Lining, A Shoe Maker, Concentrates On Strengths And Improves Business Models.

As the leader of the industry, Lining admitted in early 2011 that the whole sporting goods industry will face a grim situation and the industry pformation is inevitable.

Now it seems that Li Ning Co's original judgment is somewhat "wise and prophetic" but it seems that the capital market and the media were "only trees without forests", which was only Lining's own problem.

Despite challenges, the Li Ning Co also stressed that

Industry future research

From cost driven to value driven and brand enhancing product premium, the business model of Lining's brand will become the foundation for the long-term and stable development of the brand and eventually become the international famous brand.

In the early 90s of last century, Lining, the Olympic champion after retiring, began to start his own business. To achieve his dream of "letting the Chinese champion wear Chinese sports brand", "building brand" became the core of Li Ning Co's business mode.

Perfect business mode

Looking at the media reports over the past few years, public opinion seems to be overly concerned about Lining's short term performance. There is little in-depth analysis of its business models, strategic planning and implementation capabilities.

Looking back at Lining's history, we can understand more comprehensively that the local growth company has been complying with the trend of market development in the past twenty years, actively finding problems and finding ways to solve the problems.

In the early 90s of last century, Lining, the Olympic champion after retiring, began to start his own business. To achieve his dream of "letting the Chinese champion wear Chinese sports brand", "building brand" became the core of Li Ning Co's business mode.

In the very early stage of development of the sporting goods market, Lining's personal brand effect played an irreplaceable role. However, the company has always strengthened its close combination with China's sports champions, making the "Lining brand" a household national pride.

By the end of 90s

In 2001, Beijing successfully bid for the Olympic Games. The Beijing Olympic Games in 2008 brought opportunities to China's sporting goods companies for a hundred years. The major brands were advancing rapidly, enjoying a feast.

However, the dialectics of "luck and misfortune" is once again embodied in the Chinese sporting goods industry. The hidden problems in the extensive mode of rapid growth were also beginning to emerge.

In 2009, the sporting goods industry began to encounter the common problems encountered by other industries in China. The cost of raw materials and labor has been rising, the retail rents have risen rapidly, and the space of the industrial chain has been squeezed.

At the same time, consumers' demand for brands and products is more mature, and international brands are constantly expanding their territory to further pressure on local brands.

Focus on superior resources

Since the launch of various sports Brand Company, they have been used to make horizontal comparisons with various financial data.

It seems that everyone is accustomed to commenting that the higher cost ratio of Li Ning Co results in profit margins than other companies.