For The First Time In Four Years, Lining Was Saved By Lining.

In a series of reforms and pains, the return of founder Lining finally raised the Li Ning Co.

Throughout December,

No idle, he brushed micro-blog, took his daughter to the marathon, and went to Liuzhou to see his teacher.

It seems that Lining sold a sprout on the micro-blog, but everyone familiar with him knew that Lining had gone away this year. He wanted the company named after him to prove himself again.

Lining did.

He appeared in stores, marathons, cycling tracks and media interviews, and even on micro-blog, which was updated in January 21, 2015, has captured nearly 2 million fans.

These 2 million fans are now or once Lining's users.

In order to Li Ning Co, Lining is willing to show his face.

He frequently participated in activities and entertainment that he did not like.

A good sign is that Lining's compromise and commitment have finally put the company on the right track.

In the upcoming 2015 earnings report, Lining made profits for the first time since 2012.

It was the first time in four years that Lining had brought good news from the earnings.

Lining realized profits, and I believe that the financial reports will explain in detail that one data is that Lining will have a big increase in running shoes and basketball.

In fact, Lining's recovery has seen some signs from the first half of 2015.

Lining reported a net loss of 29 million 407 thousand yuan in 2015, an increase of 94.98% over the same period last year, while the whole group's revenue was 3 billion 641 million yuan, an increase of 16% over the same period last year.

In the first half of this year, the reason for Lining's massive growth was Lining's growth in products, channels and retail operations.

The most prominent is basketball category, and its retail sales increased by 43% year-on-year.

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Lining realized a turnaround, and another important reason was to save expenses such as promotion.

Careful people may have discovered that Li Ning Co is no longer as devoted as it used to be.

The smart running shoes, which are currently working with Hua Mei technology, is not as blind as Lining used to be.

This is probably correct. Counting the current domestic sporting goods companies, Lining is well deserved "brand" for brand recognition and recognition. They should spend more money on the knife edge.

In addition, Lining did not stop in terms of store growth.

In 2015, Lining reportedly set the number of shops at 8000.

But we can see from the first half of the financial report that Lining's goal is to grow more than 500 (5626 in 2014), which is Lining's first store growth since 2011.

A lot of good news will appear in the earnings report soon after, which is the result of Lining's combing the company's structure and direction, and also the manifestation of his "Lining spirit".

However, there is another news of sloth sports. Fujian's brand Anta is also astonishing this year's earnings. They will break through for the first time for 10 billion yuan.

Yes, 10 billion yuan.

This is the dream of many Chinese sports brands. Lining once reached 9 billion 479 million yuan in 2010, only one step away from 10 billion.

Now Ding Shizhong did it.

Not only that, ambitious Anta owners will buy several sports brands to achieve brand matrix, and at the same time

The rising situation plays a more and more important role.

Time goes back to 2012.

It is precisely this year that Lining's 6 billion 740 million yuan revenue was surpassed by Anta's 7 billion 620 million yuan. More importantly, Lining lost about 1 billion 980 million yuan, and Anta made a profit of 1 billion 359 million yuan.

Since then, Anta has been sitting on the top of the domestic sports brand.

Voice and public opinion naturally favor this new "boss". Lining, who was in deep mire, suffered losses in 2013, 2014 and the first half of 2015, totaling 3 billion 100 million yuan.

Lining's re opening of the slogan "everything is possible" and the return of Lining's entrepreneur spirit have given Li Ning Co more strength and weight.

Perhaps, just like Starbucks's Schultz and DELL's DELL return, Lining is also saving the star company.