Shen Shasha
After decades of development, Chinese sports brand companies have gradually become mature. Sports brand companies represented by Li-Ning are already well-known in China. This paper aims at analyzing the internal and external environment of Li-Ning Company Limited through SWOT analysis method, and to put forward suggestions for its future development strategy according to the SWOT matrix. Results show that Li-Ning Co., Ltd. has the strengths in rapid growth in performance, enormous sales points, and good product image, instead its international market and the marketing capabilities of e-commerce channels are relatively insufficient. Furthermore, the strong support of the Chinese government's various policies, the remarkable effect of China’s COVID-19 epidemic prevention and control, the steady growth of China's economy during the epidemic, the self-confidence of Chinese culture, the patriotism of Chinese, and the continuous development of China's emerging technologies all provide opportunities to Li-Ning Co., Ltd., but there are still many threats to its future development, such as the current severe situation of the global epidemic, the still-unresolved trade dispute between China and the U.S., and the fierce competition among its domestic counterparts in China. Finally, four strategies for future development of Li-Ning Co., Ltd. are proposed based on its strengths, weaknesses, opportunities, and threats.