|
2#

楼主 |
发表于 2011-1-26 15:22:14
|
只看该作者
Li Ning had built the biggest sports brand sales network in China, with 7,748 outlets. Just 474 were managed directly, though; 60 per cent of the remainder were run by about 2000 inexperienced retailers who were reluctant to cut prices to shift old inventory, leaving little room for new, higher-priced products. In June, confronting persistently weak order books, Li Ning gave itself a slightly different logo and a new slogan, “Make the change”.
李宁打造了中国最大的运动品牌销售网络,拥有7748家零售店铺,但其中只有474家由李宁公司直接管理,其余的店铺中有60%由约2000家缺乏经验的零售商运营,他们不愿意降价清空过季存货,因此留给新款高价产品的空间很少。去年6月,订单疲软问题始终未能解决的李宁对商标进行了轻微改动,并推出了新口号:“Make the change”(让改变发生)。
Investors did just that, selling not just Li Ning (down 42 per cent since then) but rival manufacturer/retailers with similar distribution problems like Anta, Xtep and 361 Degrees. The only Chinese sportswear stock in positive territory over that period is pure retailer Pou Sheng (+37 per cent), a big outlet for Nike, Adidas, Reebok and Puma.
投资者正是这样做的。他们不只抛售李宁(自那以来股价已下跌42%),也抛售存在类似分销问题的其他制造商和零售商,如安踏(Anta)、特步(Xtep)和361度(361 Degrees)等。在此期间唯一上涨的中国运动服装类股票是宝胜(Pou Sheng),其股价上涨了37%。宝胜是一家纯零售商,经销耐克、阿迪达斯(Adidas)、锐步(Reebok)和彪马(Puma)等品牌的大型零售店。 |
|