In 2011, The Advertising Investment Was As High As 1 Billion 400 Million &Nbsp; Lining Was Rich, Unable To Manage Pollution And "Pollution Gate".

A few days ago, the environmental protection organization was once again pointing fingers.

According to earlier

Insiders pointed out: "under the premise of slowing industry growth, Lining's performance in recent years has shown a downward trend. The high cost has led to the fact that profits have not been high enough to become a" heart disease "for Lining. However, this does not mean that pressure can be passed on, and there should be some trade-offs between suppliers and other choices, and more attention should be paid to environmental protection in production.

Lining boarded pollution blacklist brand image damaged

Recently, five environmental organizations such as the Public Environmental Research Center released the report on pollution research in China's textile industry in April 9th. Many well-known enterprises have different degrees of supply chain.

The reporter responded to the Li Ning Co and responded: "for the pollution problem, the company has actively communicated with suppliers about the discharge of harmful chemical substances, and has made a commitment to zero emissions of harmful substances, and has long-term plans for related issues."

Lining promised to achieve zero emissions of hazardous chemicals in 2020: to achieve the goal of zero emissions of hazardous chemicals in the supply chain and product life cycle through systematic changes.

Lining will gradually use harmful chemicals to fade out suppliers, accelerate the elimination of high level hazardous substances, and continue to communicate with other brands, materials suppliers and other stakeholders.

Zhong Ying, a contemporary Chinese Research Institute, said: "excessive development of enterprises seeks interests and ignores environmental protection. There is a fluke in the improper practices in the process of pollution treatment, and environmental protection and economic development are important.

And the listed companies should pay more attention to their personal image and not to shift the cost pressure to the brand image.

Sharp decline in gross margin and high cost become a lethal weapon.

An indisputable fact lies in front of Lining, the brutal competition in the sporting goods industry and the slowing growth of the industry.

Over the past year, sporting goods companies have handled their stock in large quantities, and Lining has not escaped fate.

Lining's inventory provision in 2011 was 188 million yuan, an increase of 63.48% over the same period in 2010. The gross margin continued to decline due to the impact of the new wholesale discount policy and the rise in production costs.

Of the five major local sporting goods companies, Lining ranked the first in terms of revenue, but the net profit was the least.

Anta ranked first in 1 billion 730 million place, while Lining was at the bottom of 386 million, even nearly half of PEAK sports.

The 2011 Annual report shows that Lining has achieved 8 billion 929 million yuan in operating income throughout the year, a decrease of nearly 500 million yuan from last year, and no increase of 5.8% in revenue.

At the same time, gross margin dropped by 8.02 percentage points to 46.1%.

Lining, chief executive officer and chief executive of Zhang Zhiyong, said that 200 factory stores and discount stores will be cleared up this year.

The sixth generation stores have more revenue than before, and will increase to 1500 by the end of the year.

The slow growth of orders and the inventory impact of some dealers have led to a marked decline in gross margins. Lining has never given up his brand image publicity, and the harvest has been decreasing, but the cost has not been effectively controlled.

The report shows that the total cost of distribution and administrative expenses increased by 3% to 3 billion 223 million yuan over the previous year.

Lining's performance pressure is obvious.

Location unknown governance structure problems appear

Using capital market to raise funds to seek expansion and development has become the only way for many enterprises to develop to a certain scale. However, the waste of resources caused by blind expansion is not worth encouraging, especially when the results are not satisfactory.

Lining has been questioned in the market because of declining orders, personnel turbulence and serious pollution.

A person familiar with the matter pointed out: "Lining's market positioning is not clear. Because of the deviation of management strategy and strategic guidance, the company has repeatedly adjusted its performance.

Staff communication is not in place, corporate governance is problematic. "

A few years ago, the overlord of the local sports brand was not Lining.

Over expansion, maintaining hegemony and resisting group attacks such as Anta, Lining began to set foot in many industries.

Earlier, with Lining's company's energy saving 40 billion of the Shenyang Heping District old district reconstruction plan rumors intensified, a project - "eco city" surfaced, Lining is said to enter the real estate.

However, perhaps under the pressure of funds, the plan was aborted and eventually ended.

However, Lining's intention to get involved in real estate development is quite obvious.