Recently, Li Ning has been discounting heavily and the company is paring back an underperforming store network. Earlier ambitions to expand overseas have evaporated and the company is now refocusing on China. Mr. Kim spoke with The Wall Street Journal's Fiona Law about China's changing retail market and the future for Li Ning.
最近,李宁一直在疯狂打折,同时削减表现欠佳的专卖店网络规模。之前李宁在海外扩张的雄心现已荡然无存,眼下正在重新聚集中国市常金珍君就中国不断变化的零售市场和李宁的未来等话题接受了《华尔街日报》记者Fiona Law的采访。
The following interview has been edited.
以下是经过编辑整理的采访内容。
WSJ: What has gone wrong at Li Ning?
WSJ:李宁是哪里出现了问题?
Mr. Kim: The industry saw a lot of people come in in a short period. Supply outgrew demand. Also, five years ago, sportswear brands in China were wholesalers, not retailers. The focus was on growth, as opposed to merchandising and brand DNA and understanding customers. Chinese retailers need to be more focused on brand. Before, you had to be good at opening stores and taking care of channels. Now, it's a different game.
金珍君:这个行业短期内一下子涌进来好多人,出现了供大于求的局面。五年前,运动服装品牌在中国还是批发商,不是零售商。当时这些品牌把精力都放在了增长上,而不是销售规划、品牌打造和了解客户等方面。中国零售商应更多地关注品牌。以前你不得不做好门店开设和渠道管理,现在不是这样了。
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