Lining'S Rivals Have Been Eyeing After Losing The Recovery.

After losing the deficit last year,

The performance has been further improved.

According to the semi annual report it just announced, Li Ning Co revenue in the first half of the year was 3 billion 596 million yuan, an increase of 13% over the same period last year, with a net profit of 113 million yuan, compared with a loss of 2900 yuan in the same period last year.

Last year, Lining ended three years of losses, but the profit was only 14 million 309 thousand yuan.

This is seen as a formal recovery channel.

One of the reasons for Lining's success is the improvement of channels.

It is worth mentioning that,

Business sales doubled from 220 million in the same period last year to 460 million yuan, and the proportion of total revenue in Lining rose from 7% to 12.8%.

The electricity supplier has probably made a lot of efforts in inventory.

The O2O full channel inventory integrated system platform is also effectively improved, and the inventory structure is improved, and the turnover speed of products is improved.

After the old inventory was digested, the new product brought higher gross profit from 45.2% to 46.7%.

In the first half of this year, they launched new products: cloud third generation running shoes, arc 2016

Ultra light thirteen generation running shoes, Captain America series, N99 and N80 badminton racket products, new products sold out rate increased by 2%.

Lining said in an interview that he was satisfied with the development and profitability of the e-commerce platform, but the development of the direct store was not ideal.

In the future, they should shift the street shops to the shopping mall shops, and achieve the 3:7 ratio of the shops on the street and the shops.

Lining's development also benefited from the sporting goods market as a whole.

After 2011~2013 low, by 2014, the sporting goods industry began to grow rapidly and return to the speed of 15.89%.

We have reviewed the performance of domestic sports brands in the past year, and they are doing well. This is related to the rise of Chinese consumers' health and awareness of sports, as well as the popularity of sports styles in fashion trends.

However, it is difficult to return to the glory of the past.

Because of the rapid growth of competitors, Anta has not yet announced its performance in the first half of this year. Last year, its sales reached 111.2 billion billion. It was the first super billion Chinese sports brand with a growth rate of 24.7% (Lining's revenue last year was 70.89 billion billion).

Lining is sponsoring the India national team in the Rio Olympic Games, and Anta is a sponsor of the Chinese national team.

As for the other two strong enemies, not only the sales volume is large, but also the growth rate is faster, because the sales of Stan Smith and NMD are good, and in the first half of 2016, the total revenue of Adidas in China was about 107.4 billion yuan, an increase of 24.6%.

Nike has just released its annual report on fiscal year 2016, and China's revenue growth is 27% (the latest two quarter total revenue is about 130.3 billion yuan).

Other foreign sports brands, such as Under Armour and Asics, are also becoming more active in the Chinese market.