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Figure/IC chess in the East to China offers, heavy fighting was raging, the vagaries of the situation, in particular, the spectator feel dramatic. The last few days, Li Ning (quotes, news, reviews) companies frequently, first announced by 750 million strategic investment, and then emitting the layoffs signal, attracting market attention. For various reactions in the market, Li-NingCompanies responded that: this is the "active policy steps for change". From 2010 the initiative brand remodeling, Li Ning has entered its third year of restructuring. Active change, this is a good thing, however in 2011 all on the decline from running away, top news, and people cannot help but ask: was once a brilliant domestic sports brand of big brother, youWhat happened to? 2010, price plunge on June 30, 2010, Li-Ning, was a big day. 　　On this day, Li Ning released a brand transition strategy of remodeling, including changing the flags, channels, optimize structure and a series of measures. Brands start to reshape, channel strategy for reforming, Li-Ning cEO Zhang Zhiyong interprets this as: for long-term development considerations. "By 2008, sports goods in China are largely through distribution covering more open to growth, but as soon as the growth rate down, growth drivers returned to the competitiveness of our industry's most critical---brand innovation with product innovation, which is why we must at this stage you want to reposition the brandThe core reason. "" Looking for brand DNA, from market price changes to the value market ", this is Li Ning brand when remodeling, executives most often mentioned. "Our brand research, fashion, cool, global perspectives, Chinese consumer preferences of these three indicators. "May be in a hurry to show" fashion "," cool "brand personality, Li Ning brand remoldingAfter the first advertisement "generation Li Ning" filled with "don't take my comparison with others" and "the way you arranged for me always made me get lost" echo generation, such as treason, instead of the original has been followed Li Ning brand grew up middle-level consumers have completely abandoned. And may be in a hurry to market prices to market value changes, rebrand of Li Ning did aA courageous decision: by raising prices to narrow the distance from international sports brand. In April 2010, the Li Ning company announced first footwear prices 11.1% tera power leveling, apparel products prices 7.6%; and in June the same year, Li Ning company announced 7.8% improvement in average selling prices of footwear products, apparel products prices 17.9%. In September the same year, Li Ning company announcedFootwear and apparel products prices and 7% above. 　　However, Li Ning brand main customer groups are concentrated in two or three lines of the city, continuous price increases made Li Ning original price/performance advantage there, makes are quite price sensitive consumers had to turn to Anta, high peak performance sports brand. Independent comments people post sports industry acceptedThe yangcheng evening news said in a press interview: "Nike, Ardy Wiranata, Anta, extra step surrounded in the Li-Ning brand, brand strategy, Li Ning needs to come up with effective strategies to deal with, this is the brand rebuilding in background, only at the point in time, and the process of implementation, Li Ning team is a bit rushed. "" Li-Ning is the industry's leading brands, played in some wayTrial-and-error of who and the Pathfinder (300,005), or later to avoid similar errors. 　　"Magang said. 　　2012, so is there a happy ending at the beginning? Thankfully is 2012 first-quarter orders, quantity of Li Ning has reversed three consecutive quarters of decline, achieved positive growth, footwear orderAmount is growing faster than garments. "We think this is a good sign. 　　"Zhang Zhiyong said. In early February, Li Ning announces two investors group to issue "convertible bond", valued at $ 750 million Yuan. Is a member company of the world's leading private investment firms TPG; another is to manage Singapore's foreign exchange reserves of global investmentAsset management company---Singapore Government investment company GIC member companies. Subsequently, Li Ning announced for organizational structure, management responsibilities and arrangements will be adjusted, including streamlining. 　　According to the German Development Bank estimates, Li Ning company personnel costs account for 2011 annual total sales of 10%. 2012Years after the Beijing Olympic Games, London Olympics approaching aoc gold, Li Ning and how to grasp the opportunity? Li-Ning said: "Li Ning company will build on the London Olympic Games, a unique asset in the Li-Ning brand---we sponsor national team represents China's first sports brand image and concept, better connect with consumers in China. So, this is our 2012 most core work. "Li Ning for three years, moves to China offers, one careless, there may be danger of all bets are off; a child benefit blade & soul gold, or the wonderful effect of hidden trick. Sometimes winning just one thought, step-by, when the variable is changed, when abandoning the abandoned. From 2010 the initiative brand remodeling, Li Ning has entered its third year of restructuring. AccessLi Ning is where to go, and wait. 2011, running high and high inventory nightmare brand while remodeling, Li Ning's another significant move, is to promote the channel system. Based on the adjustment of regional, Li Ning expands channel optimization, number of operating small stores, business merger of smaller distributors are superior dealer. As of last yearThe first half, Li Ning has completed consolidation of 256 low-efficiency of single store distributors. Zhang Zhiyong said: "in the short term, we encounter the problem is that the business model of the problem, retail channel instability, at least short-term instability, and a large reason is that we are now in the business model, using third-party independent dealers to sell. "Lose respect as a pillar of the middle-level of businessGuests lose two or three lines of the main city of the consumer, lose some worked for Li Ning's distributors in the game, interludes, Li Ning company also tried to get rid of high inventories of nightmare. 　　Beginning in 2008 the "great leap forward"-sporting goods markets, makes inventories a significant increase of Li Ning. "This period of time was especially difficult. "Zhang Zhiyong said. Only 2011, Li Ning company about invested 300 million dollars for recycled stock. "The proportion of all new stock of up to 60% per cent, by buying back stock, make room for new stock. "Caused a range of grievances, doubt and high inventory is the most direct results: beginning in 2011, Li Ning's first decline occurred in other companies, high-level disputesRunning disputes. In May 2011, Li Ning brand rebuilding as an important performer, original Li-Ning Fang Shiwei, Chief Brand Officer, Chief Operating Officer Guo Jianxin, Lotto (Lotto) Division General Manager Wu Xianyong core executives of those companies started leaving messages out. In November, Li Ning brand Xu Maochun, Chief Product Officer, and Director of Government and external public affairsLittle Rock announcing the departure. "Li Ning as a big brother, is also a first in the industry to slow down growth, approximately in the first half of 2011. "Magang told yangcheng evening news reporter said. "In the past, sports goods brand channel of too dependent on growth so as to promote growth of the magnitude and number of channels at the moment is close to limit growth, need from the category of sports goods industry breakthroughSingle shops enhance the breakthroughs to boost growth, so the natural slow down of growth. "For all the bad news, Li Ning company regarding the yangcheng evening news said:" in the strategy as a whole, we anticipate the challenges and difficulties, we have met a more serious situation. But companies will stick to the correct direction of reform. ”