Lining'S Ambition Is Not Enough To Go Out To Sea.

Now, in

In view of overseas markets, Lining put forward a sound development path of "building international brands first and developing international markets".

However, according to Lining's current overseas activities, the goal of reaching the top five in the world sports Brand Company and 20% overseas market share before 2018 is remote.

As a big cell phone in the domestic sporting goods industry, Lining seems to be a logical step to open up the international market after the domestic market.

After successfully listing in Hongkong in 2004, Lining formulated the development plan for the next 14 years: 2005-2008 years, dominate the domestic market; 2009-2013 years for the international preparatory stage, focusing on strengthening the internationalization capability; 2014-2018 years for the comprehensive internationalization stage.

In fact, as early as 1999, Li Ning Co formally put "brand internationalization" on the strategic agenda.

In the following year, by participating in internationally renowned sporting goods exhibitions and participating in a number of international sporting events, Lining products successfully entered European countries such as France, Greece, Spain and so on. In 2001, Lining's first overseas image store was officially opened in Santander, Spain.

However, from the introduction of "brand internationalization" to the implementation of the 14 year development plan, over 10 years have passed, and Lining's pace abroad is still lacking in strength and even snail style.

With the 2008 Olympic Games in Beijing

According to the analysis of relevant professionals, Lining's brand ideal is very good and the target is very ambitious. But if we follow the current "safe route", Lining, who only has 1% overseas market share in 2009, can hardly achieve the goal of 20% overseas share in 2018.