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Company Profile
The inherent sports genes and the brand spirit of "everything is possible" have always been running through the development process of the Li Ning brand. The Li Ning brand takes "igniting passion with sports" as its mission, inspiring people's desire and strength for breakthroughs, committed to the creation of professional sports goods, striving to make sports change life, and pursuing higher breakthroughs. The Li Ning brand adheres to the core concepts of "winning dreams", "consumer orientation", "our culture", and "breakthrough", striving to build Li Ning Company into an internationally recognized and fashionable first-class professional sports brand originating from China. Development Strategy Broadcast Editor Li Ning Company adopts a development strategy of "single brand, multiple categories, and multiple channels", focusing on the five core categories of basketball, running, fitness, badminton, and sports life [101]. The brand delves deeper into the core competitiveness of its products, continues to strengthen its professional sports attributes, increases investment in sports technology research and development, and optimizes product performance, enhancing product reputation. At the same time, actively showcasing a creative brand image, accurately capturing and refining trendy elements. [15] In addition to the core brand Li Ning, Li Ning Company also produces, develops, promotes, distributes, and sells sports products from multiple other brands, including Red Double Happiness table tennis products, AIGLE outdoor sports products, Danskin dance and yoga fashion fitness products, and Kason (Kaisheng) badminton products. [16] Business Strategy Broadcast Editor Li Ning Company focuses on establishing a "muscular" corporate physique, with the goal of comprehensively improving enterprise efficiency, implementing the overall business with retail thinking. By focusing on the market, consumers, goods and stores, the company pursues organizational efficiency structure, product operation efficiency, inventory efficiency, store operation efficiency, omnichannel efficiency, and cost efficiency, Establish a business model for sustainable development and sustained profitability of the enterprise. [96]