see the same fashion sports market big cake, young things in the face of the trend shown by the strong consumer spending, Li Ning Sports naturally not be missed. At this point he thought the way to play the “ethnic elements” brand. “From a global point of view, clothing has a higher degree of market segmentation, formal and casual wear leisure suits between the derived, and between casual wear and sportswear fashion sportswear derived.” First Shanghai a research report , the current sports fashion trend evident. “Kappa brand success is conformed to this trend.” For the imitation of Nike “asset-light model,” Li Ning sports has always been outspoken — outsourcing of production, sales channels to be completed. The 1980s, this model is the first in the Nike sports shoes and sports apparel industry to the present has become a mainstream business model for the industry.
Chen Yi Hong: Fashion sport routes make an inventory of Kappa
■ analysis of financial statements in accordance with the general direction of division, sports apparel is divided into “professional” and “fashion” of two parts, Nike and Adidas chose the two-take-all, Li Ning also take this path. As for trends in China, based on the operation of the Kappa brand in the professional market is difficult to compete with Nike and other brands, simply choose to focus entirely on “fashion” aspect.
“Li Ning”: imitation Nike to go the professional route is more important is that this change was quickly accepted by consumers. Fashion sportswear how pricing? At this point in the minds of consumers is ambiguous. “Similar products in the sub-brand Adidas refoil is taking the retro casual style, the price even higher than the Adidas brand.” Walsall consulting apparel industry analyst and reporter in Venlo beam AC pointed out, this part of the spending habits of the vacancies, given Kappa great pricing. “A price of 800 yuan clover coat, similar Kappa jacket price $ 600, consumers can accept.”
Production and sales areas, trends in China Li Ning, a similar asset-light model and completely will outsource the production of shoes and clothing. It is understood that the present trends in China more than 70 of all products are OEM factory, the factory directly wholesale to the 39 region wholesalers, then to 502 by their secondary wholesale distributors, which then resold to retailers, In addition, trends in China entire distribution process is outsourced to a third party. “Trends in China future development direction is international rand management ” China Dongxiang (Group) Co., Ltd. Wang Zhiqiang, chief financial officer says.
However, trends in China, Li Ning and return the entire industry chain involved, they also have adopted the Nike, Adidas and other international giants — the model used by asset-light strategy. Brand management and marketing model just has a different idea. “Olympic economy”, for this year local Chinese sportswear enterprises, the words become more important. Vaguely, through the appeal of the Olympic Games, more and more people began to focus on domestic sportswear company, which also sounded the clarion call to the international brand which launched a major offensive opportunity. In this process, Li Ning and the China trend is undoubtedly one of the best. A main sports fashion, a main professional sports. Perhaps the description above, it is hard to detect trends in operations and the Chinese brand Li Ning, the Kappa brand in brand strategy, product direction, what is the common. Perhaps the beginning, you did not bring this domestic brand Li Ning and Kappa this “international” brand on the same level were compared. “Asset light operating model determines the company simple business model — brand channels.” Merchants Securities research report that this way the formation of a more accurate product positioning, brand development and design, brand management and sales, prompted the company can more easily create their own brand image, enhance communication between the consumer and understanding, increase brand loyalty and ultimately increase the value of the products, improved gross margin and net profit levels. In addition, the report said, in the current labor and material costs increased significantly in the case, “light asset management” model to a certain extent, to avoid the cost increases. However, the last two years, Kappa style changes occurred reborn, Iverson basketball shoes 13 generations. You will find the new rule, Babyface, Guangzhou and other hi hi CLUB in several well-known, like “night” and the proportion of young people dressed in Kappa clothing gradually improved. More importantly, this change was quickly accepted by consumers. Fashion sportswear how pricing? At this point in the minds of consumers is ambiguous. “Similar products in the sub-brand Adidas refoil is taking the retro casual style, the price even higher than the Adidas brand.” Walsall consulting apparel industry analyst and reporter in Venlo beam AC pointed out, this part of the spending habits of the vacancies, given Kappa great pricing. “A price of 800 yuan clover coat, similar Kappa jacket price $ 600, consumers can accept.”
“?”, A character to be misinterpreted but ubiquitous. ? “Shoes”, fired the first shot in battle fashion sports brand Li Ning.
common ground is not an issue critical to eat what contrast to quasi-market, Chen Yihong Kappa in operation without any aura, and no burden of traveling light but some appear to be more comfortable.
is what happened two months ago, reporters heard from my friends, with interest to the city Tianhe Li Ning store, hoping to buy a pair? “shoes”, but the clerk told reporters that all ? “shoes” are sold out, “especially easy to sell, especially the shoes, the goods arrived the day is often sold out.” born out of the network hot “?” word, shoes everywhere on the body of this dilemma words, this pair of shoes priced around $ 300 in July after the release of almost arrives and is sold out.
unless you are sportswear enthusiasts throughout the year, otherwise this time wearing a sports jacket brand Li Ning is somewhat outdated. On the contrary, a stylish Sauvignon heavy jacket Kappa Roman theme, the distinctive “Pompeii red” eye-catching the ball better. In fact in essence, this jacket as part of China with Li Ning apparel, Nike nike Edison Dragon Boat Festival, because the holder of Kappa brand in China, is China trends, a letter of Chinese enterprises.
trends in China semi-annual report, company sales surged 81.7% year on year to about 14 billion yuan; net profit of 657 million yuan, up 95.6%; gross margin increased 0.3 percentage points to 61.1% ; basic earnings per share 0.116 yuan, up 48.9%.
there ranging from a heavy, and, like Nike, Li Ning, the focus falls on the marketing. According to statistics, “Li Ning” product development and marketing costs account for about 15% of total sales revenue of about; this point with 17% of Adidas, Nike, very close to 12%. As for R

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