Why Did Lining Fall Down?

This is an era of changing trends. In a few years, it has been a highly sought after tradition.

The young people who have been chased by the new trend have been left behind.

The share of sportswear brands in the market is shrinking, and agents are looking at the future.

In recent years, in recent years, Lining, who entered in 1990, suffered from "Waterloo" in 2011.

Earnings data show that Lining has seen three consecutive years of net profit losses, especially in 2012, Lining's income plunged to 6 billion 676 million yuan, net profit of nearly 2 billion yuan huge loss.

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At the end of 2011, the turnover of Lining was only 25 million yuan, but the gap between the two became worse.

Anta has achieved revenues of 6 billion 723 million yuan since 2012, and began to surpass Lining in revenue for several consecutive years.

Lining's official explanation for the loss is: "the company's early investment in carrying out the change plan includes direct investment in network expansion and core sports marketing resources, and at the same time, after cleaning up the channel inventory, the company reduced its wholesale sales.

In addition, there are a large number of one-time charges, including the provision of bad debts and the closure of flagship stores.

The increase in inventory and the provision of bad debts have again become the main reason for the drag on performance.

In fact, the popular point is that before loans were easy to expand, they wanted to seize market share, but sales were inadequate.

Now that monetary policy is tightened, capital turnover is difficult.

At the same time, the Jinjiang Gang headed by Anta, XTEP and 361 degrees and other brands, with the image of Shanzhai, the low price and the strategy of encircling the city, springing up overnight, and firmly grasped the channel advantages of the two or three and four line markets, and shook the once "sports brother".

The foundation of the domestic market.

In fact, the reason why "big brother" is driven by "little brother" may also be able to find answers from its own brand genes.

"When I was reading, I went to Lining store for the first time to see that the price could really" rear end "the Nike and Adi next door, but the style design was comparable to the next 361 degrees next door to the next door, the European and American prices, the Middle East shape, the cottage quality (the quality of Fujian made in Guangzhou, you know), how can I buy it? The high price can't be low, and the price without X is not high enough to raise the price of X, unless it itself is a silly X!

According to the above personages, first of all, this is a problem of the big environment. Now the market is no longer the situation of "popular style for several years" like the music world, and the era of "lying can make money" is gone forever.

In addition, with gap, h&m, Zara, etc.

With the acceleration of entry, Lining, including the recognition of other sports brands, is also facing more and more challenges.

The development of sports industry promotes the pformation of business mode. The extensive mode of wholesale sales also faces challenges. The traditional sports brands have to deal with the pformation.

There are various signs that in order to reverse the declining trend in the past few years, various sports brands in the Chinese market have spent much time in marketing.

Anta: Wholesale mode to retail oriented pformation.

In 2014, the number of Anta retail stores was 7622, a decrease of 135 over the previous year, and the most popular mass market of consumers. Anta became the first sporting goods company to get rid of the industry crisis.

PEAK: under the pressure of international brands, PEAK sports has focused its attention on overseas markets, promoting local sales through international sports resources and regional sponsorship.

XTEP: in terms of product positioning, the first brand that started with entertainment stars, after successfully co operating with Nicholas Tse, Han Geng and other entertainment stars, XTEP, after having the "fashion leisure sports" attribute, began to focus on the world's first sports soccer.

361 degree: in the face of pformation, it chose the way of marriage with Baidu.

We should give full play to Baidu's advantages in user demand data, jointly study and manage user data, and share resources such as sales and communication.

Lining: in the face of the "younger brother" aggressive, "do not be a big brother for two or three years" Lining certainly will not sit still.

With the so-called "price killer" of millet science and technology cooperation, the movement into science and technology, committed to "intelligent technology running shoes" road, began to "March" road.

A large number of sports brands in the search for pformation, will involve a large number of brand agents, from Chongqing, Xu Yue is one of the micro business.

As the second generation of the company's successors, from the moment he stepped into the company, he realized that he was entrusted with the trust of the whole company.

He made an investigation of the sales situation of his agent brand, and found that the style of these brands had not kept pace with the liberation of people's personality.

So he gave up the agent of pure sports brands such as Lining and Nike decisively, and set his sights on CONVERSE, alligator, new brun, Lee and other leisure sports brands, keeping up with the fashion pursuit of young people.

This is a changing era. In just a few years, the traditional sports clothes that have been highly sought after have been chased away by the fashionable young generation, followed by the popularity of all kinds of tidal clothing.

The share of sportswear brands in the market is shrinking, and the prospects for agents are worrying.

There are many examples of inaccurate positioning and lost self in pformation. Mobile phone brand big brother NOKIA is a typical example.

However, now Lining is stepping into a crucial stage, and NOKIA is also finding its core competitiveness. Many traditional industries are experiencing similar stages.

No matter what kind of heroic expressions set up before the pformation, no matter how to recover the territory that once was a hegemon, for the enterprises that need to be pformed urgently, the core competitiveness and the accurate orientation of market orientation, they can give enterprises and market confidence in the pformation of labor pains.