Less than p ago, Lining, chairman of the Li Ning Co, advocated to redefine the connotation of sports with the spirit of "letting go" in the launching ceremony of "letting go of the Great Wall and Lining". Jin Zhenjun, vice chairman of Li Ning Co, said that in the past year, Li Ning Co has taken the initiative to carry out thorough and thorough changes with the spirit of "giving full play". It has become the only company in China sporting goods industry that is currently transforming from wholesale mode to retail oriented company. < /p >
< p > Jin Zhenjun said: "the transformation of Li Ning Co has gradually entered the second stage of the long-term and in-depth implementation of the reform. This stage will comprehensively improve the supply chain, listing and product planning, establish a retail oriented business mode, create more first-class products and customer experience, and ultimately consolidate Lining's position as the leading brand in China's sporting goods industry through world-class brand building and retail capabilities." < /p >
< p > to cope with the winter of sports goods industry, Li Ning Co is the first to seek change. According to Jin Zhenjun, last July, Li Ning Co launched the three stage of change blueprint. At present, the first stage of reform has been completed, and all aspects have achieved remarkable results. In terms of channels, the company constantly optimizes channels and inventory structure through the channel revival plan. In terms of products, the CBA sponsorship and Wade Road products launched by the company, and constantly introducing products with innovative technology and competitiveness, such as Lining bow and Lining arc, are all favored by consumers. In terms of operational capability, the company further strengthens its organizational and operational capabilities by introducing excellent managerial talents. In business mode, the company will also steadily shift from wholesale mode to retail oriented business mode, and gradually build a retail oriented business mode closer to the retail terminal through guiding orders, quick replenishment of bestsellers and quick response products. < /p >