Lining Will Launch New Media Marketing Strategy

Listed companies in Hong Kong stock market

Recently, the company announced that the net loss of 2014 was not more than 820 million yuan, of which the net loss in the first half was 586 million yuan.

At the same time, the company announced that it will continue to advance.

Reform.

The announcement shows that in addition to the huge losses of nearly 600 million yuan that had been disclosed in the first half of the year, the main reason for the loss in the year 2014 was the initial investment required for the change plan in 2012, as well as the earlier clearance of the channel inventory, and the reduction of delivery, provision for bad debts and other expenses.

The company began to change since 2012, and has not achieved remarkable results in a short period of time. The doubling of losses in 2014 is a certain point of the hardship of change.

To this end, the company said it will continue to push ahead with the change plan.

The company believes that although the short-term change plan will bring some financial performance pressure, which will affect the profitability of the second half of 2014, it will gradually release the profit potential and ultimately achieve long-term sustainable development.

It is understood that Li Ning Co lost 1 billion 980 million yuan and 390 million yuan in 2012 and 2013 respectively.

Entering the 2014, the business situation has improved.

Data show that the company's development has entered a new stage, from July 2014 to November, the company's revenue grew by about 20%, higher than the 8% in the first half of 2014.

From the perspective of business performance, channel profitability continued to improve. Futures orders rose year-on-year in the five quarter of 2015 as a whole in the second quarter, while the same store sales in the second half of 2014 were positive.

The company said it will pass the increase.

We should enhance our business efficiency, strengthen cooperation with channel partners, make full use of sponsorship of athletes and teams, consolidate unique Chinese sports traditions and high performance price ratio, and use innovative social media and sports events to carry out marketing.