Lining 80 Percent Off Sales Promotion Jilt For The First Two Years Accumulated Goods 1 Billion 800 Million Revival Plan Save Oneself

< p > Lining issued a profit warning in December 17th. The company will see a big loss in 2012. Li Ning Co shares fell 3.89% on that day.

The Li Ning Co said it was carrying out a channel revival plan with a cost of up to 1 billion 800 million yuan. Despite the fact that Li Ning Co has launched a positive rescue, there are indications that the domestic sporting goods industry, including Lining, will continue to suffer from persistent labor pains.

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< p > < strong > Lining left the store for the first two years, a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > listed companies with high inventory < /strong > /p >

< p > Li Ning Co said in a 17 day announcement that the pformation plan mainly includes a large-scale one-time channel rehabilitation plan, with a view to effectively solve the problem of accumulation of sales channels in recent years.

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Lining P dealers' crazy sale has already begun.

The media reported on November 27th that Lining, the famous sportswear brand in Wuhan, has just launched 80 percent off major promotional activities.

Lining is also developing less than 70 percent off of the exclusive market in Qingdao for 10 days.

It is understood that recently, because Lining has launched low-priced discounts in all parts of the country, people often see the question of where there is a discount field for Lining on micro-blog.

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< p > November 28th reported that the Lining brand has been in the Yuexiu District fashion store Beijing Road store for 20 days from the middle of 11 months, and the product has been folded for 1~4 days.

A salesperson told reporters that the sales promotion was all Lining's product in the first two years. "Go to stock and stock too much. There must be a place to pile up these < a target=" _blank "href=" //www.sjfzxm.com/ > clothes > /a ".

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< p > the latest three quarterly report shows that only 22 A share apparel listed companies reached an astonishing 38 billion 200 million yuan in the third quarter.

Before the figure burst, the total backlog of 48 billion 300 million yuan in the first half of 42 garment enterprises has been shocking.

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< p > < strong > the old do not go to the new do not stock accumulation, the order decline is less than /strong > /p >

< p > as early as the first half of the year, the order meeting data of < a href= "http://sjfzxm.com/news/index_f.asp" > Lining < /a > showed that the total order amount of the company in the fourth quarter of 2012 was on the high double-digit decline.

In the subsequent mid-term performance conference in August, Li Ning Co executives said that the order data would not be released in the future.

For the Li Ning Co practice, some analysts believe that this further reduces Lining's earnings foresight and reflects the management's negative outlook.

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< p > public data shows that not only Li Ning Co, but also the whole sporting goods brand will be in a cold spell for quite a long time.

XTEP announced the order meeting in the second quarter of 2013 in the HKEx announcement. The data show that the order volume in the second quarter of 2013 decreased by 15%~20% compared with the same period in 2013, while the order volume of Anta in the second quarter also dropped by 15%~25% compared with the same period last year. PEAK's data also showed that the order volume in the two quarter of next year dropped by 20% to 30%.

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< p > > a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > service industry commentator Ma Gang said that there are several reasons behind the decline in orders, one is the continuous increase of sports brand stock, the two is due to the decline in sales performance, the sports brand closes some stores, and the three is the negative growth of sales outlets, and the order quantity is correspondingly reduced.

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< p > < strong > 1 billion 800 million revival plan covers dealer geometry or industry pain or will continue to < /strong > /p >

< p > Li Ning Co announcements that the group has previously expanded its marketing network in the sporting goods industry in China through the wholesale operation to seize market share.

However, in recent years, the growth rate of the whole industry has been declining rapidly and showing signs of saturation, which is no longer suitable for the development of the industry.

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< p > the Li Ning Co board has approved a channel revival plan with the highest cost or 1 billion 800 million yuan. The company used 5 "one-off" to describe the channel revival plan in the announcement. It was mentioned that "a number of major distributors (representing most of the company's business) agreed to participate in the plan, although this may lead to a significant one-time loss."

Li Ning Co also announced in its announcement that it would reorganize channel policies to support retailers with strong retailing capabilities.

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< p > it is not hard to imagine that some weak dealers can not escape the fate of closing down.

According to the voice of China "CNG news" reported on November 19th, in the first half of this year, Lining group made a profit assessment on the basis of the newly opened 248 stores and closed 1200 tiny stores, which reached 15%.

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