Spending $10 Million, Lining Wants To Leverage The US Market By Electronic Commerce.

Lining

Chief executive Zhang Zhiyong recently revealed that Lining will invest 10 million US dollars this year.

The company will further expand the US market.

At present, the brand consulting company in Chicago is designing advertising for Lining. It is expected to launch TV, print media and Internet media in May this year.

According to Lining's official news, the investment will be used in the development of e-commerce market.

As a native of China

Leading brands,

The growth of performance in recent years is not satisfactory.

At the end of last year.

In the second quarter, the order meeting, though

Retail prices rose, but the number of orders fell by 7% and 8% respectively, and the total value of orders dropped by about 6%.

In January 17th,

The 2010 performance forecast report showed that Lining's overall gross profit margin and net profit margin in 2010 were unchanged from 2009, and there was still no significant increase.

On the same day, Lining announced that the order meeting of the third quarter and the fourth quarter of 2011 will be held in the first half of this year. However, under the influence of channel reform and retail environment, the order growth rate is expected to be no higher than the first two quarters, and the gross margin level will be slightly reduced by 1 percentage points.

Though Lining is in

The revenue has already surpassed Adidas, but it is undeniable that Lining's position in the local brand has been very embarrassing.

In the international market, Lining is still unable to join.

Face confrontation; in the country, in the face of Anta and other brands pursued, Lining in the "big brother" this chair or already "restless".

However, for Lining, the US market has been full of temptations.

Following 2008

After setting up a R & D center in Portland, Lining opened his first store in the United States in Portland early last year.

What is worth pondering is that Portland is the international sporting goods giant.

Where the base camp was, Lining began to brazenly spread his tentacles to Nike's "back garden" and openly challenge Nike.

According to Lining's official news, the investment of 10 million US dollars is mainly used to open up the e-commerce market in the United States.

Sporting goods industry independent commentator Ma Gang confirmed the news.

As far as he knows, in addition to working with local brand consultancy companies,

A new product line will also be set up to launch the e-commerce market.

Ma Gang said in January 19th, hand in hand

It should be Lining's first collaboration with local brand promotion companies since he entered the US market. Compared with past "single fight", cooperation with local companies can make maximum use of their connections and market experience to reduce the barriers encountered in the process of market expansion.

Although the amount of $10 million investment is not large, but Ma Gang said, this shows that Lining's early investment in the United States has achieved initial success; on the other hand, the United States is the world's largest sporting goods consumer country, the market space is broad, and the development of e-commerce in the United States has become relatively mature. Lining's investment in electronic commerce indicates that e-commerce has risen to the strategic height of Lining's brand development, which should be Lining's "bold attempt" to expand the US market.