Lining And Wade Will Launch New Brand Sports Shoes In The US

< p > Lining held a new product conference in Texas in February 2013. The famous basketball star Devon Wade, dressed in a suit of suits and wearing a gold bow tie, presented the new Lining campaign "a target=" _blank "href=" //www.sjfzxm.com/ "shoes < /a" at the press conference, but Wade's fans can not buy these shoes at present.

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< p > the Lining brand was founded by Chinese Olympic gymnast Lining. At present, the brand has no store in the United States, and recently, the company has closed its electronic commerce section of its US website.

At present, Lining does not have a clear retail strategy in the United States. The heavy cooperation with Wade has puzzled analysts.

However, industry analysts said Lining's signing with Wade was more about marketing activities for Chinese consumers, whose main purpose was not to enhance brand awareness in the US market. Currently, Nike and Jordan control 90% of the market share in the US basketball shoes market.

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< p > SportsOneSource analyst Matt Powell (Matt Powell) said: "Lining's purpose is more targeted at Chinese consumers. Ten years ago, it was reported that Nike and Wade teammate Lebron James (LeBronJames) signed a 7 year contract with over 90 million dollars, but now the more famous rookie players ask for a shoe contract for only $100-200.

ElyseWang, an analyst at Haitong International Data Research Co., Ltd., said: "Lining's cooperation with Wade has a positive impact on improving its brand image, but this does not necessarily improve Lining's sales.

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< p > < < a href= > //www.sjfzxm.com/news/index_f.asp > Li Ning Co > /a > market capitalization is about 600 million US dollars. The company will announce its earnings next Monday.

Analysts expect the company's net loss in 2012 to be 1 billion 100 million yuan (177 million US), and its revenue is expected to drop by 16% to 7 billion 500 million yuan, according to Thomson Reuters SmartEstimate survey.

Like other companies, Lining opened hundreds of stores through the 2008 Olympic Games in Beijing, but the company had to take a retreat strategy because of declining sales.

Thomson Reuters data show that at present, the stock price of Lining is down 86% from its peak in April 2010, while the Hang Seng Index has risen 2.3% during the same period.

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Will DeGirolamo, public relations companies's DiGennaro Communications executive, said that there will soon be more news about Lining and Wade cooperation, including Lining's launch of a new brand of sneakers in the US, which will be marketed in the US in early April this year.

Although Lining does not sell shoes in the US market, it does not mean that Lining has missed a golden opportunity. After all, Wade is a big hot star.

Lai Shixian, chief operating officer of Anta, said in February this year, "NBA stars have a great impact on China Sports" a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" market.

"But analysts Matt Powell said that even Nike is not easy to turn big endorsements into profits.

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