Open Up Overseas Market &Nbsp; Lining Brand National Color Or Will Be Diluted.

In recent two years, Lining, one of the most embarrassing Chinese sports brands in the domestic market, started his overseas expansion.

Recently,

Lining opens up overseas markets

Although many Americans do not know Lining's Chinese brand at all, it does not hinder the company's determination to go out.

A few days ago, Lining's Digital Corporation began to launch online sales business in the United States, mainly selling basketball, women's sportswear and running shoes.

Statistics show that the Digital Corporation is a joint venture between Lining and a brand consultancy and private equity firm in Chicago.

In the new company, Li Ningzhan has a 20% share.

For sale online in the United States, Lining stressed that the move is just a trial run, and the joint venture company will not be able to invest too much.

"Lining's overseas expansion strategy has not changed, and the markets of other countries have not yet begun, but the future will definitely gradually penetrate."

Lining, President of Digital Corporation GeorgeLu, said he had employed 20 employees and designed a new image for Li Ning Co, aiming at making Americans understand the eastern culture.

Today, on the Li Ning Co website, a pair of men's running shoes, priced at $80, are made of mesh materials and can "adapt to natural gait".

The lotus pattern yoga pants are priced at US $55 and are suitable for making "accurate posture".

Internationalization strategy has a long history.

In fact, in China's domestic sports brands, Li Ning Co has always been an "example" to actively expand overseas. Especially after the 2008 Olympic Games, Lining was once defined by the global sports giant as a challenger from China.

Lining set up a headquarters in the United States, opened a retail store in Poland, bought Italy brand Lotto and so on.

This time, Lining also made careful planning in the US test.

According to GeorgeLu's plan, American consumers will be able to contact Lining brand in O'neal's community activities and sporting goods stores.

For Lining's electricity supplier strategy, China Consulting Co., Ltd. clothing industry analyst Liang Venlo believes that the electricity supplier network takes into account brand and sales, "cost performance" relative to domestic brands in the NBA "hit" advertising is high.

But there are different opinions in the industry.

The founder of Wolf Asia Group, a market research firm, questioned the timing of Lining's expansion in an interview, saying that it is too early to take this step.

Internationalization may reduce ethnic color

Many people still remember that in the mid 90s of last century, the image of Li Ning Co was the national team of sportswear, sponsoring many competitions such as gymnastics, diving, shooting, table tennis and so on.

In fact, this positioning is also very precise, because at that stage, the national sentiment was unprecedentedly high, and Lining's personal influence was still there. Too many people placed a national feeling on Lining.

Lining represents virtually the image of a country.

In 1997 and 1998, Li Ning Co sales were close to 1 billion yuan.

At that time, the giants such as Adidas and Nike were still quietly laying the foundation and feeling in the Chinese market. The brand of the Fujian sports brand that was rising later was just a grass root product that was not too high in the streets and lanes.

In 2000, Chen Yihong, then general manager of Li Ning Co, put forward the goal of "internationalization".