Local sports brand "internal and external" international frustration sluggish domesti
Recently, Li Ning Company spokesman revealed to the media, Li Ning Company in Hong Kong, only one branch - Cameron Road, Tsim Sha Tsui, Li Ning sports clothing store earlier this month graduated. Close the Hong Kong branch of the reason, the Li Ning Company is not a positive attitude, and just said that in the future nike free run 2 will be more concerned about the mainland market. Li Ning in the overseas market expansion hindered not isolated cases. Domestic sporting goods companies after 2008 generally misjudge the situation and are expanding rapidly, with the end of the high-margin, high-growth era, the challenge facing the industry as a whole. The experts pointed out that the face of this situation, the local brands should shrink overseas expansion, more attention to the domestic market.
"Going out" frustrated difficult to break through the international brand Li Ning, Hong Kong Branch as the Li Ning brand international pilot was settled in October 2009 in Hong Kong, Tsim Sha Tsui, an area of about 1900 square feet. Li Ning company official was revealed that in 2018, Li Ning will become one of the top five global sports brand, Li Ning will then have more than 20% of revenue comes from overseas markets in Southeast Asia, before the end of 2009 will be opened 70-100 badminton store . However, according to publicly available data, the proportion of Li Ning Company overseas income to total revenue in 2010 was 1.4%, to 2011, the ratio of approximately 1.9%. Compared with the established plan, the time over the past three years, Li Ning company overseas revenue accounted for there is no big change.
This year, Li Ning Design Center located in Portland, United States has lost half of the employees. July 4, Li Ning and Spanish agents established sales company filed for bankruptcy. In addition, with partner Foot Locker Inc.. The agreement has been terminated. International road along with the impact of this series of events, the Li Ning brand has become a phantom. Markets like Europe and the United States and other developed areas have very mature, very difficult to make sales in a mature market in European and North American sporting goods market is already quite mature, such as Nike, Adidas has expanded apparel industry independent commentator Magang years, leaving the market for the development of domestic brands is quite small. " In this regard, Li Ning company official said overseas markets, including Hong Kong, after all, there are many cases and the mainland market, the company is in the exploration stages of learning, and to controllable risk, cost-controlled manner.
The inventory pressure Mainland now stores "wave off" after the Olympic Games since 2008, launched a campaign to boom, major sporting goods companies also have to increase horsepower production sports products. It is in the case of miscalculating the consumer market, currently the major sports brands are facing nike free run 3 the problem of high inventory. As of August 29, the 80 listed companies, according to the garment industry and its upstream textile industry, including semi-annual data, 80 companies in the first half inventory up to 67.166 billion yuan in total. The apparel industry, Youngor, red beans shares, Jihua Group, Smith Barney costumes and Semir clothing, including 11 company stocks are more than 1 billion yuan.
Li Ning Company also spared. Li Ning Company 2012 semi-annual report shows that as of June 30, 2012, Li Ning Company stock for 1.138 billion yuan, the inventory turnover days increased to 95 days from 72 days in the same period last year. Industry insiders, overseas markets, especially nike free 3.0 in Europe and the United States market orders have fallen sharply, the sharp contraction in a single order line, is the main cause of increased clothing inventory. The inventory problem seriously affect corporate cash flow from continuing operations and businesses.
