Shoe Enterprise Lining: Marketing Innovation In Consumption Pformation

On March 7th, when more and more enterprises began to pay attention to the increasing so-called

The era of determining consumption pformation and determining the fate of enterprises has arrived.

In addition to bringing new opportunities to emerging enterprises and industries, ethnic relay brings more pressure to traditional enterprises, and traditional enterprises are faced with a completely uncertain situation, which is the biggest pressure brought by generation relay.

Lining is the most farsighted company in brand adjustment in the past year. It not only discovered the influence in the process of the rise of the 1980s, but also integrated the power of renewal into the value chain of enterprises ahead of time, such as Lining's "post-90s" change series.

Because of its own advantages and "90 after" firmly tied, and from the perspective of the 90 in the future brand consumption influence.

With "90's" as the pition, we will be ready for the future generation replacement.

Lining brand used the new slogan "Make the Change (let change happen") instead of the original "Anything is possible (anything is possible)".

At the door of the brand remolding conference, we have set up several characters of "90 after Lining". The surface meaning is that the company was founded in 1990, and the other deeper meaning is pointing to its core target consumer group, "after 90".

Lining took the lead in marketing pformation.

The declaration of growth "MaketheChange (let change)", in the integration of the "post-80s" process, will increase the 90's in the future into their own territory, and the younger is a very important point of sports and leisure clothing brand.

Lining's response to consumer change signals is very keen, leading the whole industry.

Marketing innovation can only lead one step, but it can not lead thousands of miles, because when the overall fitness of consumers can not keep up with the speed of enterprises, it is also a failure of marketing.

In order to carry out reasonable innovation in marketing, Lining carefully analyzed and understood this emerging consumer group, and reflected the young generation's diverse cultural outlook and rich trend smells on the products. "We will connect the elements of global youth with our products every year."

Zhang Zhiyong said.

Li Ning Co's product system has more than 300 people, and the three design centers are located in Portland, Hongkong and Beijing.

Designers try to "sneak" into the interior of the post-80s and post-90s, observe how they live and consume, and understand their understanding of cool and fashion.

The purpose of doing this is only to make products that really satisfy the needs of the new generation of consumers.

Xu Maochun, chief product officer of Li Ning Co, said: "we will do various kinds of communication, such as living with consumers for 24 hours, seeing how he lives, and seeing what is in the closet, so that we can better understand the current trend of consumption.

We will give him 500 yuan, let him match the clothes, everyone has different feedback, so we can understand their preferences and values better.