Research On Asset-light Operation Mode And Its Effect Of Li Ning Company

With the increasingly fierce competition in the sports product market,the profits of sporting goods enterprises are also declining,which shows that traditional extensive production,operation and management model has been outdated and hinders the development of sports industry.Nike,as the first sporting goods company to introduce asset-light operation mode in the United States,has achieved great success.Subsequently,some domestic sporting goods enterprises adopted the asset-light operation mode to obtain sustainable competitiveness and achieve faster development.Leaning towards light asset structure,the biggest feature of asset-light operation mode is to bring out the maximum income with the least investment so as to enable enterprises to obtain stronger profitability.As a sports brand founded earlier in China and favored by many brands,Li Ning,whose asset-light operation mode can be used as a reference for other domestic sports brands,has always maintained a leading position in the industry.Therefore,this paper,taking Li Ning Company as an example,analyzes its asset light operation mode and effect,in the hope of providing some reference for other sporting goods enterprises.The asset-light operation mode is implemented by Li Ning Company for reducing operating expenses,ensuring the adequacy and stability of funds as well as spreading operating risks.The main characteristics of asset-light mode are higher cash reserves,lower proportion of fixed assets and higher sales expenses.The implementation of this model not only improves the performance level of enterprises,but also greatly improves the value of enterprises.However,it can not be ignored that the asset-light operation model has also brought many challenges to Li Ning company,including difficult control of product quality,financing difficulties,damage to brand image and so on.Through the research and effect analysis of asset-light operation mode of Li Ning company,this paper has important reference significance for the development of other domestic sporting goods enterprises: constantly creating star products and enlarge the research and development investment in core products;Drive forward the diversified development of channels;Constructing digital marketing system;Choose a suitable asset-light mode to maximize the enterprise value,so as to promote the better development of the sporting goods industry.