tag:blogger.com,1999:blog-3902636707210848432.post-43528961126739621332008-04-14T11:49:00.002-06:002008-04-14T11:59:02.947-06:00Li-ning or Nike?<blockquote><br /><p>In today's <a href="http://www.nytimes.com/2008/04/12/business/worldbusiness/12nocera.html?_r=1&scp=1&sq=li-ning&st=nyt&oref=slogin" target="_blank">New York Times</a>, columnist Joe Nocera notes that China has quickly mastered the intricacies of a market economy and cheap manufacturing, but its new-found enthusiam for brands hasn't yet translated into the ability to create them. The Li-Ning sneaker is the eponymous brainchild of a famous Chinese gymnast, but its modified checkmark logo says "Nike." Its English-language slogan, "Anything is Possible," sounds an awful lot like adidas' "Nothing is Impossible." And while Li-Ning has snagged endorsements from Western sports figures including Shaquille O'Neal, the Shaq figure stamped on some styles apparently bears strong resemblance to the Nike Air Jordan silhouette.</p><p align="left">Like other domestic Chinese brands, Li-Ning would like to achieve a bit more respect (translation: higher price points) at home, and a share of the Western market as well. But before Li-Ning secures shelf space in your local Foot Locker, Nocera argues, it will have to learn a bit more about the art of branding. Not to mention trademark law.</p><br /></blockquote> This Article from Counterfeit Chic is really interesting and a good way of showing the foreign perspective of Li-Ning. But it seems to me that they are missing on something that is quite crucial. Not only do Chinese people not consider Li-Ning to be a rip-off of Nike (although they will admit it looks pretty similar if pressed), but more importantly it's huge in China. More people have Li-Ning products than Nike. They may get one Nike product, but have several of Li-Nings. While Li-Ning has some luxury value, it's nothing close to Nike's. So while Li-Ning may want to take the luxury or more expensive approach I would argue that they stick with the way they are going and try to become more similar to Nike or Adidas in America. A top athletic brand, but not a luxury or super exclusive brand. Doing that Li-Ning can keep higher prices but still have the mass consumer base as well as being able to take advantage of being homegrown.<div class="blogger-post-footer"><script type="text/javascript">
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