Where Is The Future Of Lining's Brand Pformation?

As the pride of domestic brands,

It was once the first choice of our sports brand, but since the brand encountered Waterloo in 2012, the decline has come to an end.

Recently, Lining released his earnings report, and finally announced that he would turn a profit into a deficit.

In the 2015 fiscal year, Lining's annual income recorded a rise of 17% to 7 billion 89 million yuan, operating profit of 157 million yuan during the year, compared with the 643 million yuan of operating losses in 2014, this is already a winning data.

Since Lining, the founder of the brand, returned to the company last year as chairman of the board, Lining has made his own decision.

Lining came back to life.

But since 2012, it has launched a $14 to $1 billion 800 million fee.

After that, Lining, who continues to lose money, is also facing a pformation.

For repositioning, Lining explains Lining brand like this: "Lining is a professional sports brand in the era of mobile Internet."

Therefore, the brand will continue to revolve around the five core categories.

In the 2015 fiscal year, the company's five core categories drove the group's retail growth. The performance of basketball category was worth mentioning. The overall retail sales increased by 34% compared with the same period in the same fiscal year.

In the future, can Lining pform the brand as he likes? But at present, the pformation is still slow and difficult.

Therefore, it is only the first step for Lining to turn the brand into a profit. How to make continuous profits is the most important thing.

However, even if Lining, chairman of the board, believes that the brand needs to pform from traditional wholesalers to professional retailers, there are still many changes to be taken into account. "To build a professional retail system, we only finished 30%."

The founder said so.