Plan for Success: Li Ning
Emperor in Cavaliers, Fight Fearlessly; Advertising Agency: Leo Burnett, Shanghai, China
by Dennis Thomas
In a today’s economic landscape where being the market leader is what we are told to strive for, a sporting apparel company in China is showing the world an alternate approach to compete with the big boys. While Adidas, Nike, and Reebok continue to spend hundreds of millions on advertising, China’s Li Ning is proving it can compete at a fraction of the cost with a little planning and by going after 2nd and 3rd tier markets.
