Lining Saved Himself Successfully, Saying That He Had Found The Right Business Mode.

"The big pformation is over now."

In February 28th, Li Ning Co founder, chairman and CEO Lining said.

On the same day, Li Ning Co's first brand experience shop, the main consumer interactive experience, settled in Shanghai Daning International Commercial Plaza. Lining appeared in person.

From 2012 onwards, the whole

In the "inventory dilemma", Li Ning Co suffered huge losses for two consecutive years.

"It is very difficult for an enterprise to change.

It's not that easy. "

Lining said, "in the past few years, Lining has been looking for a business model for future development, and the so-called performance decline is the result of active adjustment".

Lining said that the opening of brand experience shop was one of the strategic initiatives identified last year after "creating the Lining movement experience" as a new business model.

Lining Shanghai Daning "experience" shop's biggest bright spot is: a running product area has a professional running posture test equipment, and the two floor is the addition of the Lining one season iRun running club, which can provide professional physical training courses, making shopping, fitness, social one-stop experience possible.

Lining said that in the future, "participation in sports" is no longer a simple feeling in the past, but a real sport.

In the future, Li Ning Co hopes to integrate technology experience and intelligent experience in product development, and the storefront can provide sports and training experience.

At the same time, we hope to make the O2O mode better and integrate the business on line and offline better.

Last year, Li Ning Co launched a 10 - kilometer run with Lining smart running shoes in the city, hoping to communicate with runners in the sport.

However, Lining also admitted that "it is difficult to restructure a business model". O2O only involves many aspects such as settlement, cost, information interaction, and so on.

And it will be more difficult to enlarge the business model of the whole company.

During the visit to the Lining brand experience store, a former Lining dealer told the surging news reporters that although there are differences in the design appearance between the local brands and the foreign brands, but in terms of quality, there is little difference between the local and foreign brands, and the lack of local brands is more about the strength of the brand.

Lining, which looks like a more fashionable brand experience shop, is indeed helpful to the improvement of brand image, but the construction of brand still takes time.

Li Ning Co announced its performance announcement in January 6th this year, saying it will turn around the deficit in 2015.

The motivation to turn around is to improve the efficiency and profitability of Direct stores, strengthen long-term cooperation with channel partners and expand the business of e-commerce.

Last year,

He is in charge of Li Ning Co operations and acting as CEO.

Lining said in February 28th that he is still looking for the right person, but this is not an urgent matter.

He thinks he has his own understanding of sports and business, and he also has his own way of communicating with people. "Lining (company) is one of the most successful ones."