How Does Li Ning Co Heal?

If a company has no leader, it will not be in the first place to fight against the enemy. If chaos is chaos, it must first cure the enemy and then the enemy.

Old sporting goods in China

It is in the latter stage.

It is just that the internal injury is not healed, and it adds insult to injury.

As soon as he announced that Zhong Yiqi, chairman of the board and chief financial officer, resigned from office, Lining also released a 25.23% stake in the blockbuster bomb of the extraordinary China in, which led to an uproar in the capital market. Finally, the news ushered in the vote of investors. People interpreted it as "Lining or Li Ning Co in disguise".

Lining, who is in a precarious period, uses the way of "healing", which is full of question marks, which can not be achieved in the short term, and even cause labor pains.

In the opinion of marketing expert Li Zhiqi, the success of the revolution will certainly benefit, but the "fumble" without ready answers is bound to be accompanied by risks.

Upward pain

Due to severe inventory pressure and sustained decline in performance, Li Ning Co's "post pformation 90" brand redevelopment proved to be unsuccessful.

But that does not mean making mistakes.

"Lining is the first domestic sporting goods enterprise to realize the problem and the first to think of pformation."

Shoes and clothing commentator Ma Gang has told the first Financial Daily reporter, in fact, these problems, all enterprises exist, but Lining first touched.

At that time, Lining had problems, and Anta, XTEP and other local enterprises also claimed that they had no problems.

Lining's initiative in seeking pformation is not wrong. The wrong way is that there are some deviations in the way in which the pformation is too fast. At that time, the vast majority of consumers thought that Lining had abandoned the "70 after" and "80 generations" and "pleased" the "post-90s".

Although he was CEO of the company

Once clarified, "the concept of" 90's "is creative rather than brand positioning, but consumers do not buy it. After losing their original customers, the new generation of customers did not show special recognition to Lining.

In the past seven years, Lining, who has worked for over two years, has summed up two words - "decentralization".

Zhang Qing told reporters that in the past, the acquisition of brands or resources was very fragmented. From the brand perspective, from Lining to lotto, from AI Gao to the new movement, too much energy was dispersed, which reflected the Li Ning Co's overoptimistic judgement on the market environment and the prospect of the enterprise.

From the tactical point of view, it is the mistake of brand reshaping this kind of promotion, which leads to the blurring of corporate image and values.

However, this year, the general direction of Lining's reform has been gradually clear, that is, the essence of returning to sports.

"Whether it is to reduce expenditure, or to change management, or even to sell shares, is a correction to the past, a healing behavior."

Zhang Qing believes that "even in the process of change, it brings pain, which is also a painful upward trend."

Who is the rescuer?

Zhang Zhiyong is the leader of the brand pformation after the 1990s. Now, the reshape campaign has not been endorsed by the market.

For the resignation of CFO Zhong Yi Qi and former CEO Zhang Zhiyong and other core executives, the public is more of the approval and the expectation of fresh blood injection.

A source told reporters who asked not to be named, when Zhong Yiqi was CFO, Lining was carrying out a brand remolding plan. In the face of doubts about the market's reshaping of the brand, Zhong Yiqi's consistent view was that the sporting goods industry was on the decline, not that the Li Ning Co had problems.

Zhong Yiqi recently appeared in an investor's perspective. He announced that in August, the semi annual performance briefing in August, he announced that because the sales situation of the order meeting could not predict future sales, the company decided to change the order meeting in the second quarter of next year.

From now on, we will not announce the closing of the order meeting.