By Li Fangfang (China Daily)
Updated: 2008-01-28 14:48

A survey conducted by Paris-based Ipsos Group last year showed that Li-Ning was mistaken as an Olympic sponsor by respondents - judged "ninth most favorite" - while the actual sports apparel sponsor adidas ranked only 17th.

"The Li-Ning brand has been famous during its 18 years of development in China," says Zhang. "But to meet our goal as one of the top-five sports brands in the world by 2018, we still have to strengthen ourselves. The flagship store is a way."

Last January, Li-Ning lost its 12-year sponsorship of the Chinese Olympic delegation to international rival adidas, which paid a sponsorship ticket more expensive than Li-Ning's entire annual marketing budget.

But Li-Ning says its Olympics involvement will continue and the event in its hometown is an opportunity for it to gain more international awareness.

The company signed an agreement with the sports channel of China Central Television - which changed it name to the Olympic Channel this month - under which all broadcast anchors and reporters will wear Li-Ning clothes until the end of 2008. The company's logo or logo pin must be visible even on formal attire such as suits.

Some have termed that "ambush marketing", but Li-Ning does have direct involvement in the actual Games as the uniform supplier for the Chinese national gymnastics, diving, table tennis and shooting teams, as well as official supplier to outfit both Spain's and Argentina's men's and women's basketball teams and the Spanish and Swedish delegations to the Games.

"We have just framed our next five-year strategy for 2009 to 2013," says Zhang. "But we can only release details after approval from all our board members."

However, Zhang does not dispute that an overseas strategy will be a keystone in his plan.

As the top sports brand in China, Li Ning now has over 5,000 retail outlets nationwide and about 30 test stores in Europe.

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