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路透社中国李宁从金牌地位下降到不毛之地11

发布时间:2019-09-29 03:57:18 阅读: 来源:矿用通信电缆mhyvp厂家

路透社:中国李宁从金牌地位下降到不毛之地

2010年,中国前体操运动员李宁的运动服装商业帝国达到40亿美元,就好比1984年奥运会上他取得金牌时那么辉煌。

HONG KONG (Reuters) - In 2010, former Chinese gymnast Li Ning led a surging $4 billion sportswear business, a gold-medal pinnacle echoing his victories at the 1984 Olympic Games.

香港(路透社)——2010年,中国前体操运动员李宁的运动服装商业帝国达到40亿美元,就好比1984年奥运会上他取得金牌时那么辉煌。

Now, the Li Ning (2331.HK) business is more reminiscent of the ex-sportsman's exit from the 1988 Olympics without a podium finish. As customers have turned to aspirational global brands like Nike Inc (NKE.N) or cheaper local firms, Li Ning has racked up heavy losses, losing four-fifths of its market value.

如今,李宁商业帝国的情况更多的让人们想起了1988他参加最后一届奥运会时的情形,在那届奥运会上他没有取得金牌。随着客户趋向更加国际化的品牌,比如耐克或者更加便宜的当地品牌,李宁如今遭受了重大损失,失去了五分之四的市场价值。

The company has long pinned a turnaround plan on targeting trendy, fast-growing areas of sport in China, like basketball, hoping to attract younger consumers with a mid-range pricing strategy. But company watchers fear what Li Ning sees as the middle ground could turn out to be a no-man's land, while still-loyal older customers may be turned off by the focus on youth goods.

该公司一直以来都在规划重整的计划,打算瞄准中国快速发展的体育领域,比如篮球,希望用中等价格策略吸引年轻消费者。但是市场观察者担心李宁的新策略将成为一个败笔,而且李宁关注年轻人产品的策略将逼走那些年纪较大的忠实客户。

"They tried to go younger, but in the course of doing that they lost a lot of those aged over 30 who were traditionally a more loyal customer base," said James Roy, senior analyst at China Market Research Group in Shanghai.

“李宁想让自己的服装变得更加年轻化,但是这么做会失去很多30岁以上的传统忠实客户群,”位于上海的中国市场研究集团的高级分析师詹姆斯如是说。

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