Marketing Plan: Li Ning will be number one in China's sportswear market1.0 Executive SummaryThe primary objective is to increase Li Ning's overall market share from the current 17% to 20% in 3 years and defend its first place in the Chinese sportswear market against strong competition. To achieve this goal, Li Ning needs to improve customers' brand perception, rationalize market segments, and invest in megacities and first-tier cities.2.0 Situation AnalysisAs a dominant local brand in the Chinese sports market, Li Ning faces intense competition from its multinational competitors. Li Ning's growth rate is 23% lower than that of Nike and 13% lower than that of Adidas. Li Ning has a well-established distribution channel, a powerful R&D team and broad brand awareness in the Chinese market. All these factors provide Li Ning with the opportunity to achieve a larger market share in China's booming sporting goods market, which is expected to grow to conservatively reach RMB 55 billion by 2008.2.1 Summary of market By focusing on college and secondary students and third-tier cities and underestimating the greater purchasing power and trend effect of mega cities and first-tier cities, Lin Ning has lost market share in first-tier cities. Furthermore, other local brands such as Anta and Double Star are threatening Li Ning's market share in second- and third-tier cities. On the one hand, Li Ning is expected to maintain the current market territory. On the other hand, Li Ning should enter megacities and first-tier cities and expand the market segment that caters to the population aged between 25 and 34, the part that has a higher income and is also active in sports. of brand positioning, Li Ning must put fe...... at the center of the card ......first-tier cities to demonstrate the value of Li Ning brand and deepen customer impression.* Approval of the brand with international celebrity organizations and high-ranking teams. Invite sports stars well known to Chinese customers. Withdraw from sponsoring the Spanish national basketball team and provincial athletics teams, which cater to a much smaller audience.*Sponsor sporting and academic events in schools and universities, such as provincial sports matches, national matches and academic competitions etc. .* Set up Li Ning outlets in college to improve brand awareness among students 3.4 Market research; In the dynamic sportswear market, fashion and innovation are key to attracting the attention of young people. We need to track customers' after-sales feedback, process and react to customers' taste changes, and provide input to the R&D department for improvement.