Shoe Enterprises Lining: Expect Growth In Orders In The Second Half Of The Year Is Still Weak.

2011/1/18 10:42:00 83

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Shoe Enterprises Lining Order

In January 18th, under the pressure of channel reform,

Lining

The growth of 2331.HK is weak.

Li Ning Co expects gross margins and net profit margins to be close to 2009 levels in 2010.

17, Li Ning Co announced that Lining will be held in the first half of this year.

brand

The order meeting in the third and fourth quarter of 2011 will still take some time due to the channel reform and the improvement of the retail environment. It is estimated that the order growth rate will not be higher than the previous two quarters.

At the end of last year, the Lining brand in the second quarter of 2011.

Order-placing meeting

On the basis of the retail tag price (i.e. the product label price), the average price of Lining's clothing and footwear products increased by more than 8% over the same period last year, but the number of orders decreased by more than 7% and 8% compared to the same period last year, and the total value of orders for orders decreased by about 6% compared with the same period last year.

This immediately triggered concern about the Li Ning Co, and the market even once said that Li Ning Co had to close 500 to 600 stores.

Then in December 28, 2010, Li Ning Co launched a series of reform measures for the distribution system to the outside world, including the integration of 500-600 inefficient distributors, the adjustment of store structure and the increase of wholesale discount by 3 percentage points.

Public information shows that as of June 30th last year, Li Ning Co had 129 distributors and more than 2000 distributors.

Li Ning Co said yesterday that the entire sporting goods industry is entering the stage of pformation. The business model is likely to undergo major changes in the next five years, and the market will be further divided into a mass market with a brand premium capability and a lower price base market.

Li Ning Co judged that China's super large and first-line market already has the characteristics of the mass market, and the two or three line market is accelerating to upgrade to the mass market. Lining brand will be clearly located in the mass market, attacking the large and medium-sized cities.

Li Ning Co yesterday fell 7.49% to HK $15.8 in Hong Kong.