Li Ning 160 million acquisition of Kason to seize the badminton market commanding heights
As the loud slogan "Everything is Possible", July 6, 2009 Li Ning Co., Ltd. officially announced the acquisition of a badminton equipment manufacturer all the shares, involving an amount of 165 million yuan, which is the second in 2007, Li Ning Company 305 million acquisition of the famous table tennis brand "Double Happiness" a total of 57.5% stake after another masterpiece. The object is to be acquired Kason lions Sporting Goods Co., Ltd. (Kason Sports under), the company was founded in 1991, is headquartered in Fujian Province, is mainly engaged in badminton, the feather line, ball shoes, sports apparel production. The company's home page shows that Kason Sports has production sites in Fujian and Guangdong, with a plant area of ​​15,000 square meters. Sales network throughout the major cities in China, as well as Southeast Asia, Europe and other places. It is reported that Kay wins brand is currently China's badminton equipment market, one of the three major brands. Rising too fast Mr. Zhang Zhiyong, Chief Executive of the Group, said that after the completion of the acquisition, the Group, on the one hand, could combine the Kason brand's existing industry-leading production technology and R & D capabilities with the Group's core competitive advantage (310,368 fund net worth, fund) On the other hand, it can also make full use of the advantages of the two in terms of sports marketing resources and help the Group rapidly increase its market share in badminton. Founded in 1990, Li Ning Company has been developing for more than ten years. From the initial single sports apparel, the company has developed to a professional sporting goods company that owns several product lines including sportswear, sports shoes and sports equipment. Li Ning Company successfully listed in Hong Kong on June 28, 2004. Today's Li Ning company in China's sporting goods industry has occupied a pivotal position. Li Ning in 2008 also set up a special e-commerce sector, and Taobao and other major e-commerce platform to carry out extensive cooperation and the establishment of Li Ning's own e-commerce site Li Ning Mall. In recent years, Li Ning in the multi-brand management on the road frequently moves, has formed a main brand, a number of sub-brands multi-brand management strategy. Industry sources said 8 years ago, Li Ning, the company sponsors badminton tournament ideas and in 2007 began the badminton market research. According to Kason Sports in Fujian, a dealer revealed that Li Ning Kason sports acquisition of the company, in fact, in May 2008, the dealers have noticed that in June 2008 Kason Sports an ordering meeting, Li Ning Companies have sent executives to attend, in July dealers have been notified to change the distribution agreement. The dealer told reporters, mainly because there is a run-in period of one year, so this year the official public price of the public. September 20, 2008 Kason sports at the Shibaibailai held a "triumphant, return winner," the new spring and summer 2009 orders, in addition to the "Kason" brand founder Ping Wang and Kason sports limited The company's life consultant, the Chinese national team coach Tang Xianhu two badminton guests, there are two other guests, they are CEO Li Ning Co., Ltd., Zhang Zhiyong and Li Ning Co., Ltd. general manager of indoor sports equipment Hongyu Ru. Zhang Zhiyong also placed an order at the conference, "Badminton future trends" wonderful speech. The original Kason brand dealers during this period have participated in Li Ning, the new season will be held in the ordering event, the reporter from the dealer and Kason Sports Henan general dealer Mr. Zeng have been confirmed. Prior to the announcement of the acquisition, Li Ning announced on April 23, 2009 that it formally signed a contract with the Chinese national badminton team to replace the Japanese brand Yonex who has been working with the Chinese team for 28 years and became the gold medalist The main sponsor. This is the fifth Chinese Olympic gold medal team to be followed by the Li Ning brand after the Chinese table tennis team, the Chinese gymnastics team, the Chinese shooting team and the Chinese diving team. At the signing ceremony, Mr. Li Ning, Chairman of the Group, once said that entering the badminton market, the Group will play a Chinese brand's responsibility to improve the popularization, participation and influence of badminton in the world. Group CEO Zhang Zhiyong revealed that this cooperation is also an important part of Li Ning's business strategy deployment. According to a survey report on the status quo of universal sports by the General Administration of Sport of China, badminton is the second most attended sport in China. At the same time, reporters in the End of the World for a blog called "not ugly" page on the site to find "Li Ning acquisition of Kason," the article, the blogger published the article in the time Li Ning announced the signing of badminton team the day after , That April 24, 2009, release time than the company officially announced Li Ning advanced more than two months. This shows that Li Ning Kason acquisition of sports is the plan has long been a matter of course. CICC on the day after the announcement of the acquisition of a research report released that Li Ning announced the acquisition of Kason Sporting Goods Company, is the company to subdivide the vertical penetration of sports another masterpiece. Acquisition is a quick way to get into new realms and quickly establish your own professional status. Kason sports in the industry has a mature brand and rich resources, the acquisition increased Li Ning's research and development and production capacity. CICC believes that the field of badminton into the sporting goods business can make Li Ning more prominent differences. Compared with professional badminton brands such as Yonex and Victory, Li Ning's distribution advantages provide the company with the foundation for rapid expansion and market consolidation; and the company's product differentiation also avoids its competition with other sportswear brands such as Nike, Adidas and Anta Direct competition. Li Ning and Kason can have synergies in R & D, distribution networks and promotion resources. At the same time, the two are complementary positioning can also attract different customer groups. CICC also said Li Ning's 2009 and 2010 earnings estimates were up 4% and 11% respectively to HK $ 1.02 and HK $ 1.28, respectively, as Li Ning's growth momentum is expected to be better than expected and its acquisition of Kason Sports. . The continuous expansion of Li Ning's subsidiary market and the differentiation of its products laid a solid foundation for the Company's market consolidation and sustainable growth. The Company possesses some room for growth in the latter part of the year. Insiders appreciate the acquisition of the matter, but also on the integration of the distribution channels later expressed concerns. Due to Kason sports competition with major foreign equipment manufacturers, it is difficult to have a greater breakthrough Kason sports need to borrow a boat to the sea to Li Ning's existing reputation and reputation, the integration is not difficult to talk about. Li Ning, after the acquisition of Kason sports, sports equipment, Li Ning company has table tennis, badminton, tennis three categories of product lines, professional sports equipment with sports shoes and apparel products is conducive to the establishment of Li Ning company specializing in sports products Image, enhance the overall competitiveness of Li Ning brand. However, the current Li Ning brand sports shoes and apparel products mainly to the provincial agency and direct sales company to expand the model of the channel, store mainly in the form of stores, combined with the first-tier cities and supermarkets Sports City channels, and these channels The effectiveness of the sales of sports equipment to be further verified, and before the original Kason sports market structure and existing distribution of Li Ning, there will be conflict, at present can not be conclusive. As of press time, Kason sports dealer Mr. Tsang revealed to reporters at the moment Li Ning Company for the time being the original Kason sports distribution channels did not make a new layout, but he is also considering whether the next distribution of Li Ning brand products.
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