Lining'S Rebirth

< p > recently, Lining (franchised store) released its 2012 results announcement.

In the next few days, there were mainly two words that flooded the major media, namely, nearly 2 billion of the big losses and 1821 of the customs stores, and Lining was unfortunately the only loss company in the six major sporting goods companies listed in Hong Kong.

The deserted market is more of a killing because of Lining's performance.

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Less than 2 billion of P's loss is huge, but it is not a black hole. Few people will pay close attention to the origin of the 2 billion.

Jin Zhenjun, executive vice president of Li Ning Co, explained that nearly 2 billion of the main source of losses was the one-time adjustment made by the company, and at the end of 2012, the risk of all accounts was cleaned up once and for all.

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< p > > in other words, Lining can make "2012 year performance" not so ugly. The losses in the past year may not be so serious. Only Lining can take the possible future losses in the present position, and can start to light up from 2013.

This also seems to confirm Lining's great words to the media on the day of the performance announcement - "2012 of the earnings report is indeed a bitter pill for the company".

Another interesting phenomenon is that Lining's share price rose 4.93% on the second day after the worst performance report.

As early as the end of last year, a professional sports company named "China holding" held a huge increase of 25% of Lining's stock.

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< p > good medicine tastes bitter, and Lining is making a radical change with courage.

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< p > large personnel changes.

Lining, the head of the "spiritual leader", once again came out of the mountain to introduce Jin Zhenjun, who created the "DELL myth" and "BELLE store" miracle.

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< p > great leap forward channel change.

In December last year, Li Ning Co launched the channel revival plan, which is a key part of the change plan. It aims to help distributors in many ways, including clearing and repurchasing stocks, reducing wholesale sales, rationalizing sales networks, adjusting channel policies and formulating plans to refinance accounts receivable.

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< p > big brand breakthrough, heavy gold grabbed the basketball superstar Dwayne Wade from Nike, and won the CBA naming right. Although the industry has different opinions about this, it is Lining's strong attack after all.

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P, how many years did it take for apple to make a comeback? This is an example that Lining likes to interview.

On the day of the performance press conference, Lining also said: "the most difficult environment for the company has passed.

"Although most institutions analyze, Lining's performance will continue to be" red "in 2013, but Lining's self redemption is in full swing.

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< p > Lining's courage is worthy of respect and learning from his peers. We also look forward to his triumph and rebirth after "breaking his strength". < /p >