Lining (Lining) &Nbsp; Innovating E-Commerce To Reduce The Cost Of Solid Shoe Stores

"If TOYOTA Japan entered the us through more distributors in 70s, it would never become the world's largest auto company. "Digital Lining CEO Lu Guangming recently said in an interview with reporters that Lining would like to use this unique way to set up a successful sample for Chinese enterprises going out.

　　 Lining This 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) told reporters that both sides held 50% stake in the cooperation and the first phase invested 10 million US dollars. Lining sports brand began targeting the US market in 2007. At that time, Lining set up a global design center in 0 LAN, Oregon. Two years later, it was also in 0 LAN, and Lining set up a product exhibition hall.

However, Lining made a profit of 294 million yuan in the first half of 2011. decline Nearly 50%, revenue also declined 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, 1/3 of the retail trade in the United States 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 It is still controversial in the industry whether the class, clothes, etc. are available. The total sales volume of online sales of Nike and Adidas is less than US $400 million a year.