China Sports Brand Tries to Break into US Market

January 25, 2011  |  

(Associated Press)–Chinese athletic shoemaker Li-Ning knew it couldn’t “out-Nike” Nike, especially in the sporting giant’s own backyard. So the company is going low-budget edgy in its expansion to the U.S, using an irreverent YouTube video to play up its heritage while taking a lighthearted dig at the company name shared with its high-profile founder. Li-Ning is among the first Chinese consumer product brands trying to build a following in the U.S., seeking to grab a slice of its saturated but highly coveted market. As China’s economic might increases — it last year overtook Japan as the second-biggest economy after the U.S. — its companies are increasingly confident about expansion overseas. But corporate China has yet to produce a brand with the global name recognition of the likes of Apple, Sony or Google.

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