Acquity Group Brings Chinese Brand to U.S. Consumers

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Acquity Group Brings Chinese Brand to U.S. Consumers

12/22/2011
Acquity Group LLC, a global brand e-commerce and digital marketing company, announced the U.S. launch of Digital Li-Ning, which will bring the Li-Ning sportswear brand to the U.S. consumer. Earlier this year, Li-Ning was established as a joint venture between Acquity Group and Li Ning Company Limited, a global sportswear brands.
 
Li-Ning, China’s top domestic sportswear brand, is the first major Chinese brand to come to the U.S., representing a new era of global brand e-commerce. The new commerce site, Digital Li-Ning, features a selection of men’s and women’s sportswear across three main categories that include basketball, running, and women’s fitness. U.S. shoppers will enjoy an engaging online experience with user-friendly navigation that allows shoppers to browse the latest sportswear. All Digital Li-Ning products will be sold exclusively online.
 
“We are seeing a growing trend of global brands expanding into the U.S. market,” said Chris Dalton, CEO of Acquity Group LLC. “Establishing a global digital presence enables brands to enter new markets and realize enormous gains with little risk. Digital Li-Ning’s introduction into the U.S. market through our uniquely integrated brand e-commerce approach provides American consumers convenient access to the collection of Li-Ning merchandise.”    
 
Digital Li-Ning’s unique value proposition is founded on bringing Eastern philosophies and the principles of movement to performance sportswear. The company’s founder, the famous Chinese Olympic gymnast Li Ning, came from humble beginnings and now lives the American Dream in China. Just like his medal-winning performance in 1984, Li Ning’s sportswear line will be a new and refreshing addition to the world of sports performance.
 
“The launch of Digital Li-Ning not only marks the first time that a major Chinese brand has penetrated the U.S. market, but also marks a milestone for Acquity Group as we continue to support leading brands that are expanding overseas,” said Dalton. “We have assembled a new management team of highly skilled and experienced industry executives to provide support for the joint venture. This focused team will enable Digital Li-Ning to localize its offerings while allowing the parent company, Li-Ning, to continue to thrive and build on existing successes in its core Chinese market -- where they have been a leader in sportswear for more than a decade.”  
 
While Acquity Group’s current portfolio of global brands conducts multi-billion e-commerce sales per annum in the North American market, for the past few years the company has also built its knowledge base around the global brand e-commerce marketplace. With offices in Shanghai and Beijing, Acquity Group has an existing infrastructure in China and its new service practice makes it easy for American companies to extend their brands into the China consumer market. In fact, recent Acquity Group market research highlights the e-commerce opportunity for American brands in China; the study revealed that 45 percent of China’s online shoppers buy something online once a week or more, with 44 percent buying something online between one and three times every month.
 
Serving as the digital agency of record for Digital Li-Ning, Acquity Group will continue to provide support for branding, creative services, search engine optimization, research and overall e-commerce project management, working closely with the Digital Li-Ning design groups in Beijing and Foshan.