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90, clearly represents the future of consumer age, the natural doubly great importance to many businesses, these include the brand leader in local sports - Li Ning. Second half of 2010, Li Ning, 20 years to follow the "squirrel tail" logo, has become a "human" shape, but also by the slogan "Anything is possible" becomes "let change happen." It is clear that not only want to get rid of the Discount Sunglasses brand Li Ning, the initial follow and imitate, but also want to reshape the character and image, obtained after 90 generations of all ages. However, the desire and reality is often a gap, change line 90, after Li Ning to go and did not expect to get the report card: orders at the second quarter of 2011, clothing and footwear decreased the number of orders for more than 7% and 8 %, the overall amount of orders over the same period decreased by about 6%. After the publication of data, Li Ning's share price has been down, the cumulative decline in the month in December last year, is close to 20%. Li Ning the situation now, where is the problem in the end? Local sports brand big brother, the new decade will go from here? Nike Air Max 24-7 was founded at the beginning of the first marketing manager, the key Road Sports Consulting is currently CEO of the conversation with reporters, Zhang said: Chinese sports brand Li Ning is the boss, but the boss is not good when: Reporter: For the second quarter, orders will be Li Ning's "report card", China Merchants Securities analysts believe the domestic sporting goods market, expanding too fast in previous years, the rapid increase in the number of stores, the homogeneity of the products in the market put in too much, so cause like Li Ning, China Dongxiang and other sporting goods companies too much inventory backlog, resulting in weak performance. How do you think? Zhang: In the past a horizontal business growth mainly to open up a shop more of a sales. Why is this unsustainable growth horizontal, everyone in the Sunglasses Huts shop during the first-tier cities in the land, the high cost of prescription, four, five or even six-line market, Li Ning that encountered in the penetration of high-priced downward pressure on prices . Adidas Nike line market is experiencing downward pricing pressure, which go the fastest so the maximum pressure, reflecting the more intense. Level of growth has ended, I want to vertical growth.
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