LI NING’s promotion strategy with Chinese elements in China market

Abstract

Li Ning is a rising star in China these years, this brand gradually attracts many fans and causes discussion among customers. One of the obvious characteristics is the using of Chinese elements. In order to find out why its promotion strategy of using Chinese elements is attractive to customers, both discussion and its impacts will be shown, as well as providing advice for Li Ning to maintain its benefits and improve insufficient. In this passage, it can be found that Li Ning promotes its products with Chinese elements is popular among young generation in China, it may because the current fashion trend in China is combine fashion with traditional style, and the application of word-of-mouth effect. Now young generation in China are pursue this kind of fashion and some prefer to decorate themselves with Chinese traditional items, so Li Ning’s promotion strategy works. Another result is the bold ‘Chinese Li Ning’ logo used on Li Ning’s clothes, it also become one reason for consumer to purchase. Li Ning takes advantage of its brand position of Chinese brand to win Chinese consumer’s respect. The third result is about Li Ning’s co-branding with international brands or celebrities, the fan effect is used to expand market globally. Overall, Li Ning makes use of the benefits of the brand and customer’s preference to promote its own products with Chinese elements to a larger market.