Lining'S Profit In The First Half Of The Year Was 1 Billion 634 Million, Which Successfully Reversed The Loss Trend.

Since last November as chief executive officer of the company, in less than 1 years,

The company successfully reversed the loss trend.

In August 13th, Lining (02331.HK) released its interim results as at the end of June 30, 2015.

During the reporting period, group income increased by 16% to 3 billion 641 million yuan, Maori run up to 1 billion 634 million yuan, and gross profit margin edged up 0.3 percentage points to 44.9%.

Due to the improvement of operational efficiency and effective cost control, the profit before tax, plus depreciation and amortization (EBITDA) turned into a profit of 260 million yuan, and the loss of equity holders should be narrowed to 29 million yuan.

For such a record, Li Ning Co said that in the first half of 2015, the company continued to focus on the three pillars of product, channel and retail operation capability to promote business growth.

The group retail flow, driven by five core categories, was recorded as low double digit growth, especially in basketball category. Retail flow was up 43% compared with the same period last year, and the retail flow of products in the quarter and last season increased by 61%.

It is worth noting that the number of Li Ning Co stores has increased for the first time in the past four years.

Li Ning Co said that the company continued to strengthen cooperation with channel partners, and implemented a product orientation oriented channel strategy.

In 2015, the company expanded its retail network, in particular, strategically focused on the development of low permeability southern and two or three tier cities in China.

The total sales point of the company has recorded a net growth since 2011, from 5626 at the end of last year to 5745.

In addition, the growth rate of same store sales increased by double-digit year-on-year growth in retail business, while the growth rate of the same store sales growth rate of wholesale business increased year by year, while the overall year-on-year growth rate was double digits.

The inventory level is continuously improved through the combination of discount outlets and temporary special stores.

Operating cash flow recorded a positive inflow of 165 million yuan in the first half of the year, and the efficiency of operating capital also gradually increased. The proportion of operating capital in revenue decreased by 6 percentage points compared with the same period last year.

For future planning, Li Ning Co executive chairman and acting chief executive officer Lining said the group is confident that it will achieve a net sales increase of 500 points in 2015. Meanwhile, in the first half of 2015, Lining's brand products came from

Business revenue accounts for about 6% of the total revenue of the group. The company expects to increase the revenue from the business to 20% over the next three to five years.

Lining pairs

Finance said that in order to better promote the company's reform, Li Ning Co will clearly distinguish between sports and sports life of the two major segments, the company will launch in the second half of the blue and white "spring marked" campaign life series, to increase the focus on mass sports activities of independent shops.

At the same time, Li Ning Co will increase the research and development of digital products.

Previously and

The intelligent running shoes developed jointly sell 50 thousand pairs in about half a month.

For the company's overall performance, Lining told Tencent finance, "through cost control, optimization of resources and other measures, the company is confident of returning to the state of profitability throughout the year."

Speaking of the president of the company, Lining said, "

The candidate is not the most urgent thing for the company at present.

At present, the most urgent thing for Li Ning Co is to let the company have the correct strategy and take the right track of development.

Of course, we are also working hard to find a CEO candidate who fits the requirements of Li Ning Co.