Li Ning Company Denies Buying Enbon Adi Buys Reebok to Bring Less Pressure

Today, the British media reported that Li Ning intends to acquire the British sporting goods brand Enbao, which is similar to its market value, and stated that the current acquisition plan is still in preliminary discussions. Li Ning will consider different forms of collaboration, including brand franchising with only Enbao. Right and so on. Li Ning’s NetEase business report warrants the rumors of this acquisition in real time. Li Ning said that at present, Li Ning has only one formal cooperation to expand overseas. Recently, Li Ning and the French sporting goods brand AIGLE have cooperated and set up a joint venture company in France.

"I heard about this acquisition rumors," Yang Gang, marketing manager of Li Ning’s branding department, told Netease Business Report. “But what I can tell you clearly is that there is no acquisition plan between the two companies. We also I don't know how it happened.” At the same time that he denied having this acquisition plan, Yang Gang also denied that there was a rumor between Li Ning and British Enbao that was in the preliminary discussion stage.

For external speculation that "the recent adidas acquisition of Reebok has brought pressure to Li Ning, so Li Ning wants to accelerate overseas expansion," Yang Gang stated that currently in the domestic sports goods market, Li Ning, Nike and Adidas are occupying the three companies. The main market share. And Adidas has no target for third parties. As an international brand, their mergers and acquisitions are out of global strategic needs. Besides, Reebok’s share in China is not large, although Adidas’ mergers and acquisitions are helpful for Reebok in China. It is also limited.