The Brand Is Successively Frustrated &Nbsp; The Age Of "Lining" Is Over?

February 13th is a long way to go. I will go up and down.

Time passed quickly, and we said goodbye to 2010.

Wrote the title of Lining again, because of two episodes: at the end of December 2010, extraordinary China bought Lining 30%.

Admittedly, Lining's slide is obvious in both the real market data and the brand expert's mind.

However, the author does not want to be a critic of Lining again as before. Although I was once one of the resolute opponents in Lining's bid change, although Lining's performance for half a year seems to be able to show his forward look with a victor's gesture.

After half a year's observation and reconsideration of the sports brand market, I prefer to change my camp.

The first thing to say is that it is the most unreliable thing to measure the success of an enterprise with the performance of the stock market.

The most notable example is not PetroChina.

Since its listing in 2008, PetroChina has been plunged thousands of miles from the opening price of 48 yuan, bringing the Chinese stock market's booming market from the high of 6000, running downstream to the sea.

Up to now, the share price of PetroChina has remained firm and stable at a price of about 12 yuan.

PetroChina's annual report is terrifying - the profit of 460 million yuan per day in 2010.

This is almost the most cattle enterprise in China. It has been in the stock market for nearly two years.

It can be seen that the fluctuation of stock price is more a representation in the game of capital market, rather than a substantial reaction of an enterprise.

Lining's first fall in Hongkong stems from the fact that the acquisition plan of the extraordinary China has failed to pass the examination and approval, which has caused a sharp concussion. But we have reason to believe that Lining's layout in the real estate market will not stop. Maybe in the next round of capital operation, Lining will be able to successfully pform the real estate resources and concepts into it.

The real estate market, even if the state's regulatory policy is more severe, can be seen from the signal of the government. The goal of the policy is to curb the excessive growth of housing prices, rather than let housing prices drop.

Obviously, as long as Lining's capital is involved in the real estate market, it is still a stable market.

Data show that after last summer's acquisition of the extraordinary Chinese stock by Lining, the premium effect of the strong stock made Lining gain a lot of profits, which surpassed the profits of Lining sports brand in 2010.

In the second quarter of 2011, the number of orders for Lining's clothing and shoes products decreased by 7% and 8% respectively. The total orders were flat compared with the same period in 2010. This is another reason for the decline of Lining's stock price. But at the same time, we should also see that the average retail price of Lining's products rose by more than 8%.

According to the Li Ning Co bulletin, its sales in 2010 are about 9 billion 793 million yuan, and sales in 2011 will be roughly the same as in 2010. With the integration of 500 stores in the Lining plan, the profit margin of Lining should be increased rather than declined.

The most controversial thing about Lining is the change of bid and the positioning of consumers.

Six months ago, Lining spent a lot of money to change the LOGO logo and slogan. Anything we know is possible. It has become a "MaketheChange" that makes people feel uncomfortable.

We want to take the first step and occupy the future consumption army.

Half year's pformation, Lining's harvest is not many.

Alienating the 70s and 80s consumers who grew up with the Lining brand, Lining did not seem to buy it after 90 years of courting.

The real estate strategy is blocked, sales growth is stagnant, and brand strategy is not ahead, so Lining's 2011 opening question has been questioned.

Even friends from the industry wrote in micro-blog: the era of Lining belongs to the past.

After half a year of thinking and observation, the author's views have changed, perhaps a deeper understanding of Lining's brand operation.

In China's sports brand, Lining is undoubtedly a leader.

Different from the cluster effect of Jinjiang, Lining has his own brand recognition because of his unique identity from the beginning of his birth.

And Lining on the road ahead of China's sports brand, has gone through countless first time. The first time he introduced the brand image, changed his order form for the first time, made breakthroughs for the first time in the order meeting, sponsored the overseas athletes for the first time, and more importantly, Lining first realized the pformation of the company management mode and realized the professional manager system.

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There is an indisputable fact in the field of sports brand in the world.

Everyone knows where the other side is, and Nike and Adidas are the undisputed boss. They are the targets for all brands to learn and catch up with.

Everyone knows where the ultimate goal of his brand is, but to win the other side is really a blink.

Lining was the first to go out that road in the rain and mud. In the first fifteen years of the Chinese sports brand, Lining was a well deserved leader and Pathfinder.

At last, when many Jinjiang brands were catching up, China's sports market entered the real Warring States era, and the flames of war were filled with smoke and smoke for four times.

Before there is interception, there are soldiers behind.

Lining just touched the ceiling of the brand.

Unlike his opponents, Lining had no object to learn, and he had to find his own way.

How to change is Lining's biggest problem, and Lining has been making changes in the process of seeking brand and market breakthrough.

Whether it's going to pingpong, net feathers or after 90, or real estate.

No matter what the outcome is, Lining's long explorations and breakthroughs in self search for the next direction, this quality, this positive change character and bold change of courage is Lining's valuable fortune in fighting in the blue ocean.

This almost instinctive quality will bring Lining distinctive temperament and ability.

The author has reason to believe that if there is unpredictable upheaval, Lining's survival and survival ability must be the first.

Lining's brand competitiveness is still strong.

Constant exploration spirit has given Lining brand more vigorous vitality.

Looking at Lining's criticism of brand positioning today, you will find that these criticisms are not very important to Lining.

At the moment, it is too early to give a conclusion to the Lining brand, nor has it heard that any brand can be successfully pformed in half a year.

Why not give her more time and expect him to surprise us.

Not half a year, but three years and five years, then we will turn around again.

Perhaps we can understand the respectability of Pathfinder Lining.