Lining Makes More Efforts To Turn Losses Into Possibilities.

In August 13th,

The loss in the first half of the year was narrowed to 29 million yuan, compared with 585 million yuan in the same period last year.

According to the report, group income increased by 16% to 3 billion 641 million yuan, Maori run up to 1 billion 634 million yuan, and gross profit margin edged up 0.3 percentage points to 44.9%.

Among them, the pre tax profit plus depreciation and amortization (EBITDA) turned into a deficit of 260 million yuan.

The Li Ning Co Ltd, which has just announced the slogan of restarting "anything is possible" just a few days ago, is making it possible to turn losses into losses.

Mr. Lining said at his performance meeting in March this year, "my duty is to let Lining return to profitability and continue to make profits."

According to the content of the earnings report, Lining's five core category driving group retail sales grew year by year, among which basketball category was outstanding, retail sales increased by 43% compared with the same period last year, and the retail sales in the quarter and last quarter increased by 61% over the same period last year.

The total number of sales outlets increased from 5626 at the end of last year to 5745, the first net increase since 2011.

Among them, low permeability southern China and two or three tier cities have become strategic priorities, with more than 42% of new sales outlets in the first half of the year in southern China.

Lining said it could achieve a goal of 500 net sales points in 2015.

In terms of goods sales mix, the sales rate of new products has increased very well, and the sales rate of 3 months in the second quarter has increased by 7 percentage points compared with the same period last year.

In the second quarter, the same store sales growth rate of retail business increased by double-digit year-on-year growth, while the same store sales growth rate of wholesale business increased year by year.

Orders for the first quarter of 2016 increased by double-digit year-on-year orders.

The combination of discount stores and temporary stores has improved the inventory level, and the inventory provision has decreased by about 25 million yuan compared with the end of 2014.

The cash flow in the first half of the year was 165 million yuan, the efficiency of operating capital increased, and the proportion of operating capital in revenue decreased by 6 percentage points compared with the same period last year.

In order to attract more consumers, Lining is still trying to become a service provider of "Internet + sports life experience".

2015 in the first half of the year,

Revenue from the business of the electricity supplier accounts for about 6% of the total revenue of the group. The company expects to increase the proportion of revenue from the business to 20% over the next three to five years.

Relying on electricity supplier data, Lining hopes to integrate more into the social and intelligent life of consumers.

In July, Lining's smart running shoes, which were developed by China and the company of O2O, used "offline experience and online purchase" to reduce the cost of marketing and channel.

In August 8th, Lining's first sports experience shop opened in Beijing's flagship store in Lining. The running club will rely on the store to organize all kinds of running and fitness activities.

In order to sharpen the strategy of two major market segments of sports and sports life more clearly, Lining will launch blue and white "spring label" Sports Life Series in the second half of the year to increase independent shops focusing on mass sports activities. The traditional "Lining standard" is specifically aimed at understanding Lining brand traditional consumers.

The overall improvement of the sporting goods industry environment has also benefited Lining's performance.

Deutsche Bank's latest research report predicts that the sports industry in mainland China will benefit from cyclical and structural changes. It is expected that this year will see an increase in the turnover of sportswear and an improvement in investor returns.

The first half report published in the same industry

The company's financial report shows that revenue of more than 5 billion 100 million yuan, is expected to achieve its early announced 10 billion yuan sales target, and Lining may also be expected to achieve its annual deficit plan.