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Li Ning Company Limited 2012

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Submitted By KevinKwok
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Li Ning Company Limited Philip Warwick, Durham University Business School January 2013 Background Li Ning Company Limited (LNCL) is China’s largest sports apparel firm and in Li Ning, it owns what is one of China’s most well known home grown brands. Despite its strength in China, few business analysts outside China and Hong Kong are familiar with LNCL and few sports enthusiasts are aware of the Li Ning brand even though they have probably seen it being worn by sports men and women at major sporting events in recent years. In 2007, The Economist predicted that Li Ning was going to become one of China’s new global brands on the back of the 2008 Beijing Olympicsi. However, LNCL has failed to take-off and in 2012, year of the London Olympics, it suffered a 15 per cent fall in profits and significant losses across most of the group’s business divisionsii. LNCL, takes its name from the company’s Chairman Li Ning, a triple gold medal winning Olympic gymnast, who founded the sports goods company in 1989iii. He is the man who high-wired around the Beijing Olympic stadium, to light the flame at the 2008 opening ceremony. The Company has several divisions, the Li Ning brand (above), which specialises in sports shoes and apparel for its five key sports: Basketball, tennis, running, football and fitness. Other divisions include Double Happiness, (table tennis), Kason (badminton) and joint ventures with Aigle a French outdoor sports brand and Lotto an Italian Football brand. Li Ning retail outlets also have an agreement to sell Kappa sportswear. LNCL has a manufacturing base near Beijing and a registered office in the Cayman Islands. Since 2004 it has been listed on the Hong Kong stock exchange Despite lots of noise about international expansion in China’s Olympic year and in the years between the Beijing and London Olympics; the 2012 company results show that it retains a very…...

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