Lining Formulating A Blueprint For Future Three Stages Of Change

< p > as we have emphasized over the past year, China's sporting goods industry is undergoing a transformation period under the international and domestic economic environment. The speed of the process depends on the strategy and execution of each brand and their partners. In the short term, China's sporting goods industry is facing some competition and the problem of rapid development due to the widespread use of product wholesale mode in the domestic apparel industry, excessive channel inventory and rising costs. Face to face 2012, < a href= "http://www.91se91.com/news/index_x.asp" > Lining < /a >, in a written interview with reporters, stressed that "sports industry must seek breakthroughs through product innovation, cost control, channel construction and brand promotion. In the long run, in the context of China's economic transformation from investment driven to consumption driven, the consumer goods industry will still benefit, but at the same time, competition in China's sporting goods industry is also increasing. Consumers also put forward higher requirements for brand and product value. < /p >
< p > reporter: what adjustments have been made by Li Ning Co in 2012? What is the goal? < /p >
< p > Lining: the company aims to be a professional sports brand. After more than 20 years of development, its business model has been clear and stable. The aim of the company is to focus on the Chinese sporting goods market, and consolidate Lining's status as the leading brand in the domestic sports apparel industry through world-class a href= "http://www.91se91.com/news/index_h.asp" > brand > /a and retail management capabilities, and then become the world's leading sporting goods Brand Company, with sports to stimulate people's desire and strength to break through. To this end, the company strengthened the management team and introduced talents with relevant experience to ensure the smooth implementation of the plan. At present, the new chief market officer, chief supply chain officer, chief sales officer and chief product officer are all in place. I am mainly responsible for external affairs. Jin Zhenjun, executive vice president, is responsible for the internal affairs and operations of the group, including the implementation of the change blueprint plan. What he brought to the company is its rich expertise in rapid growth strategy, strong operational capability, local and international knowledge and
TPG global resource network for consumer space. Jin Zhenjun has deep experience in global and domestic retailing management and operation, and is widely recognized in establishing the company's operational capability and promoting enterprise transformation. The company has readjusted its strategy and strategy. In general, it has insisted on making Lining brand a dream of a great Chinese sports brand; focusing on the core brand Lining, focusing on the core business of sporting goods business, focusing on the three core markets of the Chinese market and the four strategies, including channel efficiency, brand and product, operational capability and business mode reform. < /p >
< p > reporter: in specific terms, < /p >
< p > Lining: in terms of channel, the company needs to improve store efficiency, rationalize network coverage through retail classification analysis, strengthen factory shops and direct stores, improve retail and channel partners' capabilities, focus on core brand apparel products and invest in brands, such as sponsoring CBA and signing Wade, develop competitive products with advanced design and technology, shorten development cycle to keep up with market demand. In terms of operation capability, we should establish a competitive cost structure for products and operations, improve investment efficiency in marketing and channel costs, and implement fine and efficient operations, especially products and sales. In business mode, it is more oriented to retail and consumer, providing unified brand experience through product planning store operation, improving supply chain and ordering mode to reduce costs and time to market. < /p >
< p > reporter: "a dream", "Three Focuses" and "four strategies", concentrating resources on the core sports category, returning to sports and returning to the professionalism of sports. It seems that Li Ning Co has made full preparations to grasp the long-term development opportunities in the future. Then, can you describe the company's future? < /p >
< p > Lining: the company has formulated the next three stage, the a href= "http://www.91se91.com/news/index_c.asp" and the change blueprint < /a > plan. At present, the short-term measures in the first stage (now to the next 12 months) have been implemented, including clearing up the stock of the channel, improving the cost structure of the products and operation, strengthening the organization and execution ability, improving the channel efficiency and profitability, focusing on the core products and the domestic market, strengthening the brand investment and improving the marketing efficiency. The second phase (2013 to 2014) focuses on improving the group's supply chain, marketing and product planning models, including product development and consumer experience. This stage of the measures has been carried out in the pilot and conceptual design. The third stage (the next 2 to 4 years) will ensure that the group has the right business model to achieve the goal of improving profit structure and channels, retail efficiency and cash and ROI. This stage has also been planned. < /p >