Lining's Five Executives Left &Nbsp; Former CEO Said There Would Be Big Moves.

From today (13), the former Li Ning Co chief product officer Xu Maochun will no longer hold the post. post Officially resigned from Lining. This is the fifth Li Ning Co executives to leave this year. In this regard, Li Ning Co understated that it was only a "organizational structure". Administration The normal change of personnel, but in the eyes of the industry, this is the strategic adjustment of Li Ning Co, and even the whole sports goods industry. Transformation A signal lamp.

From the end of last year to the beginning of this year, Lining's strategic transformation has attracted much attention. It includes changes in brand LOGO modeling and slogans, the increase in prices of some products, and the sharp decline in orders, the shrinking of the market and the fall in share prices. The first marketing manager at the beginning of the Li Ning Co was CEO, a key sports consulting company limited. Zhang Qing, a sports brand expert, believes that there is nothing wrong with strategic transformation.

Zhang Qing: why is failure? (transformation) to communicate with consumers. Why did Lining want to transform? Because the growth pattern was not sustainable in the past. Therefore, endogenous growth should be driven by value. This is the first thing to do. Second, we want to appeal to the brand to keep young and constantly break through ourselves, but it is very wrong to express the direct link between young people and "post-90s". People who have been in sports for a long time know that sports are not differentiated by age.

In fact, Lining's opponents are not just sports brands such as Anta, which are coveted by the boss, but casual wear brands. In sports circles, we use the "selling sheep's head to sell dog meat" to describe today's sports brand, and the sports life series they launched is actually different from casual wear. In the field of professional products, ordinary consumers in China do not choose shark skin swimming; in the field of casual wear, YISHION, Metersbonwe and other brand transactions have already exceeded 10 billion.

Zhang Qing: including Anta, XTEP, Peake, 331 degrees and so on followed by Lining brand growth is down, and there are varying degrees of inventory pressure. The era of fast growth in China's sporting goods industry is over. Local leisure brands and international leisure brands are expanding. Internationally, high-end GAP, low-end UNIQLO, local YISHION and Metersbonwe are expanding rapidly with the advantages of price, style and supply chain. China's industry is facing difficulties, and Lining is the leader in this industry.

In May, the news of Lining's first wave of executives resigned, Li Ning Co shares fell three days, the first day fell 8.43%. Despite the understatement of the company, the market reaction shows that the change of core management level has great impact on the company. Goldman Sachs's research report points out that with the aging of the industry, some smaller and less cash businesses will be eliminated. But I believe that some sportswear companies including Lining can survive the crisis because of their strong cash base.

Goldman Sachs predicts that Lining will be the first revived sportswear company to give Lining a "neutral" rating. How will Lining plan to restructure after the resignation of several executives? Will the established policy of strategic transformation change? How does the future develop?

In Lining's executive adjustment this year, the separation of chief product officer, chief brand officer, chief operating officer and chief Transport Officer is Lining's past management ideas. Now, Zhang Zhiyong, the company's CEO, has started to serve as the chief transportation officer. The decentralization of power has been one of the changes in Lining's personnel. Li Ning Co has always been concerned about Zhang Qing analysis, Lining's future changes will have big moves.

Zhang Qing: in terms of governance or management structure, we should gradually decentralization and decentralization, reduce internal communication costs, and mobilize internal and external resources to serve strategic transformation in the face of pressure. 2012 orders in the second quarter have risen to a certain extent, stabilized and changed too radical channels. There will be further moves on the promotion and dissemination level of the overall brand.

News shows that, in the face of the decline in order volume, sports goods brands have begun to raise funds overseas and wait for further efforts. Another signal shows that foreign brands that have always taken the high-end route will join the competition.

Zhang Qing: Nike brands never advertise in CCTV. This year, they won the Olympic Games by 79 million 990 thousand, which means they are killing the Chinese 234 line market. Next year will be an international brand layout 3 line below the market, Lining strategic transformation needs to stabilize and stop, Anta should take advantage of the situation and lock in its position, the front part of the enterprise will be very competitive.