"Rich Handsome" Lining Turned To "Poor Cock Silk".

In the first half of the year, Lining Six famous sports brands such as Anta have begun to sell blood and sell. As far as inventory is concerned, closing stores is also a helpless move. Data show that the six major sports brands in the first half of this year have closed 2249 stores, closed 12 stores a day, and inventories dropped by only 8%. According to public information, in the first half of this year, only one Lining family, the number of closed shop was 410.

　 High inventory leads to decline in performance

"New 25% off" and "full 100 minus 30" are the latest discount information obtained by a reporter when visiting a Lining store. Reporters at a number of Lining stores see, in order to digest inventory, Lining frequently launched special sale goods, and even new products on the market will be greatly reduced, even so, Lining's shop stores are still open.

Faced with poor performance, Li Ning Co blamed the change in the macroeconomic environment too fast. Li Ning Co believes that the decline in performance is partly due to reduced wholesale sales, provision for accounts receivable and inventories, costs associated with the implementation of change plans and channel rehabilitation plans, and other restructuring costs.

Xiong Xiaokun, a light industry researcher at CIC, said that besides the downturn in the macroeconomic environment, Li Ning Co's brand value also dropped sharply with the spitting sale. Li Ning Co wants to take the international brand line at its peak, but it is not optimistic about the external economic environment. It has to go back to its original development. Due to the pressure of inventory, it has to go back to the low and low end, and the middle and low end competition is more intense, resulting in continued decline in performance.

Data show that in the first half of this year, Lining's operating income reached 2 billion 906 million yuan, down 24.6% compared to the same period last year, inventories dropped to 841 million yuan, down nearly 26% compared with the same period last year, but still maintained high.

In order to clean up the inventory, apart from the discount, the introduction of special channels such as special sale goods and special price, Lining also worked with the e-commerce website to carry out the sale of tail goods. On the evening of September 13th, the reporter retrieved "Lining" on Taobao's website. The drop-down column showed that there were about 1148988 treasures in the flagship store of Lining's official website. shoes Women's shoes, men's wear, women's wear and so on, and many products, low discount directly let netizens speechless. In addition, Lining also has many discounts for authorized users, Jingdong, Tmall and so on.

Zhu Qinghua, a light industry researcher at CIC, said domestic sports clothing The market is still in a state of oversupply. Although the sales volume of clothing has been improved with the help of e-commerce and offline discount sales, it is also accompanied by a decline in the price. On the whole, the pressure on the sportswear brand to go stock is still large.

　 "Rich handsome" Lining turned to "poor Cock silk".

In September 11th, the reporter stood in the Lining store of Zhongguancun square for nearly an hour. During the period, there were only a handful of people patronizing, and no one was spending. A clerk next door said, "this is very common." When asked why he did not buy Lining, Xiao Zhang, who was shopping in Zhongguancun, told reporters: "nowadays few people wear sportswear. People will feel very outworn when they wear them out, or prefer some fashionable and casual clothes. If you want to buy sportswear, you may choose brands like Nike and Adidas.

Not long ago, when the reporter entered the website of van customer service, Lining saw the sale of "19 yuan from the whole venue" on the website of all customers. The products of men's and women's sports shoes, T-Shirts, baseball caps and other products sold "cabbage prices". Among them, the lowest price is a baseball cap, priced at 59 yuan, the price is only 19 yuan. But in the face of Lining's spitting and selling, many customers seem to be reluctant to buy it. Many netizens lamented: "such a sale, it really damaged the brand image, I did not expect Lining to go to this point."

Recently, reporters click on Tmall mall Lining official online shop, the home page shows the "autumn sports benefit - 300 full court of 50, 200 full reduction 20" big words unusual eye-catching.

Lining, director of Public Relations Department of Jingdong mall, commented on micro-blog: "it is a good time for Lining to clean up inventory through all customers. In the long run, it will hurt the brand. Who will buy the goods of the season when he buys the high price?" when you wear Lining on the Street, you will say, "look, it is 10 yuan."

Xiong Xiaokun believes that consumers do not buy Lining, because Lining changes from rich handsome to poor Cock silk, which will also affect the choice of the brand's personal image. {page_break}

　　 Lining transformation and change to "cold winter"

Although Lining is still in the "cold winter", it is worth noting that Lining has rebounded recently. In the first half of the year, Lining's gross profit margin increased from 43.2% in the same period last year to 43.6% in the period, up 0.4% from the same period last year, and more than 90% of distributors took part in the channel revival plan, and the average turnover period decreased significantly.

According to industry analysts, "the major sports brands in the country closed more than more than 2000 stores in the first half of this year. After swallowing the consequences of blind expansion, the local sports brand has begun to consciously adjust its own initiative and has achieved some success."

At the Li Ning Co annual general meeting in May 31st this year, Lining, the chairman of the company, admitted that the company still faced pressure and challenges in the first half of this year. But the overall plan was pushed forward according to the reform plan, and the progress was consistent with the plan. The expected 2 to 3 years' transition time may be shortened.

After a series of adjustments, Lining's "cold winter" seems to be showing signs of improvement. "Because the inventory has gone almost the same, compared with last year, this year's performance has improved significantly." Xidan shopping mall Lining store shopping guide told reporters, "last year's average monthly income is only a few tens of thousands, and this year's monthly income has reached three hundred thousand, and now our store's products are basically new."

Industry analysts said that in the first half of this year, the company closed down a number of inefficient stores, but at the same time, it also opened a new efficient shop. The closing of stores and rationalization of sales network have made great changes in the sales network.

These measures may be an important magic weapon to save Lining's decline. But in the face of foreign brands such as UNIQLO, China's founder Chen Yihong, who had been rooted in Lining for 14 years, shared his macro thinking about the industry crisis.

Chen Yihong believes that most Chinese companies are large wholesale models, and brands do not control retail channels. Sales are mostly dependent on agents, slow response to market changes and backlog of inventory.

In this regard, Chen Yihong suggested that these brands should learn from Japan's UNIQLO model, that is, the "brand + retailers" mode, and the brand manufacturers themselves vertically integrate all the links of the product chain, with their own terminals, and then complete their sales at the retail end to calculate their performance.