23 Jan '11, 3am

#singnews Li-Ning goes American: BEIJING - CHINESE athletic shoemaker Li-Ning knew it couldn't 'out-N... #worldnews

#singnews Li-Ning goes American: BEIJING - CHINESE athletic shoemaker Li-Ning knew it couldn't 'out-N... #worldnews

The BD Doom Basketball shoe is shown in the Li-Ning store in Portland. -- PHOTO: AP BEIJING - CHINESE athletic shoemaker Li-Ning knew it couldn't 'out-Nike' Nike, especially in the sporting giant's own backyard. So the company is going low-budget edgy in its expansion to the U.S, using an irreverent YouTube video to play up its heritage while taking a lighthearted dig at the company name shared with its high-profile founder. Li-Ning is among the first Chinese consumer product brands trying to build a following in the US, seeking to grab a slice of its saturated but highly coveted market. As China's economic might increases - it last year overtook Japan as the second-biggest economy after the US - its companies are increasingly confident about expansion overseas. But corporate China has yet to produce a brand with the global name recognition of the likes of Apple, Sony or G...

Full article: http://www.straitstimes.com/BreakingNews/Money/Story/STIS...

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