Chinese sporting goods brand Li Ning says the resignation of three key executives will have no impact on its strategies and operations, despite fears that the changes reflect internal disagreements about the firm's future direction.

"In the recent two months, these three staff resigned from their respective positions with the group to pursue their personal interests," the company said in a brief statement. "Their departure constitutes normal changes to the group's management staff."

The three personnel who have left are chief operating officer Guo Jian-Xin, chief marketing officer Fang Shih-Wei and e-commerce manager Lin Li.

"All the strategies and operations that the group is carrying out will not be affected by the departure of individual employees," Li Ning added.

"In addition, the group has a rich talent pool and a suitable organisational structure to meet the Group's business development needs. The management will continue to focus on the group's future developments and the implementation of strategies to improve the group's business performances."

In March Li Ning booked a 17.4% jump in full-year profit to CNY1,108m (US$168.6m), as sales rose 13%. But it warned of a possible slowdown in the year ahead amid weak consumer confidence, competition from casual brands and the lack of major sports tournaments.