Li Ning Co Borrows Market From Friends Circle

"Oh, not bad! Today's card punching 10 kilometers, this month has run 150 kilometers, is currently ranked third, continue to work hard!" female white-collar little Na has been used to running in the morning every morning before work, and to record the mileage, heart rate, energy consumption and other information recorded in sports APP to friends circle, to accept your praise.

Lining announced last week that it has recently reached a strategic agreement with the millet Bracelet maker Hua Mi technology to jointly build a new generation of smart running shoes. The first batch of products will be launched in the third quarter and connected to millet mobile terminal APP.

The industry believes that as Nike announces its running applications will support more other brands of smart terminals, domestic and foreign brands will fight a "friend circle", relying on social networking and health management circle users.

In the long run

After going through a wave of shops, Lining, who continued to lose money, followed the example of Nike and chose the "sports + technology" road.

But unlike Nike's brand effect and massive users, Lining, who lacks the "foundation", must first find intelligent hardware access to more consumers, and millet has become an excellent partner.

This is sports in the mainland.

A precedent for cross-border cooperation.

Among the first tier brands in China,

This is the first bite, but in the face of the strong strength of foreign brands, the prelude to this user competition has just begun.

It is understood that Nike's APP will support more brands of smart terminal devices, and share sports performance on social platforms.

After the apple smart watch was released, micro-blog also synchronized the online micro-blog campaign to help users record and share motion data in real time. Micro-blog also became the first application to support Apple Watch.

It is reported that the "micro-blog campaign" also supports other third party wearable hardware devices, and communicates with mainstream domestic variety shows and large marathon events. At that time, there will be a number of star users sharing data with micro-blog campaign, and the main social marketing, and calling fans to launch a sprint to the related tasks, which will enable users to get more sense of participation.

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Casual clothes change to endogenous growth.

With the upgrading and differentiation of consumption, the public's pursuit of high performance price ratio is becoming more and more obvious. Fashion and individualization of products become the key to grasp young consumers.

The company's casual clothing actively caters to the market demand, focuses on products, improves product competitiveness, reversing the downward trend in annual performance, and achieves operating income of 4 billion 903 million 195 thousand and 300 yuan, up 4.69% over the same period last year.

Children's wear business has maintained rapid development.

Semir's children's wear brand balbala has 3540 stores in the country, covering 1234 cities, and its brand awareness and market share ranks first in China.

With the continuous escalation of family consumption, the children's wear market has entered a period of rapid development. The company has created a good brand image with a high quality product and a price at the middle end, and has a stable customer base. During the year, the children's clothing business realized 3 billion 167 million 113 thousand yuan of business income, an increase of 24.91% over the same period, and it has continuity.

The company has enough cash flow to find suitable investment targets.

At the end of the reporting period, the company's Monetary Fund reached 4 billion 47 million yuan, its cash reserves were very sufficient, and the company's asset liability ratio was relatively low, without long and short term loans, and the company's financial position was relatively stable.

The company is optimistic about the industries related to children's clothing, such as animation, education, film and television, publishing and so on. These subdivision industries are in the bud or growing stage. The company is also doing this work and exploring cross domain cooperation.

Earnings forecasts.

Reputation; 2) the company believes that shopping centers will become the mainstream of offline channels, and has reached strategic cooperation with Wanda and other commercial real estate. It plans to set up 300-500 square meters of large children's wear experience stores in the shopping center to enhance the image and influence of the first children's clothing brand in China; and the large shops that are stationed in the shopping centers at the initial stage are mostly directly managed by the company to enhance the confidence of the franchisees in purchasing the central stores. 3) the online business of the company has also developed rapidly, and the sales of children's clothing ranks first. At present, the company's online business is mainly based on new products, and it is also an effective channel to deal with inventory. In the future, it will continue to increase the proportion of new products to achieve the same price sale on line and online, and will launch online customization to meet the needs of more users. 1) the company will vigorously promote the multi brand strategy of casual wear, speed up the opening speed of it MICHAA and Marc Opolo brand in the domestic business and shopping centers, and further enhance the brand.

We expect the company's EPS for 15-17 years to be 1.94 yuan, 2.33 yuan and 2.80 yuan respectively, corresponding to PE 21.94 times, 18.28 times and 15.22 times respectively.