LI-NING

Li-Ning tried to emulate its foreign rivals ' marketing tactics .

李宁公司试图效仿国外竞争对手的营销策略。

Nowadays , LI-NING brand has encountered unprecedented growth bottlenecks .

李宁品牌，已经遭遇到前所未有的成长瓶颈。

LI-NING Company made tremendous achievements in the field of sports goods after more than twenty years of its establishment .

诞生二十多年来，已经在体育用品领域取得了巨大的成就。

By 1990 he had set up his own sportswear company , Li-Ning .

到了1990年，李宁创立了自己的运动服装企业李宁公司（Li-Ning）。

For the past six months , the American athlete has also been promoting Li-Ning , the Chinese footwear retailer .

过去6个月来，这位美国运动员一直在为中国鞋类零售商李宁公司（li-ning）做推广。

Initially , there was little overlap in the market segments targeted by Li-Ning and its foreign rivals .

最初，李宁公司与国外竞争对手的目标市场重合度很低。

Retired Miami Heat guard Dwyane Wade has a lifetime contract with Chinese apparel company Li-Ning .

迈阿密热火队退役后卫韦德与中国李宁公司签订了一份终身合同。

By contrast , Li-Ning , the first Chinese company to make Western-style sportswear , has struggled to make the transition .

相比之下，中国第一家生产西方风格运动装的企业李宁却没能实现这种跨越。

He signed a sponsorship deal with China Sportswear manufacturing giant Li-Ning last year and has worn its shoes ever since .

去年，奥尼尔与中国的李宁体育用品公司签署了广告代言协议，自此，他就穿李宁牌的运动鞋了。

Because Mr Li was his brand 's biggest ambassador , consumers began associating Li-Ning only with gymnastics goods .

由于李宁是李宁公司最重要的品牌大使，消费者一开始只将李宁品牌与体操用品联系起来。

After years of focusing on cheap prices , Li-Ning , like many Chinese companies , has spent the past two years learning that branding pays .

李宁，在多年集中精力于低价战略后，像很多中国公司一样，最近两年开始学到品牌是有价值的。

In 2010 , hoping to appeal to the " post-1990s-born " generation , Li-Ning launched a fresh campaign .

2010年，为了吸引“90后”一代人，李宁公司启动了一项新的努力。

In the first half of 2012 , Nike and Adidas had rising sales , whereas Li-Ning experienced declines .

2012年上半年，耐克和阿迪达斯销售增长，而李宁公司销售下滑。

Li-Ning was market leader in China 's second and third-tier cities , while Nike and Adidas were in Beijing and Shanghai .

李宁公司是中国二、三线城市的市场领军者，耐克和阿迪达斯是北京和上海的市场领军者。

After its 2004 initial public offering , Li-Ning bought the rights to use the NBA logo and players in its marketing and advertising in China .

2004年进行首次公开发行（IPO）后，李宁公司购买了在华营销和广告中使用NBA标识及其运动员的权利。

O'Neal , the Miami Heat 's All-star center , is currently on a tour of China organized by his sponsor Li-Ning .

迈阿密热队的全明星中锋奥尼尔目前正在中国参加李宁公司组织的“侠客中国行”活动。

Li-Ning grew from 3,373 outlets at the end of 2005 to 6,245 outlets three years later , including new stores in cities with Olympic venues .

李宁公司在2005年末有3373家门店，三年后发展到6245家门店，包括在奥运项目举办城市开设的新门店。

" Li-Ning ," Although the market value of companies has been ranked fourth in the global sporting goods industry , but the gap remains large with the top three .

李宁公司虽然现在市值已经位居全球体育用品行业的第四位，但是与前三名的差距仍然很大。

Although revenues jumped 54 per cent in 2008 , moving Li-Ning ahead of Adidas , the latter had overtaken again by 2010 .

尽管李宁公司在2008年收入飙升54%、从而超过了阿迪达斯，但后者到了2010年又再次领先于李宁公司。

Li-Ning sponsored sports where China traditionally dominated , such as diving and gymnastics , but these did not have the same youth appeal .

李宁公司赞助的是中国传统的体育强项，比如跳水和体操，但这些运动对年轻人的吸引力没有足球和篮球那么大。

However , as the process of market economy continued to accelerate , competitiveness of LI-NING brand began to decay due to double impact of foreign brands and domestic emerging brands .

然而，随着市场经济化进程的不断加速，在国外品牌和内地新兴品牌的双重冲击下，李宁的品牌竞争力正在悄悄衰减。

So for years , he said , he borrowed gear made by Asics and Li-Ning , a Chinese company , from a fellow javelin thrower .

所以，他说，多年来他一直向另一个标枪选手借亚瑟士和中国品牌李宁的鞋来穿。

and Marin Cilic ( lemon Li-Ning polo ) .

和马林·西里奇（MarinCilic，柠檬黄李宁马球衫）纷纷效仿。

Tsai 's comments came after multiple Chinese brands , including sports brand Li-Ning and Shanghai Pudong Development Bank , announced that they were pulling sponsorship deals with the Rockets .

蔡崇信发表评论前，多家中国品牌，包括体育品牌李宁和上海浦东发展银行都宣布撤销对火箭队的赞助合约。

The Kenyan officials even began talking about designing new Li-Ning uniforms , but they soon learned that shaking off the Nike sponsorship deal was harder than they thought .

肯尼亚官员甚至已开始讨论设计新的李宁制服的事情，但他们很快了解到，摆脱耐克的赞助合同比他们认为的要难。

The LI-NING brand , founded in1990 in the name of Chinese famous Gymnast Prince Li Ning , has become an accomplished leader in sports brands in China with rapid development .

“李宁”这一商标于1990年以中国著名体操王子李宁的名字正式命名。随其不断壮大，“李宁”已经成为中国体育品牌的领军者。

A recent survey by Li-Ning , a leading Chinese athletic footwear and apparel company , found that a growing number of consumers in the US are willing to buy products of Chinese origin .

作为中国运动鞋和运动服饰的领军企业，李宁公司进行的一项最新调查显示，在美国有越来越多的消费者愿意购买中国制造的商品。

Already , Chinese footwear brands Li-Ning and Peak have capitalized on basketball 's growing popularity , and Nike reported a $ 1.7 billion in Chinese revenues for the2010 fiscal year .

目前，中国运动品牌李宁（Li-Ning）和皮克（Peak）都在充分利用篮球持续升温带来的机遇。耐克宣布，2010财年中国业务营收达到17亿美元。

First , this chapter introduces economic characteristics of sports goods industry . Second , the chapter analyzes the international and domestic environment of LI-NING Company including : suppliers , buyers , new entrants , substitutes and industrial rivalry .

本章先介绍了体育用品行业的经济特点，然后对李宁公司所处的国际及国内行业环境进行了分析，包括：供应商、购买者、潜在进入者、替代品、业内竞争者五种力量的分析。

Sales revenues in 2011 for Nike , Adidas and Li-Ning respectively were about $ 2bn , $ 1.7bn and $ 1.4bn .

耐克、阿迪达斯和李宁公司在2011年的销售收入分别为20亿、17亿和14亿美元。