Lining's New "Little Strong" Version Of Intelligent Basketball Shoes

In August 13th, Lining The company announced its interim results in 2015, an increase of 16% yuan to 3 billion 641 million yuan, and 1 billion 634 million yuan to Maori run.

In the 3 years after the transformation, its pre tax profit plus depreciation and amortization (EBITDA) for the first time turned into a profit of 260 million yuan, and the cash flow to restore the function of "hematopoiesis" was recorded. In the first half of the year, it recorded an inflow of 165 million yuan, and the deficit narrowed to 29 million yuan. HSBC, first Shanghai and other brokerages have raised Lining's "buy" rating. HSBC said, "sales momentum in the next few quarters is still relatively positive. Measures to reduce operating expenses are likely to make the group surplus this year."

The performance of the boost and the launch of smart running shoes and the resumption of slogan "anything is possible" shows Lining's new appearance after he steers himself. At the conference site in Hongkong, I was in a good mood and spoke out of several important business ideas.

　　 One Practise strict economy. As a founder and important shareholder, Lining showed strong cost control. The results showed that the advertising and marketing expenses of the company decreased by 86 million yuan compared with the same period last year, while other expenses were less than 78 million yuan. The total expenditure was 164 million yuan, which was only second yuan after the gross profit increased by 234 million yuan, and became the second driving force for the transformation of the EBITDA. Take the latest two press conferences, for example, from the past Shangri-La Hotel to a more economical and affordable place.

　　 Two Expand the retail network. In 2015, Lining began to strategically develop low permeable southern and two or three tier cities in China. In the first half of the year, more than 42% of new sales outlets were located in southern China, such as Guangdong and Fujian. The number of stores in 2011 was the first net increase from 5626 at the end of last year to 5745, and Li Ningbiao showed confidence that it could achieve 500 net sales targets for the 2015 year.

　　 Three Promoting e-commerce business, practice O2O 。 In the first half of 2015, the revenue from e-commerce business increased by about 100%, accounting for about 6% of the total revenue of the company. In the next three to five years, Lining is preparing to increase the income of the business to 20%. Lining is also accelerating the promotion of "offline experience, online purchase" O2O interaction and exploring a new mode of store operation in the future. He explained that this advantage lies in directly facing consumers, reducing a large number of intermediate links, which is conducive to data mining and centralized inventory management. The 1292 Direct stores and the electronic commerce department have achieved data sharing, and a large number of new products are expected to adopt new interactive mode in the future.

　　 Four Spin off Sports Life series. Lining movement Life sales accounted for more than 40% of the total. In the past, its strategic focus was on professional sports and sports life in terms of design, channels, promotion and so on. It did not receive systematic support. "The existing results are incidental" - Lining commented that he has decided to split up sports and life category intensive cultivation, and set up a new logo. In the second half of the year, the blue and white "spring label" will be introduced, and the independent shops of sports life series will be added to optimize the two series of resource allocation.

It is worth noting that in the PPT demonstration materials, the traditional "Lining standard" professional sports series price is "low to medium", while the independent sports life series product price strategy is "low", the main promotion price performance ratio. Because the Jinjiang department brand generally focuses on the sports life series, Lining takes the initiative to reduce the figure in this field, or will bring pressure to the Jinjiang department brand.

　　 Five New push " Cockroach " Basketball series. Lining and millet department jointly launched Smart running shoes In July 18th, 399 yuan was released for sale in July 18th, and 199 yuan for red rabbits sold in July 28th. The cumulative sales of two online platforms have broken 50 thousand pairs. The online shopping entities are experiencing a rapid rise in the daily average of nearly 100 pairs, and Lining is very satisfied that the two shoes will be sold all the year round. Lining is also about to sell the "Xiaoqiang" series of intelligent basketball shoes. It is said that there are 12 models, but no details have been published, but this shoe has not worked with millet department.