Lining, A Shoe Maker, Was Selected As "The Best 200 Small And Medium Enterprises In Asia".

September 9th issue of "Forbes" Asian edition 9 monthly cover article entitled "the best 200 small and medium enterprises in Asia (Asia" s200BestUnderABillion).

There are 151 new faces in the rankings, including shoe companies.

Because of the renowned international gymnastic arena and later becoming the flying trapeze Lining of the opening ceremony of the 2008 Olympic Games, it has become China's idol.

Sports clothes and shoes, which are named after Lining's name, have become one of the top brands in China.

After ranking 3 in the list for the first time in a row, Li Ning Co graduated from the rankings by selling over US $1 billion this year, reaching US $1 billion 200 million.

The target market targeted by the company was young people under 30 years old, but after the survey in 2008, fans found Lining.

According to company CEO Zhang Zhiyong (ZhangZhiyong), repositioning is a series of revolutions, involving brand positioning, product line, enterprise structure adjustment and retail store design.

So far, the company has launched 3 new products.

The company's share price in Hong Kong has risen 7% since its repositioning, which has proved that it can stand the test of shareholders.

Over the same period, Hongkong's main stock index rose 4%.

China's sales of sports shoes increased by 30% over the past 10 years.

Although the industry has recently worked hard to develop new sales channels and price wars to attract more new consumers, its growth rate fell to 11% last year.

As the price space becomes smaller and the external rent and manpower costs continue to rise, the profit margin of products decreases.

The new strategy of the company should help to better compete with Nike and Adidas, and to reflect the differentiation of China's ChinaDongxing, Anta and PEAK.

Meanwhile, the core customers of Lining's brand are not worried that they will be abandoned.

Zhang Zhiyong said the company plans to launch a product line with original trademark products in 2 years.

This will allow the old users who are now mainly in the way of walking, rather than running, to have a bit of nostalgic feelings.

But if the market for young people is not going smoothly in the future, the company will worry about the loose business strategy.