How Does Li Ning Manage Marketing Channels

　 Research and Analysis of Network Marketing Channel of Li Ning Company

　　 Li Ning The brands owned by the company at present include: Li Ning brand, Aigao AIGLE, Double Happiness, and ZDO Xindong, a hypermarket brand advocating "fast fashion". Li Ning's clothing is consistent in its pursuit of popular and fashionable elements. Li Ning's clothing products are loved by many young people. Li Ning's products are mostly sports products, with more than 8000 new products every year. Among them, sportswear and footwear are very suitable for online sales.

　　 Network Marketing Channel Selection of Li Ning Company

On April 10, 2008, Li Ning launched his first direct online store in Taobao Mall. Then they successively opened online stores in Sina Mall, www.shopping mall, Paipai, and eBay through direct marketing and authorization. It can be seen that the channel Li Ning Company has just chosen is the online mall model.

In June 2008, Li Ning launched its own official mall - Li Ning Official Mall, and Li Ning Company later built its own official mall.

On the choice of online marketing channels, Li Ning Company, at the beginning, did not know much about online marketing channels, mainly through the use of existing online marketing channel resources, but also actively opened its own online direct stores in major shopping malls, and then launched its own online direct marketing platform on this basis. It can be seen that Li Ning's choice of online marketing channel mode was initially the online mall mode, followed by the online direct marketing mode.

　 Network marketing channel implementation of Li Ning Company

Online direct marketing channel management Implementation of. With the rise of online direct marketing in China's clothing industry, the personalized demand of online consumers for clothing is rapidly rising in the network economy environment. When online consumers buy clothing online, they learn about the information of clothing enterprises through the Internet. Website builders should pay attention to consumers' visual and psychological feelings when viewing the website, as well as the color and matching of clothing product pictures.

After entering the official shopping mall of Li Ning, people can see that the color is mainly a combination of black, white and red, giving people an impulse to buy. The top navigation bar is home page, My Li Ning, theme activity, product zone, gift exchange, special price zone, enterprise VIP, and the website structure is divided by functional system, as shown in Figure 1-1.

Marketing Channel Management of Li Ning Company

Network channel promotion. Li Ning's banner ad on the homepage of Netease is directly connected to the official online store; And the Li Ning Club, which was set up in cooperation with Sina.com.

Differentiate the goods sold. The online and offline stores of Li Ning Company mainly sell new products at regular prices, while the special discount stores mainly sell inventory products. The online shopping mall mainly focuses on the recommendation of new products at regular prices and limited quantities of goods, while the online stores of Taobao Shopping Mall sell some of the inventory goods.

The price of online channels is consistent with that of traditional channels. Li Ning incorporated various online stores into its own price system. In terms of B2C, Li Ning continued to use the cooperation mode of ground channels and dealers to sign a contract with the online B2C platform to authorize Li Ning's product sales; Li Ning did not sign a formal authorization agreement with C2C, but incorporated it into his own price system through preferential conditions of supply, product service and training.

Li Ning is a traditional channel based enterprise with its own brand network marketing At the time of channel construction, there were some online shopping mall channels formed spontaneously on the network. On the whole, Li Ning's online marketing channel strategy was successful, but there were also some problems. For example, the two channels were not well coordinated, and there were still channel conflicts, The network marketing channel construction of Li Ning Company has very high reference value for clothing enterprises.