Near The End Of The Year &Nbsp; Lining Was In Deep Mire.

In 2010, Lining The news followed, bringing the famous company that just celebrated 20th anniversary celebration into the encirclement of the media. Some of them talked with Lining about changing the label. Some questioned Lining's entry into the real estate industry. However, a message near the end of the year pulled Lining to the mire. The Li Ning Co (02331.HK)'s share price lasted nearly two days. Diving The cumulative decline was more than 20%, and its market value shrank by HK $4 billion 500 million. So where is Lining's new growth point? We should explore it from the aspects of brand, channel and Li Ning Co itself.

News one: Lining announced the order quantity in the second quarter of 2011. The order amount calculated according to the retail tag price was flat compared with the same period last year. As the group adjusted the wholesale discount rate to dealers in 2011, the order amount calculated by wholesale shipment (sell-in) decreased by 6%, of which the average retail price of clothing and shoes rose by more than 8%, but the order quantity decreased by more than 7% and 8% respectively.

Message two: Lining is brewing a new round of reform. Management disclosure will take place in 2011. Distribution channel integration It intends to close 500 to 600 single stores and reduce the wholesale discount by 3 percentage points. Secondly, Lining will increase the proportion of special sale and hypermarket sales, from 5% to 7% at the end of next year, to 10% at the end of next year.