As Long As the Skate Shoes Is Good Enough

For Li Ning, it is clear Skate Shoes that it is in a product-based and channel-based cycle, and can not rely on management and finance to solve the main problem, but needs dreamers to break through the bottlenecks. But this is the fact that to cover up the issue of this series is too good to be hard to awake the Chinese market. The culprit of the strategic issues are usually the CEO. However, this problem is more the root of founder Li Ning, he seems not one less than the maturity of the company to the origin of a financial professional managers Zhang Zhiyong. CFO background of the CEO is not uncommon, but the financial background of the CEO is more suitable for mature companies - brands, products and channels are very stable, when corporate performance growth is more dependent on the ability of management, especially financial management, collection, and even mergers and acquisitions and capital operation. It is hard to believe that a 20-year history, the past few years of double-digit growth of a series of basic strategic issues.
Li Ning brand interpretation discount skate shoes is Everythingis Possible, It seems like another way of saying the Adidas Last year, Li Ning launched a new slogan is Sell ​​it. Cause excessive expansion in recent years led to slower growth, a lot of inventory and profits decline, this is the Nike and Adidas had where the plight of the Chinese market. But it also difficult to explain why investors will have a mistrust of the Li-Ning Sports. Usually when a disaster is approaching, investors will be more to believe that the experienced team, and the establishment of Li Ning Company has over 20 years, should provide investors with more security. It appears that Li Ning in the skate shoes for women past few years at least and other sporting goods brand, has taken a similar strategy: to drive revenue growth by ever-expanding sales network. As of the end of 2010, the Hong Kong-listed five sporting goods brands have more than 7000 retail outlets. Li Ning in the end is why are more challenged? The most direct answer is this company in the range of the most basic strategic issues, has long been no good answer. Who I am. Although the Li Ning brand has a 20-year history, the brand more people associated well-known founder. In addition, the brand is difficult to give a strong sense of belonging. At present, the sporting goods industry has been in a state of rapid growth is facing a tribulation.
The Lining Xuan says it all skate shoes has completed the integration of the low efficiency of 256 stores and 400 stores will be completed by the end of integration, but the company did not change rely on to open new stores to promote the traditional expansion mode, and its strategic retail stores within three years from the current about 8000 to 10000.Last year, Li Ning, will target consumers located in the crowd after 90, which is an aggressive strategy, and direct abandoned after 70 people and 80, but 90 does not seem to buy it. Li Ning, the pricing is not clear, the prices of their products 20-30 percent lower than the Nike, Adidas and other international brands, but 35-45% higher than the domestic brands, consumers Do want to buy one is neither the cheapest are not the best quality products? sell. Last month, I met and an aggressive Internet entrepreneur, and his sentence I was very impressed: This is a product of the age, as long as the product is good enough, word of mouth can be. The new technology enables the flow of information and sharing such a fast and convenient, the popularity of SNS site also makes word of mouth to become a really important way of marketing. Clover series compared to the legendary series of Nike and Adidas, Li Ning, never seem to have a classic. In addition, Li Ning accidentally give up football and basketball products as the core, the escape of pressure on badminton. How to sell. The stores are the core channels of Li Ning, Li Ning has not the quality of channel management in place with the competitor distinguishable. Morgan Stanley is expected, Li Ning is only used in the next few years, the stock repurchase will need to 1.448 billion yuan. Li Ning, the initial target consumer group is 70 after the domestic population.
It's written by GoodLandShoes date 3.2.2012