Lining and China's trend recently issued a police surplus. The half year profit margin is expected to drop by half.

Many agencies have predicted that the mainland sporting goods brand Lining has lost the status of a big brother. They are generally optimistic about the market share of Anta close to Anta, and XTEP, positioned as the fashion sports brand. The sporting goods industry will face a shuffle this year.

Li Ning Co made a notice that the overall sales revenue in the first half of the year decreased by 5% compared with the same period last year, and net profit dropped to 6% to 7% compared with 12.9% in the same period last year.

By the end of the 11 day, Lining had been down for 4 days. At present, the stock price is only 10.20. The market value is 31.15 yuan higher than that of the stock market in April last year, and it evaporated more than 22 billion yuan.

It can be said that since the Li Ning Co entered the 2011, there have been few good news announces, so the company is particularly sensitive.

Today, the reporter contacted the media leaders of the Li Ning Co. They said they did not want to respond at the moment. Now the company is making new strategies. This week is expected to come out. Next we will see Lining's confidence in restoring the market.

Hou Lidong, assistant president of PEAK, said in an interview that many people in the bank could not understand Lining's strategy over the years.

Lining used to focus on sporting events for brand marketing, but from the 2008 Beijing Olympic Games, they gave up the sponsorship of the Chinese team's award dress.

Now the Li Ning Co is facing difficulties, and other brands are also saying that they will seize the opportunity to seize the market.

Hou Lidong said PEAK will expand its sales channels. Now there are dealers in some places who sell Lining, and now they are joining.

XTEP, which is valued by big companies and agencies, has sold 4 billion 457 million yuan last year, which has surpassed 4 billion 216 million yuan in China.

To this year, the average annual order for XTEP has increased by about 20%.

Their goal is to become the first market share in the Chinese fashion brand.

Anta, second only to Lining, also said that it would seize the opportunity to expand vigorously, strengthen its penetration in the two or three line market and the high growth potential area, and strive to break through 10000 stores in the end of 2011.

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Reporters interviewed senior sports brand expert Zhang Qing on this issue. He said that if we look at the figures from the sales and profit margins, there will be changes in the ranking of domestic sports brands in the past one or two years, such as Anta replacing Lining as the boss of market share.

But the change of these figures does not mean the fundamental change of brand status.

In addition to market share, brand status depends largely on brand status in the minds of consumers.

From the results of the survey, it is difficult for consumers to recognize a brand in a short time.