It Is Too Late For Lining Airborne Troops To Make Great Changes.

Recently,

After leaving office, the CEO's duties will be fulfilled by Lining himself, and Jin Zhenjun will remain the executive vice chairman and executive director of the company, and will continue to provide guidance and support during the pition period, while fulfilling his other duties as partner of TPG.

Li Ning Co stressed that the above pitional arrangement will be concluded after the new chief executive takes office.

"I will deeply intervene in the daily management of the company in the pitional period, work side by side with the management team of the company, and deepen the reform strategy.

In the meantime, Mr. Kim will continue to provide guidance and support. "

Lining said yesterday.

In July 4, 2012,

Zhang Zhiyong, the elder statesman of the company, was appointed to the post of chief executive officer. The position was jointly performed by Jin Zhenjun and Lining. Lining himself took charge of the external affairs and relations of the company, and Jin Zhenjun took charge of the development and operation of the internal affairs.

Since March 21, 2014, Jin Zhenjun has been acting as chief executive officer of Li Ning Co.

For the candidates for the new chief executive, there are four rumors from outside. Some say that Li Ning Co's next CEO is a Spaniard. Others say it is better to let Li Ning Co and China cross shareholding, so that Chen Yihong, who once served as Lining CEO, chairman of China trend, CEO and executive director, will return to Lining.

Two years of change has not been reversed.

Before Jin Zhenjun entered Li Ning Co, Li Ningzheng was faced with a major crisis in performance. His orders fell and shares fell sharply. Zhang Zhiyong served as chief executive of Zhang Zhiyong for 20 years.

In July 2012, when Kim Jin Jun was recruited, he led a large-scale organizational restructuring with Lining.

Li Ning Co officials say that over the past two years, the company has launched a number of reform initiatives, including strengthening management team, improving channel efficiency, upgrading Lining brand and enhancing product research and development. It has set up a basic framework for expanding direct retail platform and quick selling supply chain. All these efforts have laid a solid foundation for the company's pformation plan to move towards the next stage.

However, the performance figures show that when Jin Zhenjun took office at the end of the year, the Li Ning Co announced the implementation of a large-scale one-time channel rehabilitation plan, involving a cost of 1 billion 400 million to 1 billion 800 million yuan, in order to reduce channel inventory and ease the sales pressure of distributors. This plan directly led to Li Ning Co's loss of 1 billion 979 million yuan in 2012 and the first large loss in 8 years.

According to the financial report, Lining's deficit narrowed to 392 million yuan in 2013, but the loss rate expanded again in the first half of this year, losing 586 million yuan.

At the same time, Lining became the only 5 listed sports brand in the first half of 2014.

At the same time, Lining has been closed shop, as of June 30th this year, the number of stores from 8255 in early 2012 reduced to 5671.

Special school

The airborne troops have no chance to return to heaven.

Shen Meng, executive director of Xiang song capital, believes that Jin Zhenjun's resignation on the one hand shows that the Li Ning Co is now hard to get back. On the other hand, it also shows that Lining is not only losing the position of the boss in the increasingly competitive environment of domestic sports clothes and equipment, but also lacks effective, comprehensive and profound understanding of his own business strategy and tactics. An airborne soldier can not solve everything.

Zhang Zhiyong, a well-known clothing industry observer, said that in the era of the Li Ning Co, Li Ning Co achieved outstanding results in the Chinese market in 2008. However, in the process of internationalization and brand remolding, it was too aggressive and bogged down in the stock market. In the era of Jin Jun Jun, the establishment of a new strategic direction meant conflict with the original strategic direction. Kim had dropped a lot of executives, leading the managers familiar with Lining culture and Lining dealers to leave.

On the one hand, we should face the pressure of boosting performance, and on the other hand we should face the conflict of cultural differences. This may be an important reason leading to Kim's departure.

Ma Gang believes that in the eyes of the outside world, Chinese sporting goods are in a new period of opportunity. The Li Ning Co needs a brave person who is familiar with Lining culture and dare to take the baton of Zhang Zhiyong and Jin Zhenjun.