June 30, 2010, the well-known sporting goods manufacturers Li Ning select days for standard rebranding. In August 2011, Li Ning, the first half of 2011 earnings release, the Li Ning brand revenue fell 4.8%, as of June 30, 2011, profit fell 45.6% year-on-year, this change marked the first anniversary of the respondents really a bit of a surprise, it seems The Li Ning experienced the growth of the ceiling or ceiling bounced back. I can not help asking, Li Ning, what happened? 2010, the media had so praised Li Ning: Li Ning as domestic brands have broken the barriers of international brands in the Chinese market has the strength of the rearrangement of seating. "Some time soon, in July 2011, two domestic well-known magazine re-focused its attention on Li Ning, the 21st Century Business Review cover story: "Li Ning advances and retreats" Global Entrepreneurs cover story is "Li Ning Pavilion" avalanche of media are trying to ask, pursue and interpretation of this well-known enterprises in the past what happened,Timberland ブーツ, how would you do in the future. Inner strength back to 2010, the 20th anniversary of the Li Ning Company, the Li Ning select the Buoy organizational structure adjustment, dealers integration of operational reorientation, paving the way for the foundation of a new round of growth in Li Ning. Buoy and the "Li Ning 90 terminal advertising branding strategy of Li Ning Company suffered questioned; organizational structure adjustment afterwards led to Li Ning executives leaving storm; dealer integration rather let a large number of small dealers a hard teaching. understand, at the same time a lot of media, agencies questioned Li Ning heard loud and clear, one would say that Li Ning the vague position ignored 70,80, will be an added Zhiling endorsement entertainment direction do not fly, do not attach importance to engage in real estate will be an added Sporting Goods, Product prices congregation have lost three or four lines,MCM リュック, one will be added. "Lemon" are worried about Li Ning Li Ning a deep understanding of their own problems, Mr. Li Ning, wrote in a letter to employees so: the changes in the environment of the Chinese market as well as competition in the industry prompted Li Ning, the company embarked on a "era of change." Continuous change in the next 2-3 years, and therefore short-term fluctuations in the performance of the company, or the negative pressure, or because of the business integration without which Qubi the the various "labor pains", change costs must be paid by the company, and we take the initiative change and break them in order to pursue a clearer strategic positioning, brand management, sports marketing, product design, channel optimization, operating system, and human resources to establish a brands core competitive advantage gradually to complete. " manufacturing "to" Chinese brand "transformation. Make the change, Li Ning, who initiated the challenge, wins, who has been strong. Channels of exerting force of more than 8,000 stores, with annual sales of over 80 billion from the plateau effect see the plateau effect, Li Nings premier domestic sporting goods brands, but there are still a lot of room for improvement. Li Ning, a 1700 single customer single-store franchisee, the most single customer single shop space image can not reach the level of standard shop display, sales and service levels are also low, it is difficult to carry out the the timely merger and degradation of the commodity, the goods turnover is slow, integration and help this group competitiveness, enhance sales the the Li Ning channels to enhance the competitiveness of the one of the driving forces. In addition, Li Ning, about 40% of the shops with the previous generation space image, the same shop range is a low-floor effect, these shops spatial image upgrade is also one of the driving forces of the the Li Ning channels to enhance the competitiveness. In addition, Li Ning, the three sales revenue accounted situation, Southern District sales accounted for far less than the North, also below the Southern District, while the Anta three district income more balanced obviously the Li Ning brand in South District number of channels and the market share is not a high level and consumption capacity of the economy of the South, with the new organizational structure of the Li Ning three Division operator-quite worth the wait in the Southern District of room for improvement. Also, Li Nings overseas layout can not be ignored, Li Ning shoes and apparel sales in Spain, more than six million euros in 2010, through e-commerce clever fully enter the U.S. market will also enter the harvest period. Marketing of new opportunities once the media criticism of Li Ning, said Li Ning, the Chinese Olympic Committee, receiving awards sponsorship opportunities left Anta, exit the sports channel sponsorship opportunity left to 361 degrees miss the NBA basketball resources to Pick empty when distracted, to shorten the distance a lot of Li Ning Department of Fujian brand. Indeed, from a marketing strategy, Li Ning seems a little pace is not enough sound, and too violent to give way to the original marketing plan for standard and rebranding. , Li Ning also recognize the event resources are scarce, if you get together and marketing is bound to be flooded, the effect might not be ideal effective. Li Ning, an archetype of the opportunity to get the wrong peak growth opportunity. In 2011, Yao Ming retired, NBA lockout, basketball courts, marketing effectiveness significantly shrunk. Less favorable than in the large-scale event resources Jinjiang brand, Li Ning in track and field to establish a small private plots. This other domestic opponents ignore private plots or Li Ning marketing resources will become a bonanza. Sprinter Powell,グッチ 長財布, athletics queen Yelena Isinbayeva, "javelin Beckham" Thorkildsen, Zimbabwe sprinter Enge Ni, Ellis Eritrea national track and field team are Li Ning companys resources, next year, that is, 2012 Olympic Games in London, will be the opportunity they broke out across the board. Before unloading the burden then travel the first half of 2011,ティンバーランド アウトレット, a number of sporting goods brand interim financial report was released, the release of a signal: the results of growth is slowing down, the number of orders will be essentially no growth, plans no reduction in the number of new shop, while inventories increase,コーチ バッグ, which means that the number of same-store sales in decline, the growth performance is to rely on the growth of inflation and price, end price war intensified, the sports industry as a whole to enter the rest period. In 2011, Li Ning Company announced the stock repurchase value of 300 million yuan, and also announced that the year will create 240 factory stores. The data show that the end of June 2011, Li Ning has 191 factory stores up to 10% the proportion of total sales, while Li Ning plans to the end of the year the number of factory stores reached 240, the proportion of sales accounted for 15% of total sales. According to reports, the the Li Ning factory stores are all water for 40 million / month, so count to 240 stores inventory digestion strong year may reach as much as 1.1 billion. In this digest inventory speed,MCMリュック 激安, the Li Ning repurchase of inventory, as well as franchisee did not execute the orders is expected to be completed in about one years time to digest. Same time,ナイキ ランニング, opponents of the factory store construction has just begun also need Canada to positive price shop to digest inventory, affect the brands reputation does not say, and even some of the brands flagship store directly reduced to franchisees purchase venue . Li Ning brand in Q1 2012 orders will just end soon, the data show that the Li Ning brand volume of orders recorded in the low-single-digit growth, and this is just the beginning of 2012. Li Ning, the ship is a step-by-step pulled out of the shallows to begin a new voyage.Related articles:


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