Lining'S Age Of Raising Revenue Is Not The Main Reason.

Lining has become the symbol of China by virtue of its tremendous influence in the International Gymnastic world and its struggling to run along the upper edge of the Beijing Olympic Stadium at the opening ceremony of the 2008 Summer Olympic Games.

At the same time, as a sporting goods manufacturer, Lining is also one of China's top brands.

The founder of the same name has earned more than 550 million dollars in wealth.

Lining has been on the "BestUnderABillion" list for the past 3 years (the best business list with an annual income of less than 1 billion dollars), and this has changed since this year, because the company's annual income has exceeded the list limit and reached 1 billion 200 million dollars.

Age is not the main problem for the company to increase its revenue.

The fact that Lining's brand is mostly older is also a marketing challenge.

In a survey conducted in 2008, the company found that the average age of its customers was close to 40 years, according to a survey in 2008.

The survey shocked the whole company.

Lining is the chairman rather than the chief executive.

In this way, the company began to seek repositioning. In June 30th, the new brand slogan "MaketheChange" was released, replacing the "AnythingIsPossible" and the new logo.

Zhang Zhiyong, chief executive, said these initiatives involving brand, product supply, enterprise architecture and retail store design were "a series of revolutions".

Since the advent of the new logo and slogans, Lining has launched three new product lines: high-end "top gear" (AthleticPro) footwear products, tennis style, badminton, running and basketball sports, "orange all-around" (BrandHeritage) color style sports shoes, and young people oriented multi occasion urban light sports series (UrbanSports) clothing.

Investors have always shown their responsibilities.

Lining's shares in Hongkong have risen 7% since they changed their faces.

Hongkong's main stock index also rose 4.4% in the same period.

Zhang Zhiyong said that the market needs at least 24 months to clean up the old logo inventory and fully understand the company's new slogan.

Moreover, there is no indication in China that the offensive products of the same products from Nike (Nike) and the increasingly mature domestic competitors will soon weaken in the market. NKE-news-people

Over the past 10 years, China's sportswear sales have increased by 30% annually.

However, in 2009, new stores (some of which were more remote) attracted new customers by reducing prices, which led to a decline of 11%.

As prices have been squeezed, China's real estate and human costs have increased, which has also created pressure on profitability.

The new strategy should give Lining more powerful power to deal with the competition between Nike and Adidas (Adidas), and from ChinaDongxing, ADDDY.PK-news-people

At the same time, the older Lining fans have become the backbone of the brand, and they do not have to worry that they will be abandoned.

According to Zhang Zhiyong, the company is planning to launch a clothing series with an old logo within two years.

It will bring back nostalgia to the supporters who are now running instead of running.

However, if Lining's action against young consumer groups has not been effective, the company will have to face the pressure of weak business.