• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Exclusive Interview With CEO Zhang Zhiyong: Is Lining Changing His Bid To Look Younger?

    2010/9/26 11:25:00 140

    Lining Replacing Adidas

    On September 26th, relying on the great influence of the international gymnastics circle and the opening ceremony of the 2008 Summer Olympic Games, it ran hard in the middle of the Beijing Olympic Stadium.

    Lining

    Has become China's iconic figure.

    At the same time, as a sporting goods manufacturer, Lining is also one of China's top brands.

    The founder of the same name has earned more than 550 million dollars in wealth.

    Lining has been racing the "Best Under A Billion" list for the past 3 years (the best business list with an annual income of less than 1 billion dollars), and this has changed since this year, because the company's annual income has exceeded the list limit and reached 1 billion 200 million dollars.


    Age is not the main problem for the company to increase its revenue.

    Love Lining

    brand

    The fact that most of them are older people also pose a marketing challenge.

    In a survey conducted in 2008, the company found that the average age of its customers was close to 40 years, according to a survey in 2008.

    The survey shocked the whole company.

    Lining is the chairman rather than the chief executive.

    In this way, the company began to seek repositioning. In June 30th, the new brand slogan "Make the Change" was released, replacing the past "Anything Is Possible" and launching new logo at the same time.


    Zhang Zhiyong, chief executive, said these involve brand, product supply, enterprise structure and

    Retail store

    Design initiatives are called "a series of revolutions".

    Since the advent of the new logo and slogan, Lining has launched three new product lines: high-end Athletic Pro footwear products, color Brand sports shoes for the tennis, badminton, running and basketball games, and Brand Heritage's multi facet urban light sports series (Urban Sports) clothing.


    Investors have always shown their responsibilities.

    Lining has been listed in Hongkong since he changed his face.

    shares

    Up 7%.

    Hongkong's main stock index also rose 4.4% in the same period.


    Zhang Zhiyong said that the market needs at least 24 months to clean up the old logo inventory and fully understand the company's new slogan.

    And there is no indication in China that the offensive products from Nike (Nike) (NKE News - people) and the increasingly mature domestic competitors will soon weaken in the market.


    Over the past 10 years, China's sportswear sales have increased by 30% annually.

    However, in 2009, new stores (some of which were more remote) attracted new customers by reducing prices, which led to a decline of 11%.

    As prices have been squeezed, China's real estate and human costs have increased, which has also created pressure on profitability.


    Lining brand's new logo and retail store design has appeared in 40 stores in key cities.

    These include the emphasis on red as a symbol of Chinese culture, while more efforts are being made to attract high-end consumers who can afford to spend 400 yuan (US $60) or more to buy sportswear.

    Lining plans to complete the pformation of 70 stores as soon as possible.


    The new strategy should give Lining more powerful power to deal with the competition between Nike and Adidas (ADDDY.PK news people), and from the China Dongxing, Anta and PEAK, and other growing heavyweight brand teams to show their differences, and these brands are also relying on their own efforts to accelerate the pace of progress.

    Last month, Boston Celtics Kevin Garnett signed a campaign with Anta to become the spokesman of Anta's sports shoes.


    At the same time, the older Lining fans have become the backbone of the brand, and they do not have to worry that they will be abandoned.

    According to Zhang Zhiyong, the company is planning to launch a clothing series with an old logo within two years.

    It will bring back nostalgia to the supporters who are now running instead of running.

    However, if Lining's action against young consumer groups has not been effective, the company will have to face the pressure of weak business.

    • Related reading

    Retaining Consumers And Capturing The Market: American Brand Cowboy Marketing Strategy

    Thematic interview
    |
    2010/9/24 18:32:00
    48

    Beauty Yang Lan Enters The International High-End Jewelry Industry

    Thematic interview
    |
    2010/9/24 17:52:00
    60

    Vice President Of China Textile Industry Association Rises Wang Tiankai To Give Directions To Enterprises

    Thematic interview
    |
    2010/9/23 16:54:00
    52

    Zhang Zhaoyang: China'S Internet Is The Seven Big Competition.

    Thematic interview
    |
    2010/9/23 10:33:00
    64

    張征兵:大學生創業選項目要“短、平、快”

    Thematic interview
    |
    2010/9/18 18:19:00
    144
    Read the next article

    In 2010, EU'S Recall Of Chinese Clothing Products Increased By 6.2%.

    In August, the European Union announced 74 textile and clothing recalls, an increase of 164% over the same period last year. Among them, 36 products originated in China, accounting for 49% of the total recall of the EU in the same month, an increase of 6.2% over the same period last year.

    主站蜘蛛池模板: 久久久久亚洲AV成人无码网站| 国产激情一区二区三区在线观看| 凹凸导航第一福利| 中文字幕在线观看一区| 色九月亚洲综合网| 成年在线网站免费观看无广告 | 国产农村妇女毛片精品久久| 亚洲一区二区三区久久| 久久五月激情婷婷日韩| 日韩视频免费在线播放| 国产成a人片在线观看视频下载| 九九热在线视频播放| 香蕉视频在线观看男女| 日本猛少妇色xxxxx猛交| 国产亚洲一路线二路线高质量| 久久久久久亚洲精品不卡| 老师你的兔子好软水好多的车视频| 成年女人18级毛片毛片免费| 动漫做羞羞的视频免费观看| jizz老师喷水| 激情六月在线视频观看| 国产精品视频白浆免费视频| 亚洲一区二区三区高清| 黄色91香蕉视频| 撕开奶罩揉吮奶头高潮av| 午夜人性色福利无码视频在线观看 | 国产精品9999久久久久仙踪林| 亚洲av日韩精品久久久久久久| 久久久久久久久久福利| 羞羞漫画页面免费入口欢迎你| 岳双腿间已经湿成一片视频| 人人妻人人澡人人爽欧美精品| 91啦在线视频| 日韩欧美亚洲综合久久| 国产A级三级三级三级| selaoban在线视频免费精品| 欧美精品亚洲精品日韩专区va| 国产激爽大片高清在线观看| 久久久久亚洲AV无码去区首| 福利在线一区二区| 国产精品福利一区二区|