Whether There Was Any Internal Injury &Nbsp; &Nbsp; Lining'S Confusion.

" Lining "Undoubtedly" is China's most powerful sports brand, which carries our sports. brand Many expectations. Considering national pride or other factors, we all hope that one day, "Lining" can be like. ADI and Nike It is known all over the world. And the Lining brand has not disappointed us. It has achieved good results in recent years.

Li Ning Co reported that its net profit in the first half of this year was 582 million, an increase of 23.1% over the same period last year, with a total revenue of 4 billion 505 million, an increase of 11.2% over the same period last year. This sales figure has surpassed the sales volume of Adidas Greater China market again. It is reported that in 2009, Lining's sales in China surpassed Adidas. The Li Ning Co expects that the second half of the year will benefit from the Guangzhou Asian Games, and its growth will exceed the first half of the year.

Not only is the sales figures objective, but also the prospects for development are amazing. Lining's attention in the field of badminton supplies has attracted worldwide attention.

In 2009, Lining became the designated equipment supplier of China's national badminton team, and made a "Xiao Tian Lin" racket for the "Prince of badminton", and the badminton shoes with shock absorption, anti-skid, breathable and antibacterial, excellent power transmission performance and ankle protection ability. "Lin Dan" And then we have identified its "King status" in badminton products.

Behind the rapid development, some of the problems also deserve attention. As franchised stores are spreading rapidly across the country, there are more and more complaints about the quality of Lining's sporting goods. In addition, we saw Lining in the field of badminton, but it was hard to see Lining's badminton products on shelves.

Are there any internal injuries?

"Last year, I bought a Lining's thin cotton padded jacket on Taobao. The number is AFMD013-3. It didn't wear for a few days, and all the silk on the clothes fell out. The second thing was the short sleeves bought at the Lining store in Suguo supermarket. The number is APLE279-3, which can be found online. After wearing it for half a month, the clothes broke a hole. It's a broken line."

A netizen angrily complained about the quality of the "Lining" product he bought. In the process of searching Lining's quality complaints, the author found that the quality problems reflected by consumers are mainly concentrated on the following aspects: first, the quality of sewing (including dropping and sewing lines); the two is the quality of fabrics (clothes or shoes are dyed or dyed unevenly); the three is the quality of packaging (dirty spots on clothes or shoes); four is the quality of service (which is not required to be replaced).

Sewing quality and fabric quality should not be a problem for a big brand. "Before the Brand Company produces clothing packaging, there will be quality inspectors, each of which has the number of the inspector. If it is found that the quality of the product is defective in later sales, it can be held accountable to the quality inspector. The marketing director of an industry famous brand operation company tells the author, "the probability of big brands appearing in fabric or sewing quality problems is very small. Even if they appear, it is easy to contact manufacturers for replacement."

Brands usually have their own fabric procurement system. Before entering the factory, the fabric will have strict color fading test, and the fabric will usually be excluded.

However, consumers buy Lining products, which is full of trust for the product itself, and there is not much patience to carry out subsequent replacement. In the production process, the quality problems that can be avoided in accordance with the process should be avoided in production, otherwise it will have a great impact on consumers' consumption psychology. Consumers tend to be bitten by a snake and afraid of the rope for ten years. Once a product is purchased, the quality is found to be a problem. Because today's sports brand is very selective, they are likely to replace the brand and cause irreparable damage to the brand.

"The probability of fabric fading or sewing quality is very small, and 1/1000 is not." A salesperson from Lining store introduces. However, if the brand is less than 1/1000, consumers will get a bad impression of "one hundred percent" when they buy it.

Moreover, the problem of "sewing quality and fabric fading" can be effectively curbed not only in factories, but also in sales. In order to avoid the "one hundred percent" bad impression, it is suggested that Lining brand should also add a quality inspection link in the sales link. After all, quality is the foundation of brand.

Brand protection from anti counterfeiting and anti counterfeiting

The quality of service is increasing with the rapid expansion of Lining stores in China. The attitude of serving people has a more direct impact on the image of a brand. When I searched for quality problems, I saw that all service personnel who were satisfied with service attitude and agreed to switch service were more tolerant to their customers, and the Lining brand was believed to be trustworthy later. If there is a problem in the early stage, no shirking of responsibility and no excuse, it can often get consumers' understanding. Lining brand relevant responsible person also said, to become the future sports brand "Star" products, improve the quality of service personnel will be a very important way. {page_break}

"We usually change the quality of products." A Lining brand guide told the author, "we are more puzzled that some of the counterfeit Lining sporting goods that we do not know where to buy are also required to be replaced, which makes us very embarrassed."

The question mentioned in this shopping guide reveals another problem to us: Lining's imitation. Although "imitation" can prove the success of the brand operation in a certain sense, on the other hand, it shows that the brand's brand protection ability is relatively weak. Because the quality of the product itself is very small because of the lethality of imitation products.

"According to the anti-counterfeiting signs on my shoes, I found that this product should be Lining's genuine product. But how can the real product fade so seriously? And the quality is not the same, but why can its anti fake logo number be found? "A consumer complained to Li Ning Co.

In the survey, I found that some professional fraudulent persons have achieved the highest level of counterfeiting techniques. They will even copy genuine anti-counterfeit numbers to produce imitation products, so that the anti-counterfeiting number is invalid.

In Lining's quality complaint, every complaint will be questioned. "Please confirm if you bought the real Lining." Some of the consumers were puzzled and did not know how to confirm. Some of the answers had already entered the security numbers, and they could confirm that they had purchased Lining.

When the proposition of "counterfeit number is also likely to be copied" is thrown out, consumers are at a loss. They had to vent their anger on the Lining brand.

"When the anti-counterfeiting sign fails, the brand should consider replacing the anti-counterfeiting mode. Fake and shoddy products are far more destructive than brands themselves. First, a brand research expert told the author.

How to do better

The author wanted to buy Lining's badminton shoes. For this reason, he went to all the shopping malls and stores, and replied, "I'm sorry, we don't have badminton shoes, but all kinds of shoes." The author is very puzzled.

In 2009, "Lining" became the designated equipment supplier of China's national badminton team. He thought that "Lining" had found the direction of its development, and was developing towards badminton, which had broad prospects for development. However, its performance was not satisfactory.

First of all, many people discovered that badminton worn by Lin Dan and other badminton players was stuck on the half of the competition. The moisture absorption and heat dissipation capability of ordinary textiles is not high. However, if the badminton clothing for athletes is still unable to achieve the same function of moisture absorption and ventilation, at least, it should not appear to be a poor match for athletes. Moreover, this effect has made many sports brand consumers secretly sigh in front of the whole nation.

With the development of fabrics, many natural fibers, such as hemp, flax and ramie, have been recognized for their moisture absorption and permeability. With the innovation of fabrics, textiles can achieve the effect of moisture absorption and breathability. Why don't we choose this kind of fiber to create a better product for badminton players?

Again, I found that in many Lining stores there are jogging shoes and jogging costumes, and few badminton equipment. It's hard to be a running shoe. It's hard to be a basketball player. It's hard to be a Nike player, and finally found a competitive field -- badminton, and has gained some recognition in this field. Why can't we increase this part of the product?

I visited Lining counters in four or five shopping malls, six or seven Lining stores, and never found a place to sell Lining badminton equipment. Is it badminton equipment that needs strict control of quality? If mass production is not well controlled, is badminton equipment sold in specialized stores, and the author has not found it? Is it badminton equipment production cycle long, and I need to wait a little longer? Is badminton equipment selling fast, and I missed it?

In desperation, the author put Lining badminton into Taobao search, but found many sellers who claimed to be authorized. These sellers claim to be genuine, claiming to be authorized, claiming to be able to get the latest goods, claiming that they have sold all the goods sold in the stores. The author is puzzled.