For many outside of Asia, Li-Ning will have zero brand recognition. Incredible, for a brand that generates revenues in the sales of sporting equipment/apparel closing on 1.5 Billion dollars.
A brand that has risen to the number 1 spot of Chinese sports brands in the market, placing itself up there with Nike and Adidas, which dominated China as the number 1 and 2 sports brand. Now, like a number of other leading Chinese sporting brands, they are looking to expand "westward". Some feel it is too early for them to do so, but looking at their annual report, and the reported cash and profit margins they are experiencing, I think the timing is great. A chance to some in the market as something "new" and I am sure the US consumer will start to put Li-Ning on their feet soon enough!
In May, Li Ning will be launching a 10 Million dollar Ad campaign in the USA. Let's enjoy watching a brand identity grow and I wonder how much analysis will be made regarding how they agency will bring them to market in the minds of the consumer.
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