The Brand War In 2016 Has Been Quietly Staged.

China

New strategies must be found.

In the past, the development mode of enterprises that relied on speed and expanded rapidly and relied on expanding market share and occupancy rate was no longer effective.

More and more enterprises realize that attention must be paid back to the product itself.

We must improve the quality of products to enhance the sustainable development of enterprises.

Lining's self salvation seems to be very effective.

Throughout December, Lining was not 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.

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

Lazy bear sports got exclusive information. In the 2015 earnings report that will be announced soon, Lining will first turn a profit into a deficit.

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.

Lazy bear sports got news from many sources. In the upcoming 2015 earnings report, Lining made profits for the first time since he lost money in 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 the first half of the year,

The reason for the sharp increase is due to 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.

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 devoted to brand promotion as much as it used to be, including the smart running shoes that are currently working with Hua Mei technology, and Lining is not as blind as before.

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

According to the news of lazy bear sports, Lining set the number of shops on 8000 in 2015.

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.

Adidas, a sports industry magnate, has successfully planned a small white shoe this year to sweep the streets.

However, this side is not as good as Nike, and the financial crisis of Adidas is still widespread.

On Monday, Adidas group finance officer Robin Stalker told the financial times that the group was not under pressure from shareholders, so it would not sell its fitness brand Reebok.

Although the rumor that Reebok will be bought at the end of 2014 is very surprising, however, since Adidas is more focused on the reorganization of assets, it is better to reinvigorate Reebok when it comes to popular sports, streamline product lines and improve product quality.

In the 2013 and 2014, the Adidas group was affected by the downturn in the North American market and the downturn in TaylorMade business. Its performance was once regressive. At the same time, the US shoe brand Rocksport was stripped off at the beginning of the year, and it was sold to the joint venture company of the private Holdings Company Berkshire Partners LLC and the group New Balance Athletic Shoe Inc.

At the same time, as Reebok has always been called a good seller, profitability even exceeded the group's forecast.

However, according to financial officer Robin Stalker, the group will reassess the Taylormade of the US golf brand, and even sell it at a high price. But for the sale of Reebok brands, the brand is improving in the near future in the wake of the sports industry's beginning to pick up. At the same time, the group does not need to sell the asset.

The most popular brand on Instagram is not Nike.

If the data on the Instagram website can be used as a reference, then 2015 will be an unusual year for the sports shoe brand.

Dan Freebairn is an English graphic designer who often releases his artistic guidance on fashion shoes brand on his Instagram account. Now he decides to find out how unusual this year is.

First of all, he starts with data, which proves that Nike, the most popular sports shoes brand, is no match for Adidas, a rival from Europe, on Instagram.

Adidas has gained more than 78 million 800 thousand praise on its official account, probably because Adidas and Kanye West have launched the Yeezy Boost series, and the result has been well received.

On the Nike side, even if the three brands of @nike, @nikesportswear and @jumpman23 (Jordan) add up, they will not match the Yeezy series.

This is a great victory for Adidas.

However, judging from the ratio of fans to the number of winners, the situation that Adidas has gained the upper hand does not know why there has been a reversal.

It seems that Vans fans are most active, and their fans have an average of more points than any other sneakers.

So far, this series has launched six different styles (the latest launch in December 31st), which were sold out after the launch, and then sold thousands of pairs on eBay.

In fact, from the data on the NikeKicks.com website, Kanye West's cooperation with Nike in 2009 is far less than that of his cooperation with Adidas.