Li-Ning, China (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

Li-Ning, China (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

Summary

Profile of retailer’s shopper base, key performance indicators, sales and market shares

Millennials comprise a significant proportion of Li-Ning shoppers, with 68.1% of the generation saying they have purchased from the retailer in GlobalData’s Q3 2021 Consumer Survey. Li-Ning’s sole reliance on China and its athleisure specialism protected the brand during the pandemic, and it finished FY2021 with year-on-year revenue up 56.1% to CNY22.6bn - an uplift of 62.7% versus FY2019. Li-Ning’s use of sub-brands continues to be one of its greatest strengths, as it allows the sportswear specialist to explore various trends and product segments that would seem misaligned under the same brand.

Scope

• Li-Ning’s Chinese consumers are primarily Millennials with high annual household incomes
• The continued appetite for sport in China will boost Li-Ning’s revenue, but the retailer should be cautious of future lockdowns
• Li-Ning’s sub-brands are vital for its success, as they help the retailer target a wider variety of consumers

• Gain a comprehensive knowledge on Li-Ning's business and develop a competitive advantage
• Investigate current trends in the clothing & footwear market to identify the best opportunities to exploit
• Analysis of key players in the clothing & footwear market segment in China