Shoe Enterprise Lining Realizes "Metamorphosis" Opponent Is Himself.

With the end of December last year, Lining The sharp fall in share prices began to raise doubts as to whether the high growth era of domestic sporting goods industry has touched the "ceiling". Relevant data show that in 2008, Lining, Anta , XTEP In the first half of the 09 years, the highest turnover in the four companies was the trend in China in the first half of 09 years, but it was only 33.5%. In the first half of 2010, the highest growth rate was changed to Anta, but the business volume increased by only 22.6%. compared with the same period last year.

In 2010, when the Li Ning Co set up 20th anniversary, it ushered in a "revolution". Apart from changing the product logo, it began to challenge the international brands of Nike, Adidas and other international brands in the brand positioning, and began to close or integrate some stores with poor efficiency in the sales channel, and constantly increased the incremental growth path of new stores, and relied on the way to tap the way of existing store growth.

As one of the oldest sporting goods companies in China, the Li Ning Co's "60 after" and "70 after" fans are slowly getting older, leading the trend of sporting goods into "post-80s" and "post-90s". This Lining's "reform" has chosen the "post-90s" group. In order to please young consumers, the product logo was changed from "L" to "human". But it seems that this change has not been affirmed by the post-90s crowd. Many consumers are saying, "the new logo does not look good."

However, Li Ning Co stakeholders said that in response to this fact, they were prepared mentally, and believed that after a period of running in and debugging, more and more people would like Lining's new products and new logo.

But Li Ning Co must face the current problem: in the brand positioning, Lining wants to become a transnational brand like Nike and Adidas. In reality, in the eyes of consumers who want to catch "80 after" and "post-90s" by Li Ning Co, Lining looks more like a domestic brand. When such knowledge has not been properly resolved, Li Ning Co has launched a change in sales channels, which has lost both consumers and dealers, which may be the worst result.

In 2010, Lining's news kept on. In addition to changing the label, we put forward a "90s" communication plan to move closer to the emerging consumer groups. Li Ning Co is working with the extraordinary China to enter the sports brokers and sports marketing, as well as the real estate industry.

Behind the action, Ma Gang said, "rough look seems to be a series of coherent movements. Business can borrow from each other, but it actually deviates from the core sports goods and footwear industry. The span is too large, and the turning is too urgent. These should be demonstrated by Lining's decision team, but there is no understanding of whether there are differences in the decision making.

He further analyzed that the decline of performance is a representation, the deep reason is still from the inside of enterprises, and Lining wants to get out of the shadow of "negative growth". The main opponents are not Nike, Adidas, nor the Jinjiang department headed by Anta, but Lining himself. Only through self challenge can he surpass himself.