Competition Li Ning China Market Strategy Research

Since the reforming and opening, China’s economy and people’s living standard have been improved rapidly, which promotes the development of sports industry. The major sporting goods giants have entered Chinese market. Many domestic sporting goods companies have also expanded their scales. Nowadays, Chinese sporting goods market has become seriously competitive. Li-Ning company, as Chinese first local sporting goods company, must re-plan its competitive strategy to establish and maintain competitive advantages.This paper analyzes the strategy of Li-Ning company in Chinese market through external environment analysis, internal resource analysis, choice and management of strategy. Aim to solve the actual problem of strategy implementation and control in Li-Ning Company, we provide some specific improve methods. By analyzing the external environment and internal resource of Li-Ning Company, this paper holds the opinion that the external environment is in favor of the development of Li-Ning Company. The company’s product quality is good and it has strong ability of research and development, but its core competence is not constant enough. The competitive strategy Li-Ning Company is to foster its core-competence ability and hold differentiation strategy. In the frame of whole competitive strategy, particular tactics are developed. The paper also researches the control issues of competitive strategy. Results show that there are some problems in strategy implementation of Li-Ning Company. We provide some advices to solve these actual problems in order to implement competitive strategy and get better effects.The paper makes Li-Ning Company’s competitive strategy and tactics under market environment and supplies a useful strategy way and case for sports goods enterprises and makes the strategy management research for sports goods enterprises in China more abundantly and deeply.