Li Ning Company Limited
| Li Ning Company Limited 李宁 有限公司 |
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|---|---|
 |
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| legal form | Limited |
| ISIN | KYG5496K1242 |
| founding | 1989 |
| Seat |
Beijing , China (company headquarters) Cayman Islands (company headquarters) |
| management |
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| Number of employees | 4215 (2010) |
| sales | € 820 million (2010) |
| Branch | Sporting goods manufacturer |
| Website | www.lining.com |
Li Ning Company Ltd. is a leading manufacturer of sporting goods in China and is mainly represented on the market with the Li-Ning brand . The chairman of the board is the former gymnast Li Ning , who founded the company in 1989 after completing his sports career.
marketing
Contrary to the Chinese culture , Li named his company after himself and thus placed himself and his sporting successes at the center of the brand, which amounted to a taboo break. The logo of the Li-Ning brand consists of the stylized initials of the company's founder, which is similar to Nike's Swoosh .
Shoes, clothing, equipment and accessories are manufactured and sold under the Li-Ning brand. The focus is on badminton , basketball , table tennis , athletics , tennis , kung fu and tai chi . The brands Kason (badminton articles) and Z-DO (sports articles) are also operated. The brands Aigle and Lotto are exclusively managed and distributed by Li-Ning in China. Li-Ning has held a 57.5% stake in the Double Happiness brand ( table tennis equipment ) since November 2007 . In November 2011, Li-Ning pledged to refrain from all hazardous substances in the supply and production chain by 2020.
Olympic Games 2008
Although Li-Ning had previously withdrawn from the bidding process as a sponsor of the 2008 Olympic Games , the company was able to participate through ambush marketing . At the opening of the 2008 Olympic Games on August 8, 2008 in Beijing, Li was the last runner of the Olympic torch relay and lit the Olympic flame on the inner roof edge of the national stadium while hanging from a steel cable construction after a floating round of the stadium . Although Li was wearing the official clothing of the torch-runners (provided by adidas but without the brand logo), this increased the awareness of the company enormously and caused the company's share price to rise significantly in the days that followed.
Li-Ning was the official supplier for the Spanish and Swedish teams. At the same time, Li-Ning provided all presenters of the Chinese sports television broadcaster CCTV-5 with clothing that they wore when reporting on the 2008 Olympic Games without any contractual obligation.
Market overview
Approx. 98.6% of sales are achieved in the home country, but Li-Ning is aiming for a global presence in order to be perceived as a global player in the market (such as Nike or adidas). The strategic goal is to be one of the five largest sporting goods manufacturers in the world by 2018 and to generate 20% of sales abroad. Therefore, not only Chinese teams or athletes are sponsored by Li-Ning , but also foreign teams (e.g. the Spanish national basketball team ) and top international athletes (e.g. Shaquille O'Neal and Asafa Powell ).
distribution
In 2009 Li-Ning operated 582 own and 7333 licensed sales outlets in China (as of 2009). The entry into the US market ended in 2010 with the successful opening of a branch in Portland, OR in the immediate vicinity of Nike's headquarters as well as the US headquarters of adidas. After an already successful market entry in Spain, further expansion is aimed at in Europe . The Finnish L-Fashion Group was entrusted with the exclusive distribution - with the exception of badminton items - in Germany , Austria , Switzerland , France , Slovenia , Finland , Croatia , the Netherlands and Russia . The market entry took place from 2012 with a special European collection. The Europe-wide distribution of badminton articles continues to be carried out by Li-Ning Europa GmbH. In 2013, Li-Ning was one of the main sponsors of the Hamburg Marathon and the Zurich Marathon .
Web links
Individual evidence
- ↑ a b c d e f g Li Ning Company Ltd .: Annual Report 2010. (PDF; 5.0 MB) Accessed April 23, 2011 .
- ↑ a b c Wirtschaftswoche: China's sports brand Li Ning is aiming for world markets. Retrieved April 25, 2011 .
- ↑ Detox campaign makes the textile industry rethink
- ↑ a b Handelsblatt: How Li Ning Adidas steals the show. Retrieved April 25, 2011 .
- ^ Textilwirtschaft.de: Li-Ning comes to D. Retrieved on April 25, 2011 .