Lining Transformation &Nbsp Reseller Reshaping Brand

In November 17th, China's leading sports Brand Lining (02331.HK) the spokesman said in a telephone interview with reporters that the company is currently in a position. Rebranding And restructuring channels in the early stage of restructuring, so it is necessary to reorganize and integrate distributors. But she stressed that the distributors' reform is not to close stores, but to do so. distributor The stores are integrated into larger dealers.

Lining spokesman said that Li Ning Co currently has 129 distributors and more than 2000 distributors. Most of the distributors are small in scale, and they operate 2 stores on average. In fact, there are now 1756 distributors running only one store.

She said that there are two main reasons for the reorganization and integration of distributors: first, most retailers' retail management capabilities, procurement capabilities and product lifecycle management are relatively weak, resulting in their shop performance and operating profit margins are not ideal, and they also lack the scale effect brought by the number of shops. Secondly, from a macro perspective, with the rapid changes in the sporting goods market and the continuous urbanization of the country, consumer escalation and product and brand demand are higher. Moreover, distributors and distributors are facing the pressure of rapid cost rise, especially labor costs and rent increases. Therefore, after years of development, it is necessary for Li Ning Co to carry out the reform of distributors and select distributors and distributors that can match Li Ning Co's future development so as to adapt to the pace of the market.

In addition, she also stressed that the integration is mainly to integrate those inefficient distributors through large-scale acquisitions or joint operations into larger distributors, while the company will encourage large dealers to increase the number of direct outlets. The spokesman said at last that the company had confidence in the 7900 stores in 2010.

According to Lining's interim report, by the end of June 30th, the company had a total of 7478 shops, with a net increase of 229 during the reporting period.