Analysis of Li Ning's successful transformation under positioning theory

"Li Ning" is a well-known Chinese sporting goods company ("Li Ning Company") The brand had achieved great success in the market. However, due to increasingly tough international competition and increasing proportion of market share foreign brands China, Li Ning's business situation between 2012 2015 was not promising. Against this backdrop, took initiative transform company's strategy with new image slogan significant results. saw end three consecutive years losses. After reversing crisis, underwent another comprehensive strategic adjustment, focusing on rejuvenation internationalisation. adjustment little effect short term but desired results long-term refinement. 2022, Ning, leading professional sports brand, made its debut list top 50 apparel released by consulting firm Brand Finance became fastest growing list. This paper analyses using positioning theory context recent financial statements considers successful transformation. By analysing reasons for transformation, provides reference other points out specific role transformation