Lining Hit One Hundred Million Yuan To Wade Or Cause Indigestion.

Recently,

The company suspended the day, saying it would issue sensitive information about stock prices, but as of press release, Lining official did not give specific information.

Signing Wade

However, what is striking is that there is news that the Li Ning Co has officially signed a contract with NBA heat star Dwayne Wade.

The contract price between Li Ning Co and Wade has become a hot topic nowadays.

In October 14th, US ESPN reporter Mark stern broke the news that the value of the contract reached US $100 million, and Wade would receive an annual remuneration of $10 million for 10 years. At the same time, Wade would receive a large share of the contract and share with Li Ning Co.

Reporters learned that Lining official did not respond to details of the contract, if the message is true, such a contract price in China or the United States can be regarded as a huge contract.

Many netizens believe that Lining is full of arrogance. "This time it is really going to burn the boat."

In fact, in October 10th, Li Ning Co and Wade jointly announced the creation of brand new sportswear shoes.

Take this as the core of the company's promotion of the global basketball strategy.

The brand new core signature product line is named "Wade's way". Wade will wear this professional basketball shoe with its signature style and artistic sense in the NBA competition.

On October 20th and 21, the "Wade way" special edition of China will be limited to sale in flagship stores in Beijing and Shanghai, and will be launched on the 22 online shopping mall worldwide.

In addition, "Wade's way" and other Wade products are also scheduled for release in the US in 2013.

It is reported that this "Wade way" basketball shoes is the highest technology basketball shoes in recent years, which is the highest cost of Li Ning Co.

There are only 60 pairs of sports shoes available for sale, which are different from ordinary commercial versions, and the set price is 1010 yuan.

Advantages or disadvantages

Li Ning Co's move has aroused controversy.

There is a view that Li Ning Co is gambling.

There is also a view that Li Ning Co is a move to return to sports and is a good way to cure Li Ning Co's current predicament.

"As soon as possible to return to sports, Li Ning Co at any cost, showing clear thinking, bet on a few stars."

Zhang Xiao Yan, the former director of public affairs and spokesman of Lining group, also gave affirmation.

He believes that this is a return to the mainstream movement, which is absolutely right.

Li Hongliang, director of the brand center of Fujian seven wolf industrial Limited by Share Ltd, said at micro-blog that the amount and time of the signing of Wade by Li Ning Co are not necessarily accurate, but after all, they are doing the right thing and should applaud.

"Li Ning Co dares to pay such a high price for a player who has passed away and is injured and injured, and no matter what his vision or calculation is, no matter what his vision or calculation is, his courage is enough to make people sob."

Netizens "Gu Yue Gang" believes that Li Ning Co is likely to emulate Nike and create a brand like Air Jordan with enough stars to win.

"Bringing NBA stars into the industry is not feasible in China."

Mr. Cheng, a brand director of a garment enterprise in China, said in an interview with international finance daily.

In his view, the Li Ning Co's move is not suitable for the current market in China.

He explained that chasing stars is the use of opinion leaders in influencing opinion leaders, but this is at most a brand catalyst rather than a core, because the public is never an opinion leader. Only when China becomes an opinion leader in the international arena, can Chinese brand become the opinion leader, otherwise it will always be the public.

This is like not letting a rural girl wear an international brand like Versace. People will not think you are internationalized. It can only make a small number of rural leaders feel good.

Only by waiting for the internationalization of the countryside can Versace be used to speed up internationalization.

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Dyspepsia

"Previously, Li Ning Co did not do well in the brand of Lotto, and now suddenly made the Wade brand. The prospect is doubtful, or it can lead to indigestion."

Mr. Cheng said that at the moment, Li Ning Co's main brands are facing a market predicament. At the same time, they need to spare energy and money to do the Wade brand. This is a challenge.

Financially, Li Ning Co is under pressure too.

Previously, Li Ning Co announced its sponsorship of 2 billion yuan in 5 years.

At that time, there was a view that at present Lining's 8 billion yuan revenue scale, the total market input is expected to be around 8%, that is, 650 million yuan, 400 million yuan signed CBA, and the rest will not be done; now, plus 10 million dollars of sponsorship fees, the pressure can be imagined.

In addition to financial pressure, Li Ning Co also faces other problems.

Since last year, Li Ning Co news has been continuously closed, store closing, senior executives leaving, inventory backlog, market value of 4 years down to 76%, and declining orders.

Almost all the miscellaneous diseases that a sports brand can meet are placed before Li Ning Co.

Earlier, the Bank of America, Merrill Lynch predicted that Li Ning Co's annual loss in 2012 would be around 226 million yuan.

This is definitely a nightmare for the comeback Lining.

Personnel loss is also a problem that Li Ning Co must face.

The Li Ning Co issued a notice on October 12th. "The executive director and chief financial officer of the company, Mr. Zhong Qi, has resigned as director and chief financial officer of the company and has entered into force since November 1, 2012.

Secretary Li Hong has resigned as the company secretary of the company and has entered into force since October 15, 2012.

The announcement said Zhong Zhong Qi had pursued other career development, but he and Li Hong would still serve as Li Ning Co advisers after leaving office.

Following the resignation of CEO Zhang Zhiyong, Zhong became the second top executives in 3 months.

It is worth mentioning that the fashion brand in October 15th announced that Zhang Zhiyong would be an independent non-executive director of the company.