Nike Grabs The Mainland'S Three Or Four Tier City Market
According to Hong Kong media, the news revealed that
Sports goods
Leading Nike plans to launch low-cost sports shoes in the mainland to seize the three or four tier city market in the mainland, plus the investment rating of mainland sporting goods companies that have lowered their listings in Hong Kong.
UBS downgraded sporting goods stock rating
UBS also lowered the rating of mainland sporting goods shares, including Anta (2020) rating from "buy" to "neutral", and the target price of 15.2 yuan remained unchanged; Lining (market, information, commentary) (2331) rating from "buy" to "neutral", the target price from 33.3 yuan to 29 yuan; XTEP (1368) rating from "buy" to "neutral", the target price from 7.2 yuan to slightly reduced to 7 yuan.
Affected by the above factors, mainland sporting goods shares fell yesterday, when XTEP closed down 5.65% to 5.68 yuan, PEAK (1968) fell 1.36% to 5.07 yuan, Lining fell 1.81% to 24.4 yuan, China's trend (market, information, commentary) (3818) fell 0.60% to 4.96 yuan.
Supplement:
In the past 20 years, consumers have become accustomed to Lining's classic LOGO, and have heard the phrase "everything is possible" is an infinitely imaginative Lining slogan.
But this month, it will all start again.
Li Ning Co Ltd (Li Ning Co) changed its new LOGO and changed its new slogan.
Despite the appearance of the new LOGO, the first reaction of the outside world is "little change", but on this basis,
Li Ning Co
A series of adjustment changes have been completed inside the organization including organization structure, product system, sales system and market system.
This is like rebuilding Lining.
Li Ning Co now has 99% of its business in China, but it hopes that by replacing its new image, by 2018, Lining will become the world's top 5 international sports Brand Company, and the international market share will account for over 20% of the total sales.
Behind the bid change
In June 30th, Li Ning Co released a new LOGO in Beijing.
This is the first time that it has been changed for 20 years since its establishment.
In fact, based on this, it is a comprehensive reconstruction of the entire organizational system covering the supply chain, products, markets, operations and channels in the past three years in Li Ning Co.
Li Ning Co decided to start the brand remolding in 2007, they first made the consumer market research; by 2008 of March, the consumer positioning, brand positioning and product positioning were basically completed.
Li Ning Co's internal redevelopment officially started.
One of the changes is the establishment of "
Strategic marketing department
The personnel of this department are selected by CEO personally and report directly to them.
Their duty is to plan the long and medium term business development of each category according to the category of sports items, as well as product development, market dissemination, sales plan and so on.
"These people are highly qualified because they need both the concept of brand and the experience of business."
Zhang Zhiyong said that the establishment of the Department lasted 18 months, so far the personnel have been in place.
Echoing this is the adjustment of the internal management structure of Li Ning Co.
Before, Li Ning Co is a functional, flat organization structure. In the process of redevelopment, vertical management divides management businesses according to sports category, such as badminton, running, basketball and so on. Horizontal departments have product development, market, sales and supply.
As a result, the reshaped Li Ning Co becomes a matrix organizational structure in internal management.
The work will be basically completed by the end of 2009.
After the Spring Festival this year, Li Ning Co announced the change of sales organization: the sales organization was controlled by headquarters, and now it has become the three big area (North, East and South), and is responsible for the marketing and distribution of its region independently.
These changes took place quietly within the Li Ning Co.
External consumers will see the LOGO replacement of Lining stores, products, and the launch of an upgraded version of the new image store.
Li Ning Co COO (chief operating officer) Guo Jianxin introduced 10 new stores in the first half of the year and opened 50 new stores by the end of this year.
"Next year, we hope to form a new generation of store design based on testing, and we will gradually promote it in 2011."
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