To achieve this goal, Li Ning has to improve the customers brand perception, rationalize market segments and invest in Mega cities and first tier cities. Besides this, brand internationalization also was taken in account as part of the business strategy. The contests held in the previous three years have exemplified the emphasis that Li Ning has placed on the development of running both as a sport and as a culture in China, as well as its focus on the needs of mass runners in society. She has successfully completed five of her nine surgeries. Strengthening retail capability remained our core premise for the year. We also set up an online training system to enhance staff's professional knowledge on products and customer service standards.
Horne said Li Ning is now the top sports brand on China's mainland, which sells 50 percent more in revenue terms than Nike, which is the number two, with Adidas, a close third and other brands far behind. Through various programs, Li-Ning trains teenagers in remote villages to become involved in sports. We'll be in touch within a few days! He founded the company in 1990 with the simple goal of providing Chinese athletes with a national brand to wear on the world stage of the Olympics. This marks that Chinese residents have been basically at the entry level of affluence and residents' consumption structure has improved. The improvement of consumption structure further refined consumption demand and thus made it more mature. In addition to developing professional products, we also reflected and proactively sought ways to enable our professional products more closely connected with cultural life. Concerning channel and operating efficiency, we persisted in establishing and improving a retail operation-supported platform and adopted the shopping experience-oriented approach to enhance and re-shape retail experience at stores constantly.
And it is well envisioned and positioned to convert its opportunities into strengths. Li Ning: Anything Is Possible Li Ning's Profile Li was born on October 3, 1963, in Liuzhou. Sell-out ratio of new products including that of distributors also surged. Li Ning has projected a growth of 33%, which is strong relative to other local brands but pale in comparison to the global brands like Nike and Adidas. Copying or posting is an infringement of copyright.
Li won three gold medals, two silver, and one bronze to become the most honored athlete at the 1984 Summer Olympic Games, held in Los Angeles. We'll be in touch within a few days! As a helper, there would be many issues involved; in addition, there would be some extremely sensitive material the worker would have to deal with. No tC The foundation period was followed by one of high-speed development from 1995 to 1997, during which Li Ning became the dominant domestic sports brand. On professional product level, we continued to accumulate knowledge of sports during the year and apply such knowledge to our product design. Do 2 Copying or posting is an infringement of copyright. Comment on the sources of its competitive advantage. It was also the first Chinese sportswear brand to list in Hong Kong.
The American flagship store opened in Portland, Oregon during February this year, winning a gold design award from Fast Company magazine. In June 2004, in preparation for its initial public offering on the Hong Kong stock exchange, Li Ning intensified its efforts to achieve transparency and adopt a coherent vision and system of company values. Setting a sharp eye on the global market, Li-Ning established a premium range in 2017. Your submission is well received. During the year, revenue of the Group grew by 11%, while the net profit margin rose from 4. I hope of making contribution to cities and society by making use of my experience gained in sports. Even more running fans might opt to experience the 10K fun through their own track.
Li Ning also provides a good value proposition, thereby providing a fine balance between quality and price. As I mentioned before, Li Ning is leader local brand; however, other well-known international brands as Nike or Adidas are its main competence. By performing research and study on the close ties between store assortment and consumer demands, we have gradually developed a more efficient assortment model, consolidated our product offerings and precisely aligning them with consumer demands. There are a couple of reasons to that and we shall look into what are the reasons that might be impeding Li- Ning from becoming a well-known brand in Singapore, what Li- Ning is doing to become famous as well as recommendations to build up on its image. Based on our more precise trade fair order strategy adopted in 2017, the efficiency of our offline channel gradually rose through fine tuning.
Deeper interaction between the Company and basketball devotees and customers with the theme of Chameleon and local features were unveiled in Shijiazhuang, Chengdu, Dongguan, Shenzhen and Guangzhou, further enhancing the consumer and product experiences. Global giants such as Nike and Adidas are so far the strongest competitors for Li Ning and have an edge over it mostly because of the wide and exclusive range of product portfolio maintained by the two companies. Altogether, this would also be an overriding challenge in the future. Yes, the company is successful. Brand internationalization was incorporated in the business strategy. The overall retail sell-through of our brand registered a high-single digit growth.
Through exploration over 20 years, it gradually becomes a famous international sports brand representing China. At the beginning of its establishment, it cooperated with Olympic team of China to push the development of sports goods. Therefore, marketing people play an essential role in planning, decision-making, market segmenting, targeting, pricing and positioning. One outgrowth of a period of ambitious new development between 1999 and 2004 was the prioritization of. The same-store sales for overall platform, including online and offline, recorded a mid-single digit growth, while e-commerce business recorded a low-forties growth on a year-on-year basis.
The viable alternative is to introduce a new product segment for these cities keeping in mind the tastes of the target customers therein. To attract such customers who see low-priced products synonymous with low brand image, Li Ning should be able to increase the pricing when targeting these customer segments. A firm believer of the power of branding, Melyssa is passionate about helping organisations to achieve maximum leverage for their brands through practical solutions. For the mega cities and the tier-I cities, the pricing strategy has to be reworked altogether to increase brand perception. In his 19-year sports career, Li Ning won 106 gold medals in gymnastic competitions at home and abroad. And it is well envisioned and positioned to convert its opportunities into strengths. Moreover, we created a craze for super light pop-up stores in prime commercial zones in a number of cities, further closely communicating with end consumers.
In attempting to appeal to foreign consumers and expand its brand identity, Li-Ning risks alienating Chinese fans with the onslaught of new brand ideas. I wish to promote the spirit of sport through our operations. With its contemporary relevance and street credibility, Li-Ning today addresses an influential new audience of style-obsessed global youth. Do 1 Li Ning 2005 Annual Report, p. In the 23rd Los Angeles Olympic Games in 1984, Li Ning won three gold medals, two silver medals and one copper medal, being the athlete winning the most medals in the Games. She has hit every developmental milestone well before the average timing. For Li Ning to make it back to the top, it will need an abundance of all three—plus perhaps a few more healthy years from its superstar.