Lining Will Overweight E-Commerce, Micro Shop Strategy

Recently, in Hongkong, Lining with pale temples slowly walked to the center of the stage. This is the annual performance report of Li Ning Co Ltd (2331.HK). The former "Prince of gymnastics" is already 52 years old this year.

Act as China The most famous local sports brand, Li Ning Co lost 743 million yuan in 2014, which is its third consecutive year of losses. Lining, chairman and CEO of the company, takes part in performance conferences every year, but things are different this year.

"The first year of redevelopment." stay achievement At the press conference, this 25 year old company rarely locates in 2015. On the other hand, with the words of Lining's side, "Lining, who has just passed his 52 birthday, has more and more Internet thinking."

"Two years ago, I asked. Lining Why is it not until now that micro-blog has been opened? Lining's answer is very simple, "I am neither good at it nor interested in it." A person close to Lining revealed to the times weekly reporter.

It is surprising that the "sports veteran" and "low profile businessman" who had been out of the woods in the past few years and left behind the scenes were the first to open Sina micro-blog in the spring of 2015.

It is no longer new to use millet mobile phone to sell self timer, and discuss with Wade the details of the design of basketball products. In Beijing, he met with Susan Chan's release of suspense and armed with Lining's whole sports equipment. Almost every few days, Lining himself made a surprise on micro-blog, and the frequency was more frequent since March of this year.

In March 16th, three days before the performance conference, Li Ning Co formally announced the strategic cooperation with millet ecological chain enterprise and millet Bracelet founder.

Some details can reflect Lining's change: in just two months, his fans surged to 510 thousand fans, and his first concern was Lei Jun, the head of millet.

In the Li Ning Co's latest 2014 earnings report released in March 19th, Lining confidently indicated that all initiatives in the past three years have laid a solid foundation, including products, channels and retail operation capabilities, which are the three pillars of the group's future operation, and 2015 will be the first year of "redevelopment."

However, on the eve of the dawn of dawn, Lining did not seem to be able to stop the sustained loss performance immediately. The loss of 743 million last year still stunned the outside world. The figure was 391 million yuan in the same period last year, and the loss increased by 90%.

In fact, this is the third consecutive year of loss for Li Ning Co. Reporters learned from past financial reports that Lining lost 1 billion 979 million yuan and 391 million yuan in 2012 and 2013 respectively.