Li Ning aims to increase business at home

11/20/2012 | Wall Street Journal, The

Chinese athletic shoe and apparel brand Li Ning has scaled back plans to dominate world markets in favor of building its market share at home. The Beijing-based company plans to put a new shine on both its retail stores and its image after overstocks forced several waves of deep discounting, with an eye on increasing its share of the market from 10% to 14% in the coming years.

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