According to reports, a week ago, China sports Brand Company annual report released, most of the company's performance decline, among them Lining Net profit fell by 85%. Along with the bleak results, a "big earthquake" occurred at the top of Li Ning Co. In early July, CEO Zhang Zhiyong resigned from office. Today, a person familiar with the matter, who does not want to be named, said Li Ning Co chief executive Guan Luning has resigned. What is the matter with Li Ning Co? Will the industry leader fall down?

　　 Industry: Li Ning Co's COO Lu Ning Probably left in the near future.

The insider disclosed Lining's recent high-level changes. According to another person familiar with the matter, Mr. Lu Ning himself has said on many occasions that he has resigned. This is already an open secret known in the circle, but the Li Ning Co has not officially released it. The reporter contacted Xu Dan, Lining public relations company this afternoon, to get such a reply.

Xu Dan: some media have asked this question before. We haven't got the news from Lining yet.

Recently, the written response from Lining public relations firm confirmed Lu Ning's resignation.

Data show: in 2011, Lining's first place in sales was already sold. Anta Transcend. After being reduced by investment banks, earning stagnation and raising prices for a long time, 1200 stores were shut down. After a series of bad news came, could Lining still get out of the predicament?

In the southeast of Beijing, there is a city in the southwest of Tongzhou city. It is like a sports theme park. 4 three storey office buildings run through the red runway. Through a huge glass curtain wall, the swimming pools with blue waves can be seen; basketball courts, badminton courts and football fields can be seen everywhere. This is Lining's new headquarters. Lining said: "because I am a person who does not like being bound, so I hope my staff can be in free and relaxed state at any time."

When Li Ningxin headquarters was completed, it was time for Li Ning Co to run smoothly. But nearly two years ago, Lining encountered an unprecedented predicament.

Dilemma: international market with its name

Zhang Chunyu: it has always wanted to take the international road, but in the international road, the internationalization of Lining is not successful at present. If a brand is internationalized, its overseas sales must account for more than 20% of the total sales, but in fact, Lining's overseas sales account for only 2%. At present, Lining's internationalization has so far remained in place.

The dilemma is two: before the wolf, there are also a group of mice in the middle of the tiger's domestic market.

Zhang Chunyu: in the past two years, we have seen that Lining is also making market adjustments, such as starting factory shops, selling some brands that are in the hands of distributors or selling them in e-commerce channels, or selling them back to factory stores, so that all channels can try to appear as new products, but the situation we have seen is not well reflected. For example, Lining once wanted to raise the price, but ADI is lowering the price. Nike is also launching low-grade goods for four or five line cities, so the market space that it lets out is occupied by other brands. Lining is now in the awkward position of having a tiger in front of a wolf and a mouse in the middle.

Dilemma three: failure of spanformation

Voice of China special observer Zhang Yi: after 2010, the performance of Li Ning Co can be said to be downward. With this spanformation failure, including hiring Lin Chiling to become the spokesperson, it should be said that he made a series of mistakes.

Dilemma four: good treatment, bad fighting spirit

Zhang Yi: along with the listing, the culture of Li Ning Co has undergone some distortion and distortion. The enjoyment culture and pleasure culture are more prevalent. From the semiannual administrative expenses level, we can see that Lining has done some internal control to do something to cut down expenses and increase revenue and reduce expenditure. In fact, there are still plenty of space to do.

Today's Li Ning Co is standing at the awkward crossroads, either on the back or on the road. How will the next Lining road go? Can the old sports brand rise again? It will be staged in the city of Li Ningxin headquarters.