Lining: The Dream Of "World Famous Brand" Has Been Stranded.

Just after the Spring Festival, a world has swept the globe.

In spite of this, Li Ning Co claims that it is only to adjust the organizational structure and reduce personnel costs.

But the industry believes that this behavior shows that Li Ning Co has been caught in the predicament of market growth.

Of course, this analysis is based not only on Lining's layoffs.

Since 2010, Li Ning Co has begun to go downhill.

In 2011, Li Ning Co, which lost both revenues and profits, not only lost second of the domestic seats that were second only to Nike, but also caught up with the rising Anta.

According to the 2011 performance forecast and 2012 outlook released by Lining in January, the company's revenue in 2011 is expected to decline by 6~7% compared with 2010, due to the weak growth of orders and the influence of some dealers' inventory.

Among them, the net interest rate dropped by about 7~8 percentage points.

Li Ning Co today's "down and down", from the perspective of time alone, brand pformation is a direct fuse.

After experiencing the crazy expansion of the 2008 Beijing Olympic Games, in June 2010, Li Ning Co announced the brand remolding, locking the consumer group into "90", and launching the new brand logo and the new slogan of "MaketheChange" (let change happen).

What Lining did not expect was that a subsequent order meeting gave it a head start.

At the order meeting, the order quantity of Lining's clothing products and shoes products decreased by more than 7% and 8% respectively, and the total amount of orders dropped by about 6% compared with the same period last year.

This bar is seen as a painful price for Lining to throw away the loyal fans of 35~40, who originally occupied most of his consumer groups, and has become the beginning of Lining's dilemma.

After that, Lining's declining performance also led to the resignation of the company's top digital executives.

However, if we put the case of Li Ning Co in the whole domestic sports brand and even the whole "made in China", Lining's dream of "world famous brand" is already doomed.

Plagiarism and imitation focus more attention on sales. Most of them are like Lining, who, despite the banner of innovation, are unable to work effectively.

This is evident from Lining's slogan "anything is possible" and Nike's "JUSTDOIT" almost coincides.

In fact, it is not only Lining who has sniffed the smell of the cold spring, but also the data of the latest ordering companies, inventory backlog and planned new shops in 2012, which are listed by Anta and XTEP.

Lining's big layoffs may be just the first Domino of the domestic sports brand's collective inflection point.

In this way, we may be able to interpret Lining's big layoffs as a wise move to "preface people".

No matter whether the "world famous brand" dream that has been triggered by the layoffs has been stranded, whether the road of pformation can be carried out smoothly and when to break through from the predicament, we have realized from now on that "the pformation of Li Ning Co is something we must do, otherwise there will be only one way to die."

Maybe we should give Lining some time and space.

At the same time, lamenting the variety of Li Ning Co, we should put more vision and thinking into the future of "made in China".