Some retailers launched online deals well in advance of Thanksgiving, Black Friday and Cyber Monday.
Li-Ning.com takes on U.S. e-commerce.
In China, Li-Ning hardly needs an introduction. Founded by a gymnast who became a national hero after winning six medals in the 1984 Olympic Games, it’s now the No. 2 sports apparel and shoe brand in China, after Nike. But in tests conducted among American consumers ahead of the launch of a U.S. e-commerce site, it had zero recognition. Ray Grady of Acquity Group, the digital marketing firm that operates the site for Li-Ning, says that means it has to build the brand from the ground up. “We have to be storytellers as well as e-commerce practitioners,” Grady says. Consumers exploring the site can learn about Li-Ning’s heritage and its increasingly international outlook. That includes a new product line created with basketball star Dwyane Wade, who now acts as its global spokesman.
Purchase the 2013 Hot 100 Issue of Internet Retailer
View the entire 2013 Hot 100 List