Lining Sports Encountered Executives "Big Shift" &Nbsp, Brand Remolding Failure Is The Main Reason.

It is reported that Lining, a domestic sports brand that we used to be very familiar with domestically and internationally, has been a big hit since last year. The Group executives have undergone many shifts.

1 days later, another media broke the news. Zhang Xiaoyan, director of the Li Ning Co and director of external public affairs, confirmed the news of the resignation to the media.

In November 13th, Xu Maochun, the chief product officer of Lining brand, will also officially leave. Within two weeks, two executives from Lining have left.

Is this the end of the Li Ning Co's 3 year adjustment period, or the beginning of a new wave?

For the two major personnel changes in the year, the industry has speculated that this may be related to the failure of Lining's brand reconstruction.

What's wrong with Lining?

Is there any way for Lining to get out of the shadow of the crisis?

Economic commentator, Zhang Qing, a famous sports brand expert, made the following comments.

The turmoil in Lining's senior management has not ceased since the first half of this year (2011). Even though Li Ning Co has always claimed that this is a normal personnel change, we seem to be able to feel the depression of Li Ning Co through this shock.

It is said that this has a lot to do with the failure of Lining brand to start from the third quarter of last year (2010). Zhang Qing believes that not all of the executives who quit are based on the same reasons.

Zhang Qing: Generally speaking.

As an enterprise, the failure of a strategy execution is always someone's responsibility.

But there is a distinction between them, not that all executives who quit are based on the same reasons.

It should be said that the failure of brand remolding is a major reason.

China's sports industry is facing challenges and lack of irreplaceable nature.

An analysis report of JP Morgan said that in 2011, Lining's annual revenue would go back 13%, and profits would fall 60%, while Anta's revenue would increase by 22% and earnings growth 15%.

Lining is expected not only to be surpassed by Anta in 2011, but also to catch up with other second-line brands.

Once Lining was the leader of the domestic sports brand, and also had a certain popularity in the world. Why did Lining fall into this embarrassing situation today?

Zhang Qing said that the challenge faced by Lining is actually a prominent manifestation of the development of China's local sporting goods industry.

Zhang Qing: because Lining is a leader in the industry and is in the middle and upper price level in the whole industry ranking. Therefore, facing the pressure of international brands and the pursuit of local troops, it is really challenging to be in the middle state.

The problem he faces is also a problem faced by the whole industry, but because he is the boss and his scale is there, he will encounter some bottlenecks in development earlier.

Lining started rebuilding the entire brand from the beginning of last year. He also hopes to be able to make some changes in an early and proactive way to adapt to a pformation under the pressure of challenge. There are some executive problems in the implementation of the strategy environment, which has led to the current situation.

This is not to say that this problem is only on Lining, but that the whole industry is facing a huge challenge.

Zhang Qing believes that the development of China's local sporting goods industry is generally facing difficulties. Homogenization is rather serious.

Zhang Qing: most of the local sporting goods brands in China are built from manufacturing processing industry, from OEM foundry to brand operation.

But the difference of brand and the added value of brand are generally low, and the differentiation is not obvious. The phenomenon of homogenization is more serious. It is only through advertising some basic performance to appeal for some differentiation, actually in the end consumer there is not too strong irreplaceable.

When the scale develops to a certain level, it will be faced with an excess pressure through the constant growth of difference and development to a certain stage. This requires enterprises to reconsider how to seek the next development from the aspect of upgrading the core value of the brand, or differentially shaping, or integrating the industrial chain.

Lining's failure in brand strategy should focus on core values.

Some commentaries refer directly to some of Lining's personality problems, saying that Lining has made constant adjustments in the creativity and performance of advertisements. In addition, the sales target has changed from "70 after" to "post-80s" as the supplement, and now to "90's" as the core.

So there is a kind of break. Can new people get it?

Can the old man admit such a replacement?

In this regard, Zhang Qing said, this is precisely Lining's brand strategy in the implementation of problems caused by a misunderstanding and misreading.

Zhang Qing: he is not going to do the distinction of age in the direction of strategy. In fact, Lining wants his brand to be younger, because the brand must have a continuous vitality to attract more and more consumers instead of staying in the past.

He is a completely young process, but in terms of expression, there are some mistakes in the implementation of specific tactics in the dissemination of brands.

Including the phrase "post-90s" has caused a misunderstanding to everyone that Lining is going to catch the post 90s instead of "70 after" and "post-80s".

In fact, this is a misunderstanding and Misreading caused by the problems in the implementation of its brand strategy, but this is indeed caused by his own mistakes. Lining is also doing the reorganization and reconstruction of this aspect.

For the future development of Lining's domestic brand, Li Qing believes that the key is to make proper career planning and pay attention to the upgrading of the core value of the brand itself.

Zhang Qing: first of all, as a leader in the industry, it is very important to make a plan that matches a leader or a leader's career vision. In fact, it tells you an imaginary space. Where is your future?

Secondly, in the whole process of pformation, we should gradually develop in order, and pay special attention to the upgrading of the core value of the brand itself.

In addition to the dissemination of performance, including research and development, products, channels integration, and so on, in fact, requires enterprises to be an all-around champion.

Lining's inventory pressure, including inventory pressure from several leading brands, will gradually spread to the second-line brand.

That is to say, the problems Lining will encounter today will also appear on other brands tomorrow.

It is outdated by simple, fast and horizontal growth. It requires the whole industry to make further efforts in the vertical direction, that is, from the perspective of brand value upgrading.

The reason why Lining produced so many situations this time is that he first saw this point and did it from this aspect, but there were some situations at the level of execution.