Research On LI-NING’s Business Model Based On Business Model Canvas

Sports consumption is an important indicator to measure the living standard of a country’s people and also an important force to promote the development of sports industry.With the continuous improvement of the quality of life of Chinese residents,sports consumption accounts for an increasing proportion of residents’ consumption expenditure.The global spread of COVID-19 has brought "health and physical exercise" back to the public’s attention,and the market for sports products is expanding.With the rise of national trends,Chinese local sports brands take advantage of the trend and go international is an important opportunity for the development and growth of national brands.The study systematically combs the relevant literature of business model research,adopts the business model canvas as the theoretical analysis framework,takes Li Ning company as the case,analyzes the business model from the perspective of customer,product or service,asset management and finance,four interfaces and nine subdivision elements.The study found that,as the head of local sports brands,Li Ning sticks to sports genes,builds the company’s core capabilities through product design and brand building,integrates Internet+and pays attention to the value of consumer experience,which is a representative business model.In view of the problems existing in customer segmentation,key partners,cost structure and value proposition,this paper puts forward suggestions for improvement,hoping to provide reference for other local sporting goods enterprises by studying the business model improvement of Li Ning Company.