For The First Time In The 2015 Fiscal Year Of The 2015 Fiscal Year, The Group Was Turned Into Profit For The First Time In 5 Years.

Li Ning Co was founded in 1990. After twenty years of exploration, it has gradually become the leading sports Brand Company in China.

Recently, the Li Ning Co Ltd (2331.HK) communiqu 2015 annual report, the group since 2011 for the first time to achieve profitability.

According to the financial report, the revenue reached 7 billion 89 million yuan in the year ended December 31, 2015, an increase of 17.2% over the same period in 2014.

The total annual sales cost was 3 billion 897 million yuan, 3 billion 329 million yuan in 2014, gross margin 45.1%, and 45% in 2014.

Group core

Brand revenue accounted for 98.3% of the group's total revenue, reaching 6 billion 972 million yuan, an increase of 17.5% over the same period last year.

Other acquisitions and agency brands bring in income of 117 million yuan, including

The domestic badminton brand Kason and the famous French outdoor leisure brand Aigle.

The turnaround is due to a more balanced channel expansion, retail, wholesale and

Income has recorded double-digit growth.

Among them, the impact of the domestic electricity supplier business environment, electricity channel sales revenue accounted for a significant increase in total revenue.

At the same time, the upgrading of e-commerce business has a positive impact on gross margin.

In 2015, Lining as a sports brand, marketing activities are active in different sports areas.

In the field of basketball, the group sets up the top basketball resources in China to create sports experience for sports events, star players, city teams, fans and young people on campus.

Through the China campus basketball league four league, establish communication channels with students and young people to enhance brand familiarity and goodwill.

In the field of badminton, the group uses the brand positioning of differentiated Lining and Kason (Kai Sheng) to make rational use of the top sports marketing resources of the brand so as to increase market share.

In the field of running, through professional running products, the establishment and operation of Lining network fans group and in the flagship store to provide innovative iRun experience area.

The three aspect of innovation is to achieve substantial growth in word of mouth and sales.

In addition, the company has signed a strategic cooperation agreement with Jingdong to improve and protect the logistics supply chain, which will further enhance inventory utilization and operational efficiency.

In terms of physical stores, it planned to grow by 300-500 sales outlets in 2016.