Lining Explores The Development Of High-End Outdoor Market As A New Branch

< p > "after I retired to participate in the sporting goods industry and the development of the company in the past 20 years, I deeply feel that the development of sports goods industry is based on the premise of social and economic development.

Basically, we can see that the fastest growth rate of the industry in the past 10 years, after 2000, this time is the fastest growing. "

Lining, chairman of Lining (China) Sporting Goods Co., Ltd., said at the 2013 China sporting goods summit.

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< p > Lining believes that the development of Chinese economy has increased the disposable income of urban residents, which has brought space for the development of sports goods market.

"The problem we face today is not our industry. When China's economy and society need to be adjusted, the whole world economy is adjusting, China's economy is adjusting, and our industry is facing adjustment. This adjustment may be a great pressure for us, and it is also a great opportunity.

Each of us will also seek our better development based on the genes of our enterprises.

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< p > Li Ning Co's 2012 earnings report shows that the company's revenue is 6 billion 739 million yuan, and its loss is 1 billion 979 million yuan, which is the first time that there has been a large annual loss for the first time in 8 years.

The group attributed the decline in performance partly to the reduction of wholesale sales, accounts receivable and inventory provision, implementation of change plans and related costs of channel rehabilitation plans and other restructuring costs.

However, Lining's sales of high-end sports brands have not risen, but both red double happiness and Kaisheng have achieved good results. While Lining explored the development of high-end outdoor market as a new branch, Lining has already reached 9 stores under the exploration line.

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< p > as a practitioner, Lining is very pertinent to say that the opportunity for the Li Ning Co in this industry and market is very important. "China's future economic development and urbanization development are actually increasing people's income and reaching a certain level of income to non food consumption."

At the same time, despite the great development of China's sports as a whole, Lining believes that there is still much room for the marketization of sports.

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< p > in addition to adhering to the road of market, Lining believes that China's sports consumption is more on young people. "Because we have no more organic combination of education and sports on the system now, in fact, in terms of school sports consumption, if it is incorporated into a normal and necessary educational scope, the sports we understand is education rather than entertainment, which will bring greater consumption space."

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