National card to international Li Ning: fearless defense counterattack

The Li Ning brand that has played the “national brand” successfully established its stable market position in the Chinese market. Next, its “international brand” will be more powerful.

On January 10, there was a symbolic meaning of "defense counterattack" for Beijing Li-Ning Sports Goods Co., Ltd. On this day, Li Ning signed with the American Cleveland Cavaliers defender Damon Jones, who became the first player to wear a Chinese sports brand to compete in the NBA.

During the 2004-2005 season, Damon Jones took the best career record, shot 521 shots, hit 225 goals, and shot 43.2% from three-point range. This season, at the most critical moment, he often displays his "outer move" from the outside world, giving the opponent a fatal blow and making a big reversal. Li Ning company sources said that Damon Jones "excellently interpreted the 'Li Ning, everything is possible' brand positioning."

This is also the first appearance of the Chinese sports brand in the world's top events. Since its inception in 1989, Li Ning has continued to learn from Nike and has also grown tenaciously under the pressure of Nike.

Li Ning's ethnic brand
Nike is the undisputed leader in the global sporting goods industry. Comparing with the competitive strength, Li Ning still needs to double its efforts.

After gymnastics prince Li Ning retired, he established a company named after himself with the support of Guangdong Jianlibao Company. In the Beijing Asian Games in 1990, the “Li-Ning Brand” was launched. It was selected as the designated costume for the Olympic Flame of the 11th Asian Games, the Chinese national team’s award-winning suits, and the designated costumes of Chinese and foreign reporters.

Since the 1992 Barcelona Olympics, every Olympic Games of Li Ning is a sponsor of the Chinese sports delegation. Since then, Li Ning has grown rapidly relying on Chinese sports. After 2001, Li Ning had sponsored 12 individual sports teams such as Chinese gymnastics, table tennis, shooting, diving and badminton.

“Li-Ning” was very successful soon after its establishment. The core reason is that Li Ning skillfully played a “national card”. In the 1990s, in the minds of most Chinese people, the Olympic gold medals represent a spirit of patriotism and nationality. Li Ning himself is an undisputed Olympic hero. Wearing a Li Ning card to win the Olympic gold medal reflects a powerful National morale. It should be said that Li Ning's celebrity charm and the abundant personal connections in the sports world have played an integral role in the growth of Li Ning.

With the rapid rise of inexpensive "Li Ning", Nike is facing a thorny issue in China: How do you expect people to spend two months to buy a pair of sports shoes? Nike executives have made a very challenging decision - affecting Chinese culture. Nike has made donations to middle schools in major cities such as Shanghai, Beijing and Guangzhou. After school, students wear Nike to play basketball on the playground.

With the escalation of social consumption, the appeal of the “national brand” to consumption has gradually weakened. By 1999, Li Ning must build its own competitiveness at a higher level. China’s emerging middle class pursues a westernized lifestyle and Nike who promotes freedom and personality has been welcomed by this group. Nike has become a symbol of status and status. Although the price per pair of shoes is more than double or even more than the "Li Ning" brand, sales are still strong.

In 1999, Li Ning sought change and put “internationalization” on the strategic agenda. On the one hand, it strives to push Li Ning brand products into the international market and seeks its own position in the global market. On the other hand, in the capital structure and management level, it also actively moves closer to the international advanced level.