李宁为何不敌耐克和阿迪
<p><span word="The">The</span> <span word="story">story</span></p><p>情况 <span word="Gymnast">Gymnast</span> <span word="Li">Li</span> <span word="Ning">Ning</span> <span word="became">became</span> <span word="a">a</span> <span word="Chinese">Chinese</span> <span word="hero">hero</span> <span word="in">in</span> 1984 <span word="when">when</span> <span word="he">he</span> <span word="won">won</span> <span word="six">six</span> <span word="medals">medals</span> <span word="at">at</span> <span word="the">the</span> <span word="Los">Los</span> <span word="Angeles">Angeles</span> <span word="Olympics">Olympics</span>, <span word="the">the</span> <span word="country">country</span>’<span word="s">s</span> <span word="first">first</span> <span word="appearance">appearance</span> <span word="at">at</span> <span word="a">a</span> <span word="summer">summer</span> <span word="games">games</span> <span word="in">in</span> 32 <span word="years">years</span>.</p><p>体操运动员李宁在1984年成为中国人的英雄，当时他在洛杉矶奥运会上赢得6枚奖牌。那届奥运会是新中国时隔32年之后参加的首届夏季奥运会。</p><p><span word="By">By</span> 1990 <span word="he">he</span> <span word="had">had</span> <span word="set">set</span> <span word="up">up</span> <span word="his">his</span> <span word="own">own</span> <span word="sportswear">sportswear</span> <span word="company">company</span>, <span word="Li">Li</span>-<span word="Ning">Ning</span>. <span word="It">It</span> <span word="was">was</span> <span word="an">an</span> <span word="immediate">immediate</span> <span word="hit">hit</span>, <span word="and">and</span> <span word="in">in</span> 1999 <span word="the">the</span> <span word="company">company</span>’<span word="s">s</span> <span word="revenues">revenues</span> <span word="in">in</span> <span word="China">China</span> <span word="reached">reached</span> <span word="Rmb">Rmb</span>700<span word="m">m</span>, <span word="more">more</span> <span word="than">than</span> <span word="twice">twice</span> <span word="Nike">Nike</span>’<span word="s">s</span> <span word="Rmb">Rmb</span>300<span word="m">m</span> <span word="and">and</span> <span word="Adidas">Adidas</span>’<span word="s">s</span> <span word="Rmb">Rmb</span>100<span word="m">m</span>.</p><p>到了1990年，李宁创立了自己的运动服装企业李宁公司(<span word="Li">Li</span>-<span word="Ning">Ning</span>)。李宁公司可谓一鸣惊人，1999年，该公司在华收入达7亿元人民币，是耐克(<span word="Nike">Nike</span>)和阿迪达斯(<span word="Adidas">Adidas</span>)的两倍以上——这两家公司在华收入分别为3亿元人民币和1亿元人民币。</p><p><span word="The">The</span> <span word="challenge">challenge</span></p><p>挑战 <span word="The">The</span> <span word="growing">growing</span> <span word="spending">spending</span> <span word="power">power</span> <span word="of">of</span> <span word="China">China</span>’<span word="s">s</span> <span word="middle">middle</span>-<span word="class">class</span> <span word="consumers">consumers</span> <span word="and">and</span> <span word="their">their</span> <span word="appetite">appetite</span> <span word="for">for</span> <span word="foreign">foreign</span> <span word="brands">brands</span>, <span word="combined">combined</span> <span word="with">with</span> <span word="the">the</span> <span word="surging">surging</span> <span word="popularity">popularity</span> <span word="of">of</span> <span word="basketball">basketball</span> <span word="and">and</span> <span word="football">football</span> – <span word="with">with</span> <span word="which">which</span> <span word="Nike">Nike</span> <span word="and">and</span> <span word="Adidas">Adidas</span> <span word="were">were</span> <span word="associated">associated</span> – <span word="helped">helped</span> <span word="the">the</span> <span word="two">two</span> <span word="overseas">overseas</span> <span word="companies">companies</span> <span word="win">win</span> <span word="more">more</span> <span word="sales">sales</span> <span word="in">in</span> <span word="China">China</span> <span word="than">than</span> <span word="Li">Li</span>-<span word="Ning">Ning</span>.</p><p>中国中产阶级消费者的消费能力日益增强，而且他们青睐国外品牌，再加上篮球和足球在中国的受欢迎程度急剧飙升（耐克主打篮球相关产品，而阿迪达斯主打足球相关产品），这让耐克和阿迪达斯的在华销售额超过了李宁公司。</p>
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