The strategy

策略 Initially, there was little overlap in the market segments targeted by Li-Ning and its foreign rivals. The Chinese company offered mass-market leisurewear and Nike and Adidas sold professional-standard athletic wear; Li-Ning was market leader in China’s second and third-tier cities, while Nike and Adidas were in Beijing and Shanghai.

最初，李宁公司与国外竞争对手的目标市场重合度很低。李宁公司卖的是大众市场休闲服装，耐克和阿迪达斯卖的是专业标准的运动服装；李宁公司是中国二、三线城市的市场领军者，耐克和阿迪达斯是北京和上海的市场领军者。

But after 2001, when China won the bid to host the 2008 Olympics, interest in sports reached new heights. Li-Ning tried to emulate its foreign rivals’ marketing tactics.

但在2001年（那年中国赢得了2008年奥运会举办权）之后，中国人对体育的兴趣达到了新的高度。李宁公司试图效仿国外竞争对手的营销策略。

Brand ambassadors: The overseas companies used celebrity athletes such as American basketball players Michael Jordan (Nike) and Kobe Bryant (Adidas). Nike also signed three of China’s globally successful sports stars: hurdler Liu Xiang, tennis champion Li Na and NBA star Yao Ming.

品牌大使：海外公司聘请明星运动员作为品牌大使，比如耐克与美国篮球运动员迈克尔•乔丹(Michael Jordan)签约，阿迪达斯与科比•布莱恩特(Kobe Bryant)签约。耐克还与三名在全球取得成功的中国体育明星签约，他们是跨栏运动员刘翔、网球冠军李娜和美职篮(NBA)球星姚明。

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