Can Lining Rebuild His Brand After A Low Sale?

< p > April, the domestic campaign < a href= "//www.sjfzxm.com/news/index_x.asp" > brand < /a > the giant Li Ning Co joined together in a low price to clean up the stock, casual shirts and trousers were as low as 19 yuan.

Some netizens said, "there is no difference between price and" booth price ".

In April 11th, the people's sports network launched the exclusive plan "Lining's low price sale, and whether the brand can be rebuilt"?

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In 1992, Lining was chosen to be the twenty-fifth Barcelona Olympic Games. The Chinese delegation designated the award dress, < a href= "//www.sjfzxm.com/news/index_x.asp" > the award shoe < /a >, ending the history of Chinese athletes using foreign sporting goods in the Olympic Games.

After 3 consecutive Olympic Games sponsorship of Chinese sports delegation, Lining's award dress and award winning shoes were well received.

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< p > from the sponsors of the Olympic Games Chinese sports delegation to the huge loss of performance nowadays, the online sale of inventory has been cleared up at a low price. What has happened to the "Lining" of the former Chinese sports brand leader? < /p >

< p > in the survey of "you are optimistic about the future development of Li Ning Co", 42.9% of the netizens expressed their optimism that the big a href= "//www.sjfzxm.com/news/index_x.asp" > the enterprise < /a > strong; 33.3% of the netizens voted against it, that the Li Ning Co's performance was seriously damaged; 23.8% of the netizens had a vague attitude and chose "not to mention it".

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< p > for Lining's phenomenon, < a href= "//www.sjfzxm.com/news/index_x.asp" > brand < /a > Wang Yong, Secretary General of China Industrial Alliance, said that the loss is not bad for Lining, who is in the period of strategic adjustment.

2012 is a very severe year for the sporting goods market. Domestic and foreign brands, including Nike, have experienced varying degrees of profit decline, closing stores and clearing stocks.

He believes that the success of a brand can not be judged solely by its short-term market performance.

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< p > Liu Xiaowu, a financial writer, said that in the current situation, the sporting goods industry's short-term prospects are hard to be optimistic.

At present, China's sports clothing brand is in the process of shock seeking, and it is still necessary to observe the shock of a quick rebound.

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< p > clothing industry observer Ma Gang believes that there are two root causes for the existing problems of "a href=" //www.sjfzxm.com/news/index_x.asp "domestic" /a "sports brand. The first is the great leap forward of the channel mode, no matter whether the store can open or not, they will start.

The two is the wholesale mode of sales, regardless of whether the goods can be sold to consumers in the end.

This foreshadowed a large number of stores and inventory.

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