Li Ning was misreading the problem behind the contemplation
Recently, Li Ning Company news frequently appear in major financial media. Orders for the second quarter of 2011 will be less than ideal results, Li Ning Company suffered heavy media misreading, for a time, as the leader of the Chinese sports apparel brand Li Ning, was pushed to the cusp. According to Nike Air Max 2009 in the second quarter of fiscal 2011, product orders will be released data show that, in accordance with the retail tag price of the order value and the very same period in 2010, including clothing and footwear products, both the average retail price rose more than 8%, but the number of orders were down more than 7% and 8%. Li Ning, if we calculate the wholesale discount given to dealers, wholesale shipments of the order value calculated according to the same period compared with 2010 decreased by about 6%. In the sports apparel industry, the results of basic means recession.
In response to an unfavorable situation, Li Ning quickly dished out a range of solutions, including integrated part of the poor performance of the stores, same-store sales by increasing revenue to promote the company’s growth. The Li Ning, the major financial media to interpret the relevant actions taken by 500 to 600 stores. Li Ning, the company conducted a rapid response to media reports, saying that close the store is purely a message of misunderstanding, Li Ning, a move aimed at implementation of the integrated strategy for those who are more efficient and larger the further development of the dealer or distributor to low efficiency of the acquisition of distributor outlets. However, whether the relevant Nike Air Max shop or just the integration of matter whether the issue behind the misreading of Li Ning is worth consideration.
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