Lining'S High-Rise And "Earthquake" &Nbsp; How Far Away From The Remodeling Of The Company?
The Li Ning Co high-rise has another "earthquake".
According to Li Ning Co recently announced, the original Lining brand first
Mat product Officer
Xu Maochun no longer held the original position in November 13, 2011. This is the fifth Lining executive who left this year after Fang Shiwei, Guo Jianxin, Wu Xianyong and Zhang Xiao Yan.
Li Ning Co semi annual report released in 2011 shows its revenue, gross profit and basic earnings per share.
Income indicators
Compared with the same period in 2010, the total revenue declined by 4.8%, gross profit decreased by 6 percentage points, and the decline in basic earnings per share was even 49.7%.
It is not difficult to see that since the second half of last year, the Lining brand pformed into "post-90s Lining" has not been very successful so far.
Why did Lining dominate for years?
brand
To pform? In 2008, Mr. Lining's ignition at the Beijing Olympic Games was once the peak of Lining's brand. However, since then, Lining's brand has been suffocating under the pressure of the international first-line brand to the Chinese market and the domestic brand's plundering of the two or three line market.
Lining brand lacks superiority in competition with high-end brands such as Nike and Adidas. It lacks innovation in competition with Anta, PEAK and other local brands.
Brand pformation or even brand remolding is undoubtedly cruel for an old brand that has developed for 20 years. Positioning of "post-90s" is obviously not for old customers. Too Chinese design can not catch up with many sports brands that have already established the internationalization style of Jinjiang.
Therefore, over the past 1 years, brand remolding has given people a simple sense of "changing slogans and changing slogans", while the company's overall image and product design have not kept pace with each other.
There are not a few sports brands that are successful in brand remolding and success in China. For example, the early years following the Jinjiang sports wind, the "noble sports bird", which pformed from the "happy movement" early years ago, successfully completed the brand pformation from professional sports to national leisure. And now Hongxing Erke, the main equipment of tennis equipment, "TO BE NO.1" has brought more and more professional sense to the consumers.
Looking at the current situation of China's sports brand, a batch of sports brands in Jinjiang have gradually achieved success by virtue of accurate market segmentation and the unswerving international road, while the poor Lining brand is still exploring the road of pformation.
Lining brand needs refueling.
- Related reading
YOUNGOR'S First Flagship Store In Dongguan Opened &Nbsp, And Plans To Open Another 20 Stores In 5 Years.
|Lining'S "Professionalization" Concept Is The Magic Weapon For Enterprises To Win.
|- Recommended topics | Kids|Eden: Charm May, Celebrating New Store Opening
- News Republic | Alcantara, Mother'S Day Presents A Special Love For Her.
- Company news | The Red Bean Group Has Changed In Ten Years, And The West Port Has Risen From The Wasteland.
- Daily headlines | 万事利丝绸元素闪耀“一带一路”国际合作高峰论坛，以文化之美彰显大国气度！
- 24-hour non-stop broadcasting | China Clothing Association Released The "White Paper On Consumer Safety For Children'S Clothing" To Protect The Healthy Growth Of Babies.
- Member area | Anta Children's Electricity Providers Will Soon Launch A Joint Effort To Open Up A New Industry Model For Tmall.
- Industry dialysis | Analyze How Adidas Promotes The Sales Of Brand Sports Shoes By Restoring The Old Style.
- Communication | Learn The Following Rules To Make Your Career Smooth.
- Trademark registration | Intellectual Property: Why Is It Better To Enter A Business To Purchase A Trademark Than A Registered Trademark?
- Industry perspective | Cross Border Education Clothing Listed Companies Three Years Layout Change
- AQSIQ Tackled Difficulties And Won The Praises Of South African Wool For The Safety Of The Industry.
- Changzhou Inspection And Quarantine Bureau Strengthens Sampling Inspection For Safety Performance Of Garment Accessories
- Retro Honeycomb Shoes Reebok&Nbsp; Blast Combined With The Trend Rap Return
- The Seventeenth China International Yoobao Will Present Four Highlights.
- Dolce & Gabbana逃税案宣告无罪
- 另辟渠道 服企直营店扎入社区
- Obama Is Exclusive American Color Under&Nbsp; Armour Boots Appearance.
- Functional Fiber Seamless Docking Home Textile Products
- 国内棉价稳中略跌 收储成交逐周放大
- Henan Xiayi County Set Up A Brand Demonstration Garden &Nbsp; Upgrade The Textile And Garment Industry Grade.