Exclusive Interview With CEO Zhang Zhiyong: Is Lining Changing His Bid To Look Younger?

On September 26th, relying on the great influence of the international gymnastics circle and the opening ceremony of the 2008 Summer Olympic Games, it ran hard in the middle of the Beijing Olympic Stadium.

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

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Zhang Zhiyong, chief executive, said these involve brand, product supply, enterprise structure and

Investors have always shown their responsibilities.

Lining has been listed in Hongkong since he changed his face.

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.

And there is no indication in China that the offensive products from Nike (Nike) (NKE News - people) and the increasingly mature domestic competitors will soon weaken in the market.

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.

Lining brand's new logo and retail store design has appeared in 40 stores in key cities.

These include the emphasis on red as a symbol of Chinese culture, while more efforts are being made to attract high-end consumers who can afford to spend 400 yuan (US $60) or more to buy sportswear.

Lining plans to complete the pformation of 70 stores as soon as possible.

The new strategy should give Lining more powerful power to deal with the competition between Nike and Adidas (ADDDY.PK news people), and from the China Dongxing, Anta and PEAK, and other growing heavyweight brand teams to show their differences, and these brands are also relying on their own efforts to accelerate the pace of progress.

Last month, Boston Celtics Kevin Garnett signed a campaign with Anta to become the spokesman of Anta's sports shoes.

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.