Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

Li Ning, the Chinese sports footwear and apparel manufacturer, entered the US market in early 2010. The company, founded by Li Ning, the Olympics gold winning gymnast from China, was one of the first Chinese product brands trying to get a hold in the US market. The company started selling its products on-line and through a few retailers in the beginning. Gradually, it opened specialty shops in prominent cities like Oregon. In 2011, the company decided to invest $10 million in the US. However experts claimed that, Li Ning had an uphill task ahead. The brand was almost unknown in the US and Chinese products were generally viewed as low quality, cheap and imitators of the International brands by the US consumers. Nonetheless, Li Ning insiders were bullish to win over the Americans. According to them, consistency in quality of goods would gradually phase out its image as a low-quality, mass manufacturer. To achieve this, the company set up a research and design center at Portland, US, and hired skilled designers from that area. However, in the first half of 2011, Li Ning faced loss in revenue and profit as an adverse impact of rebranding (launched in mid 2010). Consequently, the company's success in the US became more difficult. It remained to be seen whether Li Ning would be able to win over American customers or not.
Location:
Other setting(s):
2011

About

Abstract

Li Ning, the Chinese sports footwear and apparel manufacturer, entered the US market in early 2010. The company, founded by Li Ning, the Olympics gold winning gymnast from China, was one of the first Chinese product brands trying to get a hold in the US market. The company started selling its products on-line and through a few retailers in the beginning. Gradually, it opened specialty shops in prominent cities like Oregon. In 2011, the company decided to invest $10 million in the US. However experts claimed that, Li Ning had an uphill task ahead. The brand was almost unknown in the US and Chinese products were generally viewed as low quality, cheap and imitators of the International brands by the US consumers. Nonetheless, Li Ning insiders were bullish to win over the Americans. According to them, consistency in quality of goods would gradually phase out its image as a low-quality, mass manufacturer. To achieve this, the company set up a research and design center at Portland, US, and hired skilled designers from that area. However, in the first half of 2011, Li Ning faced loss in revenue and profit as an adverse impact of rebranding (launched in mid 2010). Consequently, the company's success in the US became more difficult. It remained to be seen whether Li Ning would be able to win over American customers or not.

Settings

Location:
Other setting(s):
2011

Related