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Lining Interwoven With Rivals And Institutions To Prepare For Hunting.

2012/12/11 11:08:00 26

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Lining Nike Sports Brand

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Will p become a target of hunters? Li Ning Co's competitors and capital agencies have been assembled and eager.

the last day of the first half of 2010, Li Ning Co appeared in front of the public in a completely new way.

The famous "everything is possible" advertisement is stopped, instead of an obscure "let change happen".

LN's deformed Logo for Lining's excellent work has also been replaced by a broken herringbone logo.

investors immediately followed the color: at the end of 2010, Li Ning Co shares were sold out and exploded the worst in history. According to the annual report of Li Ning Co in 2011, net profit fell by 65.2% to 386 million yuan, and revenue decreased by 5.8% to 8 billion 929 million yuan compared with the same period last year.

In the two years after the change of Logo, Li Ning Co's stock price fell more than 70%, and in half, it was half exhausted to give up the "local sports brand champion" to Anta. This is a very important signal. In the past 15 years, the title of "local champion" is an important factor to support Li Ning Co's capital market confidence.

in July of this year, Zhang Zhiyong, CEO of Li Ning Co, abdicated from the company. He had faded out of the company's operation, and Lining himself was in charge of the door again. The Pacific from Dezhou, /p.

the investment group management team took over part of the management power of Li Ning Co.

Unlike the 11 year ago sceptre, the change was accompanied by the largest middle class exchange in Li Ning Co and the largest scale operation in history.

In the first half of this year, Lining's net profit attributable to shareholders of listed companies dropped 84.9% compared to the same period last year.

In the 23 years history of Li Ning Co, all these are rare.

Less than P, the Li Ning Co is becoming prey.

In addition to famous investment banks both at home and abroad, hunters also have Lining's Chinese counterparts.

The reporter was informed that PEAK, another local sporting goods company, had discussed with Li Ning Co restructuring under a global investment bank.

PEAK Chairman Xu Jing Nan confirmed to this magazine that PEAK's reorganization intention had already started two years ago, but was rejected by Li Ning Co.

In the first half of this year, PEAK once again put forward a reorganization intention to the Li Ning Co under the mediation of intermediaries.

Xu Jingnan said: "recently (Li Ning Co) only replied, but because of the strategic investment of the US private equity fund TPG and GIC (Singapore Government Investment Corp) totaling 750 million yuan, we have adopted a series of adjustment measures within the Li Ning Co to make a decision."

leader Lining /p >

1988, at the Seoul Olympic Games in Korea, Lining, the gymnast prince, fell down on the pommel horse's Thomas rotation. He smiled and got up. He announced his retirement four months later.

At the end of December 1988, Lining joined Jianlibao group and became a special assistant to the general manager.

In the same year, Xu Jingnan, who earned a living on a scooter in Jinjiang, Quanzhou, Fujian, heard news that Nike was looking for a foundry factory in Quanzhou at a dinner party with P.

Xu Jingnan decided to set up a factory for Nike.

But when Xu Jingnan's factory was about to be built, Nike moved its factory in Quanzhou to Putian.

Xu Jingnan, who was not willing to be "put Dove", brought the technicians and machine equipment left by Nike when he moved to the factory. He decided to make an independent brand.

In 1989, PEAK was formally established.

businessmen smell is always strikingly similar.

.

Lining, after joining the Jianlibao group, also had the idea of making < a href= "http://sjfzxm.com/news/index_c.asp" > sports brand .

In 1990, Li Ning Co started in Sanshui, Guangdong.

At the beginning of 90s, Li Ning Co and PEAK also proposed the creation of an international brand.

from the environment at that time, the advantage of Li Ning Co is obviously greater than that of PEAK.

In 1990, Li Ning Co became the first Chinese sporting goods company to sponsor the Chinese sports delegation of the Asian Games.

In 1992, the Li Ning Co provided the Chinese Olympic team with the award equipment and became the first Chinese sporting goods company to sponsor the Olympic Games.

under the cover of Li Ning Co aura, no one will believe that a small factory from Quanzhou, Fujian can make an international brand.

In addition to lack of experience, PEAK lacks resources and confidence. At that time, many of PEAK's top executives also opposed Xu Jingnan's approach.

unlike PEAK's dilemma, Lining's fame has made Li Ning Co's next development surprisingly smooth. After all the international competitions, Lining has become one of the sponsors of the Chinese team's sports equipment.

In 1991, Xu Jingnan flew to Las Vegas in the United States with PEAK's excitement. This is his first attempt to open the door to the world.

But the cruel reality has poured cold water on Xu Jingnan.

The exhibition organizers told Xu Jingnan that there was a trademark similar to that in PEAK in the US. Because PEAK's trademark was not registered in the United States, PEAK violated the rights of others.

According to Xu Jingnan, he was very frightened at that time. Before he could participate in the exhibition, he quickly packed up his products and hurried back to China.

the first time to go abroad to fight, < a href= "http://sjfzxm.com/news/index_f.asp" > PEAK < /a > failed.

This incident was a great blow to Xu Jingnan, but he also realized the importance of trademark registration.

Over the next more than 10 years, Xu Jingnan has been insisting on registering PEAK trademarks worldwide.

Li Ning Co's pace of development is accelerating, and PEAK, which was founded a year earlier than it was, left behind.

In 1993, Li Ning Co took the lead in establishing a franchise marketing system in the whole country.

In 1995, Li Ning Co became the leader of China's sporting goods industry.

in the time of Li Ning Co's glory, PEAK's development has met with a bottleneck.

in the early 90s of last century, the main commercial control in China was in the hands of state owned enterprises. PEAK's product sales could only be sold through state owned shopping malls.

At first, PEAK's sales were good, but by 1995, the problem began to surface. At that time, PEAK set up 26 offices in the whole country to serve the sales of department stores, and adopted the contract management mode. PEAK contracted the products to the office, and the office was responsible for its own profits and losses.

But the final result disappointed Xu Jingnan. The loss of the office was borne by PEAK itself, and PEAK almost lost its profits.

At the same time, Xu Jingnan found that the business state of the old state-owned enterprises had no intention to match PEAK's sales.

the problem of Xu Jingnan's adjustment has not gone smoothly since he found the problem in 1995 and began to adjust in 1996.

At that time, the profit of PEAK was only a few million yuan a year, and the cancellation of the office was changed to dealer sales.

After five years, PEAK completed the whole marketing mode.

because PEAK did not catch the fast train from retail to wholesale, it was drowned in the rapidly rising brand of sports.

The Li Ning Co, which is developing rapidly, has been the leader of the domestic sporting goods industry in the mid 90s.

After P, 2000, Li Ning Co and PEAK began to accelerate internationalization.

In February 2001, Zhang Zhiyong was appointed general manager of Li Ning Co.

In 2002, Xu Jingnan succeeded in persuading her newly graduated son Xu Zhihua [micro-blog] to return to PEAK.

Under the leadership of Zhang Zhiyong and Xu Zhihua, the internationalization of Lining and PEAK started from the same starting point and headed for the same direction.

Zhang Zhiyong, who took office, broke the annual sales volume of Li Ning Co by 1 billion yuan in just over two years, relieving Lining's headache for many years of sales difficulties.

With the gradual retreat of Lining himself, the company began to enter the era of Zhang Zhiyong.

In 2004, the Li Ning Co put forward a basketball strategy. For the first time, PEAK had a positive confrontation with the basketball player at the core.

June 2004, Li Ning Co signed a contract with the Spanish Basketball Association. The excellent performance of the Spanish basketball team in the Athens Olympic Games has received unprecedented attention.

In January 2005, Li Ning Co became a strategic partner of NBA, which made Li Ning Co's basketball equipment attract international attention. At this time, PEAK, whose core is basketball, is still groping for an international road in silence.

when Lining's basketball category was developing well, Zhang Zhiyong began to take it lightly. The swing of the brand positioning made Zhang Zhiyong finally give up the strategy of taking basketball as the core and gave PEAK an opportunity.

Xu Zhihua, who returned to work in PEAK, inherited Xu Jingnan's proposition on brand internationalization and accelerated PEAK's internationalization process.

In 2003, Xu Zhihua signed the "CBA strategic partnership" agreement on behalf of PEAK and the Chinese Basketball Association, and began to attack China's first basketball brand.

But by 2004, the naming rights of the only designated equipment sponsor in the CBA League were snatched away by Anta, and PEAK was out unexpectedly.

, which made Xu Zhihua hit hard.

In 2005, PEAK sponsored the top basketball league in Europe. Xu Zhihua went to Europe to watch the match.

He began to realize that using international resources as a carrier could better serve PEAK's internationalization.

In December 2005, PEAK sponsored the Houston rockets home.

In October 2007, the NBA official contract with Li Ning Co expired, and PEAK officially became the official NBA market partner.

Through cooperation with international carriers, PEAK's brand value has improved, and has opened up the global sales market.

but Lining's aura is still unchanged.

On 2008, at the opening ceremony of the Beijing Olympic Games, Lining ran the Olympic torch with the torch running along the roof of the bird's nest.

Zhang Zhiyong knows clearly that this is the best time for the internationalization of Lining brand.

This year, Li Ning Co became a long-term sponsor of Chinese gymnastics, diving, table tennis, shooting and other teams, and successfully signed the Spanish and Argentina men's basketball teams.

Zhang Zhiyong laid an international road for Li Ning Co: from 2009 to 2013, the international preparatory stage for Lining brand; from 2014 to 2018, it was the comprehensive internationalization stage of Lining brand.

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however, contrary to the promotion of PEAK brand value, with the implementation of the internationalization strategy, the most distinctive national color of Lining brand has been gradually diluted.

On the road of internationalization, Lining brand has never been breakthroughs.

In July 4, 2012, Li Ning Co and Spain agents set up a sales company to file for bankruptcy.

In addition, the agreement between Li Ning Co and partner FootLockerInc has been terminated.

In early September, Li Ning Co shut down its only branch in Hongkong, China.

2012, Lining himself mentioned in a letter to the company that the company will focus on the domestic market in the future - the internationalization strategy is temporarily shelved.

"Lining could have done it well. He missed a great opportunity."

Xu Jingnan said, "at present, all the sporting goods enterprises in China, PEAK's internationalization degree and momentum are unequalled."

Xu Jingnan's regret for Lining is not without reason.

After the glory brought by the 2008 Olympic Games, the Li Ning Co led by Zhang Zhiyong began to deviate from its original orbit, which also laid a curse on its current predicament.

After the replacement of P at the end of June 2010, the Li Ning Co began to make efforts in the first tier cities, and opened 70 sixth generation flagship stores in Beijing, Shanghai, Guangzhou, Shenzhen and other places. Through three successive increases in the price of < a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" and "a target=" _blank "href=", "clothing", "Lining" began to compete with the international brand Adidas and Adidas, trying to match the international brand.

however, this series of strategies has not yet been recognized by the market.

The positioning of "post-90s Lining" not only did not narrow the distance between the Lining brand and the young consumer groups, but also let a large number of customers away from the post-90s, and the price increase of the products made Anta, XTEP and other sports brands quickly occupy the middle and low market.

In the high-end market, Lining brand can not be opposed to Nike and Adidas.

Lining's brand was sandwiched in the middle, resulting in embarrassment of going up and down.

"P > crisis gradually surfaced. At this time, the Li Ning Co not only suffered external attacks, but also began to distract the army.

in the brand remodeling activities, the management team of Li Ning Co has left the tide of resignation. Only six months from May 2011 to November, there were five senior executives of the former Lining brand chief official: Shiwei, chief operating officer Guo Jianxin, general manager Xian Yong, Xian Yong, the director of the company and Zhang Xiaoyan, the chief product officer Xu Maochun, and so on.

In July 5, 2012, Li Ning Co CEO Zhang Zhiyong resigned.

the predicament faced by Li Ning Co has led Lining to return to the company for many years.

In the early February 2012, Li Ning Co introduced TPG as a strategic investor in the form of equity trading, and TPG became the second largest shareholder of Li Ning Co, holding 13% stake.

After P, Lining was mainly responsible for the company's external affairs and relations. TPG partner Jin Zhenjun served as executive director and executive vice president of the company.

In July 5th, Kim announced the three phase of the Lining reform plan. He said he would focus on clearing inventory in the short term, improving the retail sales ability and sorting out the retail network, while improving the supply chain in the medium term, and the long-term goal is to enhance the profit structure.

Guo Jin securities, "a" target= "_blank" href= "http://www.91se91.com/" > textile < /a > industry chief analyst Zhang Bin told reporters: "Lining's own regression shows that he has realized the problem of Li Ning Co. Now Lining's strategic direction and business direction are very clear, and the next is how to turn this direction into a specific product.

After the turbulence of personnel, it is a great challenge for the management team to make the Li Ning Co return to a stable state as soon as possible.

Yuan Fangxiang, executive secretary of China Sports Marketing Forum, said: "Li Ning Co's problem is the same as that faced by other domestic sports brands. Because the management structure of domestic enterprises has not risen to the rigorous mode like western enterprises, it can not rely entirely on professional managers.

When the core founder or chairman leaves, there will be problems in the management of the enterprise.

Jinjiang's sports brands such as Anta and PEAK are all bosses in the front line, and the advantage of the trader is that the instructions can go down quickly.

Yuan Fang said that after the 2008 Beijing Olympic Games, there was a financial crisis. As an international first-line sports brand, Adidas also had a serious problem.

In order to deal with the crisis, Adidas has even sold some stores at low prices.

While Adidas is shrinking, Lining and other sports brands are expanding against the trend.

If we compare the situation of Adidas in 2008 and 2009 with the present Lining, it is very similar.

The current situation of domestic sporting goods industry is only a cyclical phenomenon.

Hunter PEAK > /strong > /p >

November 23rd evening, Beijing cooled.

In the guest room of Kun Tai Hotel in Wangjing, Xu Jingnan made a special pot of Tieguanyin from Fujian.

Over the years, he has maintained this habit of quack, even though PEAK has not changed at its most difficult time.

a leisurely atmosphere can hardly conceal the sword.

In 2012, PEAK accelerated its operations throughout the country.

On the day of PEAK's 2012 semi annual report, PEAK's market value has evaporated by HK $2 billion 300 million compared to 4 days ago.

In November 5th, PEAK announced in the HKEx that as of September 30th this year, the number of authorized retail outlets in China decreased by 1067 compared with the end of 2011.

Compared with other famous sports brands in China, Anta and XTEP, PEAK's closing speed and scale are second only to the leading Li Ning Co of the industry.

The crisis of PEAK is still smaller than that of Li Ning Co.

Xu Jingnan believes that PEAK's difficulties are due to the "initiative to step on the brakes", and the difficulty of Li Ning Co is caused by the failure of the company's internal control and the brand crisis.

"Trademark and advertisement change, culture and spirit are subverted".

reporter has learned that Li Ning Co's replacement of LOGO and advertising is not like the official saying that it is "too much like Nike" but a temporary expediency under the helplessness: Lining's trademark has been snatch in more than 100 countries all over the world. This means that the existing logo has supported its globalization strategy and has entered the same way.

after Li Ning Co changed its trademark and advertisement, it changed its past globalization strategy and began to focus on the Chinese market.

PEAK's important competitor, PEAK, still regards overseas markets as a breakthrough point.

As a result, China's two major sporting goods brands have gone from side to side into a head-on wrong car.

this strategic divergence adds variables to restructuring.

Xu Jingnan said that the difficulty of integrating the two sides has increased.

In addition to the capital level, there is a trade-off between strategic direction: "the two companies should first create international brands, which is a good goal, involving some conditions and cultural integration.

But now Lining's goal is very clear. To make domestic brands, we need to become international brands, so the goals are different. There are contradictions.

Reorganization must aim at the same goal.

I'm an international brand. He doesn't want to be an international brand. It's hard to restructure. "

but Xu Jingnan believes that when Li Ning Co is exhausted, it can still be restructured.

"P" although the Li Ning Co has contracted the international front, but its popularity in the country is still high, and this is what PEAK has seen.

Xu Jingnan believes that the Li Ning Co's cost control and internal management control are far less than PEAK.

"We have 20 years of experience."

He said.

strong > PEAK is still waiting for the last opportunity.

.

Li Ning Co failed to confirm the fact that PEAK reorganized to this magazine.

Li Ning Co's public relations department said PEAK's restructuring request was unaware and could not be confirmed.

In the evening of November 23rd, Beijing showed a slight chill in the evening. Xu Jingnan told reporters: "imagine, if Li Ning Co did not introduce two private equity funds, but restructured with PEAK, what would the result be?" .