Li Ning's Entry in the US

Li Ning's Entry in the US

Introduction

The sports shoe market has a very stiff competition and a few names are well known across the globe. These include names like Nike, Adidas, Reebok and others, to name a few. Li Ning is an undisputed sportsman from China who managed to bag six Olympic medals in gymnastics back in the year 1984. In late 2010, the sports company of the legend has made waves by opening up its first outlet very close to the Nike headquarters (Shay, 2010). This is a very bold move on the part of the company which has an excellent reputation in the Chinese market and the brand of choice. The company has hit the waves and is being talked about. It has managed to generate positive word of mouth through aggressive marketing strategies and celebrity endorsements. Though Nike is present in China, it is Li Ning that takes the lead.

The need for expansion in the US

After the successful launch, to penetrate into the market and make a name for itself, the company has decided to come up with a novel product idea. The innovative product that Li Ning has come up with is digitally enhanced shoes that tell the wearer how much calories he has burnt after running.

The department of health in the US is concerned about the increase in the level of obesity in the country. This has serious implications for the country in the future. This may be understood from the estimate stated in the Foresight report as commissioned by the government that by 2050, if no action is taken to resolve the problem, 50% of women, 60% of men and about one fourth of the children population will be obese (Department of Health, 2011). Moreover, there is a need to create awareness among the general population about the need to remain smart and healthy as obesity comes with numerous health related issues. Hence, the innovative shoe will help in addressing the issue and meet the exercise needs of a larger segment of the US population.

Product concept

Life is short, and each one of us has the right to live it to the fullest. There is not a single man on the face of this earth who does not want to look smart. This need to look beautiful and smart is common among both men and women. The media have undoubtedly played a role in enhancing the need for looking young, fresh, vibrant and good looking. Switch on to any of the TV channels and watch for 10 minutes, you will notice that as you surf through the channels each show depicts a beautiful woman and a handsome man and this is how media has transmitted its own concept of beauty. Being attractive means being healthy.

The new digitally enhanced shoe from the reliable and highly trusted company from China, will tell you exactly how many calories you burnt through running a certain number of miles, or doing the treadmill, or ...