The Rebranding Path of LI-NING
These authors contributed equally.
- DOI
- 10.2991/assehr.k.211209.489How to use a DOI?
- Keywords
- Strategic management; Branding, and marketing; Rebranding; LI-NING
- Abstract
LI-NING is a Chinese local sports brand obtaining increasing popularity in the past decade. However, the customers have also been critiqued due to its outdated product design and insufficiency of core technology, impeding further expansion in domestic and international markets. In this context, this paper attempts to discuss the rebranding path of LI-NING. As a result of our analysis, it is found that Li-Ning has focused too much on the promotion of fashion products while significantly ignoring its sports series and sports technology research and development. In this situation, it is suggested that LI-NING should better position its brand by improving its product standards and technologies, paying more attention to younger generation customer groups, and increasing its products publicity.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Ziyan Duan AU - Xuhan Lu AU - Luchen Wang PY - 2021 DA - 2021/12/15 TI - The Rebranding Path of LI-NING BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 3003 EP - 3006 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.489 DO - 10.2991/assehr.k.211209.489 ID - Duan2021 ER -