Li-Ning takes on the US
Chinese sportswear brand Li-Ning has unveiled a low-budget YouTube video it intends to use to market the label in the US. Li-Ning is among the first Chinese consumer product brands trying to build a following in the US, and as the country’s economic strength grows it is increasingly confident about overseas expansion.
“It's a process of finding out – while staying true to our heritage, our brand – what side of our DNA is going to resonate with the American consumer,” said Jay Li, general manager for Li-Ning International. “We're still searching, to be perfectly honest with you. And we're not in a hurry.
“Our founder Mr Li Ning has always said his vision was never about building China’s Nike, it’s about building the world’s Li-Ning. You can’t be global without having a legitimate claim of market share in the most mature sporting goods market.”
Li-Ning, the founder of the shoe company which bears his name is a former Chinese Olympic gold medalist and the final torch-bearer at the 2008 Beijing Olympics.
Li Ning plans to invest $10 million in its US business this year and is aiming for $50 million in sales.
