李宁反思李宁

Li Ning Talks about Li-Ning

体育品牌"闭着眼睛都挣钱的时代结束了","运动员"李宁痛定思痛后接受本刊独家采访,谈如何重回老板角色。

It seems spring has come to an end for Chinese sports shoe maker Li-Ming.In 2011,the company's revenue reached only 386 million yuan,a 65%drop over the previous year.2012 was even worse as the company reported losses for the first time ever, losing nearly 2 billion yuan.Meanwhile company shares have performed badly dropping from over 20 yuan per share to 4 yuan at its lowest point,lust a few years ago,Li-Ning was a rising enterprise as China's entire sports apparel industry experienced a period of frantic growth.However,starting in 2010,the industry began to stagnate and inventory numbers reach astronomical levels.Only Adidas managed to escape unscathed because it managed to recognize adjust its strategy and lessen inventory in a timely manner after it realized the dire state of the industry.Li-King places blame for its poor performance on the macro-economic environment, while even Anta Sport's CF.O Vu Shizhong has mentioned in his micro-blog that 'The time when we can make money with our eyes closed has come lo an end.' The question that remains now is: where do these companies head in the future?