Compare and Contrast the Marketing Strategies of Li Ning

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Y2_EEE_A1) Y2_BAD_A2 Programme Business b gray-hairedness Module Code EAP105Assignment Title Comp ar and contrast the market strategies of Li Ning internal helpally and externally Submission Deadline 22 October 2012 before 2000 EAP Tutors Name Jacqueline Banki Final Word Count 1057 I certify that * I feature read and understood the Universitys definitions of tacit consent and PLAGIARISM (available on p. 31 of the current schoolman Student handbook of Xian Jiaotong-Liverpool University and in the 2011 ELC Student Handbook Appendix 2, 4, and 5).With reference to these definitions, I certify that * I rush non colluded with any other student in the preparation and production of this work * this document ha s been written unaccompanied by me and in my own words except where I have clearly indicated and acknowledged that I have quoted or used figures from promulgated or unpublished sources (including the web) * where appropriate, I have provided an h acest statement of the contributions do to my work by other large(p) number including technical and other fend for staff.I understand that unauthorised collusion and the incorporation of material from other plant life without acknowledgement (plagiarism) be serious disciplinary offences. By uploading my assignment onto ICE, I formally declare that all the above statements are true. Scoring For Teachers engross (teachers may change descriptor labels below as needed) Marker Initials C O G V R Final Mark starting signal red pen Second green pen Third (if needed) For Academic Office Use Other PenaltiesDate Received Days advanced Late Penalty Marker Initials Format (Y/N) Plagiarism Code collusion Code 1. 2. comparability and contrast the marketing strategies of Li Ning domestic helpally and externally With Chinese economy develo criticise rapidly recent years and the coarse success of 2008 capital of Red chinaware exceedings, Chinese sports expect market has emerged a heyday scene. Not completely the mighty impertinent signs such as Nike and Adidas win the favor of Chinese nation, which took 10. 5% and 7. % of mainland sportswear transactions respectively in 2011, the domestic punctuates such as Li Ning and Anta overly occupy bounteous market share ( china Daily, 2012). Li Ning, the Chinese domestic sportswear cross out which bears the come across of renowned Chinese gymnastic athlete Li Ning, acts a leading role in Chinese sportswear market. Only second to Adidas, Li Ning possesses 7. 2% market share and keeps expanding (China Daily, 2012). Not satisfied with its vast domestic getment, Li Ning strives for more than enormous stage and switches its target to world(prenominal) market since 2011.Notably, on the one hand, the domestic marketing strategies of Li Ning, such as opening and streamlining numerous sell stores, are adjoining tohow rather diametrical from the multinational strategies akin using e-commerce approach. On the other hand, the strategies domestically and internationally to a fault share several similarities like attaching importance to brand. The tenseness of this essay is to compare and contrasts the domestic and international marketing strategies of Li Ning. Although to somewhat extent few of these strategies are alike, Li Ning has largely followed diverse approaches domestically and internationally.To begin with, at that place are some similarities between the market strategies of Li Ning domestically and internationally, such as investing more in branding to cultivate its long-term competitiveness. Specifically, both domestic and international strategies take go to supporter famed athletes or sport s team to advertise the high reference and advanced functionality of its products, which aims to practise believe multitude h obsolete a favorable touch of Li Ning. For instance, in 2012 capital of the United Kingdom prodigiouss, various overseas medal candidates like Spains basketball team were signed with Li Ning (Brandchannel, 2012).Also, Li Ning grasped Chinese top gold medal forecasts in multifarious sports horizontalts like ping pong and badminton, which includes Lin Dan and Wu Mingxia who enjoy the high popularity among Chinese people (Brandchannel, 2012). Especially, the athletes who are sponsored by Li Ning are inspired to publicize Li Ning non only by wearing its products. For example, immediately after Lin Dan won the gold though the spectacular final game, the logo of Li Ning at the jersey of Lin was tugged to march a gesture of appreciations, which makes the effect of advertising cracking (Brandchannel, 2012).Furthermore, domestic strategies are also similar t o international strategies in targeting young timess. Domestically, Li Ning replaced old logo and guide word to make the brand more abut to the generation born after 1990s as well as establishes naked sixth-generation stores which attracting young clients (China Daily, 2011). World widely, Li Ning also concentrate ones on young people because they are unbiased to Chinese brands, accustomed to shopping online and generally conk so a lot 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 employ fundamentally different approaches in a number of key areas, such as using different channels to sell products. In other words, the strategies domestically direct to sell inventories mainly in solid shops, whereas the international strategies choose using e-commerce, event marketing and digital media. In detail, numerous retail shops spre ad all over China are owned by Li Ning.Also, confronted the cooling Chinese economy in recent times, in order to raise the efficiency of entity gross revenue, the company adopts measures that streamlining the ne twork of the retail stores and submission lower tiers cities to speed eliminating premium brands by merger and acquisition(China Daily, 2012). When it turns to worldwide, to shun retail channels, Li Ning established its appropriative e-commerce sites as the only passageway to its products and released a delicate teaser video heavily on its Facebook page and chitter account (Voight, 2012).Also, microsites and events are relied to induce online buzz (Voight, 2012). In addition, the domestic and international strategies are dissimilar in the motto and the images they are intended to shape. Domestically, Li Ning created a sunrise(prenominal) slogan make the change to indicate that vastness is not undying, only changes can be perpetual, which not only nettles the slogan of Ni ke Live through your greatness, but also remodels the impression of Chinese people on Li Ning as a more high-end brand (Brandchannel, 2012).Internationally, the slogan straight out of new China demonstrates that its products leverage its well-to-do Chinese culture and are diverse from the cheap, rough made-in-China goods as old perception considered (Voight, 2012). Furthermore, with regards to new marketing segments need to be expanded, Li Ning focus on Children garment domestically while women market segment internationally. Cooperated with consequenceal anaesthetic children garment firm Paclantic to design more attractive children sports and leisure clothing, the fit out could be sold in the franchised stores and affiliated shops of Li Ning in China (Wang, 2012).Nevertheless, the market segment of women who do not need intramuscular figures and believe equal positions with men are attached importance to by the international strategies of Li Ning (Warc, 2011). In summary, this essay 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 awareness and also aim to attract younger generations.Despite that the international and domestic strategies have to some degree implemented similar strategies essentially approaches are adopted in crucial areas, such as using different slogans, selling products by different channels and expanding different market segments. Although the e-commerce system ingeniously avoids complex retail channels internationally and the notion to achieve long-term profits domestically seem to be reasonable, Li Ning may ot achieve so many profits as they expected, because its vague brand positioning might cause the confusion and misconstrue of domestic people and its international consumers may despise Li Ning for its imitative logo and slogan which have some resemblance to Nike and Adidas. It is suggested th at Li Ning should slow down its expansion and invest more to raise the quality and make some innovations or else of having large inventories discounted as a resolvent of expanding too fast. Also, to have unambiguous brand positioning is crucial.Nonetheless, as Li Ning keeps adjusting corresponded to the changing situation and creating new products, it is too early to definitively judge whether Li Ning will have a promising future. References list Ad Age (2011). Chinas Li-Ning Takes on Nike, Adidas With U. S. E-Commerce Site. online juvenile York Ad Age. purchasable from http//adage. com/ term/cmo-interviews/china-s-li-ning-takes-nike-u-s-e-commerce-site/231642/. (Accessed 12 October 2012) Brandchannel (2012). London 2012 Success as Li-Ning Makes a Change in Olympics Strategy. online New York brandchannel. unattached from http//www. randchannel. com/home/post/2012/08/13/London-2012-Li-Ning-081312. aspx. (Accessed 12 October 2012) China Daily (2011). Li Ning expects argumentati on to slow. online capital of Red China China Daily. ready(prenominal) from http//www. chinadaily. com. cn/bizchina/2011-01/18/content_11874065. htm. (Accessed 12 October 2012) China Daily (2012). Chinas sportswear brands nurse Olympics hangover. online Beijing China Daily. forthcoming from http//www. chinadaily. com. cn/business/londongames/2012-07/02/content_15542591. htm. (Accessed 12 October 2012) Voight, J. (2012). Video Is Lifeblood of Li-Nings New China canary Launch. online Charlotte ClickZ. Available from http//www. clickz. com/clickz/news/2166538/video-lifeblood-li-nings-china-snea ker-launch. (Accessed 12 October 2012) Warc (2011). Li-Ning plans orbiculate push. online London Warc. Available from http//www. warc. com/ study/News/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. Available from http//www. chinadaily. com. cn/ business/2012-05/12/content_15276320. htm. (Accessed 12 October 2012)Compare 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 industry has become one of the new industries in china, which has large market size and high product rate (Qinqin, n. d. ). In Chinese sports area, Li Ning brand, built by historied gymnast Li Ning (Enright, 2012), is the market leader and owns about 8000 hypostatic shops domestically (Zhang,2011). Similar to some international famous brands like Nike and Adidas, Li Ning intends to enhance 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 topic could be analyzed from the internal aspect such as gross sales methods, promotion and the exte rnal aspect such as function plan and disceptation. The essay will compare and analyze Li Nings marketing strategies by the internal and external aspects factors. From the internal perspective, there are two 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 concurrently (Anon, 2011a, Voight, 2012 and Zhang, 2011). Nevertheless, the focus of sales methods might be different considering the contrasting call reputation domestically and internationally. Li Ning, named after chinas gold-medaling gymnast, is very(prenominal) famous in china, especially 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 perchance unfamiliar in the West. For ins tance, the marketing firm tested the brand with U. S. customers and the result shows that brand awareness was almost 0% (Enright, 2012). Rather than seeing it as a bad thing, Li Ning sees it as a launch bear witness to upgrade the brand image and win recognition from consumers (Zhang, 2011). What is why Li-Ning is supplying to concentrate on the new online portal before opening more brick-and-mortar stores in U. S. market (Anon, 2011a). In order to achieve more name reputation and higher sales, Li Ning fixes much attention n some other(prenominal) sales strategy, promotion, as well. Both 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, shooting gymnastics and badminton teams (Anon, 2011b). Overseas, Li Ning was the 30th Olympic Games spons orship 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 appeal 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 taken a series of measures to deal with two social problems target groups and crude competition (Anon, 2011a, Ranasinghe, 2012 and Zhang, 2011). With the rapid development of internationalization, various views on Chinese goods have been published.In china, instead of praising highly local brand, Chinese customers are upset(a) 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 fodder a nd beverage (Ranasinghe, 2012). On abroad, although some older consumers usually 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 upmarket (Anon, 2011b). For the new strategy, Li Ning not only created a new logo and new slogans but also launched many 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 well (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 curiosity about eastern culture (Voight, 2012) Li Ning put s brand international feeling over oriental theme (Zhang, 2012). For example, in March 2012, Li Ning promoted a pair of mens basketball shoes with the Chinese dragon pattern which was a limited mutation on Facebook, and then the tremendous crowds to Li Nings website led it to whirl (Voight, 2012).In addition, Women have become another one of the main target groups of Li Ning overseas (Anon, 2011a). Next, the second problem Li Ning is facing 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 domination, 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 battle is that language might be the main barrier Li Ning ineluctably to face in international market (Zhang, 2012). With a view to the situation, on the o ne 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 phase of emergence (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, facing the customers different consumption views on Chinese brands domestically and internationally, 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 names 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 c ould make greater breakthrough by implementing brand strategy, constructing international brand image, exploitation technology innovation and improving enterprises core 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) Anon. (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 Chicago Internetretailer.Available from http//www. internetretail er. com/2012/01/16/li-ning-makes-its-us-debut (Accessed 3 October 2012). Qinqin, D. (n. d. ) comparative degree analysis of Chinese and Western Sporting Goods Enterprises Growth Pattern. Wuhan, China Dept. of Sports political economy & 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 children s 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 Plan for Li-Ning Product Expansion in UK, Lecture Notes in Information Technology, Vol(14), Wuhan, China Dept. of Sports Economics & Management, Wuhan Inst. of P. E.