The Shuffle Industry Is About To Shuffle &Nbsp; Which Team Is Lining?

Since January 14th, since its announcement in December last year,

Recently, the international investment bank Goldman Sachs reported that the Li Ning Co Ltd (2331.HK, hereinafter referred to as Lining)

In fact, Lining's awkward position has always been criticized by the industry.

Today's performance declines and growth slows down, and Lining's brand positioning becomes a target of public criticism.

Ambiguous positioning risk

Last December, Lining announced the second quarter of 2011, the average retail price of clothing products and shoes.

Goldman Sachs pointed out that Lining had great problems in shaping the brand.

"Lining's brand positioning is between the global high-end brand and the domestic mass market brand. This lack of clear value orientation and card status in the middle is risky."

Zhao Yu, the strategic consultant of consulting division, pointed out that as the leading brother of China's sporting goods, Lining's brand positioning is always leading the trend of China's sports manufacturing industry. "Whether it is for long-term followers, Anta or forced sword to take advantage of Kappa, XTEP, Lining has developed to the present position in the Chinese market with Nike and Adidas, and is bound to face the repositioning of brand development."

In June 2010, Lining put forward the strategy adjustment of "90's" brand remolding.

A Li Ning Co spokesman told reporters, "the company has been implementing the strategy, and through the dissemination, product and retail experience of a series of integrated marketing, continue to consistently pmit the brand gene to consumers."

First, Shanghai chief strategist Ye Shangzhi told reporters that "when the company enters the stage of business integration, the market needs time to observe and judge whether the strategy put forward by the company's management is correct and whether it can achieve the desired results."

Lining spokesman pointed out that the purpose of brand remolding is to differentiate and avoid simple price competition.

"Although the level difference of China's consumer market is very large, upgrading upwards is a major trend and trend.

At present, the high level market is clearly showing the trend of value growth, and the low-level market is still dependent on quantity growth.

But with the further growth of people's income level and the improvement of sports basic conditions, more and more consumers will have more needs for brand personality, the essence of sports and the function and quality of products.

"Lining emphasized that the brand repositioning is more out of market judgement, but it is too extreme. In this way, the" post-90s "generation has a more controversial position. It has not brought the expected popularity. Instead, it has weakened the original market base, coupled with the promotion of the price, and lost the advantage.

Therefore, the problem is actually the unequal relationship between brand positioning and consumer cognition.

Zhao Yu added.

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Which team does the industry shuffle Lining stand for?

Ye Shangzhi pointed out that "at present, sporting goods shares like Lining do not perform well in the market. Before market funds want to enter the domestic demand market, sporting goods stocks have been very hot, but now mainland enterprises are listed more in Hong Kong and have a wide selection of funds, and the funds concentrated in the mainland sporting goods companies have been diluted."

According to enterprise strategy and brand marketing expert Ye Feng Ye Feng, "in 2011, the pattern of Chinese sporting goods will be divided into 3 steps.

One is 2~3 comprehensive brand, which will cover all sports products.

Two, we aim at subdividing various international brands of functional sports market.

The third tier is the small and medium-sized brands in China, and the target is three or four line cities.

The question now is which camp Lining will stand in.

The key factor to win the two or three line brand, represented by the Jinjiang department, is the layout of the two or three line or even four or five line cities based on the price advantage. Zhao Yu said, "of course, it has also achieved the characteristics of the Chinese sporting goods industry -- opening the shop to drive the growth mode of development."

Credit Suisse reported that PEAK and Anta will continue to maintain strong growth in the next two years. The former 74% will come from the mass market, and the latter is the leader in China's sportswear brand in terms of footwear and clothing sales.

Zhao Yu told reporters, "in the high-end field of domestic sporting goods, Nike and Adi rely on science and technology and cultural elements to create almost impossible barriers to trade, and thus get huge profits."

"The market analysis before Lining did not work because it was based on building international brands by Lining," he said.

Ye Feng said, the result is "until now, Lining is a brand without any characteristics."