Speaking of VIP birds, everyone should know this brand, mainly engaged in sports shoes research and development, clothing production and sales, sporting goods and so on. Known as the first brand of sports, it is deeply loved by consumers. In 20 14, the company went public, and its peak market value was as high as 40 billion yuan. However, today, the company's assets are only 3.7 billion yuan, but its debts are as high as 3.4 billion yuan, almost insolvent and on the verge of bankruptcy. Lin, the actual controller of the company, was also listed as an executor by the court, limiting expenses. People can't help asking, what happened to the noble bird, and why did it fall into such a situation?

1. Company transformation failed. After Guirenniao went public, the good sales market gave Lin, the person in charge of the company, a new idea, that is, he was no longer satisfied with the production and sales of the clothing market, but started from? Traditional sports shoes and clothing industry management? Where to? Based on sportswear manufacturing, the road of expansion and transformation began. Although it has been invested many times, it has not received any effect, which also shows that the company has invested a lot of money to beat Shui Piao, and the company's transformation strategy has failed.

2. The company failed to invest in diversified development. In a short period of time, the company has invested more than ten times, covering sports, sports economy, sports insurance, sports games, physical fitness and other fields in internet plus, but unfortunately, these investment projects have not produced economic benefits. Three years ago, VIP Bird announced that it would change the company name from VIP Bird to all-around sports, which made VIP Bird Company lose its foundation and completely planted the seeds of failure.

3. Lost their own product advantages and lost the market. After nearly 10 years of struggle, the VIP bird, which mainly focuses on sportswear, finally came to the brink of bankruptcy, and its share in the sportswear market decreased year by year. Coupled with the impact of this year's epidemic, the VIP bird is even worse in the sales market.

Guirenniao was originally a sportswear-oriented enterprise, but the glory of listing made the company managers lose their minds, blindly expanded diversified investments, and finally made Guirenniao on the verge of bankruptcy. Anyway, I hope this bird can fly again!