Photo/ Li Ning official Weibo screenshot
Beijing News (Reporter Liu Jiaqi) On December 9, sports brand Li Ning opened a Li Ning fashion flagship store at the Venetian Shopping Center in Macau. The store is the only store of the Li Ning brand in Hong Kong, Macao and Taiwan. In September 2012, Li Ning closed his last store in Hong Kong and focused his energy on the mainland Chinese market.
The industry believes that this move reflects Li Ning's "ambition" to step out of the mainland market. Compared with the boost in overall performance in the past two years, Li Ning has not had much advantage in Hong Kong, Macao, Taiwan and the international markets. Li Ning's first half of 2018 financial report showed that the revenue from the international market during the period was approximately 73.64 million yuan, a decrease of 19.5% compared with 91.468 million yuan in the same period last year. After 2018, Li Ning gradually adjusted his brand strategy.
photo/Screenshot of Li Ning’s official website
In February 2018, as the first Chinese sports brand, Li Ning appeared at New York Fashion Week and showed an unprecedented trendy brand temperament on the show, subverting the previous brand image. The same single item on the show was sold out in one minute after it was put on the shelves, setting off a round of "national trend". Since then, Li Ning has become a regular visitor in various fashion weeks and has also signed a contract with NBA star Wade to launch the " Wade " series.
's "national trend" sign has attracted many young consumers for Li Ning and has also made many people re-recognize this Chinese sports brand. According to the financial report for the first half of 2019, Li Ning's international market revenue increased by 32.4% year-on-year to 97.49 million yuan during the period. In addition, Li Ning's overall profit performance during the period was also eye-catching, with shareholders' profit attributable to 795 million yuan, a year-on-year increase of 196.01%, exceeding the 715 million yuan for the whole year of 2018.
In addition, since August last year, Li Ning has successively deployed China's Li Ning fashion stores in first- and second-tier cities, and so far there have been more than 100. On the Tmall platform, the China Li Ning flagship store, which was launched in April this year, has currently exceeded 310,000 fans.
With the improvement of international performance and the success of fashion lines, Li Ning has now entered the Hong Kong, Macao and Taiwan markets again. Opening new stores in Macao, whether he can continue to tap the potential of the "national trend" market remains to be tested by the market.
Beijing News reporter Liu Jiaqi
Editor Li Zheng Proofreading Guo Li
