Zhang Zhiyong, president and CEO of Chinese sports apparel brand Li-ning, has told media that Li-ning will increase its total stores in China to 5100 by 2008 and the new stores will mainly be located in the second and third tier cities.
At present, Li-ning has more than 4000 stores across China, but only 20-30 stores in overseas countries. Zhang says that he will be prudent in expanding into the international market and may consider to delay the expansion until 2009.
In 2007, Li-ning will open boutique stores in the Netherlands, Belgium and Luxemburg. It also plans to open about 20 new stores in these three countries in the next three years. Zhang emphasizes that Li-ning won't seize market share through a price war, for this will do harm to their supposedly high-class brand.