Perspectives
Top Chinese sports brand Li-Ning is making a second pass at the U.S. market and for now their strategy is branded e-commerce.
“The biggest brand you’ve never heard of … now available here,” proclaims the greeting on a bold red background on www.Li-Ning.com, which officially launches Monday. The company’s first English-language consumer website has already picked up some popular U.S. e-commerce tactics, like free holiday shipping and a Facebook page.
The company’s founder, former Chinese Olympic gymnast Li Ning, has ambitious plans to challenge rivals like Nike on their home turf with his namesake brand.