2013 Of The Domestic Sporting Goods Industry Will Also Be In The Adjustment Period.

The 2008 Beijing Olympic Games Lining This sports brand is famous for its fame, and the company's business is at its peak by Lining, the chairman of the company and the brand founder, who has carried the torch around the field for a week at the opening ceremony. This year, Li Ning Co once took over Adidas and sat on the top second position of domestic sports shoes online shopping.

However, as time goes by, with the global economic downturn, the Li Ning Co has also encountered the cold winter of sports brands: high inventory of products, "change of face" of management, and decline of company performance. A series of problems put them in deep trouble. But Li Ning Co's series of changes this year and Lining's "re emergence" show the firm's determination to tide over difficulties, and Lining himself is trying to make the company go on the track of "returning to the essence of sports".

At present, China's sports commodity predator - Li Ning Co is facing the biggest dilemma in the history of the company: internally, the company must face the pressure of insufficient consumption power and various business problems. External, Lining needs to compete with Adidas, Nike and other international brands to seize the consumer market. Facing the situation of internal and external difficulties, the Li Ning Co is in a very dangerous position.

Li Ning Co's semi annual report showed that its operating income in the first half of the year decreased by 9.5% to 3 billion 880 million yuan, and its net profit dropped by 85%, which was only 44 million yuan. In addition, in the first half of the year, the company closed down some inefficient stores in order to control the cost and guarantee efficiency of new stores. Lining retail store The number was reduced to 7303, a decrease of 952. According to the reporter, in Qingdao, Wuhan and other places, Li Ning Co closed shop. In addition, Lining also announced that under the current business environment, the board of directors believed that cash should be retained for future development of the group and decided not to pay the interim dividend for the first 6 months of this year.

In this regard, Li Ning Co responsible person told reporters that at present, China's sporting goods industry is undergoing a transition period, Li Ning Co is also not immune. "In fact, in the area where I am in charge, the sales of Li Ning Co products, especially badminton products, are good, but the market environment is not good enough, which restricts the development of the company." The responsible person told reporters frankly. "Over the past few years, the problem of homogenization of sports brands in China has been serious, and the rapid expansion of channels has led to overproduction of terminal products, showing excessive inventory, and so on. Zhang Qing, chief executive officer of Beijing key sports consulting company, said.

"At present, China's sports brand development has entered a stage of adjustment, which is a process of survival of the fittest." Financial commentator Qin Ming told reporters that only after this painful period can China's sports brand become bigger and stronger. Lining, chairman of Li Ning Co, said that in the next 3 years, there will be new changes in the competition pattern of China's sporting goods market. "We believe that the transformation of the industry itself and the transformation of competition pattern are inevitable, but the management reform and strategic adjustment that Li Ning Co is carrying out will help us to adapt ourselves to the long-term development of China's sporting goods industry."

According to the relevant agencies, in 2013, Domestic sporting goods industry It will also be in a period of adjustment, or a turn for the better in 2014.