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从李宁到鸿星尔克：不浪费每一场危机_创事记_新浪科技_新浪网

　　北京奥运会成了那个转折点。彼时北京奥运吸引着全世界的目光，顺理成章地也让中国运动品牌“膨胀”了起来。2008年，销售渠道以经销商为主、直营为辅的李宁，门店数已由2003年的1985家增至6245家。
　　所有人都知道奥运是一个绝佳的机会，但没有人知道这个机会背后也是巨大的不确定性。
　　曾在阿迪达斯（中国）有限公司工作过十年的李冠儀回忆，中国市场的所有运动品牌都遭遇了北京奥运会后的库存危机。只是当时国际品牌更关注终端，每周甚至每天都会拿到代理商的销售数据，所以2008年底就意识到市场变了（预期订货量和终端实际销量不符）。
　　但国产品牌们仍干得热火朝天，奥运之后仍然延续了盲目扩张渠道的思路，李宁的门店数量最高时达到了8000家。事实上，在经销商模式中，品牌只需要打好广告，然后把� ....

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从李宁到鸿星尔克：不浪费每一场危机_品牌

从李宁到鸿星尔克：不浪费每一场危机_品牌
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从李宁到鸿星尔克：不浪费每一场危机

从李宁到鸿星尔克：不浪费每一场危机
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