Google推广策略解析：李宁五年营收翻倍的海外市场布局
李宁高层回应出海战略：在保持中国市场核心地位的同时，将逐步探索海外市场机会。李宁集团联席CEO钱炜表示："海外市场需要谨慎布局，我们今年会做一些破局动作，但核心仍是深耕中国市场。"
Li Ning Executives Respond to Overseas Expansion Strategy: While maintaining its core position in the Chinese market, the company will gradually explore overseas opportunities. Qian Wei, co-CEO of Li Ning Group, stated: "The overseas market requires careful planning. We will make some breakthrough moves this year, but our core focus remains on deepening our presence in the Chinese market."
五年收入翻倍：尽管2023年中国运动鞋服市场增长放缓，李宁集团仍实现275.98亿元收入，较2019年翻倍，年复合增长率达15%。毛利率稳定在48.4%，库存管理达到五年来最佳水平。
Revenue Doubles in Five Years: Despite the slowdown in China's sportswear market growth in 2023, Li Ning Group achieved revenue of 27.598 billion yuan, doubling from 2019 with a 15% CAGR. Gross margin remained stable at 48.4%, with inventory management reaching its best level in five years.
库存管理创新：钱炜特别强调："我们建立了以周为单位的精细化库存管理体系，2023年底库销比仅3.6个月，0-6个月库存占比达80%，远优于行业平均水平。"
Inventory Management Innovation: Qian Wei emphasized: "We have established a weekly-based refined inventory management system. By the end of 2023, our inventory turnover was only 3.6 months, with 80% of inventory aged 0-6 months, far better than industry averages."
渠道优化策略：2023年李宁渠道结构为：特许经销商45.8%，直营25.0%，电商27.3%。直营渠道增长最快，但同时也带来了租金等成本上升。公司表示将持续优化高层级市场覆盖效率。
Channel Optimization Strategy: Li Ning's 2023 channel structure was: franchised dealers 45.8%, direct stores 25.0%, e-commerce 27.3%. Direct stores showed the fastest growth but also increased rental costs. The company stated it will continue optimizing coverage efficiency in high-tier markets.
未来增长引擎：李宁计划通过以下方式保持增长：
Future Growth Engines: Li Ning plans to maintain growth through:
- 强化篮球、跑步、运动生活等核心品类优势
- Strengthening core categories like basketball, running, and sports lifestyle
- 拓展女子、户外和青少年等细分市场
- Expanding into segmented markets including women, outdoor, and youth
- 优化全渠道网络布局
- Optimizing omni-channel network layout
Google推广战略意义：在海外市场拓展过程中，Google推广将成为李宁国际化战略的重要组成部分。通过精准的Google推广策略，企业能够有效触达目标消费群体，实现品牌全球化布局。
Significance of Google Promotion Strategy: In the process of overseas market expansion, Google promotion will become an important component of Li Ning's internationalization strategy. Through precise Google promotion strategies, companies can effectively reach target consumer groups and achieve global brand positioning.
钱炜总结道："我们不会为了短期数字增长而改变战略，而是着眼于2025年乃至未来20年的可持续发展。"这体现了李宁长期主义的经营哲学。
Qian Wei concluded: "We won't change strategies for short-term numerical growth, but focus on sustainable development through 2025 and even the next 20 years." This reflects Li Ning's long-term business philosophy.
