Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

The Rebranding Path of LI-NING

Authors
Ziyan Duan1, , Xuhan Lu2, , Luchen Wang3, *,
1School of Accountancy, Shanghai University of Finance and Economics, Shanghai, 200433, China
2Xingzhi College, Zhejiang Normal University, Hangzhou, 310000, China
3School of Economics and Management, Tianjin Chengjian University, Tianjin, 300384, China

These authors contributed equally.

Corresponding Author
Luchen Wang
Available Online 15 December 2021.
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 However, the customers have also been critiqued due to its outdated product design and insufficiency of core technology, impeding further expansion in domestic and international markets.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.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.489How to use a DOI?
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  -