DHAKA: ‘Made in China’ is a phrase Americans know mainly as an indicator of pervasive offshore manufacturing.
But increasingly it’s being attached to products originating in China from domestic companies - and gaining acceptance in the West.
A recent survey by Li-Ning, a leading Chinese athletic footwear and apparel company, found that a growing number of consumers in the United States are willing to buy products of Chinese origin.
Li-Ning Co, which was founded by 1984 Olympic gold medal-winning gymnast Li Ning, set out in 2011 to launch a sportswear line in the US.
The Beijing-based company partnered with Acquity Group, an e-commerce and marketing consultant, to help expand its US consumer base.
They came up with Digital Li-Ning, a joint venture with a US$10 million investment that entailed the launch of an online retail site, and development of a new apparel collection for the US market. Digital Li-Ning is based in Chicago, reports The Straits Times.
BDST: 1836 HRS, JUN 16, 2012
Edited by Robab Rosan, Cultural Affairs Editor
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