Editor's Note:

Chris Raih (Raih), founder and managing director of Zambezi Ink, the Venice Beach, California-based advertising agency that created Li-Ning's recent US Internet advertisements, answered questions from Global Times (GT) about where the ideas came from, and whether or not Chinese companies should vaunt their Chineseness in their attempt to win over foreign consumers.

Chris Raih

GT: An enterprise exploring a foreign market often changes its product name to make it easier for local people to remember. However, many Chinese firms insist on using their product's original Chinese name. Do you think that might negatively affect the performance of Chinese products in the US market?

Raih: With Li-Ning, a big part of the allure is the performance heritage and the Chinese cultural component. From Li Ning's epic performances to the glory of the 2008 Beijing Olympic Games, Li-Ning has been the flagship Chinese sports brand. We believe today's young US consumer thinks more globally than any generation that came before, and - as opposed to assuming US athletes are not interested in the brand's backstory - we prefer to embrace the "Chineseness" of Li-Ning as a breakthrough selling point.

The traits of balance, agility, and power in performance are uniquely Chinese in origin, and the time is right for US athletes to "make the change" to a brand like Li-Ning as an alternative to the same old two or three sports mega-brands we've seen for years here.

And yes, a device like humor can help aid recall, and pronunciation, for viewers as they're introduced to Li-Ning - which is why our creative team wrote in the "leaning" joke.

GT: For Chinese products in the US, is it better to demonstrate strong Chinese flavor in the advertisement, or localize it as much as possible? Why did you decide to invite two American TV stars to perform in the Li-Ning advertisement?

Raih: When discussing tone, it's important to consider all the brand's "real estate;" in other words, the specifics of each product launch, the cultural context, the differences between the strengths of each medium, and so on. For example, a brand print campaign may take on a much more hardcore tone than the cheekiness of - say - a viral video in cyberspace.

With Li-Ning, there are certain places to dial up the Chinese performance message. Hopefully the satirical tone holds up in the China market; but we realize it's a process as we bridge the gap and create truly global communications.

As for casting on this particular project, we brought in television and film comedians to help us re-imagine what was actually a true story of the F2 shoes being held up in US Customs in October 2010. The actors were directed to lampoon a pair of bungling, over-aggressive Customs agents - and the intent was for the Li-Ning brand, and its young representative, to win them over in the end.

GT: How do Americans view "made-in-China" products? Can advertisements convince people that "Made-in-China" products can be amazing and high-end? 

Raih: Li-Ning is on the cutting edge of changing Westerners' opinions about Chinese manufacturing. The brand is looking to establish itself as a premium performance brand at a value price point vs. other premium brands. This has been - and will continue to be - an important distinction vs. other Chinese brands.

Additionally, Li-Ning sponsored athletes, including NBA stars Evan Turner and Baron Davis who use the products and appreciate the competitive edge  the products give them, also serve as a way to boost the company's prestige in the US.

It's our job as marketeers to make sure the quality of the product is coming through.

We need to create awareness, then interest, then convince athletes to give Li-Ning a "test drive" - from there, the product will sell itself.