The Nike Store Portland Oregon
Li Ning shoe stock sell-off, filling the back problems
Location footwear brand Li Ning, you can call it "China's Nike Air Max 24-7 (Nike)" it? In fact, not at all. If the shoe Li Ning (Li Ning) stick to the current development trajectory, it is the similarities with Nike and Nike that will end in a similar trademark.
Gymnast Li Ning, founded by the same name sports shoes and apparel manufacturing retailer headquartered in Beijing, in 2002 to 2009, revenues increased by 9 times earnings per share increased 10-fold. However, in January last year, the brand Li Ning shoes in the Nike Camp - Portland, Oregon, opened its first U.S. retail store, this development began to show the shortcomings of fixed-style no doubt.
Li Ning shoe to build China's largest sports brand sales network, with 7,748 retail outlets, but only 474 directly managed by the Li Ning Company, and the remaining 60% of the shops in about 2000 by a lack of experience in retail operations, they do not Empty-of-season inventory willing to cut prices, thus leaving little room for the new high-priced products. Last June, the order has not been able to solve the problem of weak Li Ning, a slight change of the trademarks, and launched a new slogan: "Make the change" (so that changes occur.) But all this does not make the situation better.
For investors, they not only sell Ning (Since then, shares have fallen 42%), also selling a similar distribution problems in other manufacturers and retailers, such as Anta (Anta), special steps (Xtep) and 361 degrees ( 361 Degrees), etc.. The only during this period of rising stocks in China sports Nike Air Max 90 shoes and apparel is a treasure wins (Pou Sheng), which rose 37%. Pou Sheng is a pure retail, distribution, Nike, Adidas (adidas), Reebok (Reebok) and Puma (puma) and other brands of large retail stores.
To some extent, if preferred dealer to sell a few percentage points and then the wholesale discount brand Li Ning Nike Air Max shoes in the next two years might be able to network rationalization of domestic distribution at the same time maintain market share. However, the international shoe giant Nike, will also easily become the most profitable market, investing heavily in China. At the same time, Credit Suisse (Credit Suisse) on China's consumption of sports shoes and apparel data shows the challenges facing the difficulty of Li Ning. When the family income over 7000 yuan ($ 1,000 combined), the preferences of Chinese consumers will turn to foreign brands from domestic brands. Like other large consumer goods, sports shoes and sports vests in the market, the Chinese who want to become the world champion to conquer the enterprise seems far from the local market, not to mention other countries.
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Portland Mayday 2010