Lining Worked With Ennis To Win The Right To Operate In China

Company announces

The company reached a partnership to operate Danskin exclusively.

Business in mainland China and Macao.

Danskin brand was founded in 1882 in New York. It is the synonymous with the women's professional dance sportswear brand and the high-quality dance costumes in the United States.

In 1980s, for the whole 10 years, Danskin ranked first in the list of women's tights in the United States.

In 2007, Danskin was bought by Ai Connie J, a world-renowned management company (Iconix).

Lining is the first domestic sports brand to start multi brand strategy. The operation of overseas brands can be traced back to the establishment of AI Gao (China) in cooperation with Aigle in France in 2005, and the exclusive manufacturing and franchise of 20 years in the Chinese market in Italy in 2008.

Rival Anta also opened a multi brand strategy. In 2009, Anta acquired FILA trademark rights and business from BELLE in China. After 10 billion yuan target, Anta also proposed to borrow hundreds of brands to achieve 100 billion yuan target. At present, it has positioned Anta, sports fashion FILA, high-end Desanto, Anta children's clothing, and threatened to continue to acquire international brands.

It should be said that after the overall inventory crisis caused by over expansion after the 2008 Olympic Games, Chinese sports brands are looking for more opportunities for growth.

In 2015, Li Ning Co turned into a profit, earning 7 billion 800 million yuan in local sports brand second, and achieving a net profit of 113 million yuan in the first half of 2016. There is no suspense for sustained profit in 2016.

This also gives Lining more possibilities.

The right to operate the Danskin shows Lining's opportunity in the women's sports market.

The sports market is developing towards a fine differentiation.

Li Ning Co declined to disclose the specific amount of cooperation.

It is reported that Lining will cooperate with the Danskin brand and gradually launch a special dance and yoga based fashion fitness product for Chinese female consumer groups.

Sports brands are developing women's sports market, launching women's product lines and setting up specialized women's sports stores.

In 2014, Adidas and Nike set up the first domestic women's sports product store in Beijing and Shanghai. Lulu lemon is a high-end professional yoga brand in Canada, and has not even opened a physical store in China. Tmall has already won the hearts of the people.

According to the "Five Year Plan" announced by Nike last October, in the 2020 fiscal year, Nike's revenue from women's products increased from US $5 billion 700 million to US $11 billion, accounting for 1/5 of our total business.

In the field of sports and fashion, Lining was well prepared. In 2014, he collaborated with the international high-end fashion studios to launch Lining's "self surrender" (Seoul studio) products. Later, he joined hands with the top Korean pop star Jung Soo Yeon Jessica to design Lining's "self Sika" sportswear. In 2015, Lining focused on mass sports life and high-end sports fashion and launched the Lining spring label series and LNG series products.

Lining, chairman and CEO of Li Ning Co, said, "the sportswear and clothing market has great potential for development. Acting Danskin brand is of great significance in Li Ning Co's brand strategy" and is expected to inject new impetus into Li Ning Co's growth.

However, the main market of Danskin is still the United States to Japan, Russia, Finland and other countries, Chinese consumers are relatively unfamiliar to them.