LI-NING

The "Prince of Gymnastics," Mr. Li Ning, founded the prestigious Chinese athletic goods company Li-Ning in the early 1990s. In 2004, it was listed in Hong Kong. To give clients the best possible workout, the brand is built around the five basic areas of running, basketball, sports life, fitness, and badminton. That is one of the sports apparel and equipment companies in China.The business has a history of working with Chinese national teams in sports including diving, shooting, table tennis, and badminton to provide the athletes with the best sporting gear. Now holding the fourth-largest market share, Li-Ning made approximately 23 billion RMB in revenue last year. Contrary to Anta Sports, Li-Ning places more emphasis on creating its own brand. Typically, this is done in the basketball and running categories, which had 45% and 53% sales growth over the past year, respectively.

Pros:

1. Product design: Thanks to its distinctive design, the Chinese sports brand quickly expands its market share. Thanks to its disclosure regarding the status of the Xinjiang cotton that it employs in the creation of its products, the business recently saw an increase in market share.
2. Product marketing: Li-Ning changed its marketing strategy by focusing on the generation of consumers born after the 1990s. The change has been a huge success, helping the company reinvent its brands as high-end and fashionable. In order to keep up with the latest market trends, Li-Ning has dissociated itself from the outdated stigma associated with Chinese goods and developed an aesthetic brand that is centered on its designs.
3. Digital transformation: In contrast to the past, when everything had to be done manually, new companies are now popularized through digital means. With the help of well-known digital platforms, Li-Ning has created an omni-channel data system that will aid in marketing and boost its sales. Among these, the Alibaba platform is crucial since it has provided the company access to a global market for its goods.
   Strong endorsement Li-Ning has done a fantastic job getting well-known people to support their products. It has made significant investments in a variety of sports champions, giving it an advantage in marketing its products globally.

Cons:

1. Li-Ning is not investing enough in its research and development efforts, which is its first poor research and development investment. The result of this is that they will soon be unable to create and produce premium sportswear. It is easy to see from the prior designs that the new designs are simply an evolution of the old ones, which suggests a lack of originality on the part of the company.
2. Li-Ning portrays itself in its marketing approach as an advocate of national sentiments, which are closely related to national emotions. As a result, Chinese shoppers express dissatisfaction on social media.
3. Expensive items: Li-Ning products can be quite expensive. For instance, the company's new sneakers are even more expensive than previous Nike or Adidas goods.

Founded: 1989
Headquarters: Beijing, China

Products: Athletic shoes, apparel, sports equipment, accessories

Website: lining.com