| In 21 Century,Sports industry is considered as one of the most promising fourindustries with Tourism, Movies and Internet Industry. The sports products industryalso faces great opportunities in the new century.After 20 years development, China's sports products industry is in monopolisticcompetition. Some famous international brands, like Nike and Adidas, capturedChina's high level segment through their fast products innovation and strong brandoperation. And the majority of national sports products companies are competingfuriously in meddle and low level market.In 2004, China's number one national brand, Li ning Company, was successfullylisted in Hong Kong Stock Exchanges after 7 years restructuring. With sufficientfunds financing from capital market, Lining Company is expanding its businessesrapidly. They show their great ambitions by saying "To be the world's Lining ratherthan to be the China's Nike". They are trying to upgrade their brand image andshowing their heavy impact on the high level market.Lining is China's number one sports products supplier, and Nike is the top one inthe world sports products industry. In this paper, we want to see their advantage anddisadvantage by comparing the two company's history, corporate culture, strategy,marketing policy, operation, financial condition. And we also want to give someinstructive inspiration to China's sports products suppliers who want to successfullycompete in this industry. |
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