Latest Badminton News and Articles

Chinese Sports Brand Takes On Nike

1 1 1 1 1 1 1 1 1 1
Category: Badminton News Published: 13 January 2010
Written by BadmintonPlanet.com Hits: 911

Li Ning opened its first U.S. store in Portland, home to the sportswear giant's headquarters.

HONG KONG -- In its quest for international recognition, Chinese sports brand Li Ning wants to take on world-class competitors. That's why it opened its first U.S. outlet in Portland, Ore. -- the same city where Nike's headquarters are located.

There was neither ribbon-cutting nor dragon-dancing when Li Ning ( LNNGF - news - people ), China's largest retailer and supplier of sporting goods, opened its store on NW Hoyt Street near Portland's central post office on Jan 4. Yet, Li Ning's quiet entry into the U.S. market stirred up interest in Oregon's biggest city, a hub for Nike ( NKE - news - people )'s designers, distributors and buyers.

As part of its latest marketing strategy to attract U.S. consumers, Li Ning has chosen a few sporting goods to feature in its Portland store. These products include badminton, basketball and table tennis gear as well as a line of kung fu/tai chi-themed sportswear.

A Li Ning spokesperson in Hong Kong told Forbes that Li Ning will begin to enter into the international market between 2009 and 2013.

"Its first store in Portland is a trial for the company to test and to get familiar with the U.S. market. With actual data to form a more concrete plan, Li Ning is expected to expand and penetrate into the international market from 2014 to 2018", said Philip Lo of iPROgilvy on behalf of Li Ning.

Lo added that the mainland Chinese market is still Li Ning's major stream of income now and in the near term. Li Ning did not release official figures about its market share and ranking in China. According to a research report by BoA Merrill Lynch, Nike was the most popular sport brand in China with 19% market share in 2008 while Addidas ranked second with 15% share and Li Ning seized 11% share as the country's No. 3. The brokerage estimated Li Ning to have overtaken Adidas in 2009 as the second largest player in China's $10 billion sportswear industry.

  • No comments found

Facebook

Twitter

Google Plus

Replays: Chinese Taipei 2014

playbutton-2014-square-chinese-taipei-open
Watch Replays
  • Recent News
  • Popular
Lee Yong-dae and Yoo Yeon-seong ready for Asiad

Incheon: South Korea have never had any shortage of men's do

China big obstacle for Malaysia in Asian Games

Kuala Lumpur: Badminton Asia Confederation (BAC) conducted t

Wei Feng: Lucky to be a teammate of Lee Chong Wei

Kuala Lumpur: Lin Dan, the five-time world champion and two-

Lin Dan joins torch relay for 2014 Youth Olympics

Nanjing: Two times Olympic gold medalist Lin Dan was one of

Chan Peng Soon to split with Lai Pei Jing

Kuala Lumpur: Despite gradual progress towards stabilization

Koo Kien Keat’s last shot at World Champs

Kuala Lumpur: Badminton is a rigorous and physically demandi

Recommended Videos

  • 2013 Japan Open - Badminton Videos
  • 2013 India Open - Badminton Videos
  • 2013 World Superseries Finals - Badminton Videos
  • 2013 World Championships - Badminton Videos
  • 2013 Indonesia Open - Badminton Videos
  • 2014 Singapore Open - Badminton Videos
  • 2014 Korea Open - Badminton Videos
  • 2013 Hong Kong Open - Badminton Videos
  • 2014 Malaysia Open - Badminton Videos
  • 2014 India Open - Badminton Videos
  • 2014 All England - Badminton Videos
  • 2013 Denmark Open - Badminton Videos
Previous Next