Lining: "Awkward" Consumer Group And Channel Positioning

Lining

It is in a difficult period.

Location

Awkward.

The Lining brand, founded in 1990, is strongly echoed with the two main consumer groups of the "70 terminal" and the "80 generation".

It is precisely this group of people who become the most powerful support for their success and the rapid growth of enterprises.

The Losangeles Olympic Games in 80s of last century was the most brilliant period in Lining's gymnastics career. "70" and "post-80s" witnessed his brilliance in their childhood.

In 90s, the "70" and "80" people entered the teenage years. When they began to need sportswear and sports shoes, the Lining brand was born.

When the emergence of a national sports brand can meet the needs of a generation of consumers, and it has already formed strong emotions with them before, it will usher in the best development opportunities.

Over the next decade, Lining's brand has experienced a high growth.

Especially the 2008 Olympic Games "bird nest ignition", is to let domestic consumers feel that Lining is still the best in the country.

However, the situation has changed since 2010.

This year, in order to win the favor of young consumers, Lining began to adjust his position and lock in the "post-90s".

This change has changed the question.

When Lining cast his eyes on the "post-90s", the once main consumer group "70" and "80 generation" were disappointed.

But as a "post-90s", they were born when Lining himself had already passed the brilliant era. Their hearts were not much sympathetic to Lining himself or to Lining brand.

After 90 years, the main consumption demand for sports brands was after 2000, when the Chinese market was highly internationalized.

Young "post-90s" have begun to contact more internationalized environments and all kinds of new things, such as the Internet. They prefer to consume Nike and Adidas.

This makes Lining who is trying to win the "90's" likes to face embarrassment.

The second is the embarrassment of the positioning of sales channels.

Lining's channel positioning in the fast growing period is mainly the shopping mall counters in the first tier cities, which also set up a relatively high-end brand image and status in the domestic sports market.

But at present, the positioning of this channel is also facing embarrassment.

Before and after the Olympic Games, the domestic sports market demand is heating up.

In the first tier cities, Nike and Adidas are widely deployed to speed up their expansion.

After changing their previous high prices, they gradually launched shops such as factories and shops, and firmly occupied the initiative of competition in the first tier cities.

Faced with their struggle, Lining seemed powerless.

In the vast two or three line market, during the past ten years, when Lining enjoyed the performance growth brought by big cities, the "Fujian Legion" took a route of "rural encircling the city". A number of popular brands such as Anta, XTEP, 31st degree, PEAK and Hongxing Erke had already expanded in two or three line cities, opening hundreds of shop counters and shop floor shops, seized the most extensive market share, and firmly established the brand influence.

Until now, when Lining looked back and thought about expanding the market, he was more willing and less willing.

This is really not optimistic.

What lies before Lining is indeed a big problem.

Whether it can solve is related to the development trend of the brand in the future.

On the other hand, perhaps, as we once dreamed of Lining's dream, we should not lose faith even in the most difficult times.

Born in 1963, this year has been 48 years old, once the "Prince of gymnastics", the founder of the Lining brand - Lining, perhaps no longer young.

But the Lining brand, which is only 21 years old, is still young.

In fact, the highest level of brand is a manifestation and communication of cultural and spiritual values.

Since the birth of the Lining brand, and gaining the sustained and rapid growth, it has become a sports brand which the Chinese people are proud of. It is the best identification of the cultural values, such as the sportsmanship and the sense of national honor that the consumer has passed behind a brand by the entrepreneur Lining himself.

Over the past 21 years, its spiritual core still has a considerable foundation.

In view of this, we are more willing to believe that what Lining brand is encountering is just the throes of restructuring.

Moreover, from the bottom of our hearts, we do not hope that such an excellent local brand, which once gave the Chinese people boundless good dreams, is really something.

At the age of 21, there are still opportunities and time to correct mistakes.