文档介绍：2
Marketing Plan for Li-Ning Badminton Series
Chapter 1: Company Profile
Introduction
Li-Ning Company Limited is one of the leading sports brands in China, with the excellent capabilities on various aspects, like brand marketing, R&D, design, manufacturing, distribution and retail. The products of company include footwear, apparels, equipments and accessories for both sport and leisure uses; it has established a wide-range supply chain management system, as well as distribution and retail network in China, which are primarily through outsourcing of manufacturing operations and distribution via franchised agents. Besides, the company also directly manages retail stores for the LI-NING brand (, 2009).
, Vision and Core Value
According to the Li-Ning Company Ltd. Official Website:
Mission: Use sports to arouse athletes' desire, to achieve breakthroughs and exploit potential
Vision: A leading brand in the global sporting goods industry
Core Values: Live For Dream, Integrity and Commitment, Our Culture, Achieving Excellence, Consumer Oriented, Breakthrough
Core competencies
Sports brand: Li-Ning adopts a multi-brand business development strategy. In addition to the core LI-NING brand, the company distributes products under its Z-DO brand via hypermarket channel. Besides, Li-Ning also cooperates with AIGLE and LOTTO; it is allowed to sell the products under both two European brands. Moreover, the completed acquisition of Kason and partly acquisition of Double Happiness make Li-Ning obtain more power in the racket sports markets.
Distribution network: According to the Interim Results Announcement of Li-Ning Company Ltd. in 2009, Li-Ning has the effective distribution management, which opened 6,809 LI-NING stores and 741 other brands stores all over the country by June 30, 2009, with 82% of these stores opened in second- and third-tier cities of China and this action will increase the awareness of the brand name in those areas.
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