olympic Games held in South Korea, he failed to win any medal; an injury had prevented him from competing to the best of his abilities. He retired from active sports in 1989. In all, he had won 106 gold medals in a career spanning 19 years....
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