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Lining Innovating E-Commerce Reduces Physical Shoe Store Cost

2012/3/5 16:48:00 15

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At the same time, in the domestic layoffs,

Lining

The company is taking a step toward the US market, trying to reduce the cost of physical stores by using e-commerce, and establishing a new understanding of Chinese sports brands among American consumers.

"If 70s Japan TOYOTA only passed more

Distribution

When it enters the United States, it will never become the world's largest automobile company.

Digital Lining CEO Lu Guangming recently said in an interview that Lining wanted to use this unique way to set up a successful sample for "going out" Chinese enterprises.

Lining's ambition came from early 2011.

From the new strategy of the United States to the implementation of the strategy, it took less than a year.

In December 2011, digital Lining and its website came out in the US.

This new business was jointly established by Lining and Acquity, Chicago digital consulting company.

Acquity chief executive Dalton (ChristopherDalton) revealed that both sides held 50% stake in the partnership and the initial investment was $10 million.

Lining sports brand began targeting the US market in 2007.

At that time, Lining set up a global design center in Portland, Oregon.

Two years later, it was also in Portland, where Lining set up a product exhibition hall.

However, Lining made a profit of 294 million yuan in the first half of 2011, down nearly 50% compared with the same period last year, and his income also dropped by 5% to 4 billion 300 million yuan.

In Hongkong, the stock price of the rare mainland sporting goods listed company has dropped by 63%.

It seems strange to continue expanding outwards at this time.

But Lu Guangming believes that the loss of Lining in China is just a small incident in the process of market integration. At this time, expansion will not have any impact on Lining.

Lu Guangming believes that the global retail industry will soon be restructured, and digitization will be an inevitable trend.

"In the next 8 to 10 years, it will be 1/3 in the United States.

retail

The paction will be realized on the Internet.

He said.

A recent report released by the US Internet Statistics and market research firm comScore (NASDAQ:SCOR) showed that online shopping in the US spent $161 billion 500 million in 2011, an increase of 13% over the same period last year.

However, through online sales mode, products that rely on user experience (such as

shoes

Class,

clothes

Whether class is feasible or not is still controversial in the industry.

The total sales volume of online sales of Nike and Adidas is less than US $400 million a year.

"Consumers need to have a perceptual knowledge of products before they decide to buy a sports brand," said Zhao Xiwen, senior analyst at the international research division of Hongkong XinDa.

"But as far as Lining is concerned, it is very risky to continue to expand the US business in the case of difficulties in China's domestic business."

In this regard, two executives of digital Lining, CEO Dalton and marketing director Alvin (TimIrvine) also admitted that they had such concerns.

But in the process of implementation, they are trying to find another way to make up for the disadvantages of online sales.

"For example, in the future, we will appear more in the NBA all star game, and interact with fans fans, making them familiar with Lining products."

Alvin said.