【Company Information】Li-Ning Cultivates Chinese Students’ Sport Consumption Market

　　After Chinese sports brands met troubles in 2012, they are looking for breakthrough points while solving their own problems. Among those market chances, students’ consumption market is one of the most important market goals. In China, the huge number of youth students will provide these brands with market chances. Li-Ning is working on it.

　　Students’ Market Is Huge

　　According to Chinese Educational Departments’ 2011 Statistical Bulletin released by the Ministry of Education, there are over 200 million students in China, including college students, senior high school students, junior high school students and preliminary school students. This is a big market.

　　According to Chinese government’s Twelfth Five-Year Plan, the government will carry out Youth Exercise Promotion Program and make all social forces pay attention to youth exercises. In 2013, according to the Students’ Sports Events Plan released by the Ministry of Education, there will be 70 events for college students and high school students, 43 for college students and 27 for high school students, throughout the whole year. It is the right time that sports brands should explore the students market.

　　Mr. Li Ning, a founder of Li-Ning Company, points out that there exist many problems in Chinese students’ sport market, such as simple organization structure, low financial budget, less training, less professional organization, less market promotion, less media exposure, etc. However, Mr. Li Ning says, “We should focus on some consumer group. In my opinion, students are the right group. Li-Ning brand should try to be No.1 brand among students because youth is the major sports participants.”

　　We should pay attention to youth’s physique and help youth to understand lives with sports concepts. This not only needs policies, but also needs supports from sports brands. As one of the leading sports brands in China, Li-Ning supports campus sports all the time. In Mr. Li Ning’s eyes, sports are a kind of teaching for youth, which can strengthen their bodies and personalities and promote the all-round development of youth. This is the true value of sports.

　　Further Explore the Students’ Market by Sponsoring Campus Leagues

　　In 2012-2013 Chinese High School Basketball League, Li-Ning provides outfits and services for all participants as a League sponsor. Li-Ning helps every athlete to show his best performance. Under the support of Li-Ning, Chinese High School Basketball League will cultivate more talents for Chinese basketball cause.

　　As a Chinese leading sport brand, Li-Ning supports the development of Chinese basketball cause all the time. Li-Ning supports campus sports, provides outfits and services and develops youth basketball promotion system. Therefore, Li-Ning sponsors Chinese High School Basketball League during the last two years, makes high school students feel the fun of sports and also sponsors Chinese University Basketball Association, letting more college students take part in basketball games.

　　The basketball training camp held by Li-Ning on long term basis provides talents for CBA, such as Mr. He Tianju. He has attracted attentions in CBA as a young talent and he thinks the camp experiences make him learn a lot. Li-Ning also sponsors Chinese national junior basketball team. The cooperation between Li-Ning and universities is aiming at starting a basketball heat in campus, improving the performance of junior league, providing more talents and making contributions to sports cause.

　　The stronger youth is, the stronger nation is. Sport development is one of the important aspects of national power. While sponsoring campus leagues, Li-Ning provides sport stage and improves league system, which nurtures an atmosphere of sports and helps students strengthen their bodies. Meanwhile, Li-Ning not only provides outfits for participants, but also makes youth understand Mr. Li Ning’s persistence and sport dreams. More youth will enjoy the fun of sport in the combination of study and sport.