Chinese sporting goods company Li Ning Company has reported a dip in recent orders, citing market pressure.

Total order value at a recent trade fair, based on tagged retail prices, was maintained at the same level as last year, Li Ning said.

However, both apparel and footwear products saw their average retail prices increase by more than 8% though, meaning order volumes declined by more than 7% and 8% respectively.

Taking into account of the impact by the goup's adjustment in wholesale discount given to distributors, total order value in sell-in terms declined by 6% compared to the same period last year, the company said.

Zhang Zhiyong, chief executive officer of Li Ning, said: "With regard to the results of this Trade Fair, we have established the view that, the retail environment for the sporting goods industry this year is faced with heavy pressure.

"On one hand, the previous growth model of heavy reliance on store openings by the sub-distributors is no longer sustainable; on the other hand, operating costs at the retail level are fast escalating. Given this environment, the operations of the group's independent distributors were inevitably affected. Their forecasts for growth in the coming year had become more conservative."