BEIJING - Franklin Yao shared his insights into Li Ning's expansion in the US on Reuters, suggesting Li Ning is missing out on potential sales in the U.S., given the buzz that the shoes have generated, but building out U.S. distribution may not be as quick as the opportunity to sign Dwyane Wade was.
Li Ning is a major Chinese sportswear company which was founded in 1990 by Li Ning, a prestigious former Chinese Olympic gymnast.
NBA star Dwyane Wade from Miami Heat, who signed a multi-million dollar contract with Li Ning, visit China recently after the Heat got NBA title, but the sneakers that bear his name are in short supply in China market, while limited available in the U.S..
"They are obviously missing out on potential sales in the U.S., given the buzz that the shoes have generated, but building out U.S. distribution may not be as quick as the opportunity to sign Dwyane Wade was." said Franklin Yao, managing partner of Shanghai-based strategy consulting firm SmithStreet.
"Way of Wade" sneakers were aimed at the Chinese market since there was no distribution in the United States and the shoes were only available in specialty websites or on e-bay.
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