Financial Analysis Of Li-Ning Group Based On Harvard Analysis Framework

The success of the 2008 Beijing Olympics brought life to domestic sports brands,but as enthusiasm waned and a large number of international brands moved into the country,China’s sporting goods manufacturing industry experienced serious inventory buildup and chaotic brand management.In recent years,along with the epidemic situation has been effectively controlled,the national policy began to actively advocate a new way of fitness at home,and open the "Internet + fitness" new model,the opportunity also successfully drive the related sports apparel consumption.Undoubtedly,along with the introduction of many new national policies,a series of proven paths have been provided for the vigorous development of China’s sports industry.In addition,due to the one-sidedness of traditional financial analysis methods,ignoring the macro environment and many other defects,from a certain extent this restricts the effective improvement of China’s financial level.The popularity of the national trend has prompted Li-Ning to gain a place in this storm.As an enterprise among the forefront in China’s sporting goods manufacturing industry,Li-Ning,by virtue of consistently insisting on the purpose of emphasizing the professionalism and functionality of its products,based on strengthening its core competitiveness,has achieved a comprehensive optimization and upgrading innovation of its product performance.With the aim of expecting Li-Ning to be better and better as a quality national product,this thesis selects the Harvard analysis framework to analyze the financial statements of Li-Ning Group from 2017 to2020 in the context of the development of the sporting goods manufacturing industry,in an attempt to analyze the results obtained by Li-Ning after the second business model transformation and find the worthy experiences,and make some feasible suggestions for the shortcomings.The main structure of the article is as follows: the first chapter mainly lays out the background of the study and describes the research method and content for the whole article.Chapter 2 discusses the theoretical foundations related to this thesis in general.Chapter 3 provides a brief analysis of the case company in this thesis,mainly to lay the foundation for the analysis in the later chapters.Chapter 4 is the core chapter of the whole text,which mainly uses the Harvard framework to conduct a comprehensive qualitative and quantitative study of Li-Ning,and selects other brands in the same industry for a comparative study in the ratio analysis.Among them,the strategic analysis mainly assesses the internal and external environment of current operation;the accounting analysis mainly selects several accounting elements with high influence;The financial analysis is interpreted separately from three dimensions of Li-Ning: the analysis of Li-Ning’s three major financial statements,the analysis of classical financial ratios,and the analysis of economic value added.The prospect analysis is also divided into two levels.The first level first assesses the overall development prospect of China’s sporting goods manufacturing industry,and the second level provides a specific analysis for Li-Ning,while elaborating the existing problems that can be improved.Based on this,this thesis tries to find out the advantages and shortcomings of Li-Ning Group’s business development through the overall analysis of the representative Li-Ning Group in the industry,hoping that this analysis will have an enlightening effect on other sports brands in China and help national products to develop towards a better place.