Lining'S Pain Is Not As Good As His Short Pain. His Big Loss Is 2 Billion.

< p > despite the early psychological preparation, when people saw the news of < a href= "//www.sjfzxm.com/news/index_x.asp" > Lining < /a > the company lost 2 billion last year, it was still shaking.

The first sports brand in the country has handed in a failed pcript for the first time in eight years.

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< p > compared with the public's puzzles and stunned, Lining < a href= "//www.sjfzxm.com/news/index_x.asp" > Company > /a > pour heart to stop water, executive director Kim Chun Jun explained that the company lost money naturally related to the market environment, but more importantly, Lining implemented a total recovery plan of about 1 billion 800 million yuan last year: the 1 billion 800 million funds can be divided into years, but the pain is not as good as the short pain. Lining chose a one-time package. Therefore, the original "micro deficit" report has become a "big loss" directly, and Lining can be regarded as a "big boss".

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"P" Lining's "revival" medicine can really play the role of "scrape the wound and heal the wound". We still have no idea. Even the chairman of the board of Li Ning Co, Lining, admitted that the most difficult period of the company has passed, but it is not yet known when it will be able to turn around the deficit.

But one thing, at least, is worth Lining's rejoicing. It has already gained the advantage of "going all out" and will not be caught up in financial data in the next few years. This may be unmatched by other domestic sports brands.

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< p > annual report only represents the past.

Lining's < /a > Company will face a complicated and changeable market environment. On the one hand, the contraction of domestic sports brands since last year has not only tightened up but also intensified the momentum. Whether it is Lining, or PEAK, Anta, XTEP and other sports brands, this year, it is impossible to avoid "clearing stocks" and "closing shop tides". With the addition of the international sports giant Nike and Adi, this year's domestic sports brand market is bound to be another bloody battle. On the other hand, the external market is full of bloody storms. Lining herself is also facing the challenge of remodeling the brand, how to simplify it, and turn the redundant brands into zero and return to the essence of sports. Looking ahead, < a href= "//www.sjfzxm.com/news/index_x.asp"

In the next few years, Lining needs to complete a self pformation in a huge storm.

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< p > fortunately, Lining has already lost all his profits.

Lining, who is "light on the shelf", obviously has a lesson from the past, and will understand the meaning of concentration more clearly.

With the improvement of domestic sports environment and the improvement of local clothing brands, whether Lining can rise again is worth our attention.

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< p > a noteworthy phenomenon is that, on the second day after the announcement of "a href=" //www.sjfzxm.com/news/index_x.asp "> Lining < /a > huge losses of 2 billion yuan, Lining shares rose nearly 5%. Is that the real reaction of the market?" /p >