Chinese Innovation Brand Series : Li Ning

As China’s economy continues to grow at a steady clip, Chinese businesses and brands also continue to see unprecedented growth. Many Chinese brands have yet to permeate global markets, instead taking bits and pieces from global companies and schlocking them as their own ideas to Chinese consumers.

However, many Chinese companies are relying on innovative ideas and unique design thinking to make their brands stand out in China and on the world stage. We at enoVate want to examine these brands and acknowledge the innovative steps being taken to improve their brands.

The first company in our innovation series is Li Ning. Li Ning is at an awkward stage in their brand development and positioning. In the Chinese market, where they do 99% of their business, they trail global sportswear giants, Nike and Adidas. Like many famous international brands in China (McDonald’s, Kraft Foods, Amway) Nike and Adidas have established their international image and brand philosophy within the minds of Chinese consumers. This translates well to Chinese consumers of whom many prefer more “global brands” to local Chinese brands.

It is a commonly held perception that Li Ning views Nike as the cooler, more mature older brother in the sportswear scene. Similar logos and slogans play into this view as well. In a BusinessWeek report on Li Ning, Abel Wu, head of Li Ning’s footwear division brings to the table this thought: “We don’t have as strong as brand as Nike and Adidas [so] our thinking is that as a local brand, we need to have an international image.”

But how is Li Ning trying to accomplish this?

Li Ning has turned its sights to the mecca for creative sportswear art and design: Portland, Oregon. Located in a two-story building in Portland’s Pearl District, Li Ning’s creative Portland headquarters are headed by Alan Hardy, a former senior designer at Nike and design director at Converse, Inc (now under the Nike umbrella). By positioning themselves in Portland, Oregon, Li Ning is giving itself access to innovative companies and designers that it might not have found in China.

Li Ning feels that solidifying a global image will help it’s brand in China.  The 2008 Beijing Olympics propelled Li Ning into the global sportswear vernacular. But Li Ning is taking further steps in this direction by partnering with leading global artists to display innovative product and design campaigns. Famous graphic designer KAWS designed a nifty Olympic Track Jacket and another famed graphic designer James Jarvis held a Li Ning sponsored event in Beijing showcasing his distinct designs. Collaborations of this sort mark Li Ning’s entrance into a more fashion conscious “Hypebeast” type market.

Li Ning x KAWS

Li Ning x Jim Jarvis
Li Ning is also embracing local creative Chinese design teams for innovation and product designs. Local graphic design agency Jellymon has recently been working with Li Ning on various graphic design and photography projects displaying hip, new youth targeted products made by Li Ning. Our streetwear and youth lifestyle brand eno is also brainstorming and developing innovative concepts to help Li Ning connect with a fashion forward youth audience. And recently, to celebrate Earth Day, Li Ning teamed up with renowned Hong Kong illustrator and toy designer Tim Tsui and Hong Kong based Milk Magazine to produce large, life-like statues made entirely from wood.

Li Ning x Tim Tsui x Milk Magazine

Li Ning x Jellymon

All of these collaborations display innovative approaches to attracting youth markets to Li Ning. We applaud innovation at enoVate and hope Li Ning continues with their innovative ways.

[a Joey Dembs x enoVate production]

eno x Greennovate NETI Campaign Launch.

April 22nd marked the global celebration of Earth Day. eno and Greennovate teamed up to spread the word and show how responsibility is an important aspect of saving the environment.

To commemorate Earth Day, eno partnered with Greenovate to launch the NETI campaign. You see, NETI is a yeti. NETI the Yeti lives in the wilderness and survives off the land. The environment is NETI’s home. However, their home is in danger along with the rest of Earth. Something must be done to save it!

NETI has four colorful personalities to express his thoughts about planet Earth: Orange NETI feels the Earth is too hot, Blue NETI thinks that clean water is important, Green Neti strongly believes that trees are essential to life, Black NETI feels everyone should recycle and properly throw our their waste. Taking part in these four actions will help save planet Earth and NETI’s home!

Along with developing the NETI concept, eno designed eco-friendly T-Shirts and bio-degradable, cellulose cell phone charms that can be purchased on World Earth Day, June 5th to show your support for Neti and the enivornment. These are available in the four NETI colors, orange, green, blue, and black. Special hang-tags are included with the t-shirts that provide 3 ways to make a difference in the environment.

eno had a great presence and turn out yesterday at Greenovate’s Earth Day event. It was great to see both the local and foreign community of Shanghai interacting with NETI and creating their own personalized Neti messages.

eno and enoVate are extremely excited to promote their eco-friendly message to the youth of China. China’s youth has the ability make a huge difference in environmental change and we hope the NETI campaign is one of many steps in this process!

This is not a one time only event. eno is committed to their eco-friendly message and will be introducing additional eco-friendly products every few months. These products will be environmentally friendly and appeal to China’s youth.

Head over to enovatechina.com and eno.cn and greennovate.org for more exciting NETI information!