Li-Ning, the sportswear and streetwear brand, was founded in 1990 by Li-Ning, a renowned athlete known as “the Prince of Gymnastics.” Despite being relatively unknown in Europe, Li-Ning has experienced remarkable growth, with a record increase of 800% in 2021. The brand’s advertising slogans, such as “Everything is Possible,” bear a striking resemblance to Nike’s iconic “Just Do It.”
There are three key reasons why analyzing Li-Ning is crucial. Firstly, the brand perfectly embodies the GUOCHAO trend, which celebrates the pride of Chinese youth in products that are “Created in China.” This trend has gained traction in various industries, including entertainment (C-Pop), beauty (C-Beauty), and fashion, with the upcoming 2022 Shanghai Olympics providing a significant international platform for Li-Ning to showcase its offerings.
Additionally, Nike’s position in the Chinese market has been weakened due to the backlash following the Xinjiang cotton scandal. As a result, local brands like Li-Ning have seen a natural boost, benefiting from increased consumer support.
Furthermore, Li-Ning has successfully connected with the GenZ demographic by actively addressing critical issues. The brand has taken a stand against the COVID-19 pandemic, supported the mental health of students during the challenging university entrance exams known as the “Gaokao,” and even signed a sponsorship contract with popular Chinese actor and singer Xiao Zhan. These efforts, combined with a genuine commitment to innovation and a willingness to take risks in product design, particularly in the realm of sneakers, have garnered significant international acclaim among sneaker enthusiasts.
As the luxury market continues to evolve in China, the future of the industry will be explored in the upcoming FUTUR & LUXE webinar. The event, which will feature the presence of esteemed brands such as LVMH, Cartier, Tmall, Farfetch, and Hylink, will take place tomorrow at 9 am. With 1,100 registered participants already, interested individuals can register for free and join the webinar for valuable insights.
Useful links:
– [Link 1 – FUTUR & LUXE webinar registration](…)(link)
– [Link 2 – Li-Ning official website](…)(link)
