Lining'S Comeback Moves Frequently To Seek Solutions.

In October 17th,

The company announced that the two major shareholders of the company, Victory Mind and Dragon City, will sell the 266 million 370 thousand shares of Li Ning Co shares to the extraordinary China, accounting for 25.23% of the total issued share capital of the company, with a total price of HK $1 billion 400 million.

China is a sports consultancy firm. Lining has been chairman of the board of directors since June 2010.

The news came out, causing

In an uproar, all kinds of wind rose suddenly.

Although Lining said in a media interview, "restructuring is just an action to develop the big sports industry, hoping to prepare for another increasingly competitive competition through the IPO platform." the capital market interpreted the Lining family's move as a deliberate reduction of Li Ning Co, and the media questioned Lining's desire to fight for real estate.

The public opinion thinks that the Lining family is playing the "capital game" with the left hand and the right hand.

There are many stories in the capital market. Li Ning Co is now having internal injuries and new chaos.

For the former "Prince of gymnastics", how many chances can Lining win in this election?

Hard to replicate brilliance

Fourteen world champions and more than 100 gold medals, Lining is a proud name for countless Chinese people. He was named one of the greatest 25 athletes in twentieth Century and tied with Jordan and Bailey.

After moving to the shopping mall, it has been praised as "excellent entrepreneur" and "business magnate" by the media.

Li Ning Co was founded in 1990. After three years, it began to make profits. Its annual turnover increased by nearly 100%.

Listed in Hongkong in 2004, Li Ning Co achieved a fantastic goal in 2009: sales in the Chinese market exceeded Adidas, and it was only one step away from world class Nike.

In August 2008, Lining, as the torch bearer of the Beijing Olympic Games, lit the Olympic torch with the way of "flying trapeze", which once again made the Lining brand sing the world stage.

"Everything is possible", as Li Ning Co is known to consumers.

Slogan.

From sports field to shopping mall, from dealing with horizontal bars and pommel horses to playing games with employees, partners and competitors, just like a series of highly difficult combination actions, Lining turned around and landed steadily.

This time, however, applause is far from lasting.

After the comeback, the movements are constantly changing.

Since 2010, the company has seen many problems such as declining performance, inventory crisis, stock price decline, brand remolding failure and high level turnover. Li Ning Co has begun to go downhill.

The slogan of Li Ning Co also did not know from what time it became "let change happen".

In March this year, Li Ning Co introduced private equity investment institutions, followed by a series of drastic reforms.

Among them, personnel changes are particularly noticeable.

Zhang Zhiyong retires as chief executive and will be led by Lining, founder and executive chairman, before hiring a new chief executive officer.

This is called the comeback and return of Lining by the media.

However, it is not easy to "rescue" a Li Ning Co that is in crisis. Public opinion can not help but ask: can Lao Po be old enough to eat?

In October 10th, the Li Ning Co swung $100 million to sign Miami heat guard Dwayne Wade. Wade will receive an annual salary of $10 million for 10 years, and will also get a large share of the shares and Li Ning Co shares.

However, the "lightning man" of the year has now entered the end of the sports career, and the high cost signing is not for the public opinion.

In October 12th, Lining announced that the resignation of executive director and chief financial officer Zhong Yiqi has aroused suspicion in the market.

In October 17th, Li Ning Co issued a notice to sell 25.23% equity to the extraordinary China, and the unease of the capital market increased.

According to public opinion, all kinds of initiatives or the layout of the new strategy, Lining reinvigorate the plan to overthrow the past and replace executives and sell shares.

When the athletes, Lining on the field is as strong as a rock, keeps a habitual smile and confuses all living beings. As an entrepreneur, does Lining have the confidence to change?

Reconstructing Lining's way out

Professionals say that almost every sports brand can encounter all kinds of complications, which are placed before Li Ning Co.

After many years of Lining's pioneering work, he once again stood on the development of a three way intersection. Next, how will he step out?

Yin Zhihao, chief executive officer of champion business consulting (Xiamen), also said that Lining had not yet figuring out the root of the problem, not the internal problem, not the dispersion problem, not the pain of pformation, but simply did not understand the target customers, what their minds were, how to do the correct positioning strategy, and what kind of feeling they would bring to the customers.

Xiong Xiaokun, a light industry researcher at CIC, believes that strategic adjustment and reshaping the brand are the main ways for Lining to cope with the current predicament.

We need wisdom to choose the way forward, we need courage to throw away our inventory burden, we need performance to win capital confidence, and we need stable and efficient team development.

To pcend oneself has always been the goal pursued by "sports people". I believe that Lining has achieved countless pcendence of body and will in countless times of flowers and applause.

But after all, the shopping mall is not a pommel horizontal bar, "let the change happen". How many times can Lining win this time?