LI NING(HK:02331) 经济观察报·2025-05-07 13:05Core Viewpoint - The partnership between the Chinese Olympic Committee and Li Ning marks a significant milestone for the Li Ning brand, enhancing its authority and visibility on the global sports stage, particularly during major international events from 2025 to 2028 [1][3][5]. Group 1: Partnership Details - Li Ning will serve as the official sportswear partner for the Chinese Olympic Committee from 2025 to 2028, providing professional sports equipment for various international events, including the Los Angeles 2028 Olympics and the Milan-Cortina 2026 Winter Olympics [1]. - This collaboration is expected to strengthen Li Ning's positioning as a "professional sports brand" and enhance its brand value through increased global exposure [1][6]. Group 2: Historical Context - Li Ning, a legendary figure in Chinese gymnastics, has a rich history with the Olympics, having won multiple medals in the 1984 Los Angeles Olympics, which laid the foundation for the brand's professional sports identity [3][5]. - The brand has a longstanding relationship with the Chinese Olympic team, having been the designated sponsor for the team’s podium outfits from 1992 to 2004, marking a shift from foreign sportswear to domestic representation [5]. Group 3: Product Development and Investment - Over the past decades, Li Ning has focused on core sports categories such as basketball, running, and table tennis, investing over 3.5 billion yuan in research and development to enhance product technology [6]. - The brand has developed a range of specialized products to meet the needs of various sports, showcasing its commitment to professional development and support for Chinese sports [6]. Group 4: Consumer Experience and Brand Activation - Li Ning has upgraded its store image and consumer experience, prominently displaying its partnership with the Chinese Olympic Committee to enhance brand visibility and consumer engagement [9][10]. - The brand has introduced the "Honor" product series inspired by championship glory, aiming to create a tangible connection between the sponsorship and consumer perception [12]. Group 5: Brand Value and Market Impact - The collaboration with the Chinese Olympic Committee is expected to deepen emotional connections between consumers and the Li Ning brand, leveraging the prestige of top-tier sports events to enhance brand recognition [16][17]. - By providing high-quality products for national athletes, Li Ning aims to build a strong brand reputation that will support future market expansion and product launches [17].