Li Ning Has Risen 1270% In The Past Three Years, With A Market Value Of Over HK $200 Billion

In March this year, the cotton incident brought new opportunities to China's clothing industry, and made more capital begin to realize that the new tide of the country is rising, and our own brand confidence is taking root and sprouting in the new generation.

It is the consensus of all consumer enterprises that whoever can catch the young people will be able to seize the next era.

With the new trend of the country, the market value of domestic clothing brands such as Li Ning and Anta has reached a record high. The market value of Li Ning has reached HK $205.99 billion and Anta has a market value of HK $486.3 billion

Behind the brand confidence is the confidence of young people! Supporting young people's self-confidence is exactly the actual performance level of listed companies.

On June 25, Li Ning announced that it is expected to have a net profit of no less than 1.8 billion yuan in the first half of this year, compared with 683 million yuan in the same period last year. According to this calculation, Li Ning's performance in the first half of this year increased by 163.5% compared with the same period last year.

In recent years, the rising tide of the national tide has become higher and higher.

From its inception to the present, Li Ning is also a representative epitome of the development of China's clothing brands and the growth of a generation of Chinese entrepreneurs.

In 1988, the failure of Seoul Olympic Games made Li Ning become a "sinner" from the prince of gymnastics.

In the open airport passageway, Li Ning felt that he had fallen from the beginning of his life to the bottom of the valley. If Li Jingwei had not waited for him at the end of his life with flowers in his hand, then Li Ning's life might have been another scene.

The significance of our efforts lies in the fact that more young people have the opportunity to look at the young people in Europe and the United States equally, and to create opportunities for them to surpass.

Just caught in the current of the times, there is not necessarily such a feeling at present.

With the advice and help of Li Jingwei, Li Ning established Li Ning company, and Jianlibao invested 16 million yuan.

In 1990, Li Ning won the right to host the torch relay of the Asian Games with a price of 2.5 million yuan, which brought about 15 million sales for Li Ning company.

A good beginning and the east wind of the times. Soon this model was skillfully applied to the major events by Li Ning. In 1992, at the Barcelona Olympic Games, Li Ning designed a special prize collection uniform for the Chinese sports delegation, thus ending the history of Chinese athletes wearing foreign sportswear in the Olympic Games.

The success of the business model, let Li Ning become the light of domestic products.

In only five or six years, Li Ning achieved great success. According to Southwest Securities Research Report, in 1996, Li Ning's sales revenue was 650 million yuan, accounting for more than 13% of the domestic market; At this time, the total domestic sales of ADI and Nike were only 400 million, accounting for only 8% of the market.

Later, Li Ning came up with the idea of competing with ADI and Nike in the international market, so he began to ponder the issue of internationalization and the professionalization of the company. "My idea is to want the company to be run by managers," Li Ning said in an interview

From 1990 to 2003, this is the first stage of the development of Li Ning company, and it is also a stage of rapid development of Li Ning. However, in 2003, Nike snatched Li Ning's first position in the domestic market for nine years, while in 2004, ADI snatched Li Ning's second place in the domestic market.

But none of this caused alarm.

In 2004, in the golden age of clothing brands, Li Ning went to Hong Kong for listing.

After more than ten years of training, the performance of Li Ning company has been improved steadily without any suspense. In 2010, Li Ning's revenue reached 9.485 billion yuan and net profit of 1.108 billion yuan.

Also this year, the domestic clothing industry began to decline. The mode of continuous store opening is challenged, the impact of foreign brands, the overstocking of inventory brings the enterprises some problems, such as the low gross profit rate and so on, which makes the garment industry enterprises gasp for breath, but it has no solution for the enterprises.

The crazy opening of stores continues, and e-commerce is in a mess.

In 2010, not willing to mediocre Li Ning Company began a new round of reform.

At that time, Zhang Zhiyong, CEO of Li Ning company, decided to reshape the company's brand. At that time, he tilted all his resources to the post-90s, trying to seize the post-90s market. At the same time, Li Ning company changed its logo, displayed more English labels, watered down Chinese labels, and raised the price of products.

His practice is to force Li Ning to a dead end.

The declining turnover in successive years, together with the loss of third and fourth tier market share. In 2012, Zhang Zhiyong took the blame and resigned, and the successor Jin Zhenjun's strategy of "only doing channel reform, not doing brand carding" ended in failure.

In 2014, Li Ning, which has been losing money for three years, was overtaken by Anta, and Li Ning company also went to the bottom. Finally, Li Ning took the helm again and restored the slogan "everything is possible".

From 2004 to 2014 is the second stage of Li Ning company.

In 2015, after the return, Li Ning stabilized the internal management structure, closed some non earning stores by reducing cost and increasing efficiency, and increased investment in R & D.

One year later, the company turned a loss into a profit, * * exceeded 116 million. But for Li Ning, the situation has not yet opened.

In 2018, the times gave Li Ning a chance, and Li Ning didn't live up to it.

This year, he took Chinese elements to the New York Fashion week. The fashionable design of the products and the retro elements made China's Li Ning popular and laid a foundation for the surpassing of domestic brands.

According to Li Ning's financial report, in 2018, the annual sales of a series of "Li Ning in China" exceeded 5.5 million pieces. In 2019, Guochao brand will rise in an all-round way.

As a beneficiary and leader of the rise of the national tide, Li Ning has fully enjoyed the dividend of industry development.

On May 18, extraordinary China announced that it would reduce its holding of 60 million shares of Li Ning Company at a price of HK $63.6 per share. The total cash realized was about HK $3.816 billion. The real controller of this company was Li Ning himself. 　　

Originally thought that the substantial reduction of the actual controller would bring considerable pressure on the company's share price. But in fact, after a brief correction, Li Ning's share price soared again, breaking through the HK $200 billion mark all the way, reaching HK $86.15 per share.

According to statistics, since October 2018, Li Ning's growth has exceeded 1270%. This is the success of young people and the success of Chinese elements.

Wang Jianlin once said, "if a foreigner sells clothes or a bag, he will tell him that it is a luxury item? Is that a luxury? Airplanes, yachts and high-end hotels are the real luxury. A belt of 1000 yuan is a luxury? A lot of things put it on luxury goods just to fool you to buy it... "