In the third part of MediaTV’s series ‘The Olympic effect’, sponsored by Sports Illustrated China, Wood says the company was able to leverage its popularity in China and the celebrity of founder Li Ning to build its brand name.
“Li Ning has already started to go global. It’s already started to expand into emerging markets,” Wood tells MediaTV. “I think the strategy is very much to look for markets with similar characteristics, whether that be geographically, operationally – in terms of distribution channels – economically or demographically. The key for Li Ning is to grow the geographic scale strategically in order to build economic mass and then be able to leverage that economic mass.”
Li Ning recently opened its first overseas flagship store in Singapore.
Wood adds that Li Ning’s success will develop from its own brand story and Chinese heritage, saying it won’t copy the models of established Western brands and has never tried to “out-Nike Nike.”
Previous interviewees in the series include Christophe Bezu, senior VP and head of region at adidas (click here to view), and Celine Del Genes, regional head of marketing at Reebok (click here to view).
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
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“Li Ning has already started to go global. It’s already started to expand into emerging markets,” Wood tells MediaTV. “I think the strategy is very much to look for markets with similar characteristics, whether that be geographically, operationally – in terms of distribution channels – economically or demographically. The key for Li Ning is to grow the geographic scale strategically in order to build economic mass and then be able to leverage that economic mass.”
Li Ning recently opened its first overseas flagship store in Singapore.
Wood adds that Li Ning’s success will develop from its own brand story and Chinese heritage, saying it won’t copy the models of established Western brands and has never tried to “out-Nike Nike.”
Previous interviewees in the series include Christophe Bezu, senior VP and head of region at adidas (click here to view), and Celine Del Genes, regional head of marketing at Reebok (click here to view).
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
Produced by:
