Li Ning Suffered A Huge Loss Of 2 Billion Yuan In 2012

Although they had been prepared, when people saw the news that Li Ning Company lost 2 billion yuan last year, they were more or less shocked. The first sports brand in China, for the first time since it was listed eight years ago, handed over a failing report card. The rise and decline of the company and the industry were clear at a glance.

Compared with the public's incomprehension and amazement, Li Ning's company was as desperate as water. Jin Zhenjun, the executive director of the company, explained that the company's loss of money was naturally related to the market environment, but more importantly, Li Ning implemented a recovery plan last year with a total amount of about 1.8 billion yuan: the 1.8 billion yuan fund could be withdrawn by years, but the long-term pain was better than the short-term pain. Li Ning chose a one-time lump sum, so, The original "slight loss" report directly turned into a glaring "huge loss". Li Ning can be described as "a hero who broke his wrist".

We don't know whether Li Ning's "rejuvenation" medicine can really play the role of "scraping the bone and healing the wound". Even Li Ning, chairman of the board of directors of Li Ning Company, admitted that the most difficult period of the company has passed, but when it can turn losses into profits has not yet been known. However, Li Ning is at least thankful that it has achieved the advantage of "going light" and will no longer be hampered by financial data in the coming years, which may be incomparable to other domestic sports brands.

The annual report only represents the past. Looking into the future, Li Ning will face a complex and changing market environment: on the one hand, the contraction of domestic sports brands since last year has not been tightened, but has become more and more powerful. No matter Li Ning, or sports brands such as PEAK, Anta, and Tebu, they can't avoid "inventory clearing" and "store closing" this year; With the addition of international sports brand giants Nike and Adidas, this year's domestic sports brand market is bound to be another bloody battle; On the other hand, Li Ning is also faced with the challenge of reshaping its brand due to the bloody external market. In the coming years, Li Ning needs to complete a self transformation in a powerful storm.

Fortunately, Li Ning has "exhausted all the advantages". Li Ning, who "went into battle lightly", will clearly understand the meaning of concentration after learning from the past. With the improvement of the domestic sports environment clothing The improvement of the brand and whether Li Ning can rise again deserve our attention.

One noteworthy phenomenon is that the day after the announcement of Li Ning's huge loss of 2 billion yuan, Li Ning's stock rose nearly 5%. Is this the most real reaction of the market to this?