Li Ning: First Global Chinese Brand?
According to Fast Company, Chinese Olympian Li Ning wants to build the first truly global brand to emanate from China.
In an in-depth article, the magazine touts how Li Ning (the company) is China’s largest domestic manufacturer of athletic footwear and sports apparel, with revenues over $1 billion from 6300 outlets.
While Fast Company focuses on the design of the Li Ning product line, the article fails to convince how this company is likely to take on Nike, adidas, Puma and others in the international arena.
I can think of only one athlete who has ever successfully launched a brand with their own name (Michael Jordan’s Air Jordans footwear line in partnership with Nike).
Can Li Ning build an entire global brand spectrum around his own name? Time will tell, but I have my doubts.
What do you think?
Tags: brand leaders, Branding, Chinese brands, Fast Company, global brand, global brand marketing, Li Ning, Steven Howard
Branding, Marketing | Steven Howard | 
November 10, 2009 8:17 pm | 
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