Shoes And Clothing Enterprises Seize The Opportunity To Carry Out Network Marketing

A few days ago, Li Ning Co CEO Zhang Zhiyong announced Li Ning Co results to the public and investors in Hongkong. In the context of the international financial crisis, the company's sales revenue in 2009 was 8 billion 387 million yuan, an increase of 25.4%, and net profit increased by 31% yuan to 945 million yuan.

Data show that in 2009, Adidas's business in China declined sharply, with sales of about 7 billion yuan, ranking third, Anta's turnover of 5 billion 875 million yuan, ranking fourth, PEAK's turnover of 3 billion 95 million yuan, and fifth temporarily. Champion is still Nike, although the specific data is unknown, professional analysis, the gap between Nike and Lining should be very small.

Lining has always been suppressed by Nike and Adidas on the brand, and in the sales volume, there are other ethnic enterprises like Anta. With the development of the market and the increasingly fierce competition, Lining is facing an awkward situation after the interception.

In order to break this embarrassing situation, under the background of the current electronic commerce of enterprises, Lining jumped from the traditional market to the Internet, and achieved a breakthrough with the help of the new marketing mode, creating a sky of his own.

　　 Seizing opportunities and developing network marketing

The attack of the financial crisis in 2008 made the competition of sports apparel market more intense. 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 clothing is the most expensive product on Internet consumption, and nearly 60% of online shoppers have bought clothing online, and clothing accounts for about 1/4 of all online shopping. The huge volume of transactions has benefited from the rise of China's Internet users and the increase of online shopping groups. According to the China Internet development report of the China Internet Information Center (CNNIC) in January 2009, as of 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. The Internet is an emerging market with huge consumption potential. According to statistics, the average age of online shopping groups is between 17 and 30 years old, and has the characteristics of high education level, high income and strong consumption ability. This is highly consistent with the consumer groups of Lining products.

After identifying the Internet market, Lining quickly launched e-commerce. In April 2008, Lining established the Ministry of electronic commerce, officially launched the flagship store and direct brand discount store on Taobao. At this time, Taobao and other e-commerce platforms have more than 1000 online stores selling Lining products. Lining electronic commerce department uses Lining's dealer system to compile existing online stores, so as to solve the situation that the network is mixed up, true and false. In 2009, all online stores began to use CI and VI, which were provided by Lining, which was formulated by Lining.

There are nearly 6000 entity stores under Lining online. The coverage of online stores is not restricted by localization. There is a conflict of interest between channels. In order to solve this conflict, Lining took the goods exclusively for the network channel, and differentiated the location of the goods for different online stores, so as to protect the interests of the two channels.

At present, Lining has 3 core agents on the Internet: Beijing five continents online, ancient star e-commerce, shopping network and so on. The 3 core agents have set up a large number of Lining online stores in Sina mall, eBay mall, Dangdang, pat and Taobao, and have achieved good sales results. Some online stores even exceed the sales star stores under the line. This is undoubtedly the result of Lining's successful application of online channel expansion mode.

　　 E-commerce leads the trend of "light company"

In 1990, Li Ning Co Ltd was founded by Chinese gymnast Lining in Sanshui, Guangdong. At the very beginning of its establishment, the company joined hands with the Chinese Olympic Committee to promote the development of China's sports industry through sporting goods business. In 1995, Li Ning Co became the leader of China's sporting goods industry.

Over the past 10 years, Lining's products have developed from single sportswear to sports clothing, sports shoes and sports accessories. Lining also expanded from a single entity sale to a network virtual community. Lining brand is gaining popularity.

In April 2005, Lining was named the NetEase sports channel. Subsequently, Lining built a virtual community such as Lining's NetEase sports community, sina Lining sports community, CCTV Lining sports world, etc., to build a virtual community into a platform for interaction between consumers and brands, and strive to enhance the influence of Lining brand in the network. In terms of Internet marketing awareness, Nike and Anta have awakened earlier than Lining, but the two brands have not made intensive efforts in the huge network market.

Lining did e-commerce, did not use most of the clothing brand of self built electronic mall type network direct selling, such as Giordano, reporting birds, and so on, and chose to outsource network channels, Taobao flagship stores and discount stores can only be regarded as a display platform. Lining's way of outsourcing network channels quickly scale the channels and occupy the market in a short time.

With the understanding of the Internet market, Lining develops brand network marketing, which is one of the representatives of traditional industries to "light company" mode transformation. The so-called "light company" means relying on the Internet platform and IT technology to further expand the cost advantage and service innovation, and gather consumers in close proximity to the market, understand consumer demand, and reverse match resources.

It is undeniable that the success of Lining's "light company" operation mode is driving more different industries to the development of "light company" mode, such as PPG shirts, Mertes Bonwe, BONO and other garment industries, as well as Taobao, Suning, Air China, Jingdong mall, Devine and other industries. Although they have succeeded and failed in the field of "light company", the exploration of the "light company" mode has not stopped.