通过SWOT分析，本文对李宁的优势、劣势、机会和威胁因素进行了研究。总的来说，李宁的优势在于品牌文化、先进管理和有竞争力的价格。2010，李宁改变了品牌标志和口号，虽然目的是积极的，但它放弃了它的优势点。此外，李宁通过增加销售价格改变了价格政策，放弃了原有的价格优势。因此，这些优势被忽视，没有得到认真对待。同时，李宁的新商业模式并没有减少品牌营销不佳和价格上涨机会低的原有弱点，反而增加了这些因素的脆弱性。显然，这是造成李宁危机的内在原因。李宁的未来是工业、国内市场和电子商务。由于李宁的危机不是特例，而是国内运动服供应商普遍存在的现象，如果李宁能有一个正确的战略计划，那么李宁仍然有机会恢复并赢得市场。威胁点是国际品牌的入侵、太多的产品和假冒的市场影响等等。坦率地说，来自国际品牌的威胁是最重要的，因为这来自外部，而李宁则没有能力处理。总结SWOT分析的结论，它可以被描述为李宁的SWOT因素没有明显变化之前，李宁改变了政策，2010，李宁的品牌文化发展的新政策，目标客户的方法，政策的调整通过改变强度点的弱点进行SWOT因素的变化和价格。最后，原有的平衡状态中断，导致销售和利润下降。
通过财务比率分析，本报告对四个目录中的13个财务比率与李宁的主要竞争对手和威胁进行了检查和比较，分别是耐克和阿迪达斯。第一个目录是盈利能力，包括净销售额、利润率、资产收益率和股本回报率。经过比较，可以看出，李宁的体积比耐克和阿迪达斯小得多，所以李宁无法在世界范围内与他们竞争。这个比率分析的一个方面是，李宁的销售额和利润大幅下降，而另外两个正在增加，而资产和股本回报率是相似的，这意味着历史数据的盈利能力优于耐克和阿迪达斯。李宁的新政策改变了这一立场。第二个目录是财务杠杆，包括负债比率、流动比率和速动比率。第三个目录是周转资金效率，包括存货周转期、应收账款日和应付账日。财务杠杆和营运资金效率的研究结果应该共同研究，因为有一个关键因素，即库存，将所有这些比率联系起来。虽然李宁的财务杠杆比率接近阿迪达斯，但债务的崩溃表明，应付账款占很大比例是由数千家商店的巨额股票所产生的。因此，这些股票造成了较长的应收账款和应付日。虽然这可能是公司内部政策造成的，但庞大的股票却是真实存在的。最后一份目录退还给投资者，包括每股股息、每股收益和市盈率。很明显，股息和每股收益比去年减少了很多，而另外两家公司也在增加。然而，李宁的市盈率在一个合理的范围内。这可以解释为股价下跌是因为它的危机。
澳洲Marketing代写:李宁公司SWOT分析
Based on the fact that Li Ning company’s serious crisis of decreased of sales and profit, in order to find out the reason and evaluate the outlook of the Ni Ling brand and its future strategy, this report approached this target via SWOT analysis and financial ratio analysis.
Though SWOT analysis, this report researched Li Ning’s strengths, weakness, opportunity and threat factors. Generally, Li Ning’s strength points are its brand culture, advanced management and competitive price. In 2010, Li Ning changed its brand logo and slogan, though the purpose is positive, it gave up its strength point. Also, Li Ning’s change of price policy by increasing the selling price gave up its original price advantages. Therefore, these advantages were ignored and not treated seriously. Meanwhile, Li Ning’s new business model did not reduce the original weakness that poor brand marketing and low chance of increasing price but added more to being much weaker for these factors. Obviously, this is the internal reason caused Li Ning’s crisis. The opportunities for Li Ning’s future are industry, domestic market and e-commerce. Because Li Ning’s crisis was not an exceptional case but was general phenomena exist in domestic sportswear suppliers, Li Ning still has a chance to recover and win the market if Li Ning can have a correct strategy plan with quick action. The threat points are invasion of international brands, too many products like and fake market impact etc. Frankly, the threat from international brands are the most important because this is from outside while Li Ning has less capability to deal with it. To summarize the conclusion of SWOT analysis, it can be described that the factors of SWOT for Li Ning had no significant change before Li NIng changed its policy in 2010, Li Ning’s new policy for its brand culture development, target customer approach and price policy adjustment made the change of SWOT factors by changing the strength points to weakness points. Finally, the original balance status broke and caused a decrease of sales and profit.
Through financial ratio analysis, this report checked and compared totally 13 financial ratios in the four catalogues with Li Ning’s main competitor and threat, Nike and Adidas. The first catalogue is profitability including net sales, profit margin, return on assets and return on equity. After comparison, it can be seen that the volume of Li Ning is much smaller than Nike and Adidas so that Li Ning is not capable to compete with them in worldwide. A facet of this ratio analysis is that Li Ning’s sales and profit decreased dramatically while other two were increasing while return on assets and equity were similar, which means the history data of profitability was better than Nike and Adidas. Li Ning’s new policy changed this position. The second catalogue is financial leverage including debt to equity ratio, current ratio and quick ratio. The third catalogue is working capital efficiency including inventory turnover period, account receivable days and account payable days. The research result of financial leverage and working capital efficiency should be studied together because there is a key factor, inventory, which linked all these ratios. Though Li NIng’s financial leverage ratios were close to Adidas but the breakdown of debts shows that the account payable consists of a big proportion were generated by huge stock at thousands of stores. As a result, these stocks caused longer account receivable and payable days. Though this might be caused by company internal policy, the huge stock is reality. The last catalogue is returned to investors including dividend per share, earnings per share and price earnings ratio. Clearly the amount of dividend and earnings per share decreased a lot compared with last year while other two companies were increasing. However, the price earnings ratio of Li Ning was in a reasonable range. This can be explained that the decrease of share price because of its crisis.
