Chasing Gold: Li-Ning, Nike, Adidas in China

Hellmut Schütte; Jocelyn Probert; Sumelika Bhattacharyya

Chasing Gold: Li-Ning, Nike, Adidas in China

Hellmut Schütte (First Author), Jocelyn Probert (Participant Author), Sumelika Bhattacharyya (Participant Author)

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摘要

Li Ning, the incredible Chinese gymnast who won 106 medals during his career, swept China with his eponymous sportswear brand launched in 1990. The Li-Ning brand dominated the Chinese sportswear market till foreign giants like Nike and Adidas decided to focus on China in the early 2000s. Based on published sources, the case traces and compares the development of three of the largest sportswear brands operating in China — Li-Ning, Nike and Adidas. It also contrasts the performances of domestic and foreign brands in general and explores the reasons that underlie the differences in performance.

源语言	英语
页数	19
州	已出版 - 1 1月 2013

案例编号

STR-14-159

案例规范编号

STR-14-159-CE

案例类型

Library

更新日期

2016-06-18

来源

China Europe International Business School

关键词

Brand Management
China Market
Competitiveness
Corporate Growth
Foreign Brand
Local Brand

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市场营销
战略

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AB - Li Ning, the incredible Chinese gymnast who won 106 medals during his career, swept China with his eponymous sportswear brand launched in 1990. The Li-Ning brand dominated the Chinese sportswear market till foreign giants like Nike and Adidas decided to focus on China in the early 2000s. Based on published sources, the case traces and compares the development of three of the largest sportswear brands operating in China — Li-Ning, Nike and Adidas. It also contrasts the performances of domestic and foreign brands in general and explores the reasons that underlie the differences in performance.

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KW - Competitiveness

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KW - Foreign Brand

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Chasing Gold: Li-Ning, Nike, Adidas in China

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