净利润两连跌、被安踏大幅超越，增速落后的李宁如何突围？

Core Viewpoint - Li Ning's 2024 financial report shows stable revenue growth but a decline in net profit, raising concerns among investors about its competitive position in the market [1][5]. Financial Performance - Total revenue for 2024 reached 28.676 billion RMB, a year-on-year increase of 3.9% [2][5]. - Gross profit margin improved by 1 percentage point to 49.4% [5]. - Net profit decreased by 5.5% to 3.013 billion RMB, marking the second consecutive year of decline [1][6]. - The company reported a net cash inflow from operations of 5.268 billion RMB, up 12.4% year-on-year [5]. Market Position and Competition - Compared to competitors like Anta and Xtep, which reported double-digit growth in net profit, Li Ning's performance appears lagging [1][6]. - Anta's revenue grew by 13.6% to 70.826 billion RMB, with net profit increasing over 50% to 15.596 billion RMB [6]. - Xtep and 361 Degrees also showed stronger revenue growth rates of 6.5% and 19.6%, respectively [6]. Product Performance - Li Ning's footwear segment remains a significant revenue contributor, generating 14.3 billion RMB, a 6.8% increase [7]. - The running category saw a retail sales increase of 25%, driven by the growth of marathon events [7]. - However, basketball and lifestyle segments experienced declines of 21% and 6%, respectively, indicating challenges in product competitiveness [8]. Operational Challenges - The company faced challenges with a reduction of 201 direct stores and an increase in inventory turnover days to 64 days, reflecting ongoing inventory pressure [8]. - Inventory levels increased by 4% to 2.598 billion RMB, indicating a need for better inventory management [8]. Strategic Focus - Li Ning's management emphasizes a strategy of "steady operation" while focusing on core areas such as running and training, and exploring new categories like outdoor and tennis [9]. - The company aims to enhance operational efficiency and brand building, with a focus on a single brand strategy that may need clearer differentiation among its sub-brands [9]. - Recently, Li Ning regained the official partnership with the Chinese Olympic Committee, which could enhance its brand visibility and market positioning [9]. Industry Context - The competitive landscape in the sportswear market is intensifying, with each brand facing unique challenges [10]. - Li Ning's ability to innovate in research and development, refine brand positioning, and expand globally will be crucial for its future success [10].