Lining Reverses Three Years Of Gross Losses, Gross Margin And Expenditure Reduction

After the launch of Lining, the founder,

The company gradually regain its position as the national first sports brand.

Li Ning Co announced that its performance in 2015 is expected to be balanced on profit and loss, mainly due to increased gross margin and reduced expenditure.

By the end of December 2014, Li Ning Co had lost more than 780 million yuan.

In the 2012-2014 fiscal year, Li Ning Co lost about 1 billion 980 million yuan, 390 million yuan and 781 million yuan respectively. Huge inventory was an important reason for the huge losses in three years. Up to December 31, 2014, the stock reached 1 billion 289 million yuan, up nearly 40% from the end of 2013.

Last year, Lining, who was the company's handsome hand, tried to revive the traditional supply chain through the Internet.

At the beginning of the year's performance conference, Lining said that in 2015, he will make efforts in product, channel and retail operation capabilities to promote the growth of the company's business.

Last year Lining

Channel sales accounted for 5% of total revenue, and this goal will increase to 25%-30% in 2015.

Business performance is expected to turn to profitability. This is mainly due to the increase in sales revenue and gross profit and the decrease in the expenditure ratio in 2015. This is mainly due to the group's efforts to improve the business efficiency and profitability of Direct stores, strengthen long-term cooperation with channel partners and expand the business of e-commerce.

Li Ning Co said that the loss of earnings was not included in the October 25, 2015 announcement of the sale of red double happiness 10%

Net income generated.

In fact, Lining's recovery has been revealed since the first half of 2015.

In the first half of 2015, the company's revenue increased by 16% to 3 billion 641 million yuan, Maori run up to 1 billion 634 million yuan, gross profit margin edged up 0.3 percentage points to 44.9%, and the loss narrowed to 29 million yuan. In terms of store growth, Lining's target in 2015 was more than 500, which is the first time that Lining has been growing since 2011.

However, the announcement shows that the details should be disclosed in the annual earnings report of March this year.