Lining Announced The First Half Loss Narrowed To 29 Million Yuan

The overall improvement of the sporting goods industry environment has also benefited Lining's performance.

Deutsche Bank's latest research report predicts that the sports industry in mainland China will benefit from cyclical and structural changes. It is expected that this year will see an increase in the turnover of sportswear and an improvement in investor returns.

In the same industry, the first half year report of Anta reported that its revenue exceeded 5 billion 100 million yuan, which is expected to achieve its sales target of 10 billion yuan announced at the beginning of the year, and Lining may also be expected to achieve its annual turnaround plan.

The Li Ning Co Ltd, which has just announced the slogan of restarting "anything is possible" just a few days ago, is making it possible to turn losses into losses.

According to the report, group income increased by 16% to 3 billion 641 million yuan, Maori run up to 1 billion 634 million yuan, and gross profit margin edged up 0.3 percentage points to 44.9%.

Among them, the pre tax profit plus depreciation and amortization (EBITDA) turned into a deficit of 260 million yuan.

Mr. Lining said at his performance meeting in March this year, "my duty is to let Lining return to profitability and continue to make profits."

According to the content of the financial report,

The retail sales of the five core categories driven by the group grew year-on-year, with outstanding basketball products. The total retail sales increased by 43% compared with the same period last year. The retail sales in the quarter and last quarter increased by 61% over the same period last year.

The total number of sales outlets increased from 5626 at the end of last year to 5745, the first net increase since 2011.

Among them, low permeability southern China and two or three tier cities have become strategic priorities, with more than 42% of new sales outlets in the first half of the year in southern China.

Lining said it could achieve a goal of 500 net sales points in 2015.

In terms of goods sales mix, the sales rate of new products has increased very well, and the sales rate of 3 months in the second quarter has increased by 7 percentage points compared with the same period last year.

In the second quarter, the same store sales growth rate of retail business increased by double-digit year-on-year growth, while the same store sales growth rate of wholesale business increased year by year.

Orders for the first quarter of 2016 increased by double-digit year-on-year orders.

A variety of discount stores and temporary stores.

The inventory level was improved, and inventory provision was reduced by about 25 million yuan over the end of 2014.

The cash flow in the first half of the year was 165 million yuan, the efficiency of operating capital increased, and the proportion of operating capital in revenue decreased by 6 percentage points compared with the same period last year.

In order to attract more consumers, Lining is still trying to become a service provider of "Internet + sports life experience".

In the first half of 2015, the income of Lining's brand products from the business of the electricity supplier accounted for about 6% of the total revenue of the group. The company expects to increase the proportion of the business income to more than 20% in the next three to five years.

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Lining hopes to integrate more into the social and intellectual life of consumers.

In July, Lining's smart running shoes, which were developed by China and the company of O2O, used "offline experience and online purchase" to reduce the cost of marketing and channel.

In August 8th, Lining's first sports experience shop opened in Beijing's flagship store in Lining. The running club will rely on the store to organize all kinds of running and fitness activities.

In order to sharpen the strategy of two major market segments of sports and sports life more clearly, Lining will launch blue and white "spring label" Sports Life Series in the second half of the year to increase independent shops focusing on mass sports activities. The traditional "Lining standard" is specifically aimed at understanding Lining brand traditional consumers.