For decades big Western brands like Coca-Cola, Nike and Adidas have established themselves as pinnacles of quality and design in the Middle Kingdom, but now the shoe might be going on the other foot. The Beijing Summer Olympics are coming and China's big brands want to milk this extraordinary opportunity for everything it is worth. One such corporate hopeful is sports apparel manufacturer Li Ning. Under the slogan 'Anything is possible' the ambitious company intends to launch its Western offensive by sponsoring not only Chinese but also teams from Sweden, Spain and Argentina.

"I firmly believe that after the Olympics more people will recognize our brand both in China as well as in the rest of the world," says Frank Zhang, head of communications at Li Ning. "This is a way for us to gain entrance to new countries and different markets."

But according to world-renowned brand expert Martin Roll – Singapore-based author of the book 'Asian Brand Strategy' – Li Ning is not the only Chinese company capable of breaking through to the Western market within the next five to ten years.

"A lot of resources in design, innovation and the quality and number of employees are made available in China, just because of the sheer size of the country," Mr. Roll told Danish media in a recent interview. "Western markets will have to prepare themselves for a lot more pressure from Chinese brands in the future. Western consumers will always question the quality of Chinese products and they [the Chinese brands] have to work with that; they have to show – like Samsung did – that Asia is all about good design and good quality. "

With a total staff of over 300 designers and product developers Li Ning seems very aware of the situation: "We're strong in Oriental elements," says Mr. Zhang. "So we're certain that we possess some special values that will give consumers an Eastern experience."

Full story in Danish

Published on this site: Jul. 17, 2008
Source:dr.dk/nyheder/penge