Loss Narrowed By 90%, The Worst Time Has Passed?

In July of this year, Li Ning Co jointly launched two smart running shoes in Beijing. These two running shoes add chips to the sole and upload data to the bracelet or smart phone. Users can get "professional guidance" and "tailored" services. For Li Ning Co, it can collect runner data, accurately analyze the data provided after user experience and feedback it to the R & D team in time, which can greatly enhance the pertinence of product development.

Li Ning Co responsible person also said that in addition to product exploration, in terms of channels, Li Ning Co is also complying with the new market opportunities brought by the rise of e-commerce channels, integrating e-commerce into the core business of the company, boldly constructing new products, new channels and new ways of operation, and creating an Internet based efficiency and informatization based on the existing basis. The efficiency of the new "digital" mode of operation, and in this way of operation to create a new Lining experience.

5 days after the new strategy was announced, in August 13th, Li Ning Co released its interim results as of June 30, 2015. During the reporting period, the income of Li Ning Co increased by 16% to 3 billion 641 million yuan compared with the same period last year. The loss of equity holders should be narrowed by nearly 95% to 29 million 410 thousand yuan, while the loss for the same period last year was as high as 586 million yuan. Mr. Lining, the executive chairman and acting chief executive of Lining brand founder and group, said after the announcement of his performance, he is confident that the annual performance in 2015 will return to profitability.

With the help of the Olympic Games, the annual sales volume of Li Ning Co is only one step away from 10 billion yuan in 2010. The Li Ning Co has released new trademark (Logo), brand slogan (slogan) and brand new remolding plan. The goal is to make Lining brand younger and internationalized, and to go to high-end.

However, since 2011, many internal and external factors have mixed up, resulting in a large backlog of Li Ning Co, layoffs, closes and losses. The Li Ning Co has ended its rapid growth and plunged into the mire of development. Not only did it fail to become a world-class sports brand from China, such as Nike and Adidas, but also the position of its eldest son.

As of 2014, Li Ning Co has been losing money for 3 consecutive years, with a total loss of 3 billion 100 million yuan. Today, Li Ning Co finally has "good news".

In fact, it is not only Lining, who has published semi annual reports. Sports brand Including domestic brands such as Anta, PEAK and PEAK, their revenues are on the rise. Many industry insiders say that this is due to the increase in demand for consumer sports, the promotion of national policies and the success of the bid for the Winter Olympic Games and the basketball world cup. The recovery of domestic sports products market is more optimistic, and the rise of sports such as running and cycling will further stimulate the recovery of the market. Can all sports brands seize this opportunity and fight here?

"In the first year of 2015, Li Ning Co entered a new round of development. It welcomed the brand new life and restarted" everything is possible ". Lining The company changed from sports equipment provider to "Internet + sports life experience" provider's strategy. Li Ning Co's relevant person in charge told reporters. The official said that based on the new strategy, Li Ning Co will build a digital business platform in products, channels, O2O mode, cross-border cooperation, consumer interaction and the construction of digital business platform.

"The whole industry must break through the bottleneck of homogenization, and we have found the way. Internet plus "It gives us great imagination. In the era of" Internet + ", traditional industries are not being subverted, but new upgrades. In the era of "Internet +", the market has changed rapidly, and the production, trading forms, and lifestyle of people have changed dramatically. The essence of the concept of "Internet +" is the reconfiguration of resources, supply and demand, and supply efficiency. Lining said.