Li Ning's rebirth
Li Ning, who criticized the media, said Li Ning, the Chinese Olympic Committee, receiving awards sponsorship opportunities left to Anta, and the opportunity to sponsor sports channel exit left 361 degrees, and missed the NBA basketball resources to Pick, and the When the distracted air, so that Min-brand Li Ning and shorten the distance a lot.
June 30, 2010, well-known sporting goods company Li Ning chose this day for standard, re-branding.
August 2011, Li Ning, the first half of 2011 earnings release, as of June 30, 2011, Li Ning revenue fell 4.8%, profits fell 45.6%, for the first anniversary of the respondents marked a bit surprised really, it seems Li Ning, the growth experienced by the ceiling or the ceiling bounced back. Ask, Li Ning, what happened?
In 2010, the media has been so praised Li Ning: "Ning as a domestic brand, the brand has broken international barriers in the Chinese market, with a seating rearrangement strength." Calendar 2010 had just climbed over the last page of the media to : "Li Ning, the company lost glory days gone," as the headline Li Ning, July 2011, two well-known national magazines both to focus the lens Li Ning, 21st Century Business Review cover story is: "Li Ning advances and retreats." , Global Entrepreneur's cover article is "Li Ning Dream", an avalanche of media are trying to ask, seek and interpret this well-known enterprises in the past what the future will be how to do.
Initiative to change
Back in 2010, which was the 20th anniversary of Li Ning Company, Li Ning selected for standard, organizational restructuring, integration, a series dealer operating direction of the adjustment, Li Ning, an attempt to pave the way for the foundation of a new round of growth. For standard and "Li Ning 90" end to Li Ning's brand advertising promotion strategy suffering from doubt; adjustment of organizational structure is left after the storm led to Li Ning executives; dealer consolidation quite a large number of small dealers is exceedingly difficult to understanding, while many of the media, institutions questioned Li Ning's heard loud and clear, one would say ignored 70,80 Li Ning, a vague position after an endorsement will be added to find Lin Chi-ling the direction of entertainment do not fly, one will say do not attach importance to engage in real estate sporting goods, for a price of said product to lose 34-line market, As everyone have. Li Ning, who is worried about the lemon at the same time, Li Ning, who had their own deep understanding of the issue, Mr. Li Ning in a letter to employees so wrote: the Chinese market and industry competition, changes in the environment to promote Li Ning, the company embarked on a "change of age. " In the next 2-3 years of continuous change, the performance of the company occurred as a result of short-term fluctuations, or the resulting negative pressure, or due to business integration without which Qubi all the "labor pains", the company must pay the cost of change, we take the initiative change, to break the conventions, in pursuit of a clearer strategic positioning, in brand management, sports marketing, product design, channel optimization, operating systems, human resources and so gradually to establish a brand's core competitive advantage, to complete from the "China "to" China brand "change. Perhaps can be understood Li Ning's new slogan Make the change, the Li Ning launched themselves to their own challenges, breakthroughs, progress quest road.
Channel efficiency
More than 8,000 stores and annual sales of more than 80 million, effective from the floor to see, Ping Li Ning sports brand in the domestic effect in the second to none, but there are a lot of room for improvement. Li Ning, a 1700 single-client single-store franchisees, single-store customers can not meet the standards of most space image of the store display level, sales and service levels are low, it is difficult for the timely incorporation and degradation products, goods turnover is slow, integration and help this group competitiveness, enhance sales channels is Li Ning, one of the engines to enhance competitiveness. Li Ning CEO Zhang Zhiyong expressed that Li Ning plans to promote the acquisition of a large distributor of small dealers, or dealers together operate from small to large-scale operation to improve the professionalism and the optimal allocation of resources to promote an annual rate of about 500 ~ 600 .
In addition, Li Ning, about 40% of the shop space used by the image of the previous generation, the same shop floor effect is a low range of spatial image of these shops will also upgrade the competitiveness of Li Ning channels to enhance one of the engines. Mr. Zhang Zhiyong told a media interview, disclosed that in 2012, Li Ning, the main push will be the sixth generation of the image space, a large area of rectification, to establish a new image. In addition, Li Ning, the three areas from accounting point of view of sales revenue, sales accounting for the Southern District found much lower than the North, also lower than the South, and Anta's revenues are more balanced three areas, apparently in the Li Ning brand Southern District of channel number and market share is not high, Li Ning, the three major areas to operate after the Division to conduct a "city manager" system of the new changes, that Li Ning's sales representative directly control retail sales for ordering, operations analysis, responsible for inventory, and before most of the region, Li Ning through distributors to manage the retail store, this is Li Ning from the wholesale organization to a major shift in the retail organization.
Finally, Li Ning's overseas distribution can not be ignored, in 2010, Li Ning shoes and apparel sales in Spain more than 600 million euros, through clever e-commerce market will enter fully into the U.S. harvest. Some time ago, Li Ning's partner L-Fashion stole Nike's sales manager in France caused by the competing domestic and foreign media speculation, according to the disclosure, in January 2011, Li Ning and Finnish L-Fashion Group signed a long-term contract, initial period of 14 years, L-Fashion is responsible for the Li Ning brand in Austria, Germany, Switzerland, France, Slovenia, Croatia, Finland, the Netherlands and Russia nine countries, sales of some products style and design.
Track and Field new territory
Li Ning, who criticized the media, said Li Ning, the Chinese Olympic Committee, receiving awards sponsorship opportunities left to Anta, and the opportunity to sponsor sports channel exit left 361 degrees, and missed the NBA basketball resources to Pick, and the When the distracted air, so that Min-brand Li Ning and shorten the distance a lot. Indeed, from a marketing strategy perspective, Li Ning, the pace seems a bit not safe, too violent to the original marketing plan to give way at marked change and rebranding. In addition, Li Ning has also recognized that the case of scarce resources, competition, marketing, if you get together is bound to be inundated, the effect might not be able to have good impact. Li Ning requires a pretty unique opportunity to obtain peak load shifting opportunities for growth. In 2011, Yao retired, NBA lockout, basketball court significantly diminished the effect of marketing. Resources in large-scale events, when inferior Jinjiang brand, Li Ning is not in track, field set up a small private plots. This was ignored by other domestic rivals plots, or Li Ning will be a big bonanza of marketing resources. Sprinter Powell, Athletics Queen Isinbayeva, "Javelin Beckham" 托希尔德森, Zimbabwe sprinter En Geni, Ellis Tria national track and field team is Li Ning company's resources, next year, that is, 2012 Olympic Games in London, will be their full range of opportunities for the outbreak.
That time slip, or first
In August, the special step first-half results show that both revenues and profits year on year increase of 25%, but the amount of its inventory of up to 887 million yuan, an increase of 92%, first half of the average inventory turnover days from 46 days up to 81 days. Wu, vice president of special steps associated silver, said: "The inventory is constantly occupied by the company to increase manpower, material resources, but also the company's costs, lower overall profits."
In October, the disclosure of Anta management orders the second quarter of 2012, the amount of growth in the first quarter will be lower than the rate of 15%, the next six months to one year, the industry will be challenging,
Nike air max pas cher has been difficult to ensure the 2012 third and fourth quarter orders will be results. In addition, earlier planned for next year Anta net 600-800 stores, and now may also increase the number of closed shops, and downward adjustments.
Pick the first half of 2011, inventory was 4.09 billion yuan, an increase of 41% in October, 2012 Olympic announced the results of the second quarter of ordering, order the amount of orders for the same quarter of 2011 compared with growth of 9.5%. Pick Zhi-Hua Xu, CEO, said: "Pick initiative to change, to change the traditional concept of the growth rate of Heroes is to win the future."
If the problem is before Li Ning, the various management or decision is not wrong, then the sporting goods industry, for now the question is how and when the outbreak of collective reason it? Inventories, slower growth, price war intensified, the industry into the turning point, Li Ning is just too early to become the focus of media fills.
Mid-year report data show that by the end of June 2011, Li Ning has built 191 factory stores, the proportion of total sales 10%, while the number of Li Ning plans to reach the end of 240 factory stores, the proportion of sales accounted for 15% of total sales. First half of 2011 Annual Report showed that Li Ning stock 9.92 million, plus $ 300 million stock repurchase, Li Ning factory stores are all water of 40 million / month, so the factory store count to 240 is expected to absorb 1.1 billion a year as much. Li Ning repurchase stock, and no franchisee is expected to execute orders in a year or so digestion is completed. Li Ning, the process of building the factory shop has more than half, and this time, Li Ning, the opponents of the plant shop construction has just begun, under pressure is used to digest a lot of stock-price stores, and even some brand flagship store directly reduced franchisees purchase site.
1988 Seoul Olympics, Li Ning, the fall from the rings, two years later in 1990, Li Ning Sports Goods, turned out; June 30, 2010, Li Ning marked the official launch for this great athletes, for this enterprise, we should have more expectations. September 2011, Li Ning, the order will be Q1 2012 shortly after the end, the data show the volume of orders recorded in the Li Ning brand low single-digit growth, the ship is being pulled out of shallow, start a new voyage.
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