Why did Li Ning decline?

Question 1: Why did Anta, Li Ning, and 361 Sports brands decline? 10 points 1. After 2008, the market capacity and attention of the sports apparel market have declined;

2. The entry of foreign brands;

3. The consumption transformation of customers, fashion categories I like it more than the sports type.

4. Extensive development, blindly using celebrity endorsements, and the company has no systematic strategic planning.

Question 2: Li Ning industry dynamics analysis? What is the current situation? Li Ning industry? Sportswear industry? Or Li Ning Company? (Please adopt it if it is useful, your adoption is my biggest motivation, thank you!)

1. Sportswear industry: Please refer to the "China Sportswear Industry Market Forecast and Investment Strategy Planning Analysis" by the Forward-looking Industry Research Institute Report》

2. Li Ning Company: Since Li Ning Company was listed in 2004, its performance has been rising. In 2009, mainland sales surpassed Adidas for the first time. Li Ning's performance once occupied the forefront of China's sporting goods industry. However, with the strong development of other sports brands in recent years, the internal and external markets have continued to slump, and Li Ning's performance has continued to decline, and it is suffering from an existential crisis. In addition, the mistakes in Li Ning's development strategy and the lack of brand spirit are also the reasons for Li Ning's problems. At present, Li Ning Company needs to identify the root of the problem and find a path for development.

In 2004, before the opening of the Athens Olympics, Li Ning, a sports brand, went public in Hong Kong. At the 2008 Beijing Olympics, Li Ning pushed Olympic marketing to its peak. The following year, sales in the mainland market surpassed Adidas for the first time. Li Ning's performance once occupied the forefront of China's sporting goods industry. However, the 2011 annual report showed that Li Ning's annual operating income was 8.931 billion yuan, a year-on-year decrease of 5.84%, and its net profit was 386 million yuan, a year-on-year decrease of 65.19%. Performance, which had been rising for years, began to decline. In the first half of 2012, sales revenue was 3.88 billion yuan, a year-on-year decrease of 9.54%, and net profit was 44 million yuan, a year-on-year decrease of 84.92%. By 2013, the net loss had reached 392 million yuan. Sales revenue and net profit both declined. Li Ning is not alone in this situation. The domestic domestic sports brand market has shrunk, performance has declined sharply, and the prospects are worrying. This article analyzes the current situation of Li Ning Company and puts forward corresponding opinions and suggestions on the problems.

1. The main problems of Li Ning Company

The core value of Li Ning brand is not very clear in the minds of consumers, and the brand recognition of Li Ning brand among existing consumer groups is different from that of Li Ning Company. The brand positioning that they strive to create is not very consistent, and certain brand attributes perceived by consumers are exactly what Li Ning hopes to weaken in order to achieve its brand internationalization strategy.

(1) Market issues

1. The brand positioning is unclear. According to a survey conducted by Gallup Consulting Co., Ltd., friendliness and a sense of national honor are Li Ning's most prominent brand personalities. Rather than the young, fashionable and international Li Ning Company strives to create. Li Ning's goal positioning is "high-end", "professional" and "international". Li Ning's positioning is "mid-to-high-end", "junior" and "national brand". At the same time, the positioning shown by consumers is "friendly", "honorable" and "national brand". Moreover, the "national" attribute is being weakened by Li Ning due to the "internationalization" that Li Ning desires.

2. The style is inconsistent with the brand image. Due to unclear brand positioning, Li-Ning Company has problems with inconsistent and discontinuous messages in product design, sponsorship activities, image and product advertising, store opening style, and even the selection of image spokespersons, which makes consumers have a messy impression of the Li-Ning brand. , the brand image is inconsistent.

3. Li Ning’s incomplete high-end positioning resulted in being attacked from both sides. "If I have no money, I will buy cheaper Anta; if I have money, why not buy international brands Nike and Adidas?" Li Ning began to adopt a high-end strategy after 2008, but Li Ning's high-end strategy was very incomplete. , As a result, there are two international giants, Nike and Adidas, in front of them, and behind them are challengers from local Chinese companies such as Anta and Xtep who are constantly catching up. The mid-to-high-end market positioning space that Li Ning Company originally established and relied on has been squeezed like never before.

4. Too anxious to change. Eager to seek a transition from a price market to a value market. Li Ning also made a very risky decision: to close the distance with international sports brands by raising prices. Although the price difference between Li-Ning brand products and foreign brands such as Nike and Adidas has continued to narrow after the price increase, the main customer groups of Li-Ning brand are still concentrated in second- and third-tier cities, and because the product style, experience and marketing methods have not been followed up simultaneously, continuous Li Ning's price increase behavior has completely eliminated Li Ning's original cost-effectiveness advantage. Consumers who are already very price-sensitive have to turn to domestic sports brands with high cost performance such as Anta and Peak.

(2) Management issues

After Li Ning’s glory in 2008, its performance did not rise but declined until it suffered losses. In 2010, CEO Zhang Yong boldly began to reshape Li Ning’s brand. Sports, hoping to change the declining performance, but things go wrong... >>

Question 3: Why did the sporting goods industry decline so much last year in 2012? Because from 2004 to the 2008 Beijing Olympics, The past four years have been a period of rapid development for Chinese sports brands. The store opening and land enclosure model reached its peak in 2011. Data from the 2011 annual report show that that year, Li Ning had a total of 8,255 regular stores, flagship stores, factory stores and discount stores, and Anta stores plus sports lifestyle stores and children's sporting goods stores totaled 9,297. 361 Degrees, Peak and Xtep all have more than 7,000 stores, while China Dongxiang has 3,119 stores. In addition to brands such as Nike and Adidas, there are tens of thousands of sports brand stores distributed across the country. In this model, brand owners wholesale the goods to dealers, and even if the sales are completed, whether the dealers can sell is not the point. This model leads to dealers selling a large amount of goods. The high-speed growth model of crazy expansion and pressure on goods is unsustainable. Sports brands are expanding too fast, but management levels have not been improved accordingly. Sports brands that once expanded rapidly are now facing the problem of overcapacity. Coupled with the sharp decline in China's newborn population since the 1990s, this has made sports brands even worse.

Source: Forward-looking Industry Analysis

Question 4: What changes have occurred in the environment faced by Li Ning? Li Ning, a once glorious Chinese brand apparel. The main reason for Li Ning's decline is piracy, counterfeiting, and market pressure from other domestic brands. For example, Semir, Anta, Yichun, etc.

What needs to be investigated now is not what changes Li Ning is facing, but how to solve these problems.

The first is piracy. Mid- to high-end clothing needs to continuously introduce new styles, promote them quickly, and then exit quickly. Completely implement the method of market guerrilla warfare. Let pirate merchants feel that they have nowhere to start. Also consider cost. Adhere to the line of small profits but quick turnover, and work hard on quality and anti-counterfeiting.

Facing pressure from other brands, we need to start with publicity. Catering to the tastes of young people. Be famous and quality. Hype at the same time. Cooperate with Taobao, Tencent, Baidu and other large websites to participate in civilian design, new model speculation, etc.

The analysis is not comprehensive. If you are not satisfied with anything or have any unclear points, you can ask questions at any time and hope that it will be adopted.

Question 5: How did Jianlibao decline? About counterfeit products or "copycat versions" of Jianlibao

Whether it is the glory days of Jianlibao or the trough of Jianlibao, counterfeit products or "copycat versions" of Jianlibao have always been flooding the Chinese market. In fact, it is normal for counterfeit products or "copycat versions" to appear in China. No matter which brand it is, such products cannot be avoided. However, such products also slander the Jianlibao brand.

Especially after the Jianlibao crisis in 2004, Jianlibao gradually disappeared from most Chinese markets, while counterfeit products or "copycat versions" found a good environment to breed. They blatantly replaced Jianlibao's position in the market. In the vast rural areas, they have deceived countless people and made huge profits. The quality of their products is also conceivable, and they have slandered the Jianlibao brand.

Whether it is a counterfeit product of Jianlibao or a "copycat version", they all have one thing in common. They all play the card of "Guangdong Sanshui Jianlibao" and replace "Guangdong Sanshui Jianlibao". The words "" are printed very conspicuously, and other words are printed very small. This is a way to deceive the masses. In fact, they may have only registered a small trademark on "Guangdong Sanshui Jianlibao Road". "Guangdong Sanshui Jianlibao Road" has the glory of Jianlibao, but also the indescribable pain of Jianlibao.

Jianlibao and the Industrial and Commercial Bureau will also severely crack down on counterfeit products or "copycat versions" of Jianlibao. The general public is welcome to report.

About Jianlibao Pull-tab with Prize

Jianlibao Pull-Tab with Prize was adopted as early as the Li Jingwei era. It caused quite a stir in China at that time and even made Jianlibao the leader at that time. of brilliance. But some low-level deceptions have also spawned. Friends who have watched the movie "Crazy Stone" may be familiar with the fact that some people with ulterior motives use the Jianlibao pull ring to win prizes to defraud many people who are greedy for petty gains. This has also caused a very bad social impact on the Jianlibao brand.

In fact, there is a good way to identify this kind of scam. The easiest way is to confirm it by calling the 800 toll-free number of Jianlibao Company. Moreover, huge rewards such as "80,000" and "100,000" are also expressly prohibited by the state.

As the saying goes, "There will be no pie in the sky", it is still the human heart that is at play. As long as you don't take advantage of it, you won't be deceived. Likewise, if you see such a scam happening near you, please report it immediately.

Jianlibao sincerely invites dealers from all over the world to seek business opportunities and create great achievements together. The future of Jianlibao is full of surprises and hopes. We hope that dealers, wholesalers and Jianlibao people will work together to enjoy the wealth and joy brought by success.

Jianlibao thanks all the friends who have cared about the national beverage, and thanks all the friends who have cared about Jianlibao. Always pay attention to Jianlibao and have confidence in Jianlibao. Supporting the national beverage and supporting Jianlibao is the best action for Jianlibao. Jianlibao will surely triumph and regain its glory. Thank you! ~~

Question 6: Why do some people say that the founder of Te is An Zixuan. Who is An Zixuan? Name: An Zixuan Gender: Male Age: Young talent Birthday: December 01 Zodiac sign: Sagittarius Current residence: Changzhou, Jiangsu, China Marital status: Single Blood type: Other Hometown: Changzhou, Jiangsu, China Currently using QQ: 362432426 Hobby mobile phone/ Digital products Mobile phone currently owned: Nokia-N81 Favorite mobile phone: Apple-iPhone Laptop currently owned: Apple (Apple)-MacBook Pro 13 Laptop most desired to own: Apple (Apple)-MacBook Air MP3 currently used: Apple (APPLE)-iPod classic car Car currently owned: Aston Martin - in planning. Car planned to buy: BMW-X5 Favorite car: BMW-z4 Fashion clothing/cosmetics Most interested in fashion content: Accessories Frequently worn clothing: John Galliano Frequently worn bags/boxes: Li Ning Frequently worn accessories: Vivinne Westwood Shoes worn: Converse Places visited and liked during travel/vacation: Tianmu Lake Places you want to visit: Venice, Barcelona Ideal vacation spot: Mauritius Video games/online games Favorite game type: Simulation role-playing games Currently playing Game: Gears of War Game played and liked: RO-2 Food/fast food/drink Favorite cuisine: Cantonese cuisine Favorite dish: Stewed Ostrich Palm Restaurant recently visited and favorite: Changzhou Hyatt Regency Hotel Favorite drink Beverage: Coca-Cola Social Experience Occupation: Confidential Company Name: Changzhou *** Company Address: Building 6, Changzhou Administrative Center (No. 1280 Longcheng Avenue), Changzhou, Jiangsu, China I hope I can help you, and I hope you will adopt it! Your support will be our eternal motivation!

Question 7: Is the Northern Song Dynasty so bad? They couldn't win the Liao Dynasty, and later the Jin Dynasty couldn't win either, and the state declined. . Disadvantages of civilian supremacy.

Question 8: Introduction to Yeli Dulan Queen Xiancheng Yeli (? - 1048), the queen of Xixia Jingzong Li Yuanhao. He gave birth to the prince Li Ningming, the prince Li Ninglinge, and the prince Li Xili. In the first year of Yanzuo's reign (1038), she was granted the title of empress. After the queen's brother Yeli Yuqi was killed by a conspiracy by the famous Song Dynasty general Zhong Shiheng, the Yeli family declined. In May of the tenth year of Yanzuo's reign (1047), Queen Yeli was framed by the Mu Zang clan and was deposed as a commoner. In the first month of the eleventh year of Yanzuo's reign (1048), Prince Ninglinge assassinated Yuan Hao. Because of his implication, he and Zininglinge were executed by Po Zang and Pang Pang.