Li Ning Loses Way after Wrong Business Turn

A new business focus was supposed to strengthen the competitive position of China's leading consumer sports apparel brand Li Ning Co.

Instead, the year-long "make the change" marketing and branding campaign has weakened the company, hurt sales, damaged investor confidence and emptied several executive suites.

On May 24, Li Ning announced the resignations of three senior executives – COO Guo Jianxin, Chief Marketing Officer Fang Shiwei, and Director of E-commerce Lin Li. A source blamed the exodus on the failed campaign.