How a Chinese shoemaker is attempting to conquer USA

Chinese athletic shoemaker Li-Ning knew it couldn't "out-Nike" Nike, especially in the sporting giant's own backyard.

So the company is going low-budget edgy in its expansion to the US, using an irreverent YouTube video to play up its heritage while taking a lighthearted dig at the company name shared with its high-profile founder.

Li-Ning is among the first Chinese consumer product brands trying to build a following in the US, seeking to grab a slice of its saturated but highly coveted market.

As China's economic might increases - it last year overtook Japan as the second-biggest economy after the US - its companies are increasingly confident about expansion overseas.

But corporate China has yet to produce a brand with the global name recognition of the likes of Apple, Sony or Google.

"It's a process of finding out - while staying true to our heritage, our brand - what side of our DNA is going to resonate with the American consumer," said Jay Li, general manager for Li-Ning International. "We're still searching, to be perfectly honest with you. And we're not in a hurry."

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