Lining's "Leading Position" Is Hard To Protect &Nbsp; The Sporting Goods Market Shuffle.

　　 Lining And another sports brand operator, the Chinese trend, issued a profit warning last week, saying that the profit margin would decrease in the second half of the year, triggering a sharp fall in share prices. Today, Hongkong media reported that the two companies were seriously unsalable, and they had to take part in the recycling of some dealers' inventory to speed up the inventory clearance of the retail terminal and attract new orders.

The report said Lining failed to anticipate the effect of brand restructuring last year, while the agent Kappa The trend of China in many sports brands is marketing strategy Its agents are all high-end brands, but the two or three line cities are the sales targets.

Reported that Lining said earlier that in order to speed up the retail end inventory clearance, part of the dealer inventory recovery. China's trend also indicated that because of the need to reduce the accumulated stock of dealers, reduce sales to dealers, the revenue in the first half of the year was reduced by 45%, and the company made a 220 million yuan pre tax non regular provision to repurchase the excess inventory of dealers, so that the net interest rate dropped to 17% to 19%.

Zhao Xiwen, a senior analyst at XinDa's international research division, believes that the practices of the two companies are unusual in the industry.

Many agencies have predicted that the mainland sporting goods brand Lining has lost the status of a big brother. They are generally optimistic about the market share of Anta close to Anta, and XTEP, positioned as the fashion sports brand. The sporting goods industry will face a shuffle this year.

Li Ning Co made a notice that the overall sales revenue in the first half of the year decreased by 5% compared with the same period last year, and net profit dropped to 6% to 7% compared with 12.9% in the same period last year. By the end of the 11 day, Lining had been down for 4 days. At present, the stock price is only 10.20. The market value is 31.15 yuan higher than that of the stock market in April last year, and it evaporated more than 22 billion yuan.

It can be said that since the Li Ning Co entered the 2011, there have been few good news announces, so the company is particularly sensitive. Today, the reporter contacted the media leaders of the Li Ning Co. They said they did not want to respond at the moment. Now the company is making new strategies. This week is expected to come out. Next we will see Lining's confidence in restoring the market.

Hou Lidong, assistant president of PEAK, said in an interview that many people in the bank could not understand Lining's strategy over the years. Lining used to focus on sporting events for brand marketing. But from the 2008 Beijing Olympic Games, they gave up the sponsorship of the Chinese team's award dress and let Anta get it. After that, they gave up their cooperation with NBA so that PEAK could seize the opportunity and become a strategic partner of NBA. The signing of professional league matches with international influence has brought us a lot of benefits. Not only the brand has gained popularity in the world, but more importantly, the recognition of the market has also been greatly improved. In the past, we took the initiative to seek cooperation with others. Now many countries, including Australia and New Zealand, are actively contacting us to do their national uniforms. Lining used to be good at marketing, but the opportunities he gave up these years did provide opportunities for the development of other brands.

Now Li Ning Co is facing difficulties. Other brands also say they will seize this opportunity to seize the market. Hou Lidong said PEAK will expand its sales channels. Now there are dealers in some places who originally sell Lining and now join PEAK. In addition, Lining now more targeted for 90 years later, then PEAK in the design focus on after 80, 70, take into account the market after 90, to attract more consumers.

XTEP, which is valued by big companies and agencies, has sold 4 billion 457 million yuan last year, which has surpassed 4 billion 216 million yuan in China. To this year, the average annual order for XTEP has increased by about 20%. Their goal is to become the first market share in the Chinese fashion brand.

Anta, second only to Lining, also said that it would seize the opportunity to expand vigorously, strengthen its penetration in the two or three line market and the high growth potential area, and strive to break through 10000 stores in the end of 2011. {page_break}

Reporters interviewed senior sports brand expert Zhang Qing on this issue. He said that if we look at the figures from the sales and profit margins, there will be changes in the ranking of domestic sports brands in the past one or two years, such as Anta replacing Lining as the boss of market share. But the change of these figures does not mean the fundamental change of brand status. In addition to market share, brand status depends largely on brand status in the minds of consumers. From the results of the survey, it is difficult for consumers to recognize a brand in a short time.