摘要
李宁在新加坡开旗舰店了,主打产品是羽毛球系列。消费者在这里能体验到林丹、鲍春来、陈金等头号种子选手使用的"利器"。此前,李宁高调宣布收购凯胜(Kason)品牌羽毛球拍、运动服装及运动配件等业务。在耐克、阿迪达斯等国际品牌控制的"大球"领域,其余品牌的进入有充当"炮灰"的嫌疑。但李宁又迫切地需要国际化,以实现"2018年20%的收入来自海外"的战略计划。李宁品牌的国际化之路,是否可以藉由一只"小球"开始变得与众不同?
Li Ning opened a flagship store in Singapore, which is dominated by badmintons,where consumers can experience'instruments'of world famous badminton athletes such as Lin Dan,Bao Chunlai,Cai Yun etc.Prior to this, Li Ning announced in high-profile the acquisition of Kason badminton rackets,clothing and sporting accessories business. In other fields dominated by Nike,Adidas and other global brands,the rest only to serve as scapegoats.The financial crisis forced some international brands to leave China.such as Mizuno.Is this a good chance for Li Ning to go-global and achieve the goal of 20%revenue from overseas market by 2018? Will this'small ball'make any difference in Li Ning's global journey?
出处
《商学院》
2009年第9期34-40,12,共7页
Business Management Review
