Li-Ning Research - Redefining Sports for China

This research initiative identified the company’s target consumer, enabling it to reshape the Li-Ning brand, modernize its story, and create a new product and service architecture and strategy. This allowed Li-Ning to craft a distinctly Chinese experience for a new generation.

Contact: Julia Carpenter: julia_carpenter@ziba.com

Credit: Ziba and Li-Ning (China)

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Submitted by cliver on July 2, 2010 - 9:31pm