Lining'S High-Rise And "Earthquake" &Nbsp; How Far Away From The Remodeling Of The Company?
The Li Ning Co high-rise has another "earthquake".
According to Li Ning Co recently announced, the original Lining brand first
Mat product Officer
Xu Maochun no longer held the original position in November 13, 2011. This is the fifth Lining executive who left this year after Fang Shiwei, Guo Jianxin, Wu Xianyong and Zhang Xiao Yan.
Li Ning Co semi annual report released in 2011 shows its revenue, gross profit and basic earnings per share.
Income indicators
Compared with the same period in 2010, the total revenue declined by 4.8%, gross profit decreased by 6 percentage points, and the decline in basic earnings per share was even 49.7%.
It is not difficult to see that since the second half of last year, the Lining brand pformed into "post-90s Lining" has not been very successful so far.
Why did Lining dominate for years?
brand
To pform? In 2008, Mr. Lining's ignition at the Beijing Olympic Games was once the peak of Lining's brand. However, since then, Lining's brand has been suffocating under the pressure of the international first-line brand to the Chinese market and the domestic brand's plundering of the two or three line market.
Lining brand lacks superiority in competition with high-end brands such as Nike and Adidas. It lacks innovation in competition with Anta, PEAK and other local brands.
Brand pformation or even brand remolding is undoubtedly cruel for an old brand that has developed for 20 years. Positioning of "post-90s" is obviously not for old customers. Too Chinese design can not catch up with many sports brands that have already established the internationalization style of Jinjiang.
Therefore, over the past 1 years, brand remolding has given people a simple sense of "changing slogans and changing slogans", while the company's overall image and product design have not kept pace with each other.
There are not a few sports brands that are successful in brand remolding and success in China. For example, the early years following the Jinjiang sports wind, the "noble sports bird", which pformed from the "happy movement" early years ago, successfully completed the brand pformation from professional sports to national leisure. And now Hongxing Erke, the main equipment of tennis equipment, "TO BE NO.1" has brought more and more professional sense to the consumers.
Looking at the current situation of China's sports brand, a batch of sports brands in Jinjiang have gradually achieved success by virtue of accurate market segmentation and the unswerving international road, while the poor Lining brand is still exploring the road of pformation.
Lining brand needs refueling.
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