越来越贵的李宁,跌落神坛
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来源:
新周刊 北京
举报
作者 | 阿瑞
编辑 |DR
题图| 《超越》
“李宁真的越来越贵了。”
两三年以前,就曾有消费者如此抱怨。只是彼时的李宁风头正盛,线下门店大排长龙,动辄几千元的限量款发售即售罄,这类评价的声量还不大。
过去,作为“国潮一哥”,李宁从不缺少拥趸。每逢有人吐槽价格问题,必定会引起另一方的反驳:“难道只有耐克、阿迪达斯配炒鞋吗?好看的国货为什么不能炒呢?”
但,从神坛走下的速度,比国潮起落的速度还要快。
在2021年巅峰时期,李宁总市值2800多亿港元。一转眼到了现在,其总市值已经跌去了80%以上,剩下507亿港元左右。
如今的李宁,掉队了。(图/视觉中国)
而在近日,国内上市运动品牌纷纷发布2023年财报,李宁成为其中唯一利润下滑的公司,营收275.98亿元人民币,同比增长7%,净利润31.87亿元,同比减少21.58%。而稳坐头把交椅的安踏营收623.56亿元人民币,净利润102.36亿元,同比增长34.9%。
相比之下,李宁的境地确实显得有些进退失据。
即便如此,曾经被人们“野性消费”的李宁,也并未收获太多同情,甚至不乏消费者“脱粉回踩”。从亲民的“平替”到前卫的“国潮”,再到如今的高端运动品牌,李宁究竟是怎么丢了路人缘的?
起起落落,一切皆有可能
国货崛起,如今已经谈不上是新鲜事了。回过头来看,李宁绝对属于第一批吃到国潮红利的品牌。
1990年,在健力宝创始人李经纬的帮助下,退役两年的体操王子李宁,用自己的名字创立了个人运动品牌。那一年在北京举办的第十一届亚运会上,李宁以“采用国产品牌有利于建立国人自信”为由说服了组委会,成为赛事赞助商,一炮而红。
作为第一家赞助亚运会的国产品牌,李宁的起点无疑是很高的。此后连续四届奥运会,中国代表团的赞助权也都被它拿下。
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