Li Ning's three executives leave the personnel turnover or related to business adjustment

Li Ning Interpretation: Real, Meaningful

Li Ning’s relevant person confirmed to reporters yesterday that Guo Jianxin, chief operating officer of the company, Shi Wei, chief market official, and Lin Biao, director of e-commerce department, have left.

The above sources said that the recent departures of the three senior executives may be due to the work pressures faced by the company's new business structure adjustments. On the Other hand, they may also be related to their respective career development prospects. Li Ning has approved their applications. .

Guo Jianxin is 42 years old. He was formerly the vice president and chief operating officer of Li Ning Company. He joined Li Ning Company in 1997 and is mainly responsible for the overall operation system, managing the Li Ning brand and operation system. Guo Jianxin has more than 8 years of experience in logistics and procurement management.

Fang Shiwei is 48 years old and formerly serves as Li Ning vice president and chief marketing officer and general manager of the Li Ning brand marketing system. He is responsible for Li Ning's brand marketing and communications, public relations, sports marketing, event marketing, and digital marketing.

Li Lin, director of e-commerce department of Li Ning, hosted the Li Ning official online store and other projects built with IBM.

Analyst Ma Gang believes that the above-mentioned executives leave the company or have certain links with Li Ning's many major adjustments in 2010. Last year, Li Ning announced that its sales organization had been transformed from its headquarters into three regions (North, East and South). Each region was responsible for marketing and distribution within its region, and the status of the head of the region rose sharply. In addition, Li Ning’s original internal functional and flat organizational structure has been divided into sports management categories such as badminton, running, and basketball. Horizontal divisions have product development, marketing, sales, and supply. Li Ning’s internal management It becomes a matrix organization structure. The above adjustment of the organizational structure may lead to changes in the scope of power of Guo Jianxin and Others.

Market participants Chen Shixin said that Li Ning's recent performance is not as good as that of the Fujian sports brand. Fujian sports brand revenue has grown by more than 20% annually, which puts pressure on Li Ning's senior management team.

Li Ning's revenue in 2010 was 9.479 billion yuan, and the growth rate of 13% was lower than the compound annual growth rate of over 30% in the past 10 years. On the other hand, Anta's local brand turnover in fiscal 2010 reached 7.41 billion yuan, a year-on-year increase of 26.1%. In terms of the number of stores sold, Anta is closer to Li Ning, and the overall strength is also closer to that of Li Ning.

Since 2011, Nike and Adidas have seen rapid growth in the performance of the two major multinational sports brands. Greater China sales increased by 36% year-on-year to 284 million euros in the first quarter of this year; during the three months ended February 28, 2011, Nike Greater China The district's revenue was 554 million U.S. dollars, a year-on-year increase of 21%, excluding the exchange rate factor, which was an increase of 18% year-on-year. If Li Ning grows at a rate of 2010, the narrowing distance between Nike and Adidas may re-expand.

Ma Gang said that Li Ning Company has now reached an important development threshold. When Chen Yihong was the general manager of Li Ning, the scale of Li Ning's development had met the ceiling. After Chen Yihong resigned, the leadership of the new management allowed Li Ning to break through the bottleneck. Now, Li Ning executives have changed again, or brought a new development.