Li Ning Smashes Wade With 100 Million Yuan Or Causes Indigestion

A few days ago, Li Ning The company suspended trading for one day and said that it would release sensitive information related to the stock price. However, as of the press release, Li Ning's official did not provide specific information.

　　 Sign Wade

However, what is striking is that there is news that Li Ning has officially cooperated with NBA Heat star Dwayne? Wade signed the contract. The signing price between Li Ning and Wade has become a hot topic nowadays.

On October 14, Mark? Stein revealed on his microblog that the total value of the signed contract reached $100 million, and Wade would receive an annual remuneration of $10 million for 10 years. At the same time, he would also receive a large amount of shares and shares of Li Ning.

The reporter learned that Li Ning's official did not respond to the details of the contract. If the news is true, the signing price is a huge contract in both China and the United States. Many netizens believe that Li Ning is full of arrogance. "This time, we really need to break the ice."

In fact, on October 10, Li Ning and Wade jointly announced the creation of a new brand of sportswear and shoes—— Wade brand As the core of the company's global basketball strategy. The new core signature product line is named "Wade's Way". Wade will wear this professional basketball shoe with its symbolic style and artistic sense in NBA games.

On October 20 and 21, the special edition of "Wade's Way" in China will be sold in limited quantities in flagship stores in Beijing and Shanghai respectively, and on October 22, it will be sold globally in the online mall. In addition, "Wade Way" and other Wade series products are also planned to be released in the United States in 2013.

It is reported that this "Wade's Way" basketball shoe is the most technologically advanced basketball shoe of Li Ning Company in recent years. It is a full-length carbon plate with high cost. There are only 60 pairs of sneakers for sale in limited quantity, which is different from the ordinary commercial version. The package price is 1010 yuan.

　　 Advantages or disadvantages

Li Ning's move caused controversy. Some people think that Li Ning Company is gambling. There are also views that this is the return of Li Ning to sports, and it is the advantage of Li Ning's current predicament.

"To return to sports as soon as possible, Li Ning will show clear thinking and bet on a few stars at all costs." Zhang Xiaoyan, former public affairs director and press spokesman of Li Ning Group, also gave affirmation. He believes that this is a return to the mainstream movement, which is absolutely right.

Li Hongliang, director of the brand center of Fujian Seven Wolf Industrial Co., Ltd., said on his microblog that the amount and time of signing Wade by Li Ning may not be accurate, but after all, they are doing the right thing and should applaud.

"Li Ning dared to pay such a high price for a player who has passed his 30's and is plagued with injuries. Regardless of his vision and calculation, his boldness alone is enough to make people sigh." The netizen "Gu Yuegang" believes that Li Ning is likely to emulate Nike, Create a brand like Air Jordan with a star who can hold the court.

"It is impossible to bring NBA stars into the industry in China," Mr. Cheng, the brand director of a Chinese clothing company, said in an interview with the International Finance Daily.

In his opinion, Li Ning's move is not suitable for the current Chinese market. He explained that star chasing is to use opinion leaders to influence opinion leaders, but this is at most a brand catalyst rather than a core, because Volkswagen is never an opinion leader. Only when China becomes an opinion leader on the international stage can Chinese brands become opinion leaders, otherwise they will always be Volkswagen.

This is just like forcing a rural girl to wear an international brand Versace. People will not think you are international. It can only make a small number of rural leaders feel good. Only when the countryside is internationalized can we speed up the internationalization by reusing Versace. {page_break}

　　 Or indigestion

"Previously, Li Ning had failed to do a good job in the Letu brand, but now suddenly it has become the Wade brand. The prospect is doubtful, or it may lead to indigestion." Mr. Cheng said that at present, the main brands of Li Ning are facing market difficulties. At the same time, it needs to spare energy and financial resources to do a good job in the Wade brand, which is a challenge.

In terms of finance, Li Ning Company is also under pressure. Previously, Li Ning Company announced to sponsor with 2 billion yuan over five years CBA At that time, there was a view that with the current revenue scale of 8 billion yuan, the total market investment of Li Ning was expected to be about 8%, that is, 650 million yuan, 400 million yuan signed the CBA, and nothing else would be necessary; Now, with the annual sponsorship fee of 10 million US dollars, the pressure can be imagined.

In addition to financial pressure, Li Ning Company also faces other problems.

From last year to now, Li Ning has kept up with news, such as store closures, executive resignations, overstock of inventory, a market value decline of 76% in four years, and declining orders. Almost all the difficulties and complications that a sports brand can encounter have been placed in front of Li Ning. Earlier, Bank of America Merrill Lynch predicted that Li Ning would lose about 226 million yuan in 2012. This is definitely a nightmare for Li Ning, who is back.

Personnel turnover is also a problem that Li Ning must face. Li Ning Company issued an announcement on October 12, "Mr. Zhong Yiqi, the executive director and chief financial officer of the company, has resigned as the director and chief financial officer of the company, effective from November 1, 2012.

Ms. Li Hong, the Secretary, has resigned as the Company Secretary of the Company with effect from October 15, 2012. " The announcement said that Zhong Yiqi had other career development goals, but he and Li Hong would still serve as consultants of Li Ning after leaving the company.

Following the departure of CEO Zhang Zhiyong, Zhong Yiqi became the second executive to leave three months later. It is worth mentioning that fashion brand Qianbaidu announced on October 15 that Zhang Zhiyong will serve as the independent non-executive director of the company.