After Death, How Can Lining Turn The Tide?

It's a well-known sports brand. Friends who like sports know this.

It is a legend in China.

We can take a time form to review Lining's development history.

1990

Guangdong Sanshui started to cooperate with the Olympic Committee (sponsoring various events).

1992

Become the first Chinese sporting goods company to sponsor the Olympic Games.

1993

First set up a franchise marketing system in the whole country.

1995

Become a leader in China's sporting goods industry

1998

The first product design and development center of clothing and shoes has been established in China.

1999

In collaboration with SAP, the AFS clothing and footwear industry has been introduced into China's first sporting goods company to implement ERP.

2004

In collaboration with the Department of human sports science of Chinese University Hong Kong, the foot database of professional athletes is established to improve the professionalism and comfort of products.

2005

Keep the industry leading and sales reach a new high. It is a NBA official partner.

2006

Become ATP China's official market partner

2010

Turnover climbed to 9 billion 478 million yuan.

Lining encountered more than just bottlenecks.

Lining's sports and his fame have brought the famous and extensive resources to the brand. From founding to development, although there are some bumps and bumps, it seems to be a smooth sailing in the whole. Of course, after the establishment and development of the brand, great efforts and explorations have been made.

But after listing from the group, Lining delegated power to professional managers and gradually faded away from company management.

But gradually some problems began to emerge.

1. the impact of foreign giants, Lining clothing channel inventory rate is high

2., the communication efficiency of the company is low, and the internal bureaucracy is serious.

3. Chen Yihong, the chief executive, broke through many twists and turns. Zhang Zhiyong, the second CEO, went gloomy in 2012. He once managed to lead Daphne out of the third CEO Jin Zhenjun in the mire.

4. with the rise of the post-90s consumer group,

The great challenge of Jinjiang's rapid development of sports industry has also made Lining feel the pressure.

There is always an outbreak of problem suppression. From 2010, the Li Ning Co's performance fell down like a roller coaster, a huge loss of 2 billion yuan in the second half of 2012 and a loss of 743 million yuan in 2014. Lining finally closed shop.

After death, how can Lining turn the tide?

When the company got into trouble, Lining came back and took charge of the company again.

For the company's problems, they still grasp the root and think of ways to deal with them.

He tried:

1., cut the administrative expenditure by half, and substantially reduce all kinds of management costs and marketing costs. Lining hopes to increase the operational efficiency of the group and reduce unnecessary expenditures. He personally used micro-blog's celebrity effect to participate in activities, meet with some celebrities, and work hard to publicize the platform of the company.

The prince of gymnastics wants to maximize his influence, thereby enhancing the influence of the brand and saving a lot of money for the company.

2. also catch up with the trend of the combination of sports and technology, announced the strategic agreement with the millet ecological chain enterprise, the millet Bracelet founder, and the exploration of big data health field, and launched smart running shoes. Although the development of new shoes was tucking by many people, its sales were still very good, and the sale of the new products broke 100 thousand pairs in one month.

3. narrowing the distance with the "90s", as early as in 2012, Lining became a sponsor of CBA, signed NBA superstar Wade, but after a few incidents, it brought negative effects to the company. Until 2015, Wade attracted many fans in China, and Lining and man Wei jointly launched the Avenger's theme shoes and attracted a lot of fans. Moreover, Lining and millet user groups also had a certain degree of coincidence.

Many attempts, Li Ning Co finally turned a profit, with 7 billion 800 million yuan of revenue in the local sports brand second, in the first half of 2016, net profit of 113 million yuan, 2016 continuous profit is not suspense.

This also gives Lining more possibilities.

Lining takes Danskin's Chinese franchise

In October 18th this year, Li Ning Co announced its cooperation with ACON's company to operate exclusively the Danskin brand in mainland China and Macao.

Lining, who has stepped out of the haze, has begun to add new international brands to her diversification strategy and win the Chinese franchise of the US Danskin - American women professional dance sportswear brand.

Lining is the first domestic sports brand to start multi brand strategy. The operation of overseas brands can be traced back to the establishment of AI Gao (China) in cooperation with Aigle in France in 2005, and the exclusive manufacturing and franchise of 20 years in the Chinese market in Italy in 2008.

Danskin brand was founded in 1882 in New York. It is synonymous with high-quality dance costumes.

In 1980s, for the whole 10 years, Danskin ranked first in the list of women's tights in the United States.

In 2007, Danskin was bought by Ai Connie J, a world-renowned management company (Iconix).

The Li Ning Co's right to operate Danskin can see Lining's opportunity in the women's sports market.

The sports market is developing towards a fine differentiation.

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Nowadays, sports brands are developing women's sports market, launching women's product lines and setting up specialized women's sports stores.

Lining, chairman and CEO of Li Ning Co, said, "the sportswear and clothing market has great potential for development. Acting Danskin brand is of great significance in Li Ning Co's brand strategy" and is expected to inject new impetus into Li Ning Co's growth.

Anything is possible

It is proved that it takes time. The development of a brand will inevitably encounter difficulties, and then it will become more complete after birth. Lining believes: "human beings have unlimited potential.

Sports make people more confident, dare to show, constantly tap their potential and surpass themselves.

This is also a brand view of him, and he always put it into practice.

He himself likes to say, "let's start over."

Lining is holding a new mentality of returning to zero. He dares to constantly innovate and innovate. He is not afraid of losing his failures. He can pcend himself step by step and surpass the past.

That makes everything possible.