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Half Year Profit 795 Million, An Increase Of 196% Over The Same Period, And Lining Went Ahead Without A Stop.

2019/8/14 14:25:00 2

Lining released the interim results announcement in 2019 this morning. In the six months ended June 30, 2019, the company's revenue was 6 billion 254 million 700 thousand yuan (the same below), an increase of 33% over the same period, including 2 billion 921 million 700 thousand of footwear products, 3 billion 60 million of clothing revenue, 272 million 900 thousand of equipment and accessories. Gross profit was 3 billion 108 million yuan, an increase of 35.5% over the same period last year. The net profit of equity holders is 795 million yuan, an increase of 196% over the same period last year. The basic earnings per share is 32.88 cents, not paying dividends.

The announcement shows that through the effective combination of Chinese elements and free "sports genes", the brand recognition has been significantly improved, and the revenue from various channels has been increasing. As of June 30, 2019, the total number of Lining outlets in China (excluding Lining YOUNG) totaled 6422, representing a net increase of 112 over the previous quarter, a net increase of 78 so far this year, and a total of 872 sales outlets for Lining YOUNG, representing a net increase of 57 over the previous quarter and a net increase of 79 over the year.

There is no lack of Lining's figure in the hot search of friends circle. Far from it, only in the past July. Lining burst out frequently. In July 2nd, Lining's stock price reached 19.08 Hong Kong dollar after opening, hitting a new high this year, and it is also the new stock price of Lining since 2011. After that, vip.com and vip.com launched the VIP big day event. They were stationed in the "poison" brand, offering the latest trend, and jointly with the people's daily. The 29 year old sports brand has been seen as "falling down" and now it has been transformed into a hot body. Because of its originality, Lining is back in sight.

National tide bullying screen is not a day's work

Tide cards are not built by one day, one month or one year.

Unlike some brands that are keen on the international fashion week, Lining has gone smoothly in the mainstream markets of Europe and America. Please note that Lining changed the slogan - "China Lining". In the age of cultural confidence, these four words are really burning. What does Lining rely on to "infect" the national tide to consumers?

Original.

Of course, Lining didn't focus on creating originality at the beginning. In the era of its establishment, sports brand has not taken the original too seriously. In the 90s of last century, at the beginning of Lining's establishment, he relied on the founder's celebrity effect. He used the concept of IP to build the company's products in today's words. People saw Lining's brand in the Olympic Games on TV, and Lining was red.

Historical data show that From 1993 to 1996, Lining's annual sales revenue increased by more than 100%. In 1996, it also set a sales record of 670 million yuan. However, the subsequent Asian financial crisis hampered the pace of Lining's rapid development. The target of completing 2 billion yuan in 2000 was not only completed, but also because of the failure to adjust strategy in time, large-scale expansion, large area advertising, coupled with the huge cost transformation of shops, the revenue was only 700 million yuan.

Focusing on marketing, praising terminal sales, and ignoring product iterative innovation are emerging. For a long time, Lining's clothes were regarded as "old-fashioned design" by the outside world.

However, the construction of information management and talent team helped Lining seize the following opportunities for sports industry development. After assuming office, Zhang Zhiyong, the general manager, stripped off the kappa business that did not bring Lining brand value. He hired a top management team with multinational company background and began to exert himself in the operation of the enterprise. In 2001, Lining broke through the sales mark of 1 billion yuan, and by 2010, the turnover of the company reached 9 billion 778 million yuan, sprinting toward the billion club.

However, the arrival of the industry turning point has made Lining's expansion strategy hit hard. The serious inventory crisis finally let Lining in the following. After 3 consecutive years of loss in 2011, the deficit reached 3 billion 100 million yuan, and the market value evaporated about 76%. At this time, Lining's strategic expansion is relatively blind. On the one hand, the target customers are locked in the "post-90s" who prefer the foreign brands. On the other hand, they also have a certain degree of intentional imitation of foreign brands, losing their brand positioning and original spirit, being led by the market and customers, but they can not satisfy the user's aesthetic orientation. The spirit of brand is still there, and the originality and vitality of design have been challenged.

Abandoning the "70 after" and "post-80s" market, marketing focuses on the "post-90s", but it can't understand the consumption habits of "after 90". This should be the most painful stage in the history of Lining's brand, and ultimately contributed to the return of Lining himself. At the end of 2014, Lining himself launched the company's acting chief executive's responsibility and restarted the slogan "anything is possible". The company's strategic direction changed from "sports equipment provider" to "Internet + sports life experience" provider, and opened the most important change in the company's course.

And this time The core of change is to rekindle "originality". 。 In the 2018 fashion week in New York, Lining set up Flag, which was widely praised by the new style and design. The company's revenue grew 18% to 10 billion 511 million yuan last year, the first billion times in 8 years, and net profit rose 39% to 715 million yuan.

In addition, along with the "90's" maturity, Lining again at the right time to transform their IP and products seamlessly. For example, when Lining repeatedly called out "anything is possible", Lining himself said his dream is to make a great Chinese sports brand, and let people see the spirit of the brand behind the re design sense. The Lining fashion store in China opened more than 20 stores in 2018, and planned to open 100 stores in 2019, bringing the total number to 120.

In June this year, Lining went to the fashion week of Paris. He used the style of 80s and 90s in the last century to deduce the classic culture of sportswear. With the help of international fashion week, Lining set up a cultural contact with the world fashion world. Meanwhile, the flagship of retro and Chinese elements also allowed Lining to create product differentiation in sports and fashion categories. Lining wants to achieve the brand "reversal" by fighting hard behind the Olympic champion and sticking to the original culture.

Joint name is the name of the memory of the United Nations.

It is far from enough for sports brands or even fashion brands to copy products without copying them.

Lining was launched by the "Lining x people's Daily" joint series, some wonder why the tide chose media friendship. For Lining, who has stepped out of deep thinking after careful consideration, the new product is by no means Bo eyeball and joke.

This can be traced back to 1984. At that Losangeles Olympic Games, Lining won three gold medals. The people's Daily reported the news to the whole nation, and the whole country was jubilant. And in 1990, Lining's trademark was first launched to the public in the country. It was also unveiled through the people's daily. Each new product has a full stream of flavor, without losing the new and rigorous temperament of the people's daily. Every product on the details is printed with the relevant elements of the people's daily and China's Lining. On the day of the sale, relevant newspaper special issues will be accompanied with products.

In addition to "Lining people's Daily", Lining is also combined with Red Flag cars. As the red flag of "the eldest son of the Republic", it also carries the dream of countless Chinese people. "China Lining x red flag" is also a product line of clothing, hats and satchel. The main theme of red brick green tiles is a thick retro style, mainly from red flag early propaganda materials.

Lining's style of national tide is hard to duplicate, and its gene contains athletes' innovation, attempt, goal and passion. Its products are tied to the memory of Chinese people, and they can regain the original confidence.