How Will Lining Save Lining When The Li Ning Co Loses The Top 500 China?

　　 Li Ning Co The news of losing the top 500 China is not surprising in many industry circles. In the past two years, the Li Ning Co has not been very smooth. After experiencing a series of twists and turns such as closing stores and changing jobs, Li Ning Co has fallen off the altar. What people are more interested in is how Lining can save Lining and avoid the famous local sports brand with 23 years of history.

When the "world company" threw this problem to Lining, who was the head of the Li Ning Co, the fifty year old entrepreneur, who was usually taciturn, gave the answer: return to professional sports.

Lining: in Sports brand Speaking, we pay more attention to sports majors, and the profession needs a lot more input for sports understanding technology. Therefore, in basketball, running, badminton, table tennis and tennis, we will have a lot of input in this aspect. Sports goods need not only professional but also sports life needs, two aspects as a whole thought, we will all intervene, but our greater value will be in sports specialty.

Probably no one is more familiar with the company than Lining himself. Therefore, Lining prescriptions can directly refer to the key. Since 2009, Lining has been criticized by the outside world for its ambiguous position. Lining brand in fashion And professional two directions continue to swing, to many consumers caused "professional aspects are not professional enough, fashion is not fashionable enough" feeling, not only can not catch 90, but also alienated the once 80.

The mistaken strategy, coupled with the arrival of the winter of industry and other subjective and objective factors, brought Lining and other sports brands into the cold winter. In 2011, Li Ning Co's profits were only 386 million yuan, down 65% from the previous year. Worse last year, the company suffered losses for the first time in history, and the loss was nearly 2 billion yuan. The company's share price dropped from the highest 20 yuan to the lowest 4 yuan.

In order to save the company, Lining, who had already been a "shopkeeper", had to go back to the rivers and lakes, and launched a revival plan including 2 billion yuan. NBA stars And a series of reform measures, trying to put Lining on the precipice. Whether Lining can survive the winter, we can only wait and see.

Many 90, 00 may not know Lining once brilliant, but for many Post-80's, Lining left their memory far more. Nike ADI Shen. Beginning in the early 90s of last century, Lining, a gymnastic prince, gradually took the small workshop of dozens of people to China's top 500 with thousands of people. In 2004, Lining went public in Hongkong and became the first Chinese listed sports brand. At that time, there was no two. According to Zhang Qing, former Li Ning Co brand manager, listing should be regarded as the first milestone of Li Ning Co.

Zhang Qing: the development of a company is what we call the heroes of the times. From the perspective of its development trajectory, the brand and company established in early 90s should have said that after the reform and opening up, that is less than ten years ago, Chinese consumers began to have more diverse needs. In this process, the brand awareness of consumers also began to highlight. At that time, Lining created such a brand, and then had a rapid growth in light assets, followed by the completion of the original accumulation after 2000, including the layout of the industry, from the whole management level of product R & D capability to a certain level. At this time, in fact, Lining was also very active in putting forward the company to become a public company and to exert power on a broader stage. At that time, it also actively promoted the listing plan of the company. In fact, it was not considered from the need of cash at the time, but from the perspective of the brand's influence and expansion.

Since its listing in 2004, Lining's brand has become more popular with the public market. The company has taken advantage of the funds raised to raise its strength in many aspects such as product research and development, channel development and brand marketing. Although Lining was attacked by foreign Nike, ADI, domestic Anta, PEAK and other colleagues, Li Ning Co still remained unmoved and maintained an annual growth of 50%. Lining himself described the era as "golden age".

This rather barbaric high growth momentum lasted until 2008. With the advent of the Beijing Olympic Games, Li Ning Co reached its peak. Many people remember the scene of Lining flying the sacred flame in the air at the opening ceremony of the 2008 Beijing Olympic Games. It is one of the most impressive pictures of the Olympic Games. This scene makes the foreign competitors who spend huge sums of money to sponsor the Beijing Olympic Games complain incessantly. It also seems to imply to Lining that the window of the second high-speed expansion has arrived. It is also this good illusion that led to Li Ning Co falling out of China's top 500 in 5 years.

Zhang Qingzheng, the former Lining brand manager, left Lining at that time and founded her own sports marketing company. Although the timing of departure is somewhat regrettable, in Zhang Qing's view, everything that happened after Lining had a certain relationship with the company's strategic errors, but this is not the main reason. The biggest reason is from the industry environment. This is just the opposite of the mainstream judgment in the market, but Zhang still sticks to his judgement.

Zhang Qing: the development of enterprises can not be separated from the development of large industries and big trend. Now, when the state of the whole industry has entered a stage of adjustment, enterprises will inevitably be affected by them, especially those in the front rank.

In the view of Zhang Qing, Li Ning Co has already stabilized after experiencing the biggest crisis in 2009. The 2 billion yuan "go stock" plan, though it will discredit financial data, has already shown that the company is determined to have better pain than long pain. Next, the time for Lining to earn his courage is coming.