Lining Shares Hit A New High In 9 Years. Domestic Sports Brands Are Coming Back.

The appointment of a professional manager made Lining's share price go all the way. In September 2nd, Lining group welcomed the new executive director. As of the end of the day, the stock price hit HK $24.3, reaching the highest level in nearly 9 years, and nearly two times the share price of HK $8.29 in the beginning of the year.

The rise of capital market confirms the recognition and expectation of the transformation of Lining's brand image. Under the strategy of high-end and trendy, China Lining frequently appeared in the world's major fashion week, and changed the image of the "middle-aged brand" with a touch of rustic sentiment, sweeping the young consumers with the trend of "national tide". The Lining brand, which is close to its beginning, is stepping into the fast lane of brand new development.

　 Chinese wind on international stage

One side of the red seal, carved on the four traditional characters "China Lining", is its brand new image in New York fashion week.

In the classic Chinese style of coming back to the ancient world, there was a vigorous movement of "Chao fan son". The model of Lining's brand clothes appeared on stage T and caught the eye of young people.

They have been chasing foreign tide cards, and now they are fans of China's Lining. In February 2018, the Lining brand appeared on the theme of "enlightened road" in New York fashion week. In less than a minute, new products such as Tiger Crane, double shaped Limited clothing and Wukong sports shoes were sold out on the electronic business platform.

In the eyes of consumers, Lining brand is no longer the same as "local flavor" and "cheap" sportswear. The newly released single product has not only become a street tool for every star, but also makes ordinary consumers feel itchy, and even found a buying agent.

Whether it is a tight sports suit on a professional playing field or a red and yellow color sweater that has been ridiculed as "tomato scrambled eggs", the design of Lining's brand in the past two years is both modern and modern.

What surprises consumers more is that Lining's brand has not lost the Chinese soul in innovation. The gymnastic elements everywhere and the Chinese character calligraphy with Chinese characteristics can give people a sense of belonging from the motherland at a glance.

"Chao chao Lining", the simple four words, is the biggest impression of Lining brand left to young consumers in recent two years.

Last autumn, the "NING SPACE" interactive experience space opened in S8 square in Taigu District, Sanlitun. Lining brand and tide brand XLARGE jointly launched Beijing city series products, represented the "super size" with the interesting Beijing dialect "Tai Da", and integrated the classic action "Lining cross" silhouette pattern into the brand image, integrating sports into the street trend.

Years of ups and downs, brands seek to save themselves

Young people who are fascinated by Lining's brand may not know what kind of ups and downs the old brand has experienced.

On the 8 day of August 2008, Lining rose to the top of the world with the attention of many people, igniting the torch of the Beijing Olympic Games, which is the "highlight time" of Lining and Lining brands.

"That is, ten years ago, there were many Lining stores in Beijing. Compared to ADI and Nike, Lining's sportswear was not so styling at that time, but the price performance was quite good." Mr. Zhang recalled.

It is understood that in 2009 alone, the Lining brand increased by more than 1200 stores. By the end of the same year, the total number of retail outlets in China was more than 8000, and the market share reached its peak in 2010. It exceeded Adidas in second place, second only to Nike.

In order to get rid of the image of "China Nike", Lining tried to reshape the brand image in 2010. In order to take the international high-end route, Lining brand began to raise its price, and the price of clothing products increased by 17.9%. "Lining became more expensive". Behind the consumer's sighs, the Lining group's performance fell off, and its net profit plummeted in 2010. The stock price was cut within 5 months.

To make matters worse, the Lining brand with ambiguous positioning has been trying to win the "post-90s" while giving up the "70 after" and "post-80s" market with great feelings for the "Prince of gymnastics".

At that time, a pair of Nike shoes priced at 900 yuan and a pair of Lining shoes priced at 700 yuan were put out. More consumers would choose Nike. A pair of Nike shoes priced at 400 yuan and a pair of Anta shoes priced at 300 yuan were put out, and consumers would choose Anta. "Lining used to be sandwiched between the two. Miss Tung recalled.

After three years of continuous losses, at the end of 2014, Lining returned to the company to become a pro CEO. He started the brand defense war and opened the strategy of "Internet +". He also launched smart running shoes with millet. In 2015, Lining group slowly got out of the mire and made the first profit.

Hiring executives dilute Lining label

For more than four years, Lining, who returned to the forefront of the transformation company, has only been willing to be an agent CEO. On many occasions, he expressed his hope to find professional managers instead of himself.

In September 2nd, Lining group announced that the chairman and acting chief executive Lining had been transferred to the joint chief executive officer. Meanwhile, Takasaka Takeshi, a former executive in UNIQLO, has been appointed Executive Director and co chief executive officer of Lining group.

Takasaka Takeshi is a Chinese from Japan. Qian Wei served as global executive director of UNIQLO parent company Xun marketing group, UNIQLO China COO, UNIQLO Korea CEO and so on.

This is not the first time that Lining group has been hiring professional managers. In July 2012, Zhang Zhiyong, the former chief executive of Lining group, resigned from his post. TPG partner Jin Zhenjun served as executive director of the company. Today, with the aura of the star brand UNIQLO, Qian Wei's arrival makes the outside world full of expectation.

"Mr. Lining and Mr. Qian Wei will focus on their work." Lining group told reporters that Lining will focus on the group's overall control and strategic planning, Qian Wei will focus on group operations. This means that Lining himself will not leave the management line of the company, but the label of "Lining" will be diluted.

Lining, who lives behind the scenes, will face a new journey. And whether the Lining brand returning to the young consumer's vision can play the king's return, he still needs to continue to exert himself in professional sports and fashion culture.