Lining Brand Shop: Everything Is Possible In The Second Starting Line Of The Olympic Year!

So far, there is no established mode for traditional enterprises to set foot in e-commerce, which provides more room for enterprises to try.

In the 2007~2008 season, the final of the NBA finals ended in Celtic victory. Garnett finally won the championship after entering the thirteenth season of NBA.

Garnett is the image spokesman of Adidas, but when the reporter interviewed him after winning the championship, the wolf king scream to the sky, calling out Lining's slogan: Anything Is Possible!

(anything is possible).

Some netizens commented: ADI was surprised, and Lining smiled.

?

This is, of course, only a small episode in the competition between them.

But it is undeniable that competition in the sporting goods market is becoming more and more intense as the Olympic Games are drawing near.

When all enterprises were racking their brains to do marketing, Lining's Taobao official website was also listed in the ten major Internet companies released by Taobao in 2008.

Lining doing e-commerce?

What is his intention and consideration during the sensitive time of Olympic year?

　　不是偶然， 而是必然

Although the official shop was officially launched on Taobao online in April 10th, Li Ning Co actually entered the implementation stage of e-commerce in August 2007.

Lining, manager of e-commerce department, said: "before that, the company has been studying electronic commerce for a long time, and chose Taobao as our first step. In addition to the fact that online shopping has been accepted by more and more consumers in recent years and the logistics system has been continuously improved, Taobao users are mainly 14 to 35 years old, and this is also the same as that of Lining consumers."

A group of figures may be a footnote to Li Ning Co's action: according to the 2007 survey of online shopping in China, the size of China's online shopping market in 2007 was 56 billion 100 million yuan, an increase of 117.4% over the same period last year.

What is particularly noteworthy is that in the new Internet users in 2007, more than 60% of the first time shoppers chose Taobao. From the shopping habit, half of the users chose to go shopping directly to Taobao when shopping online. From the first mention rate of the website, when asked about the website that users thought of when shopping online, the first mention rate of Taobao reached 60% to 80% among consumers everywhere.

Even starting from a small shop on Taobao, Lining, as a mature enterprise, is planning his first appearance in strict accordance with the management mentality.

Since the establishment of the Department in early January, the entire operation process has been conducting communication tests among various departments within the company, so that relevant departments can understand the operation process of the new department.

However, on the first day of the opening of Taobao's online shop, the high flow of high traffic was still unprepared.

"The first day we received more than 200 orders, we still have only two customer service personnel, in order to be able to answer the customer's enquiry as soon as possible, all the people in the office, even the front desk receptionist joined the response of the inquiry, in this way, I heard some customer complaints."

Lin Li recalls, "although we have made some preparations before, the fact is still beyond our imagination."

The rush on the first day of online shop made the staff of Lining's e-commerce Department discuss how to deal with the second day passenger flow very late in the office.

At that time, Lin Li opened the computer and wrote an e-mail to everyone in the group.

In the daytime, she felt a bit flurried. She used "practicing internal strength" as an important part of her work in the next period.

"At that time, I thought, in the next two weeks, we have to establish a perfect service system. In the process of implementing e-commerce, there may be unexpected things in minutes.

The size of the business determines that our process will need to be constantly adjusted. "

　　流程再造是核心業(yè)務(wù)

In that email, Lin Li listed in detail the details of how she could think of how to effectively respond to Wangwang's enquiries.

However, in the actual operation process, there are always new problems emerging.

Lin Lin, who has worked in Shanda and other enterprises, is no stranger to the Internet. However, in August 2007, when she joined Lining in a mature business mode of traditional enterprises and the Internet, she admitted that the biggest challenge was: process remanufacturing.

"Take the most necessary logistics as an example. At the very beginning, our assumption is relatively simple. We take orders from the Internet, then we send them to the warehouse, and then the warehouse can be shipped uniformly."

Lin Li said, "but after the shop opened, the busy orders not only kept us busy, but also increased the pressure on the warehouse."

The products sold by Lining shop still need to be shipped by warehouse in Shanghai at the same time, and this warehouse is also the traditional storage channel of Lining's traditional channel in Shanghai.

With the increase of website traffic, the warehouse's daily shipments are also increasing.

Business from retail channels requires higher accuracy and speed for sorting.

Soon after opening, the products of Lining's shop jumped from 200 to 600, and each category was divided into several colors and sizes.

With the increase of online shop flow, it is obvious that the accuracy rate can not be guaranteed only by manual processing.

"Later, we negotiated with the circulation department to apply the RFID technology in this link, thus improving the accuracy of the sorting of goods."

Nowadays, Lining shop only needs to import orders from Taobao sales platform into the enterprise's data information system, and the warehouse receives the order information, so there will be special staff to operate.

"This is not our final ideal state. We hope that Taobao's platform can provide an open API interface so that we can save the steps of exporting data."

She said.

People who are familiar with business management know that establishing an effective business process is not an easy task.

Logistics is just a miniature of the process of reengineering.

In the two months before the official launch of Taobao mall, Lin and her colleagues could not remember how many flowcharts they had painted and how many times they had discussed with the departments.

Now, in some respects, the E-business Department is still receiving some preferential treatment, such as ordering. Now the Department of electronic commerce is ordering goods in stock, and it does not need to wait as long as traditional dealers do.

She laughs: "in the company, everyone has a curiosity and a strong sense of participation in the e-business newspaper, so it may give the baby more room to develop."

　　一切皆有可能

How do we enter the e-commerce market?

Initially, Li Ning Co had two existing roads: first, the establishment of specialized online shopping centers, such as the Newman model.

The second way is to cooperate directly with online retailers such as Dangdang and Amazon.

But Lining chose the third way.

"Lining is doing e-commerce, hoping to enhance Lining's brand image through the application of the Internet. Through this platform, we can display some products with high-tech characteristics and cultural connotations, not just a selling channel."

Lin Li said, "the company finally chose the first step to accumulate experience on a popular platform. The purpose is to maintain close communication with consumers and get feedback from the terminal. These corresponding data will become an important basis for our next strategic implementation.

With the smooth launch of Lining Taobao official online store, we officially launched the official online shopping mall of Lining in June 18, 2008, and the current business momentum is also very good.

As early as Lining's online shop was launched, he authorized the way to open Taobao's franchise store on Taobao's website by Beijing ancient star interconnected Agel Ecommerce Ltd. This time, it is obviously an important step for Lining to formally enter e-commerce.

Just as a traditional enterprise, Lining is going to operate in addition to more than 700 stores on Taobao. Besides, Li Ning Co's more than 5600 Direct stores and franchisees are listed among their competitors. Is he not afraid of "left hand hitting the right hand"?

"The competition faced by traditional enterprises on the Internet can be said to come from the two parts of the Internet and the Internet.

But we feel that the focus of competition in these two areas is not the same.

Lin Li said: "we do not sell different products online and offline. Compared to the traditional stores, the advantage of Lining shop is that it can provide more choices. We are about to launch some special products for online stores. For consumers in the two or three tier cities, these are difficult to buy locally, when the influence and convenience of the Internet are reflected.

And for many existing network distributors, our advantage is the product's reputation guarantee and standard service, and there are some differences in the product layout of the franchised stores.

Five state stores and ancient star shops sell Lining's multiple product lines, while the sports fitness stores only sell Lining's sports and fitness products.

They will even follow the offline layout and separate official flagship stores, discount stores and shops in a subdivision area.

So I am not worried about the price war.

In the company that called out "anything is possible", the Ministry of Commerce, led by Lin Li, has also displayed an open mind.

"We have only one aim: to crack down on fake commodities. E-commerce is a new field for Lining. We hope to unite all forces that can be combined to make this market bigger and bigger."

These "joint forces" include those already well done online shops.

The ancient star store, which has been working with Lining for a long time, has also been listed in the ten largest retail enterprises in 2008. It proves that the competition between the Internet and the existing channels is not necessarily the "one or the other" relationship.

To achieve this effect, Li Ning Co is putting the network channel into Li Ning Co's channel management, authenticating the online store, the source of goods, and the management of product price and promotion.

So far, many traditional businesses have been involved in e-commerce. The clothing industry has Giordano, which has deep tillage information system, and PPG, a light company that relies on database sales.

However, at present, there is no such thing as traditional enterprises doing all kinds of e-commerce.

Lining's road to exploration has just begun. In the Olympic year, Lining stood on the second starting line outside the traditional channels.