Li Ning partners with Lotto to boost China profile

Although a major player in the Chinese mass market, Li Ning is reportedly hoping to strengthen its position as a supplier of premium sports products. The partnership with Lotto is understood to be a key step in repositioning itself to target more affluent consumers.

Lotto’s president and director general Andrea Tomat (pictured) noted in a statement that the company aimed to achieve sales of 60 million euros (US$93 million) through a minimum of 600 single-brand outlets in China by 2013. Lotto goods will be distributed through a combination of individual shops and branded outlets in prestigious department stores.

The deal excludes Hong Kong and Macau, where Lotto will continue to operate under Lotto Sport HK Ltd.

Li Ning last year grew 36.7 per cent on the previous year, reaching sales of over US$620 million.