Lining'S Comprehensive Development From Traditional Sales To Internet Marketing

In the field of traditional sportswear, Lining, as the leader of the domestic sporting goods market, was always placed behind Nike and Adidas, which made Lining feel a little lonely.

However, unwilling and desolate Lining jumped from the traditional market to the Internet, and broke through with the new marketing mode, creating a sky of his own. Here, Lining has a taste of being alone.

    運動品牌李寧是運動服裝市場上的巨頭。在2008年北京奧運會上，運動員李寧點燃了北京奧運的星星之火；世錦賽上，“李寧”的運動裝備套在了世錦賽冠軍“西班牙”男籃全體隊員的身上；NBA賽場中，縱橫聯(lián)盟近十載的“大鯊魚”奧尼爾也成為其品牌代言人……即使如此，李寧卻并不如意。

    在品牌上，李寧總被耐克和阿迪達斯壓制；在銷量上，又有安踏這樣的民族企業(yè)緊隨其后。隨著市場發(fā)展，競爭日趨白熱化，李寧面臨前有堵截后有追兵的尷尬境地。加上金融危機的襲擊，運動服飾市場的競爭就顯得更為“血雨腥風”。

In March 2009, Nike, the market leader, shut down its only Taicang factory in China, then reduced orders to OEM companies (even terminating orders to several contract factories). Adidas's earnings report also showed that sales revenue fell 2% in the first half of the year, and profits fell by 95% compared with the same period last year.

However, in the financial crisis, Lining did not make a mess of himself, but instead found a new market at this time.

Instead of fighting against competitors in traditional markets, it is better to create a new world.

The new market is the Internet shopping market.

Data show that the clothing network is the most expensive consumer goods, nearly 60% of online shoppers bought clothing online, while clothing accounted for about 1/4 of the total online shopping amount.

The huge volume of pactions has benefited from the rise of China's Internet users and the increase of online shopping groups.

According to the CNNIC report, by the end of 2008, the number of Internet users in China reached 298 million, and the number of online shopping users reached 74 million, accounting for 24.8% of all Internet users.

In 2007, Lining, who was responsible for opening up this new market for Lining, also found that there were more than 1000 online stores selling Taobao products, with sales exceeding about 50000000 yuan a year.

This is Lining's new market.

    從服裝行業(yè)的網(wǎng)絡營銷情況來看，李寧的進入算不上早，之前早有PPG這樣的“快公司”打開了服裝行業(yè)網(wǎng)絡營銷的大門，之后的凡客誠品也在2008年取得了近5億的不俗業(yè)績。但與自己的競爭對手耐克、阿迪達斯甚至安踏等企業(yè)相比，從單一的線下銷售走向B2C網(wǎng)絡銷售，李寧的確跑到了它們前面。

Lining's new marketing mode

Lining entered the field of electronic commerce, which is quite similar to the wonderful performance of athlete Lining at the opening ceremony of the 2008 Beijing Olympic Games.

In the intertwined scenes of light and shadow, Lining rose to the air in the middle of the fire and stepped on Ling Bo's footsteps until the torch was lit.

This is an extension of the belief of the Chinese people, a miniature of the national spirit, and a symbol of the pace of national development.

Lining's "fast", "quasi" and "stable" also basically explain Lining's brand spirit, which is why Lining quickly entered the field of B2C.

When it comes to "fast", it is only a short time since the establishment of Lining's e-commerce department, the establishment of channels, the formal sales, and the sales of 200 million yuan.

In August 2007, Lin Li joined Lining, and Lining decided to start e-commerce. In January 2008, the Ministry of e-commerce was formally established; in April 2008, the official website of Taobao mall Lining was launched; in June 2008, the official online shopping mall of Lining was launched; by the end of 2008, Li Ning Co had incorporated more than 400 network franchisees with a total sales volume of 200 million yuan; in 2009, Lining had unified planning for online stores, providing dedicated CI and VI systems for each shop.

Speaking of "quasi", in the process of Lining's B2C system construction, we have been keen to capture the key nodes of users' online shopping, and have targeted the problems of terminal consumers' attention.

When Lining's B2C platform has not yet been set up, there are already a large number of sellers of Lining products on the Internet. Taobao data shows that in 2007 alone, Taobao had nearly 50 million sales of Taobao products.

This figure is not only a share of the known market, but also reflects where the Lining consumers are gathered in the Internet market and what kind of shopping habits they have.

Therefore, Lining did not blindly open his B2C official website from the beginning. Instead, he put his first online store on Taobao. On the one hand, he produced the "pilot" effect, and on the other hand, it well integrated the original online consumers.

At the same time, Lining, the original Taobao C2C seller, did not kill a single stick, but combined with the shopping habits of Internet users, and wisely adopted the method of "first comfort, after renovation".

Two months after the opening of Taobao mall, the official website of Lining B2C came late. At that time, netizens were accustomed to Lining on the Internet.

In the "stable" above, Lining's sword e-commerce is only a short span of a year, but from the overall network marketing strategy to team building, from the sales channel selection to the late market promotion, from logistics, capital flow to late stage service support, Lining has done everything step by step and orderly.

In the strategic layout, Lining not only took the lead in stepping into the open space of the Internet, but also attempted to plan the mobile e-business -- Mobile-Commerce; in the team structure, Lining created a complete B2C team through the combination of self support and support team outsourcing of the core team; and in terms of logistics and capital flow, the Electronic Commerce Department of Lining has rapidly met the needs of the high-speed operation of e-commerce by reforming the internal and external mechanisms.

    李寧是一家輕公司，先后將產品的生產制造、IT、物流等外包給專業(yè)公司。同樣，電子商務方面，李寧沒有采用多數(shù)服裝品牌的自建電子商城（佐丹奴、報喜鳥等）型的網(wǎng)絡直銷，而選擇將網(wǎng)絡渠道外包，其淘寶網(wǎng)旗艦店和折扣店只能算作一個展示平臺。網(wǎng)絡渠道外包旨在快速地把渠道規(guī)模化，在短時間內占領市場。

In the era of Web2.0 marketing, seeing the needs of users, we must use the simplest operation mode to achieve large-scale development in a short time, so that it will soon become a success.

An expert in the field of electronic commerce is evaluating Lining's B2C strategy.

From marketing to sales

Lining was not the first company to taste sweetness in the Internet market.

In fact, Nike has improved and complemented the existing marketing system through the traditional network marketing mode, and has made remarkable achievements.

NIKEiD.com was born in 1999, and Chinese consumers can enjoy this brand new self-service service in 2009.

Consumers can choose their favorite Nike shoes, clothing and sports accessories in NIKEiD.com.cn for personalized design. By choosing a variety of color matching materials and materials, and adding personalized symbols, we design a Nike product that belongs to us.

Once the product's creativity and design process is completed, the customized product will be kept in the customer's database.

Confirm that after the product is booked, customers can receive the unique Nike products in the world within 3-4 weeks by free express mail service.

Of course, Nike's strategy is only for creative individuals. This minority group can hardly bring huge sales revenue to NIKE.

However, Nike's action in this market has the best interpretation of its brand concept "JUSTDOIT". What do you want?

Do it yourself!