Lining'S Business Career In The Past Thirty Years: 60 Points

The Li Ning Co bulletin showed that in 2014, the company achieved operating income of 6 billion 730 million yuan, an increase of 16% over the same period of last year, the annual gross margin of the company remained at 45%, gross profit amounted to 3 billion yuan, and the interests of equity holders accounted for about 780 million yuan, compared with a loss of about 390 million yuan in the same period last year.

This is Li Ning Co's annual performance loss for three consecutive years.

Over the past three years, Li Ning Co has lost more than 3 billion yuan.

The clothing industry has been caught in the cold winter and has been digesting inventory for three years.

But by the year 2014, Lining's brand still did not live well compared with other local sportswear brands.

2014 earnings data, Anta, 361 degrees, PEAK's performance is the most prominent, achieved a win-win operation and net profit.

Among them, Anta's operating income was 8 billion 923 million yuan, an increase of 22.5% compared with 2013; 361 degrees achieved operating income of 3 billion 906 million yuan, an increase of 9% over the same period; PEAK's operating income of 2 billion 841 million yuan, an increase of about 8.7% compared with 2013.

Besides,

Lining and XTEP, the two local sports brands, have increased their turnover in 2014, but they are still not ideal in terms of profits.

Among them, Lining's operating income was 6 billion 730 million yuan, an increase of 16% over the same period, a net loss of about 780 million yuan a year, and XTEP's operating income of 4 billion 777 million 600 thousand yuan, an increase of 10% over the same period last year.

"No clear positioning, no market."

The continuous development of competitors is the reason why Lining finally lost money.

Experts in the industry say that Lining is looking left and right, causing his current predicament.

"I think generally speaking, rapid growth makes the industry a lot.

It also makes competition fiercely and oversupply.

Lining analyzed the decline of Li Ning Co's performance after 2012.

However, challenges and opportunities always exist side by side.

"The demand for sports has been increasing. So for sports goods companies, the industry is still very good. How can you adjust yourself to find your position and seek your development? So we actually grew up from 2000 to 2011. Then I saw this trend in 2011. I think Li Ning Co must make adjustments so that we can really make a sports brand, really return to my position as an athlete gene company, and a Chinese sports brand that I dreamed of doing.

So we adjusted in 2012.

At such a turning point, however,

The adjustment is not recognized by the outside world.

Coupled with the strong growth of Nike and Adi, the international famous brand sportswear, the local Jinjiang Department has suddenly become a new force.

Today's Lining is awkward.

If you want to give yourself 25 years of business life, how many points will it be? Lining replied, "now score 60 points, so to become an excellent brand, to represent the brand from China, I have to continue to work hard."