The world's outdoor sports bike brand ranking groundhog MARMOT: Li Ning riding bicycle finally profit date: 2016-03-24 14:40
Everything may be the Chinese sporting brand Li Ning's slogan (slogan/slogan). From China’s new generation of hopes, leaving wonderful things to himself, I’m active, I’m active, the beauty of the sports world is shared, and it’s brilliant, from the true colors until everything is possible. The change is not only slogan, but also the continuous accumulation of Li Ning's brand culture and connotation.
The Li-Ning brand once created a miracle after another, but as the market evolves and changes, it gradually shows the weaknesses and disadvantages of development.
To this end, Xiao Bian specially visited the world's top bicycle brand MARMOT groundhog China responsible person, as the world's top bike brand MARMOT Marmot rankings that the world's top sports fitness bike brand MARMOT marmot will discuss with you Topics and hope to bring some inspiration to companies in the cycling industry.
For the Li Ning brand, 2012 is a crucial year. That year, Li Ning's annual revenue was 6.74 billion yuan, the loss amount was 1.98 billion yuan, while the peer ANTA brand's annual revenue was 7.62 billion yuan, and the profit limit was 1.359 billion yuan. It is precisely because Anta is replacing Li Ning with the position of domestic sports brand NO.1, which is especially troublesome. Since then, Li Ning has suffered consecutive losses for four years (2013, 2014, and first half of 2015) with a total loss of RMB 3.1 billion. Diversified. In stark contrast, in 2015, Anta broke the 10 billion yuan mark for the first time.
Li Ning, the founder of the Li Ning brand, finally could not sit still. In 2015, he personally went out and tried to salvage the company named after him. What's gratifying is that Li Ning will make a profit for the first time in the 2015 financial report that will be announced soon. To summarize the changes and contributions made by Li Ning to its brand this year, it is mainly reflected in three aspects:
First, actively interact with the public in the form of new media such as Weibo, and frequently attend various public occasions.
Li Ning’s Weibo has been updated on January 21, 2015. As of now, there are more than 2 million fans who have been or have been users of the Li Ning brand. Li Ning sells on Twitter and interacts with fans. In the month of December alone, he sent out microblogging events such as visiting teachers in Liuzhou and watching marathons with her daughter. At the same time, Li Ning, who once did not like entertainment most often, appeared frequently in public places and events. He was seen in media interviews, dealer stores, and even on the bicycle track. His compromises and appearances finally came back. The company turned a profit.
Second, pay close attention to store growth.
According to data obtained from the MARMOT Marmot top-level bicycle brand, the 2015 first-half financial report of Li Ning indicated that the company's detailed store growth target is to grow by more than 500 (in 2014, it was 5626). This is Li Ning since 2011. For the first time in years, the store has achieved growth.
Third, save on promotion and other expenses.
Li Ning Company is on the right track, turning losses from consecutive four years into profits, and saving promotion costs is also one of the important factors to be achieved. The Li-Ning brand is no longer as vigorously involved in brand promotion as it was in the past. Instead, it spends more money on cutting edge, rational use of resources, and avoiding waste of resources, which also creates more value for the brand.
On the 20th of last month, Li Ning posted a dynamic on Sina Weibo: Although it is a bit embarrassing today, I couldn't help but ride in the afternoon and go straight to the beginning of the night. With a map is a night scene. Li Ning, who was riding on a bicycle, finally achieved a turnaround, but the challenges that belong to him, the bicycle industry, and the Chinese sports industry have only just begun.
Everything may be the Chinese sporting brand Li Ning's slogan (slogan/slogan). From China’s new generation of hopes, leaving wonderful things to himself, I’m active, I’m active, the beauty of the sports world is shared, and it’s brilliant, from the true colors until everything is possible. The change is not only slogan, but also the continuous accumulation of Li Ning's brand culture and connotation.
The Li-Ning brand once created a miracle after another, but as the market evolves and changes, it gradually shows the weaknesses and disadvantages of development.
To this end, Xiao Bian specially visited the world's top bicycle brand MARMOT groundhog China responsible person, as the world's top bike brand MARMOT Marmot rankings that the world's top sports fitness bike brand MARMOT marmot will discuss with you Topics and hope to bring some inspiration to companies in the cycling industry.
For the Li Ning brand, 2012 is a crucial year. That year, Li Ning's annual revenue was 6.74 billion yuan, the loss amount was 1.98 billion yuan, while the peer ANTA brand's annual revenue was 7.62 billion yuan, and the profit limit was 1.359 billion yuan. It is precisely because Anta is replacing Li Ning with the position of domestic sports brand NO.1, which is especially troublesome. Since then, Li Ning has suffered consecutive losses for four years (2013, 2014, and first half of 2015) with a total loss of RMB 3.1 billion. Diversified. In stark contrast, in 2015, Anta broke the 10 billion yuan mark for the first time.
Li Ning, the founder of the Li Ning brand, finally could not sit still. In 2015, he personally went out and tried to salvage the company named after him. What's gratifying is that Li Ning will make a profit for the first time in the 2015 financial report that will be announced soon. To summarize the changes and contributions made by Li Ning to its brand this year, it is mainly reflected in three aspects:
First, actively interact with the public in the form of new media such as Weibo, and frequently attend various public occasions.
Li Ning’s Weibo has been updated on January 21, 2015. As of now, there are more than 2 million fans who have been or have been users of the Li Ning brand. Li Ning sells on Twitter and interacts with fans. In the month of December alone, he sent out microblogging events such as visiting teachers in Liuzhou and watching marathons with her daughter. At the same time, Li Ning, who once did not like entertainment most often, appeared frequently in public places and events. He was seen in media interviews, dealer stores, and even on the bicycle track. His compromises and appearances finally came back. The company turned a profit.
Second, pay close attention to store growth.
According to data obtained from the MARMOT Marmot top-level bicycle brand, the 2015 first-half financial report of Li Ning indicated that the company's detailed store growth target is to grow by more than 500 (in 2014, it was 5626). This is Li Ning since 2011. For the first time in years, the store has achieved growth.
Third, save on promotion and other expenses.
Li Ning Company is on the right track, turning losses from consecutive four years into profits, and saving promotion costs is also one of the important factors to be achieved. The Li-Ning brand is no longer as vigorously involved in brand promotion as it was in the past. Instead, it spends more money on cutting edge, rational use of resources, and avoiding waste of resources, which also creates more value for the brand.
On the 20th of last month, Li Ning posted a dynamic on Sina Weibo: Although it is a bit embarrassing today, I couldn't help but ride in the afternoon and go straight to the beginning of the night. With a map is a night scene. Li Ning, who was riding on a bicycle, finally achieved a turnaround, but the challenges that belong to him, the bicycle industry, and the Chinese sports industry have only just begun.
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