Compare and Contrast the Marketing Strategies of Li Ning

incline Language nerve centre C e genuinelyplace Sheet Draft X Course Work Submission stupefy an X in the box to memorialise whether this is a draft or a credit-bearing course run away assignwork forcet Full Name (in pinyin) Yinqin Wang English Name (optional) ID Number 1101133 Class (e. g. Y2_EEE_A1) Y2_BAD_A2 political platform Business Administration Module cipher EAP105Assign ment Title correspond and agate line the merchandiseplaceing strategies of Li Ning domestically and world(prenominal)ly Submission Deadline 22 October 2012 before 2000 EAP Tutors Name Jacqueline Banki closing Word Count 1057 I manifest that * I generate read and understood the Universitys definitions of COLLUSION and PLAGIARISM (available on p. 31 of the current academic disciple Handbook of Xian Jiaotong- personifyrpool University and in the 2011 ELC scholar Handbook Appendix 2, 4, and 5).With reference to these definitions, I certify that * I be possessed of not colluded with any m any other student in the preparation and production of this work * this inventory has been written solely by me and in my own excogitates except where I have cl early on indicated and acknowledged that I have quoted or utilise figures from produce or unpublished sources (including the web) * where appropriate, I have provided an h one and only(a)st statement of the contributions made to my work by other deal including technological and other support staff.I understand that unlicensed collusion and the incorporation of material from other works with egress acknowledgement (plagiarism) be dear disciplinary offences. By uploading my assignment onto ICE, I formally declargon that all the preceding(prenominal) statements atomic number 18 true. Scoring For Teachers Use (teachers may change descriptor labels below as take oned) leveler Initials C O G V R Final Mark First red pen warrant green pen Third (if needed) For Academic Office Use Other Penalti es troth Received Days tediously Late Penalty Marker Initials Format (Y/N) piracy Code Collusion Code 1. 2. resemblingn and channel the trade strategies of Li Ning domestically and supranationally With Chinese saving ontogenesis rapidly recent years and the colossal success of 2008 capital of Red mainland China majestics, Chinese athletic wear grocery instal has emerged a blooming scene. not entirely the abilityy foreign blurs such(prenominal) as Nike and Adidas win the favor of Chinese peck, which took 10. 5% and 7. % of mainland athletic wear transactions several(prenominal)ly in 2011, the domestic steels such as Li Ning and Anta as well up as occupy swelled commercialize sh are ( china chance(a), 2012). Li Ning, the Chinese domestic sportswear speck which bears the style of renowned Chinese gymnastic suspensor Li Ning, acts a leading theatrical role in Chinese sportswear market. unless secondly to Adidas, Li Ning possesses 7. 2% marke t share and keeps expanding (mainland China Daily, 2012). Not satisfied with its ample domestic actionment, Li Ning strives for a good deal painful stage and switches its channelise to worldwide market since 2011.Notably, on the one hand, the domestic switching strategies of Li Ning, such as possibility and streamlining legion(predicate) retail stores, are mostways quite divers(prenominal) from the world(prenominal) strategies handle using e-commerce approach. On the other hand, the strategies domestically and planetaryly likewise share several similarities bid attaching importance to strike outing. The emphasis of this strain is to compare and contrasts the domestic and world-wide marketing strategies of Li Ning. Although to several(prenominal) extent few of these strategies are alike, Li Ning has largely followed versatile approaches domestically and transnationally.To begin with, there are some similarities between the market strategies of Li Ning domestic ally and internationally, such as investiture much in trademarking to act its long-term competitiveness. Specifically, both domestic and international strategies take steps to sponsor illustrious athletes or sports team to advertise the heights quality and advanced functionality of its products, which aims to contribute concourse hold a favorable photograph of Li Ning. For instance, in 2012 capital of the United Kingdom surpassings, variant everyplaceseas medal candidates like Spains basketball team were signed with Li Ning (Brandchannel, 2012).Also, Li Ning grasped Chinese top sumptuous medal forecasts in multifarious sports takes like ping pong and mischievousminton, which includes Lin Dan and Wu Mingxia who enjoy the richly popularity among Chinese people (Brandchannel, 2012). Especially, the athletes who are sponsored by Li Ning are inspired to force back Li Ning not only by wearing its products. For example, immediately later Lin Dan won the gold though the s pectacular nett game, the logo of Li Ning at the jersey of Lin was tugged to display a gesture of appreciations, which makes the essence of advertising cracking (Brandchannel, 2012).Furthermore, domestic strategies are also similar to international strategies in targeting young timess. Domestically, Li Ning replaced old logo and catchword to make the brand more abut to the generation born subsequently 1990s as well as establishes raw sixth-generation stores which attracting young clients (China Daily, 2011). World widely, Li Ning also focuses on young people because they are unbiased to Chinese brands, habitual to shopping online and generally spend so much time surfing the Internet, which opportunely corresponds to the e-commerce strategy of Li Ning (Ad Age, 2011).Although the domestic and international strategies share some similarities, they nevertheless give fundamentally several(predicate) approaches in a number of key areas, such as using disparate carry to sell pr oducts. In other words, the strategies domestically address to sell inventories mainly in red-blooded shops, whereas the international strategies prefer using e-commerce, event marketing and digital media. In detail, numerous retail shops spread all over China are owned by Li Ning.Also, confronted the cooling Chinese economy in recent times, in allege to deck up the efficiency of entity gross sales, the company adopts measures that streamlining the cyberspace of the retail stores and entering lower tiers cities to travel eliminating premium brands by merger and acquisition(China Daily, 2012). When it turns to worldwide, to scorn retail channels, Li Ning established its appropriative e-commerce sites as the only passageway to its products and released a delicate teaser video to a great extent on its Facebook page and twitter storey (Voight, 2012).Also, microsites and events are relied to induce online buzz (Voight, 2012). In addition, the domestic and international strateg ies are discordant in the slogan and the finds they are intend to shape. Domestically, Li Ning created a tender slogan make the change to indicate that wideness is not undying, only changes can be perpetual, which not only nettles the slogan of Nike Live through your greatness, but also remodels the impression of Chinese people on Li Ning as a more richly-end brand (Brandchannel, 2012).Internationally, the slogan straight out of new China demonstrates that its products leverage its plenteous Chinese culture and are several(a) from the cheap, rough made-in-China goods as old perceptual experience considered (Voight, 2012). Furthermore, with regards to new marketing parts need to be expanded, Li Ning focus on Children tog domestically while women market segment internationally. Cooperated with local children garment home Paclantic to function more attractive children sports and leisure clothing, the garb could be sold in the franchised stores and machine-accessible shops of Li Ning in China (Wang, 2012).Nevertheless, the market segment of women who do not need intramuscular figures and desire equal positions with men are attached importance to by the international strategies of Li Ning (Warc, 2011). In summary, this try on has made comparisons and contrasts between the marketing strategies of Li Ning domestically and internationally. The domestic strategies, like the international ones, have strong sponsor cognizance and also aim to attract younger generations.Despite that the international and domestic strategies have to some degree implemented similar strategies fundamentally approaches are adopted in important areas, such as using different slogans, selling products by different channels and expanding different market segments. Although the e-commerce method ingeniously avoids complex retail channels internationally and the notion to achieve long-term clams domestically seem to be reasonable, Li Ning may ot achieve so numerous profits as they expected, because its vague brand positioning might cause the muddiness and misconstrue of domestic people and its international consumers may despise Li Ning for its onomatopoeic logo and slogan which have some resemblance to Nike and Adidas. It is suggested that Li Ning should easy bolt down its expansion and invest more to raise the quality and make some innovations rather of having large inventories discounted as a end point of expanding too fast. Also, to have explicit brand positioning is crucial.Nonetheless, as Li Ning keeps adjusting corresponded to the ever-changing situation and creating new products, it is too early to definitively judge whether Li Ning ordain have a promising future. References list Ad Age (2011). Chinas Li-Ning Takes on Nike, Adidas With U. S. E-Commerce Site. onlineNew York Ad Age. unattached from http//adage. com/article/cmo-interviews/china-s-li-ning-takes-nike-u-s-e-commerce-site/231642/. (Accessed 12 October 2012) Brandchannel (2012). c apital of the United Kingdom 2012 Success as Li-Ning Makes a Change in Olympics Strategy. online New York brandchannel. procurable from http//www. randchannel. com/ basis/ come in/2012/08/13/London-2012-Li-Ning-081312. aspx. (Accessed 12 October 2012) China Daily (2011). Li Ning expects business to slow. online Beijing China Daily. obtainable from http//www. chinadaily. com. cn/bizchina/2011-01/18/ circumscribe_11874065. htm. (Accessed 12 October 2012) China Daily (2012). Chinas sportswear brands nurse Olympics hangover. online Beijing China Daily. unattached from http//www. chinadaily. com. cn/business/londongames/2012-07/02/ meat_15542591. htm. (Accessed 12 October 2012) Voight, J. (2012). Video Is Lifeblood of Li-Nings New China canary Launch. online Charlotte ClickZ. visible(prenominal) from http//www. clickz. com/clickz/ tidings/2166538/video-lifeblood-li-nings-china-snea ker- douse. (Accessed 12 October 2012) Warc (2011). Li-Ning plans world-wide push. online London Warc. accessible from http//www. warc. com/Content/ word of honor/Li-Ning_plans_global_push. content? ID=e7907838-2cd7-4859-ae44-f1695abdbd52q. ( Accessed 12 October 2012) Wang, W. (2012). Li Ning rejoins race in childrens wear market. online Beijing China Daily. easy from http//www. chinadaily. com. cn/business/2012-05/12/content_15276320. htm. (Accessed 12 October 2012) canvass and Contrast the Marketing Strategies of Li NingCompare and contrast the marketing strategies of Li Ning domestically and internationally With the development of Chinese economy, sports persistence has become one of the new industries in china, which has large market size and high growth rate (Qinqin, n. d. ). In Chinese sports area, Li Ning brand, built by far-famed gymnast Li Ning (Enright, 2012), is the market leader and owns just about 8000 hypostatic shops domestically (Zhang,2011). Similar to some international far-famed brands like Nike and Adidas, Li Ning intends to upgrade influence by exploring international market (Sauer, 2012).For this reason, the essay will compare and contrast the marketing strategies of Li Ning domestically and internationally. A close look at the sources available, it seems that the subject could be analyzed from the intrinsic tantrum such as sales methods, furtherance and the outside aspect such as consumption concept and contender. The essay will compare and analyze Li Nings marketing strategies by the internal and external aspects factors. From the internal perspective, there are 2 main sales strategies should be considered as follows sales methods and promotion.In regard to sales methods, Li Ning implements entity sales and e-commerce sales at home and abroad simultaneously (Anon, 2011a, Voight, 2012 and Zhang, 2011). Nevertheless, the focus of sales methods might be different considering the differentiate physique reputation domestically and internationally. Li Ning, named after chinas gold-medaling gymnast, is very famous in china, esp ecially after the 2008 Olympic Games in Beijing (Enright, 2012). As typical local brand with high name reputation, Li Ning chooses entity sales as its main way of sale domestically and there are almost 8000 hypostatic shops in china (Zhang, 2011).Whereas the name Li Ning maybe unfamiliar in the West. For instance, the marketing firm tested the brand with U. S. customers and the result shows that brand awareness was almost 0% (Enright, 2012). preferably than seeing it as a bad thing, Li Ning sees it as a launch point to upgrade the brand image and win recognition from consumers (Zhang, 2011). What is why Li-Ning is readiness to concentrate on the new online access before opening more brick-and-mortar stores in U. S. market (Anon, 2011a). In order to achieve more name reputation and high sales, Li Ning fixes much attention n another sales strategy, promotion, as well. twain foreign and domestic, Li Ning has been paying much attention to Olympic Games and sports super stars (Anon , 2011b and Sauer, 2012). At home, since 1992 in Barcelona, Chinas Olympic terms have chosen Li Ning as a fixture and the brand still counts on gold-medal terms such as Chinese ping pong, guess gymnastics and badminton teams (Anon, 2011b). Overseas, Li Ning was the 30th Olympic Games sponsorship in 2012 (Sauer, 2012) and invited NBA All-Star teams players to speak for it (Anon, 2011b).Moreover, according to different national culture, Li Ning even used different slogans to petition to the nationalist fervor. For instance, where the word you was used by Nike in America, Li Ning chose the slogan we can domestically and the moment for international audience (Anon, 2011b). On the other hand, in external aspect, Li Ning has interpreted a series of measures to deal with both social problems target groups and fierce contest (Anon, 2011a, Ranasinghe, 2012 and Zhang, 2011). With the rapid development of internationalization, various views on Chinese goods have been published.In china, i nstead of praise highly local brand, Chinese customers are worried about the Chinese sports brands store quality is not equal to the brands quantity (Zhang, 2011), preferring internationally famous brands like Nike and Adidas (Ranadinghe, 2012) and transforming the cost from sports to food and swallow (Ranasinghe, 2012). On abroad, although some older consumers normally think of China-made products as fakes or knockoffs, younger consumers do not see Chinese products as second-class or counterfeits (Enright, 2012).Regarding the situation, in recent years, Li Ning has been trying to make the brand more youthful and up dental plate (Anon, 2011b). For the new strategy, Li Ning not only created a new logo and new slogans but also launched many another(prenominal) new products with a better outlook and quality, which aimed to appeal to domestic and foreign younger generation (Zhang, 2011). Furthermore, Li Ning has managed to expand to different areas at home and internationally as wel l (Anon, 2011a, Anon 2011b and Wen, 2012).In view of Chinas family planning policy, Li Ning has rejoined the battle of childrens garments by cooperated with another company in Tianjin (Wen, 2012). In consideration of the case that many foreign customers have great queerness about eastern culture (Voight, 2012) Li Ning puts brand international feeling over oriental theme (Zhang, 2012). For example, in walk 2012, Li Ning promoted a pair of mens basketball shoes with the Chinese dragon pattern which was a especial(a) edition on Facebook, and then the tremendous crowds to Li Nings website led it to crumple (Voight, 2012).In addition, Women have become another one of the main target groups of Li Ning abroad (Anon, 2011a). Next, the second problem Li Ning is set about is the large-scale competition with local brands and international brands domestically and internationally (Anon, 2011a et al). The fierce competition not only has it been forced to scale back its plans for world domin ation, but it also now finds itself at risk in its home market against domestic rivals like Peak and 361, but also with global heavy hitters Nike and Adidas (Sauer, 2012).The difference is that language might be the main barrier Li Ning needs to face in international market (Zhang, 2012). With a view to the situation, on the one hand, Li Ning decided to slow the pace of new openings and close some inefficient stores to curtail expense and store energy (Ranasinghe, 2012) on the other hand, Li Ning would enter the second-tier cities to achieve next contour of growth (Anon, 2012). To sum up, in internal aspect, Li Ning chooses both entity sales and e-commerce sales at home and abroad. Different focuses are determined due to large name reputation difference.To achieve more popularity, Li Ning focuses on Olympic Games and sports super stars with different slogans. Furthermore, in external aspect, veneer the customers different consumption views on Chinese brands domestically and interna tionally, Li Ning transforms its attention to younger people and set new different target groups both domestic and foreign. Li Ning has been facing increased competition with global call and local rivals, and what is why Li Ning determines to slow the pace of new openings and enter the second-tier cities.In future, Li Ning could make greater breakthrough by implementing brand strategy, constructing international brand image, develop technology innovation and improving enterprises warmheartedness competitiveness (Zhang, 2012). References Anon. (2011a) Li-Ning plans global push online London Warc. Available from http//www. warc. com/Content/News/Li-Ning_plans_global_push. content? ID=e7907838-2cd7-4859-ae44-f1695abdbd52= (Accessed 3 October 2012). Anon. (2011b) Chinas Li-Ning Takes on Nike, Adidas With U.S. E-Commerce Site online New York Ad Age. Available from http//adage. com/article/cmo-interviews/china-s-li-ning-takes-nike-u-s-e-commerce-site/231642/ (Accessed 3 October 2012) A non. (2012) Chinas sportswear brands nurse Olympics hangover online China Chinadaily. Available from http//www. chinadaily. com. cn/business/londongames/2012-07/02/content_15542591. htm (Accessed 3 October 2012). Enright, A. (2012) Li-Ning makes its U. S. debut online dough Internetretailer.Available from http//www. internetretailer. com/2012/01/16/li-ning-makes-its-us-debut (Accessed 3 October 2012). Qinqin, D. (n. d. ) Comparative outline of Chinese and Western Sporting Goods Enterprises fruit Pattern. Wuhan, China Dept. of Sports economics &038 Management, Wuhan Inst. of P. E. Ranasinghe, D. (2012) No Medals for Chinas Sportswear Firms online US CNBC. Accessed from http//www. cnbc. com/id/48454835/No_Medals_for_China_s_Sportswear_Firms (Accessed 3 October 2012). Sauer, A. 2012) London 2012 Success as Li-Ning Makes a Change in Olympics Strategy online London Brandchannel. Available from http//www. warc. com/Content/News/Li Ning_plans_global_push. content? ID=e7907838-2cd7-4859 -ae44-f1695abdbd52= (Accessed 3 October 2012). Voight, J. (2012) Video Is Lifeblood of Li-Nings New China Sneaker Launch online New York Clickz. Available from http//www. clickz. com/clickz/news/2166538/video-lifeblood-li-nings-china-sneaker-launch (Accessed 3 October 2012). Wen, W. 2012) Li Ning rejoins race in childrens wear market online China Chinadaily. Available from http//www. chinadaily. com. cn/business/2012-05/12/content_15276320. htm (Accessed 3 October 2012). Zhang, D. (2011) Li-Ning sportswear looks to win overseas online London BBC. Available from http//www. bbc. co. uk/news/business-12665597 (Accessed 3 October 2012). Zhang, X. (2012) Marketing design for Li-Ning Product Expansion in UK, peach Notes in Information Technology, Vol(14), Wuhan, China Dept. of Sports Economics &038 Management, Wuhan Inst. of P. E.