Fortune Chinese Version: Lining Failed To Reach The Threshold Of The Top 500 Requirements And Was Kicked Out Of The List.

< p > in July 16th, the official Chinese version of the fortune officially released the list of China's top 500 in 2013. The Li Ning Co Ltd declined to 24.5% yuan from last year's battalion, which was 24.5% lower than the same period last year. It failed to reach the 7 billion 250 million threshold of the 500 strong requirement and was kicked out of the list.

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< p > it is understood that the current China a href= "http://www.91se91.com/news/index_c.asp" > sports goods industry < /a > is experiencing the most serious downgrading cycle in the industry, and the Li Ning Co will inevitably be affected.

According to previous media reports, Li Ning Co lost 1 billion 979 million yuan in 2012, closing 1821 stores.

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< p > because the reduction of wholesale sales, accounts receivable and < a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a > provision, implementation of change plans and related costs of channel rehabilitation plan and other restructuring costs and other reasons, the interests of equity holders should be reduced to a loss of 1 billion 979 million yuan.

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< p > industry analysis of the gradual decline of Li Ning Co may be due to the decline of its personal brand.

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< p > some experts believe that Lining's crowd should be the most respected and most recognized consumers of Lining.

But what kind of people are these consumers? That is, the a href= "http://www.91se91.com/pioneer/" > Lining < /a > Olympic champion, has won several gold medals consecutively, which should be 60 or 70.

People born in 90s have become increasingly unfamiliar with Lining.

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< p > some people in the industry have also analyzed that although Lining is no longer playing sports in the sports field, he can do other things not to fade out of people's sight, otherwise he will be forgotten, for example, he can often do charity work.

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Besides P, Lining's position at the present stage is also very problematic.

Lining's slogan at the present stage calls out "90's Lining", which is Lining's position after following the current sports brand.

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< p > according to the previous reports of China business management network, Nike is the leader in the youth sports market. Lining's imitation of Nike has not made any obvious breakthrough, but has made consumers feel sick.

At this stage, Lining's market is being eaten up by Nike step by step. Consumers question, how can Lining do everything possible after Nike's back? < /p >

< p > Lining's price positioning also makes the industry doubtful.

At this stage, Lining's price is not unsatisfactory, higher than that of other sports brands, but it is very uncomfortable to be sandwiched in the middle. It also wants to go to a higher place, like Adidas and Nike.

But Lining's brand has not matured to the same level as the international brand. If the price rises, the customer will lose.

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The fault of P style positioning is also the reason why Lining gradually declined.

Lining was a Chinese brand with Chinese elements before, but Lining slowly lost the Chinese elements after he changed his position to Lining after the 90s.

What puzzles Lining is whether he should position himself as a sports brand or a fashion brand.

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< p > according to previous media reports, Lining went to fashion in a few years, and went to sports in a few years. Sports talked about fighting, patriotism and advancing. Fashion is another matter. He swung back and forth, causing consumers to be fuzzy to him. When Lining was still in sports or sports, consumers could not understand what you were doing, consumers would leave you and not buy your stuff.

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< p > blind shop expansion is also the reason why Lining's decline has to be mentioned.

After 2008, Lining felt that the situation was very good. Everyone felt that spring was coming, and all of them were opening shops. They were expanding their production capacity, and they were playing various kinds of advertisements.

But it never occurred to me that the market was not as good as it imagined.

Especially now the young people are still very fast in their preferences for this kind of sporting goods.

So they are now falling across the board.

Last year, store closures closed to 1821.

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