Along with the increase of income and the improvement of living standard, the Chinese people’s demands of sports activities as well as sports products are expanding and the China sports market is blooming. Beijing 2008 Olympic is drawing near, which is not only a good chance, but also a big challenge for domestic sports products enterprises. In such circumstance, LINING as the No.1 sports company of China, has successfully built its own brand and globally competent image in the extremely intense competition. Based on the relevant branding theories, this paper is going to analyze the success and deficiency of LINING’s strategies for the reference of other sports products companies, driving Chinese sports products industry on the way to international market.
[key words] International Brand, Sports Products Industry,Global Competence