Three top executives have quit Chinese sports ware maker Li Ning Co Ltd, dealing with a blow to the company which has been reeling from its rebranding strategy over the past two years.

The company's chief operating officer Guo Jian Xin, chief marketing officer Fang Shi wei and e-commerce director Lin Li have resigned from the company, Li Ning Co Ltd confirmed.

"In the recent two months, these three staff resigned from their respective jobs with the group to pursue their personal interests. Their departure?is just?normal changes to the group's management staff," the company said in a statement late on Tuesday.

The company aslo pointed that it will go on with all the strategies and operations and will not be affected by the departure of three executive.

Shares of Li Ning fell 8.43 percent to HK$13.9 on Tuesday, posting?its biggest loss in a single day in more than two months.