Li Xiaoshuang sporting goods company once did such a market survey:

"Do you know Li Xiaoshuang?"

"It seems to know."

"Do you know Li Xiaoshuang founded his own sports brand?"

"It seems to have been heard."

Most of the consumers who responded to this question were in their early 30s, and they were regarded as their peers. In their juvenile memory, the Barcelona Olympic men's freestyle champion and the men's individual all-around champion of the Atlanta Olympic Games have already become a direct embodiment of national honor.

However, in the face of such investigations, Li Xiaoshuang was somewhat confused.

As a sportswear brand, the design of Li Xiaoshuang brand sportswear is favored by bright and translucent types. His casual wear is also mostly red, rhubarb, big purple, big blue and so on. According to his understanding, "sportswear should not be too low-key, because the sport itself is a passionate thing."

However, the embarrassing situation faced by Li Xiaoshuang brand is that the end customer is often his peers. In accordance with the current market conditions, both large and small sports brands are trying to attract young consumers, Nike, Adidas and other industry leaders have shown their talents in online marketing, street basketball and other aspects.

However, Li Xiaoshuang said frankly that if his brand wants to influence the young consumer groups, it may still need the parents of this generation to pass it on. "The Olympics is definitely the best platform for many big companies to show themselves. However, the Olympic Games is not an opportunity for SMEs," said Li Xiaoshuang.

Business start

Founded in 2000, Beijing Li Xiaoshuang Sports Goods Co., Ltd. currently has an annual sales of between 40 million yuan and 50 million yuan. After eight years, the number of employees from the original 17 to 300. However, the status quo does not seem to be satisfactory either for Li Xiaoshuang or for the brand's popularity.

Choosing to establish his own brand for business has been the ultimate choice after Li Xiaoshuang retired and tried multiple outlets. Li Xiaoshuang, who retired in 1997, signed a contract with Hong Kong Mirage Musical Records Co., Ltd. and made records. He also considered the national team as a coach. In 2002, he also founded Li Xiaoshuang Gymnastics School in Hubei’s own hometown of Xiantao.

After winning great successes and honors, it is time to start a new life in an unknown area. It will inevitably experience confusion and confusion. “People look at you differently. Honor is important, but it also brings tremendous pressure.” After rethinking, he discovered that in fact there was a shining idol in front of him—Li Ning, Li Xiaoshuang’s master brother.