"It is the second- and third-tier markets that continue to open up or compete with international famous brands. This is a problem facing Li Ning and other Chinese sports brands." Yesterday, Luke, an associate professor at Harvard Business School, told reporters that he was interested in the Chinese sports industry. . He told reporters that Li Ning will be the case of Harvard Business School marketing in the future. This is Harvard's first use of a Chinese sports brand as a case study.

Luke believes that due to the rapid growth of China's economy in recent years, more and more people are beginning to pay attention to Chinese companies. In particular, the 2008 Olympic Games will be held in Beijing. The Chinese sports industry has become the focus of attention. Therefore, Harvard Business School has begun Study China's sporting goods market. Through research, we have found that China's second- and third-tier markets are very large. It is estimated that by 2008 China's domestic sports goods market will reach 55 billion to 80 billion yuan, of which more than half (about 47 billion yuan) will be in the market. Grade III and III markets.

The Harvard Business School's research report pointed out that Nike, Adidas and Li Ning each accounted for about 16% of China's market share, and Anta, Double Star and other domestic brands accounted for only 10% or less; but from the growth rate, Nike reached 56% Adi was 46% higher than domestic brands. Domestic brands represented by Li Ning occupy the leading position in China's second- and third-tier markets, but Nike, Adi and other well-known foreign brands have also begun to enter the secondary and tertiary markets in these two years, which is a huge challenge for Chinese brands.