Lining Puzzled Distributors Complain About Drinking Poison To Quench Thirst

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The negative news of the company has been very difficult recently.

From executives to leave, to the extraordinary China to carry out a "left-handed right-handed" game, and then shop and shop to grab customers......

The decline curve of Li Ning Co has been clear at a glance, and from 2008 to now, Li Ning Co seems to be accelerating in the process of decline.

In 2008, Beijing, the bird's nest.

When Lining holds the torch to step on the auspicious clouds and runs the main torch of the Beijing Olympic Games, Li Ning Co will probably be regarded as a limelight in the world.

Unfortunately, Lining and his Li Ning Co behind him were in the direction of decision making, and began to sink.

This year, the Li Ning Co in the field of sports and leisure areas go hand in hand, did not bring a better harvest, but after the end of the Beijing Olympic Games, Lining shares almost fell to a year ago 1/4.

Over the next two years, Li Ning Co's core business indicators deteriorated all the way to the 2011 "Lining card".

Surpass, let the domestic sports brand take the lead.

Also in 2011, under the premise of low double-digit growth in the whole industry, Lining was on the decline.

Multi brand strategy deployment is not clear, and the internal factional disputes are covered up under the brand image, but no one can turn the tide in chaos.

Eventually Zhang Zhiyong and others left, and Lining faced a lot of trouble. The number of shops in flagship stores, factory stores and discount stores in Lining's regular stores has been reduced by nearly 1000 (about 1/8) last year, while the number of Anta stores is rising.

At the same time, on the premise of cleaning up inventory within one or two years, Lining increased the sales of online channels. However, the discount activities of many products on the online shopping mall of Lining made the store distributors feel a huge crisis.

When

The selling price is already lower than the distributor's purchase price. Lining is a problem for himself: if the complaint of distributors can not be solved, the accelerated demise of Lining's physical shops will become a reality.

The proportion of online sales on the scale of the overall sales of Li Ning Co is not very high, but Lining's approach seems to be cut off quickly, but it is more like drinking poison to quench thirst.