Li Ning, once the dominant force in China's sports apparel market, is now facing a crucial transformation. Zhang Zhiyong, a key leader in the company, has emphasized that rebranding is not something that can be achieved overnight. However, the external environment—investors, dealers, and consumers—is showing little patience for a long-term shift. The drop in orders, falling stock prices, and reduced shareholdings indicate that stakeholders are losing confidence in Li Ning’s ability to reinvent itself effectively.
As one of China's most powerful sport brands, Li Ning's ultimate goal is to become a global top-tier brand. To achieve this, the company has embraced a new slogan: "Make the Change." This signals a bold attempt to reshape its image and attract a younger, more international audience. Yet, despite these efforts, many consumers still struggle to define what Li Ning stands for.
In the past, Li Ning thrived on the natural growth of the market, expanding steadily and becoming the leading domestic brand. By 2009, it had surpassed Adidas in China, but this success was partly due to Adidas' internal struggles at the time. However, the era of rapid growth is over. The Chinese sporting goods industry is now entering a phase of adjustment, with slower growth rates and increasing competition from both international and local brands.
Consumer preferences are also shifting. More people from second- and third-tier cities are now seeking high-quality products, and international brands like Nike and Adidas have a strong presence in these markets. Li Ning finds itself caught between two extremes—too high-end for some, yet not strong enough to compete with the big names in the premium segment.
Zhang Zhiyong acknowledges that the biggest challenge for Chinese brands today is not just making money, but understanding and meeting the evolving needs of consumers. “Can we provide the products and brands that those who can afford them truly want?†he asks. This question remains unanswered for Li Ning.
Moreover, the brand lacks a clear identity. Unlike Nike or Adidas, which have well-defined personalities and strong associations with specific sports, Li Ning struggles to establish a distinct image. Its previous attempts at professional branding through sponsorships and slogans have not fully resonated with the public. Many Chinese consumers still view sportswear as casual wear rather than performance gear.
Despite these challenges, Li Ning's leadership, including Zhang Zhiyong, remains committed to change. They are working to redefine the brand’s positioning and better connect with modern consumers. Whether they can succeed in this endeavor will determine whether Li Ning can reclaim its position as a true global contender.
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