体育用品李宁定单大幅倒退，股价挫逾8%

彩虹汉语-rainbowmandarin.com

Sporting Goods, Li Ning orders a sharp decline, the stock fell more than 8%

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kywRainbow Mandarin 彩虹汉语

欧洲杯已开赛，伦敦奥运将于下月开锣，但体育用品股却吹淡风，李宁（2331）于前晚公布今年度第四季订货数据，不仅没有起色，定单金额更由第三季的高单位跌幅，进一步倒退至高双位数跌幅，即使早前有基金TPG入股支持，李宁股价亦难逃一跌，昨日以接近全日低位5.25元收市，跌8.05%，引发体育股全下跌，齐齐捱沽，跌幅由1至3%不等。kywRainbow Mandarin 彩虹汉语

　　尽管市场早已预期体育用品业将转差，但却未料到已获基金TPG入股的李宁表现亦不理想。公司表示，目前体育用品行业竞争更加激烈，折扣促销力度进一步加大，导致去库存压力愈加严峻。同时，李宁主动与经销商沟通，控制定单安排，导致第四季定单金额少于去年同期。有市场人士认为，管理层早前已透露今年年底想清理干净存货的意愿，如今订货额大跌属预料之内。kywRainbow Mandarin 彩虹汉语

　　今年全年订货会成果已出，各体育用品公司销售荣辱互见。李宁订货会的定单金额较去年出现高单位数的下跌，意味公司今年的营业额将较去年同期出现高单位数倒退。所有该类股份由于早前扩张过急，预期今年情况很严峻，最终能否解决问题，要视乎体育行业在内地的普及程度，不过目前外国品牌如Nike及Adidas于内地销售情况却畅旺，内地体育用品股未来若仅以「劈价抢客」的战略，未必有成效。kywRainbow Mandarin 彩虹汉语

　　除存货问题外，各体育用品公司更出手大方为赞助各类体育赛事，上月底有内地媒体报道，李宁豪斥20亿元（人民币，下同）赞助CBA（中国男篮联赛）五个赛季，并被各界人士指「天价」赞助，但该公司于当日即否认此传闻。kywRainbow Mandarin 彩虹汉语

kywRainbow Mandarin 彩虹汉语

European Cup start, the London Olympics next month kicked off, but the sporting goods stocks blow light wind, Li Ning (2331) last night announced this year's fourth quarter of ordering data, not only did not pick up the value of orders in the third quarter unit decline, further retrogression to high double-digit decline, even if the earlier fund TPG shareholder support, Li Ning shares escape down yesterday to close the day low close at 5.25 yuan, or 8.05 percent, triggering Sports shares full  fell and opt to suffer Put, down by 1-3% range.

Although the market had expected the sporting goods industry will slip, but did not expect has been the fund TPG shares Li Ning performance is not ideal. The company said the sporting goods industry, competition is more intense, discounts further stepped up, leading to increasingly severe pressure to the inventory. Meanwhile, Li Ning, the initiative to communicate with the dealers, the control order arrangements, resulting in the value of orders in the fourth quarter less than the same period last year. Market participants believe that the management had earlier revealed that the end of this year to clean up the inventory of the wishes of the volume of orders dropped the case is expected within.

Full-year orders will be the outcome of this year has been a cross, the sporting goods company sales of honor and disgrace. Li Ning will order the amount of orders compared to last year, the decline of the high number of units means that this year's turnover will be a high number of units over the same period last year retrogression. All shares in that class due to the expansion too fast earlier, expect the situation is very serious, and can ultimately solve the problem, it depends on the penetration of the sports industry in the Mainland, but foreign brands such as Nike and Adidas but buoyant sales in the Mainland, the Mainland sporting goods stocks only "split price over customers" strategy may not be effective.

In addition to the inventory problem, the sporting goods company very generous sponsor all kinds of sporting events on the end of the mainland media reports, Lining Hao exclusion of two billion yuan (RMB, same below) sponsored by the CBA (Chinese Basketball League) for five seasons. and people from all walks of life refers to the "high price" sponsored by the company on the same day, denied this rumor.

However, according to the disclosure of the company's announcement on Monday the company has signed with the CBA equipment Sponsored memorandum of cooperation, the agreement covers the 2012 / 2013-2016 / 2017 five seasons, but are not yet disclosed sponsorship. However, Li Ning, Anta (2020) in the hands took over the baton of the CBA, also is to build from brand of aspects of starting, some analysts believe that, regardless of the Olympic Games or the CBA such  of sporting events, in effect branding the help of not.

英语

　　不过，据该公司的公告披露，于本周一该公司已与CBA签订装备赞助商合作备忘录，协议覆盖2012/2013至2016/2017五个赛季，惟并未有披露赞助费用。不过，李宁从安踏（2020）手中接过CBA的接力棒，亦是从品牌打造方面出发，有分析人士认为，无论是奥运会或是CBA这类二的运动赛事，实际上对品牌塑造的帮助不大。kywRainbow Mandarin 彩虹汉语
kywRainbow Mandarin 彩虹汉语

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