Lining'S Path Of Internationalization Red Light Cash Flow Disruption Authorized Business Bankruptcy

I just experienced the experience of changing the team.

Sports (hereinafter referred to as "Lining") is also facing "turmoil" in overseas markets.

Li Ning Co recently confirmed to the media that the LN PLUS IBEROAMERICAS.L., the Spanish authorized company (hereinafter referred to as the "Lining authorized business"), was not well managed, and the cash flow was broken.

In the domestic sports brand, Lining has been an example of actively developing overseas markets.

Originally, it was subject to Adidas.

And other international brands, the Spanish storm undoubtedly let Lining's internationalization strategy also lit a "red light".

Yesterday, Lining's shares fell 3.93% to HK $4.4.

Lost Spain

A number of Spanish media reported 8 days ago that the bankruptcy of Lining's authorized business has prevented many sports clubs in Spain from getting match equipment to deal with the next season.

The main injuries were football clubs such as Saragossa, Las Parma, celA Viggo and Vilva, as well as basketball clubs such as Malaga, the United States, and so on.

Lining said that at present, he is actively assisting the Lining authorized company to solve the remaining problems after his bankruptcy, including assisting his sponsoring club to acquire equipment, without affecting the normal use of the 2012 - 2013 season.

Even though Lining accounted for 1.9% of the overseas market as of 2011, even the loss of the Spanish market had little impact on the group's business.

But the industry believes that this will cause losses to the international reputation of local brands.

Spain is particularly important in the process of Lining's internationalization. Lining's Olympic road started from the 1992 Barcelona Olympic Games in Spain.

In 2001, Lining's first overseas brand image shop opened in Spain.

In 2007, Lining captured the Spanish Olympic Committee in one fell swoop. The Spanish basketball team also boarded the top podium of the world championships through the clothes sponsored by Lining.

Before and after the Beijing Olympic Games, there was a popular saying in the market that "China wears NIKE and Spain wears Lining", which shows Lining's popularity in Spain.

Spanish local media said, "Lining" loud name in Spain sports.

The boundary is unimpeded. Lining also established a logistics center in Barcelona and Valencia.

But with the deepening of the Spanish economic crisis, Lining's authorized business obviously suffered an irreparable financial deficit and eventually went bankrupt.

International Road stranded

In 2000, Chen Yihong, who was general manager of Lining, put forward the goal of "internationalization".

Especially after the 2008 Olympic Games, Lining was once defined by the global sports giant as a challenger from China.

However, this action is now considered to be "early in the morning, but late in the evening".

According to the introduction, Lining's international channels are divided into three kinds of models: one is the European "authorized business" represented by Spain, one is the Southeast Asian self operated advantage store represented by Singapore, and the other is the American mode of acquiring foreign e-commerce companies and developing and selling online products.

However, Lining's high international strategy did not win the positive energy for him.

From the point of view of the sports stars signed, they are either too angry or influential enough, while the second tier brands like PEAK can win the NBA.

There are still many people in the industry believe that with the implementation of the internationalization strategy, the most distinctive national color of Lining brand has been diluted.

The vision of Lining's internationalization is 2009-2013 years, the preparatory stage for internationalization, and 2014-2018 years for the comprehensive internationalization stage.

Now it seems that the first phase of the preparation period did not let Lining find an international breakthrough, but the domestic market is also facing a shrinking share.

At the same time, Anta, 31st degree and other local sporting goods enterprises have developed rapidly, and Nike, Adidas and other international brands have begun to exert their strength in China and occupy the first tier cities.

Lining lost the throne of the market.

In addition, the pformation of "post-90s" is considered to be the biggest failure of Lining's many strategies.

A person who has worked for many years in the eastern retail market of Lining also said that the channel problem is becoming more and more serious.

Many of Lining's best products are usually caught up in inadequate distribution.

The international situation has not yet been fully opened, and local advantages are slowly losing.