Analysis of Li-Ning's Brand Internationalization Strategy

Abstract

With the rapid growth of China's economy since the reform and opening up, many industries have entered a period of rapid growth. Therefore, the macro environment at that time gave many industries the opportunity to develop. In the 1990s, the famous Chinese athlete Li Ning created the sports brand "Li Ning". Under the continuous improvement of the brand, Li Ning has become a world-famous sports brand after decades of development. Although Li Ning is a world-famous sports brand, its consumer group size still lags behind that of the world's top sports brands. This study found two solutions for Li Ning. First, create a co-brand. Second, increase the sponsorship of more influential events. This study puts forward some research methods for Li Ning. By strengthening the connection between the brand and consumers, Li Ning can have better fan effect, so as to achieve the purpose of expanding the international market. However, this study is only limited to the fans and brand linkage, and there are many aspects that are not discussed in this study.