Lining And Zhang Zhiyong: Dialysis Chinese Customers &Nbsp; Realize Brand Value

In 2011, the global department store industry summit (WDSF) was first held in Shanghai, with more than 300 retail giants from all over the world.

"The future sporting goods market is the market of the first generation of creators, and they have strong desire to shape China's new image.

The first generation of creators is the generation that pursues modern vitality, new play, relevance and self actualization.

With the increase of income and the maturity of consumers, the characteristics of low level market demand gradually change to the characteristics of "sports brand market".

- Mr. Lining, chief executive officer and chief executive officer of sporting goods Co., Ltd., Mr. Zhang Zhiyong

The meaning of Lining Logo:

True and meaningful.

From the Chinese experience, in a sports career, a story is used to support a brand.

People are born to move.

At present, Lining has 7915 retail outlets in China.

This year, 50% of retail distribution will be launched in Hubei to increase the efficiency of logistics.

Over the past ten years, the growth rate of 29% has been decreasing rapidly since last year.

Because of the geographical environment, regional division will take place. Chinese consumers have unique consumption habits in every region. Climate and culture are different. The demand for products and the sense of color will all be different.

Therefore, we must do well in localization development.

Chinese Internet uses different dialects to connect with consumers. This is a very meaningful strategy.

Dialysis Chinese consumers:

Research on Chinese consumers themselves.

Although Chinese consumers are blind, they have formed their own consumption habits.

In particular, the generation of post-80s generation has different values, totally different life experiences, materials no longer lack, understanding the world through the Internet, and there is no inferiority complex in the heart.

Ten years later, this group of consumers after 80 played a leading role in China's political and economic development. They are the real future and a group of meaningful consumers.

China's consumers, with a basic use of products, functional product conversion speed is very fast.

Lining's biggest competitors are some international brands, basically in China's first tier cities. Over the past 6 years, a market entrant has become the current market leader and has changed quite rapidly.

The key is that consumers have undergone major changes.

Conclusion:

We must clearly position and subdivide consumers.

It is necessary to have its own brand structure.

Provide different product experience for different consumers.

Persistence is the only way to become a real winner.

How do brands display themselves in department stores?

We need to achieve harmony between man and nature.

Lining will soon enter the US market. Therefore, Zhang Zhiyong firmly believes that every effort can be successful.

It is hoped that Lining will be able to do it in five years: personality, that is, being remembered by the consumer; loyalty and a loyal customer can reflect the value of the brand.