Li-Ning stores by Ziba, Beijing, Tianjin - China

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Li-Ning stores by Ziba, Beijing, Tianjin - China

 Li-Ning’s top position in the sporting gear market began to shift when a change in Chinese trade policy allowed international brands such as Nike and Adidas into the country. Once the most successful Chinese athletic brand in China, competition from local upstarts was also eroding Li-Ning’s market share. The company’s target consumer was also changing. Li-Ning sought Ziba’s expertise to help understand its target consumer and redefine its brand promise and design a retail experience relevant to a new generation in China.