Lining Three High Management Quit &Nbsp; Personnel Shock Or Related To Business Adjustment.

Those executives said that the three executives had recently proposed leaving their jobs.

Guo Jianxin, 42 years old, former vice president and chief operating officer of Li Ning Co, joined Li Ning Co in 1997. He is mainly responsible for the overall operation system, manages Lining brand and operation system, and Guo Jianxin has more than 8 years of experience in logistics and purchasing management.

Fang Shiwei, 48, formerly vice president and chief marketing officer of Li Ning Co and general manager of Lining brand market system, is mainly responsible for Lining's brand marketing and communication, public relations, sports marketing, event marketing, digital marketing and so on.

Lin Cai, director of e-commerce Department of Li Ning Co, hosted the Lining official online shopping mall, which was co operated with IBM.

Analyst Ma Gang believes that the resignation of the executives or some major adjustments made by Li Ning Co in 2010 are related.

Last year, Li Ning Co announced that the sales organization was changed from headquarters control to three large areas (North, East and South), and each district was responsible for the marketing and distribution of its own region.

In addition, the original functional and plane organization structure of Li Ning Co has changed to manage business according to sports category, such as badminton, running, basketball and so on. Horizontal departments have product development, market, sales, supply, etc.

The adjustment of the above organizational structure may lead to changes in the scope of power of Guo Jianxin and others.

Market participants Chen Shixin said that the recent performance of Li Ning Co is not as good as that of Fujian sports brand, and that the income of Fujian sports brand has increased by more than 20% per year, which has some pressure on Lining's top management team.

Li Ning Co earned 9 billion 479 million yuan in 2010, and the growth rate of 13% was lower than the compound annual growth rate of more than 30% over the past 10 years.

The local brand Anta's 2010 fiscal year turnover reached 7 billion 410 million yuan, an increase of 26.1% over the same period last year.

In terms of the number of sales outlets, Anta and Lining are relatively close, and the gap between the overall strength and the Li Ning Co is also narrowing.

Since 2011, the performance of Nike and Adidas's two major pnational sports brands has been growing rapidly. The sales volume of the Greater China region increased by 36% in the first quarter of this year to 284 million euros. In the 3 months ended February 28, 2011, the revenue of Nike Greater China was 554 million US dollars, up 21% over the same period last year, excluding the exchange rate factor, which increased 18% over the same period.

If Lining grows at the rate of 2010, the distance between Nike and Adidas will be widened.

Ma Gang said that Li Ning Co has now reached an important development juncture.

Prior to Chen Yihong's appointment as general manager of Li Ning Co, the size of Li Ning Co's development also encountered the ceiling. After Chen Yihong's resignation, the leadership of new management led Li Ning Co to break through the bottleneck.

Now, Lining's executives are changing again, or bringing about a new development.