Lining's Revenue Or Breaking Billions Of Dollars, 28 Years Of Ups And Downs, And Finally Climbed Out Of The Trough!

Selling 380 thousand a day and 4 billion 700 million for half a year, Lining once again created the myth.

In October 23rd, Lining group held a mid term performance conference in Hongkong.

The performance index of the group showed a comprehensive growth. In the first half of 2018, the group's revenue reached 4 billion 713 million yuan, an increase of 17.9% over the same period last year. Net profit was 269 million yuan, up 42% over the same period last year.

Due to the expansion of retail and e-commerce business, the gross profit margin of the company increased from 47.7% to 48.7%, and the net interest rate increased from 4.7% to 5.7%. Under the influence of the medium-term performance, Lining's stock price also surged 8.87%, closing at HK $8.5, a 4.68% increase in the whole day, and a market value of 18 billion 600 million.

Half a year's revenue is more than 4 billion 700 million, which means

It is possible for us to get through the ten billion revenue threshold this year. We must know that for Lining, billions of revenue is like a curse.

In 2010, Lining's revenue was more than 9 billion 500 million. It was only a step away from 10 billion. It was in the ascendant position to firmly hold the position of the domestic sporting goods boss. However, Lining's internationalization and youth strategy failed to make the breakthrough. On the contrary, from 2011, the company had a large inventory backlog, the huge deficit of nearly 2 billion in 2011, and continued losses in 2013 and 2014.

Now, Lining of that year is back!

Now, looking back at Lining's ups and downs, it is still sad that Lining's company is as stubborn as the spirit of his advertising language. Everything is possible.

Since its listing in Hongkong in 2004, the Lining brand has been running smoothly.

The most glorious moment is in 2008. Lining's "high altitude walk" ceremony at the bird's Nest Olympic Games also ignited the popularity of his brand and ignited the north and south of the river in one fell swoop.

In those days, the Lining brand was in a state of flux, and its sales in China directly surpassed Adidas, second only to Nike.

In 2010, the turnover reached a maximum of 9 billion 778 million, and 8000 stores in the country were everywhere.

However, 9 billion 778 million seems to have become the peak of Lining sports, and the turnover since then has never exceeded this figure.

After 2008, the sports industry developed rapidly, and the market growth trend brought by the Olympic Games was long gone. With the blind expansion of stores, Lining saw a lot of backlog in 2011.

Coupled with the increasingly fierce competition in the low-end market, the high-end market has been dominated by foreign brands. The existence of Lining and other domestic brands has suddenly become an embarrassment for Chinese people.

But more serious is, in the face of declining performance, Li Ning Co made a wrong pformation and adjustment, abandoning the middle-aged and elderly market, facing the post-90s, but forced the grid design can not keep up with, the product also can not keep up, resulting in Li Ning Co's three consecutive years of loss, a total loss of 3 billion 100 million!

After a huge loss, Lining chose to "come back again" and decided to go back to war.

After the defeat, Mr. Lining, who came back to China, changed the brand slogan from "let change happen" to "everything is possible" that we are familiar with.

He himself was the first to bear the brunt of his work and began a series of explorations.

In 2015, he opened micro-blog, "brush micro-blog, sell Meng, write chicken soup" omnipotent, the more than 50 year old uncle became the trend of the tide, when the tall cold Prince of gymnastics image disappeared, with 2 million 930 thousand fans, in the entrepreneur is also a super net red.

In order to better integrate into the young people, Li Ningfa micro-blog listened to the views of young people.

Most importantly, he did it: let good products speak and earn money standing.

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Upgrading old stores.

The bright "China Lining" is too burning! The pride has not yet entered the shop.

The door Logo is simple and fashionable, and it is simply not too fashionable.

With the addition of the symbolic Lining elements, the clothes are more cool and fashionable, hanging rings and unique gymnastics horizontal bars.

It can be said that it is really "Lining".

At the entrance, a group of cool lights with model magnets will play a role in attracting customers into the store quickly.

Stimulate customers' curiosity, customers stay long, thus promoting sales in stores.

Set up the characteristic water platform. Beside the cash register, there are two groups of very distinctive water platforms, which can divert and guide customers to stop trying on.

Lining's extravagant dragon outside the store is unimaginable in the past.

Let's look at its style once again. It really makes people feel ashamed.

In 2017, Edison Chan said in his speech at New York University: "I firmly believe that China will become the most influential and powerful country in the world someday, so it is time for us to prove to the world with good products, what exactly is" made in China "or" created in China ".

The standard of measuring work quality should not be changed because of different countries, because "Chinese design" does not lose anybody.

Now Lining is passing the Chinese creation to the world.

Lining boarded the fashion week in New York earlier this year.

The gymnastic Prince's battle field was printed on the sweater, and he was paying tribute to Lining in the 80-90 era.

The use of Chinese characters to display the brand Logo has become the highlight of clothing design, and the four words "China Lining" have never been so forceful.

The silver windproof sweater, the wide red basketball pants, any fashionable young people who love Supreme or Palace can see these real and interesting sports style single products. The desire to buy can definitely be stimulated.

Today's Lining is explaining to the world: the tide attribute, the Chinese fan, the Chinese clothing courageously forward attitude! Lining is showing to the world: how does the Chinese original fashion movement tidal wave pioneer become?