A number of foreign media reported that the “Li-Ning Sportswear Company†registered in Spain has declared bankruptcy, and Li Ning Company denied this on the afternoon of the 9th. However, this still caused the industry to discuss the international competitiveness of the local sporting goods industry. Li An's competitor Anta lamented that the competitive environment in foreign markets is complex and the time for going abroad is not yet ripe.
According to the economic report, Li Ning denied the rumors of the overseas subsidiary's bankruptcy. Anta, a fellow competitor, lamented that foreign markets are not mixed. A number of foreign media reported that the “Li-Ning Sportswear Company†registered in Spain has declared bankruptcy, and Li Ning Company denied this on the afternoon of the 9th. However, this still caused the industry to discuss the international competitiveness of the local sporting goods industry. Li An's competitor Anta lamented that the competitive environment in foreign markets is complex and the time for going abroad is not yet ripe.
Li Ning Company started cooperation with many Spanish clubs in 2004 to provide design and production of professional jerseys. In 2008, the Spanish uniforms for the Beijing Olympic Games were provided by Li Ning. However, a Spanish mainstream media report “Aspen†reported on the 9th that the cooperation agreement between Li Ning’s Spanish subsidiary and Spain’s many clubs has been abolished because the “Li Ning Sports and Clothing Company†registered in Spain declared bankruptcy. In this regard, a person in charge of Li Ning's Investor Relations Department denied the Spanish media's claims. According to him, bankruptcy is only Li Ning's overseas distribution point and will not affect the company's operations.
Li Ning Company: Its own foreign strategy has a very low proportion of business for us.
Although the person in charge said that it had no impact on operations, due to the negative news, Li Ning's stock on the Hong Kong Stock Exchange listed on the 9th fell by 5.95%. Some international investment banks such as Barclays also expressed disdain for the future development of Li Ning. In response, the relevant person in charge of the Public Relations Department of Li Ning Company refused to respond on the ground that it was “convened for a meetingâ€.
Analyst Zhang Qing of domestic sports brands, whether it is the so-called “Li Ning Overseas Subsidiary†bankruptcy or Li Ning’s own “overseas distribution point†bankruptcy, all reflect Li Ning's current business operation is not smooth. Zhang Qing believes that this has a lot to do with the competitive environment of domestic sports brands in foreign markets.
Zhang Qing: There is considerable difficulty in establishing a firm foothold in the European market. Li Ning is not a simple manufacturing method but an export brand. The development of professional sports in China itself is relatively weak, and its brand power relative to sports brands is weak.
In addition to Li Ning, domestic rival Anta did not go smoothly on overseas expansion. An ANTA official said that they also made some preparations, such as setting up some distribution points overseas or for tennis star Yankee. Qi provides clothing sponsorship, but the effect has not been obvious. However, due to the complex competition environment, the international market has not been opened.
Anta: We feel that the Chinese market is very large. For overseas expansion, we have also made corresponding preparations before, but we do not think the time is ripe.
Compared with the success of internationally renowned brands such as Adi and Nike in the Chinese market, Zhang Qing believes that domestic sporting goods companies must return from sports and leisure products to more specialized sports products in order to achieve differentiated competitiveness.
Zhang Qing: Nike Addi's market share in the Chinese market has been steadily increasing. Local brands need to return to sports quality, enhance the professional technical content of products, including functionality, and focus on the selection of resources rather than everything, so as to gradually present Differentiation status.
Li Ning’s response to media reports that “Li Ning Spanish Company declared bankruptcy†was related to the following:
Li Ning's clarification statement
(July 9, 2012 - Hong Kong) The media reported that the Spanish subsidiary of Li Ning Co., Ltd. ("Li Ning" or "Group") has declared bankruptcy. The report was untrue and the group has made the following statement: statement:
1. Li Ning Headquarters also received an e-mail notification from LN PLUS IBEROAMERICA SL (“authorized dealerâ€) on July 4, 2012. Due to the deterioration of the Spanish market environment and its own mismanagement, it filed for bankruptcy. The company is an authorized company of the Group in Spain and is not a Li Ning Spanish subsidiary.
2. The Spanish licensee signed the sponsorship of some clubs in its own name. Li Ning is now actively assisting licensees to solve their remaining problems after bankruptcy, including assisting their sponsored clubs to obtain equipment.
3. In addition, with regard to the Spanish Basketball Association (ie, the Spanish national basketball team) has been directly signed by the Group and directly cooperates with the Group, which is completely different from the aforementioned club mentioned in the second point, the implementation of the agreement will not be affected.
4. If the group announced earlier, the group will focus on developing the core China market. In the international market, exploration will be conducted in a risk-controllable manner. In 2011, Li Ning's overseas market accounted for 1.9% of the total business, which had limited impact on the overall business of the Group.
Li Ning Company started cooperation with many Spanish clubs in 2004 to provide design and production of professional jerseys. In 2008, the Spanish uniforms for the Beijing Olympic Games were provided by Li Ning. However, a Spanish mainstream media report “Aspen†reported on the 9th that the cooperation agreement between Li Ning’s Spanish subsidiary and Spain’s many clubs has been abolished because the “Li Ning Sports and Clothing Company†registered in Spain declared bankruptcy. In this regard, a person in charge of Li Ning's Investor Relations Department denied the Spanish media's claims. According to him, bankruptcy is only Li Ning's overseas distribution point and will not affect the company's operations.
Li Ning Company: Its own foreign strategy has a very low proportion of business for us.
Although the person in charge said that it had no impact on operations, due to the negative news, Li Ning's stock on the Hong Kong Stock Exchange listed on the 9th fell by 5.95%. Some international investment banks such as Barclays also expressed disdain for the future development of Li Ning. In response, the relevant person in charge of the Public Relations Department of Li Ning Company refused to respond on the ground that it was “convened for a meetingâ€.
Analyst Zhang Qing of domestic sports brands, whether it is the so-called “Li Ning Overseas Subsidiary†bankruptcy or Li Ning’s own “overseas distribution point†bankruptcy, all reflect Li Ning's current business operation is not smooth. Zhang Qing believes that this has a lot to do with the competitive environment of domestic sports brands in foreign markets.
Zhang Qing: There is considerable difficulty in establishing a firm foothold in the European market. Li Ning is not a simple manufacturing method but an export brand. The development of professional sports in China itself is relatively weak, and its brand power relative to sports brands is weak.
In addition to Li Ning, domestic rival Anta did not go smoothly on overseas expansion. An ANTA official said that they also made some preparations, such as setting up some distribution points overseas or for tennis star Yankee. Qi provides clothing sponsorship, but the effect has not been obvious. However, due to the complex competition environment, the international market has not been opened.
Anta: We feel that the Chinese market is very large. For overseas expansion, we have also made corresponding preparations before, but we do not think the time is ripe.
Compared with the success of internationally renowned brands such as Adi and Nike in the Chinese market, Zhang Qing believes that domestic sporting goods companies must return from sports and leisure products to more specialized sports products in order to achieve differentiated competitiveness.
Zhang Qing: Nike Addi's market share in the Chinese market has been steadily increasing. Local brands need to return to sports quality, enhance the professional technical content of products, including functionality, and focus on the selection of resources rather than everything, so as to gradually present Differentiation status.
Li Ning’s response to media reports that “Li Ning Spanish Company declared bankruptcy†was related to the following:
Li Ning's clarification statement
(July 9, 2012 - Hong Kong) The media reported that the Spanish subsidiary of Li Ning Co., Ltd. ("Li Ning" or "Group") has declared bankruptcy. The report was untrue and the group has made the following statement: statement:
1. Li Ning Headquarters also received an e-mail notification from LN PLUS IBEROAMERICA SL (“authorized dealerâ€) on July 4, 2012. Due to the deterioration of the Spanish market environment and its own mismanagement, it filed for bankruptcy. The company is an authorized company of the Group in Spain and is not a Li Ning Spanish subsidiary.
2. The Spanish licensee signed the sponsorship of some clubs in its own name. Li Ning is now actively assisting licensees to solve their remaining problems after bankruptcy, including assisting their sponsored clubs to obtain equipment.
3. In addition, with regard to the Spanish Basketball Association (ie, the Spanish national basketball team) has been directly signed by the Group and directly cooperates with the Group, which is completely different from the aforementioned club mentioned in the second point, the implementation of the agreement will not be affected.
4. If the group announced earlier, the group will focus on developing the core China market. In the international market, exploration will be conducted in a risk-controllable manner. In 2011, Li Ning's overseas market accounted for 1.9% of the total business, which had limited impact on the overall business of the Group.
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