From Lining'S E-Commerce Channel, Distributors See The Short Board Of E-Commerce.

Experienced low performance and personnel turbulence.

Although the company has signed a huge increase in its exposure to the superstar Wade recently, it has caused widespread discussion in the industry.

Since September, Li Ning Co has used its offline channels to promote online shopping centers, which has caused a certain impact on distributors.

The low discount of online sales has led to the sale of physical stores, and Li Ning Co's distributors complain incessantly.

How to adjust Lining's online and offline channels? Li Ning Co's big shut down measures, the industry doubt whether Lining has no longer attached importance to distributors?

In this regard, Li Ning Co said that the current scale of online sales accounted for the overall Li Ning Co.

The proportion of scale is not high, the structure and type of goods on line and offline are not the same, and its electricity supplier has never been sold below the price of goods.

"The importance and core position of the entity store in Li Ning Co must not be shaken."

Online impact distributor

A Li Ning Co distributor recently announced that since September 19th, the information and website of Lining's official mall have been attached to the shopping ticket of Lining shop.

The website consumes 980 yuan and restores 45% off of the total information, which is very distressing for Lining distributors, because such discount is lower than most retailers' purchase discount.

The Lining electricity supplier's approach has also directly affected the confidence of distributors. Distributors say that under the impact of online shopping and offline sales, they are confused about the future development of the physical store.

"In the past, we did not think that the electricity supplier would have such a big impact on traditional channels."

Zhang Qing, the founder of sports Consulting Co. Ltd., said that because of the small proportion of Lining's electricity supplier in the whole income, it is generally believed that online business is only a supplement to offline business.

"Lining promoted online sales through physical stores, but it did not bring real value to the store."

Garment independent commentator Ma Gang said.

Zhang Qing also believes that in the current development of Lining is not smooth, brand dealers hope that dealers in the shop management efforts, but due to the impact of electricity providers, so that small dealers to kill mice.

In this regard, Li Ning Co said its online and offline sales of goods and types of structure are different, mainly online sales of non seasonal goods and network exclusive version, if the new season online sales, and never lower than the price.

"For Lining brand, the establishment of online sales platform is also in line with the trend to adapt to market development and consumer demand."

Insiders say that in recent years, the online retail price has been affected by both the first-line brand and the small retailers.

When entities are doing electric business, how to avoid the extrusion of online prices and the impact on sales is a matter of practical consideration.

Online and offline will be separated

In the first half of this year, Lining closed down more than 1200 stores, most of which were franchisers of distributors.

Does Lining not care about the "life and death" of distributors?

In this regard, Lining said, offline sales is still the main force and foothold of its brand sales. Whether it is the scale of sales from the current line or the company's input in this field, the importance and core status of the entity store in Li Ning Co can not be shaken.

The company believes that in the long run, the two modes of sales are benign coexistence and complementary.

Clothing independent commentator Ma Gang pointed out that the friction under the offline offline may still exist in the short term.

"Lining is now in a very high inventory and needs to line up inventory, which will more or less impact on the line.

Not just Lining, but the whole industry.

The inventory is very large, and clearing through online channels is also in line with the actual situation. "

Industry insiders say that although the development line is unavoidable, the enterprise can seek specific models to adapt to it.

For the OTO model openly put forward by Lining distributors, Zhang Qing said that this is a direction to be explored.

According to Ma Gang introduction, in fact, Lining already has a good vision and has begun to put into practice.

"That is the complete separation of the goods from the line and the goods are completely different."

Ma Gang introduced that Lining already has a commodity, only carries on the sale on-line.

"The future is likely to be clearer."

Lining announced the return to the post 90's high-profile, and online shopping as a 90's advocating consumption mode, will become a more concerned piece of Lining's follow-up? For this, Ma Gang said: "this is a general direction, as long as consumers.

As the trend continues to rise, Lining's electricity business will also rise.

Zhang Qing also said that the problems exposed by Lining are not the problem of the Lining family.

"It should arouse the attention of the whole industry, so as to re-examine and evaluate the role of the electricity supplier in the channel, and how to make better strategies to give full play to the advantages of the electricity supplier."