Lining Is Expected To Lead The Recovery Of The Industry As A Whole.

< p > recently, < a href= "//www.sjfzxm.com/news/index_c.asp" > domestic sports goods < /a > annual report of enterprises has been released, and the general decline of corporate income has become a reality. But considering the macro industrial environment of China's sports consumption market, the income decline of sports goods enterprises should be tired by the stage business mode of the industry.

With the acceleration of urbanization and socialization of sports, the energy consumption of China's sports consumption will be gradually released, and it is expected to usher in a huge consumer market. Domestic sporting goods brands, including Lining, are still promising.

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< p > the energy consumption of Chinese sports is far from being released. < /p >

The success of the Beijing Olympic Games in 2008, P, pushed China's sports industry to a new historical height.

During the period of 11th Five-Year (2006 ~2010), the comprehensive strength of competitive sports in China has been continuously improved, and the national sports have been vigorously developed. As an important component of sports industry, the sports industry has developed rapidly and has become a new highlight of the national economy.

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< p > official data show that during the "11th Five-Year" period, the sports consumption of Chinese residents increased rapidly, and the number of employees continued to increase. In the 2008 Olympic Games, 3 million 170 thousand of the national sports industry practitioners realized an added value of 155 billion 500 million yuan, accounting for 0.52% of the GDP in that year. The added value in 2010 was 222 billion yuan, and the proportion of GDP increased to 0.55%, an increase of 13.44% over the previous year, which is obviously higher than that of GDP.

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< p > however, quite a few (80%) of the fast-growing sports industry value are contributed by sports related industries, which should be only a small proportion of the core industry of sports industry (about 10%).

Compared with the more developed sports market in Europe and America, sports consumption accounts for only about 30% of the value of the whole sports industry. The main part is the contribution of sports noumenal industry consisting of sports performance and fitness leisure.

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Wang Chaoyong, President of Zhong Li capital group, said at the Thirteenth Annual Meeting of the 2013 Yabuli Chinese entrepreneurs forum that the sports industry in the United States accounted for 12% of GDP and China's sports industry accounted for 0.7% of GDP. P

Therefore, the future development of China's sports industry is huge.

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< p > data show that 2011 of the US sports industry's income is nearly RMB 2 trillion and 300 billion yuan, while China has only RMB 160 billion yuan, and China's sports industry output is less than 1/10 of that of the United States.

Behind the huge gap also hints at the huge development space of China's sports industry.

With the Chinese government's strong support for the sports industry, the scale of the industry is expected to reach 250 billion yuan in 2015.

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< p > Lining, founder of the leading sporting goods brand Li Ning Co, expects: "China's urbanization has provided some necessary conditions for the development of the sports industry. If China's urban sports consumption can really become active, the per capita consumption of the whole country can reach half of that of Europe and the United States, and it can form a huge market of more than 2 trillion RMB.

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< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > Lining < /a > take the lead in change and grasp the opportunity to lead the sporting goods industry pformation < /p >

< p > although the overall situation of the current industry is not optimistic, the huge energy contained in China's sports consumption market is far from being released. The sporting goods industry is still in the initial stage of development, which shows a huge growth space for the sporting goods industry.

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< p > who will take the lead in adjusting and breaking through?

In the macro environment of China's economy facing structural adjustment and changing the mode of growth, the sporting goods industry is also in urgent need of the pformation of its business mode.

As the leading brand of China's sporting goods, Li Ning Co has pioneered the pformation strategy of business mode pformation.

Li Ning Co believes that it is necessary to break through the wholesale business model which has been over reliance on the past industry and pform it into a more retail and consumer oriented retail business mode, so as to be based on the rapidly changing consumer market.

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< p > in the view of investment market, when the industry is facing a phased adjustment, the enterprises that can take the lead in self pformation and effective implementation will have the most investment value.

Some investment bank professionals say that in the process of pformation, investors must be the leader of the industry before the industry starts. Such enterprises will win the recognition of investment market and raise their share price.

If enterprises want to maintain a high level of growth, they need strong enforcement capability.

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< p > this is especially evident in the Li Ning Co that has taken the lead in pition.

Since last July, Lining, the founder of the company, joined hands with the new executive vice president Jin Zhenjun to jointly push ahead with the pformation of the enterprise. Li Ning Co's series of actions are very strategic. Focusing on China's sports market, from becoming the equipment sponsor of CBA in the next 5 seasons to signing the NBA top player Wade, there is no lack of three focus development strategies.

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At the same time, Li Ning Co also launched a new "three stage change blueprint" and four strategic plans, including improving operational efficiency of the channel, changing the business mode, improving the overall operational capability and increasing the < a href= "//www.sjfzxm.com/news/index_s.asp" > brand building /a and product innovation, so as to clarify the strategic direction for the company's change plan.

The launch of the channel revival plan, which is part of the expansion plan, highlights the determination of Li Ning Co to clear up its backlog.

The implementation of this series of measures requires efficient execution.

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< p > in the face of the complex economic situation at home and abroad and the multiple challenges of the future development of China's sporting goods industry, Li Ning Co's courage to forge ahead and take the lead in change has also won market recognition.

The industry generally believes that many of Lining's recent initiatives have made clear the strategic direction of professional sports brand, although the change process still needs time, but it is expected to lead the recovery of the whole industry.

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Lining P recently talked about the company's business in public. He also said that Li Ning Co's business pformation could be carried out smoothly and more confident that it would be the first company to get out of the adjustment period of the sporting goods industry.

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