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Li Ning's 2012 loss of almost 2 billion . 2014 1st half loss of 590 million . And inside the near 2009 Li Ning in China mainland market sales also exceeded Adidas. By the finish of June 2010 , Li Ning that " rebranding " system, and make a "90 Li Ning" new client choice , the truth that it really is just no market-proven wishful pondering. Li Ning has been front and Adidas , Nike compete beneath stress to make modifications in order to meet the 90, however the cost artificially high, the design is practically nothing new in the field of technological innovation doesn't Plough 's paid off, counting around the new consumer groups agree with Li Ning international brands as well hasty. Li Ning in the beginning of 2010 corporate restructuring , involving the positioning 90, to enter the international industry, the multi-brand management , would be a step by step strategic preparing for the camp , but experienced a decline in cliff prime management style shock and channel orders. The reason for the transformation in the enterprise could possibly be forced for the atmosphere , or their need for sustainable improvement , but fundamentally or to create new client value. While Li Ning seemingly includes a new "customer choice", but following 90 groups don't get , given that they did not see the worth of, or that Li Ning is just not their "food ." Unable to provide the worth , indicating that the transition is just not a relatively easy overnight, corporate restructuring have to be primarily based around the discovery of industry opportunities and continue its benefits come , did a new LOGO in addition to a cool slogan can carry . "After 90 customer groups ," Li Ning to view market place opportunities, but Li Ning benefit where is it ? 1 , Li Ning brand and 70 , one can find 80 users preserve emotional . 2, the distribution network is fairly fantastic. three , sponsored several sporting events, brand image to maintain requirements . four, within the high-end market have value benefit within the low-end market place has the advantage of design and style and technology. If Li Ning inside the enterprise model style, the benefits can be combined using the transformation from the above directions , the status quo is going to be a significant difference . In truth, the solution cost is inflated , the brand image is just not prominent ; devote plenty of money on sports sponsorship , but right after the game 's brand management and upkeep operate can not proficiently follow up ; Brand lack of successful communication with the target customer group , the actual target customer group customer group misplaced. In the operational level, the transformation of the enterprise has to be new home business and existing enterprise convergence is decent , as a way to guarantee a smooth transition in transition , exactly where the test would be the worth from the business course of action , that may be, no matter if the efficient operating model , if there is certainly enough money flow to help develop new home business. Li Ning intrinsic value processes are particularly dependent on the dealer technique, and also the dealer features a massive inventory hoarding , outstanding market place atmosphere previously , when this inefficient mode is not a lot of stress , when marketplace competition, international brand force, Li Ning the solution is going to be piled up in the sales side, the direct result of a shortage of cash flow. Online business men and women longing for the performance of inventory enhanced till no longer afford and warehouse explosion , cliff -like decline in functionality occurs is also not unexpected, in actual fact this can be not all there's no sign , no matter if internal managers to conceal a great deal of inventory material can also be unknown . In quick, the old channel model caused the collapse of Li Ning . Multi-brand management and international companies on the Sturm und Drang of conduct Li Ning , but in addition to discover far more buyers and new profit space , the problem is multi-line job Ning inefficient beneath the operating technique , do not match the new company failure inevitable. With no the original organization cash flow, new small business powerless life , old and new companies are not profitable , so the transformation of victory?
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