Li Ning (company)
李宁 有限公司
Line
- Li Ning, (Chairman)
- Zhang Zhi Yong, (CEO)
Li Ning Company Limited. is a leading manufacturer of sporting goods in China and mainly with the brand Li Ning represented on the market. CEO is the former gymnast Li Ning, who founded the company after the completion of his sporting career in 1989.
- 2.1 sales
Marketing
Contrary to the Chinese culture named Li his company after his person and thus put himself and his sporting achievements at the heart of the brand, what a taboo equaled. The logo of the brand Li Ning consists of the stylized initials of the founder, which has a resemblance to Nike's swoosh. Under the brand Li Ning both footwear, apparel and equipment and accessories are manufactured and sold. Focus is on the sports badminton, basketball, table tennis, athletics, tennis, Kung Fu and Tai Chi. In addition, the brand Kason (badminton products ), and Z -DO ( Sports) are operated. The brands Aigle and Lotto are exclusively made and marketed by Li Ning in China. Since November 2007 Li- Ning holds a 57.5 - % stake in the brand Double Happiness (table tennis equipment). In November 2011, Li- Ning undertook to refrain until 2020 on all hazardous substances in the supply and production chain.
Olympic Games 2008
Although Li- Ning was previously eliminated from the bidding process as a sponsor of the 2008 Summer Olympic Games, the company was able to participate by ambush marketing. Li was at the opening of the 2008 Summer Olympic Games on August 8, 2008 in Beijing, the final runner of the Olympic torch relay and lit on a steel support structure is connected, after a floating stadium round the Olympic cauldron at the inner edge of the roof of the National Stadium. Although Li while the official apparel of the torchbearers wore (provided by adidas but without brand logo provided ) increased the awareness of the company enormously and made in the coming days for a significant increase in the share price of the company. Li- Ning was the official sponsor of the Spanish and the Swedish team. At the same time equipped Li- Ning all moderators of the Chinese sports TV channel CCTV -5 with clothing from, they wore at their coverage of the 2008 Summer Olympic Games without a contractual obligation existed.
Market Overview
Approx. 98.6 % of its sales in the home country, but aims Li- Ning a global presence in order to be perceived therefore as a global player in the market (such as Nike or Adidas ). Strategic goal is by 2018 to be among the five largest sporting goods manufacturers in the world and to achieve 20 % of its sales abroad. Therefore, not only Chinese teams or athletes of Li- Ning are sponsored, but also foreign teams ( as the Spanish national basketball team ) and international athletes (eg Shaquille O'Neal and Asafa Powell).
Distribution
Li- Ning operation in the year 2009 582 7333 own and licensed retail outlets in China ( as of 2009). The entry into the U.S. market ended in 2010 with the successful opening of an office in Portland, OR in close proximity to Nike's headquarters and the U.S. headquarters of adidas. After an already successful market entry in Spain, further expansion is sought in Europe. The Finnish L- Fashion Group was awarded the exclusive sales - except badminton products - Austria, Switzerland, France, Slovenia, Finland, Croatia, the Netherlands and Russia was commissioned in Germany. The market entry took place in 2012 with a special Europe - collection. The Europe-wide distribution of badminton products is still done with the Li- Ning Europe GmbH. 2013 Li- Ning one of two premium partners in the Hamburg Marathon, replacing there the long-standing advertisers in sports supplier Asics range from.
Li- Ning as the official supplier at the Zurich Marathon
Since 2013 Li- Ning 's new official supplier at the Zurich Marathon, replacing the long-standing supplier Nike. For all finishers will win a fink tion elles Shirt by Li- Ning.