Lining Online Shopping Mall Low Impact Shop Is A Common Phenomenon In The Sports Industry.

Online and offline, one is the left hand, the other is the right hand. If we can integrate and optimize, we will benefit from both online and offline.

Now Lining needs to strengthen dealer management to solve the problem.

Some people think that solving the contradiction between line and line needs O2O mode.

There are also people in the industry who believe that the O2O model is applicable.

The retail industry is doubtful.

For some time, famous brand enterprises in China

Company news keeps on.

Recently, the conflict between online and offline attracts people's attention, and once again triggering the discussion of O2O mode in the industry.

So far last year, closing stores, executives turnover, inventory backlog, market value of 4 years down 76%, and declining orders...

Almost all the miscellaneous diseases that a sports brand can meet are placed before Li Ning Co.

Earlier, the Bank of America, Merrill Lynch predicted that Li Ning Co's annual loss in 2012 would be around 226 million yuan.

Now, Lining's online low price promotion has also caused outrage. Li Ning Co can be seen as a house leak.

Since September, Li Ning Co has used its offline channels to promote online shopping centers.

The low discount of online sales has led to the sale of physical stores. The distributors of Li Ning Co are so miserable that they are confused about the future development of the physical store.

Li Ning Co responded that the current scale of online sales accounts for a small proportion of the overall sales volume of Li Ning Co.

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

Actually, it's not just Lining.

This industry is now facing the sales coordination problem between the two major channels, online and offline.

The price of online shopping is lower than that of distributors. The rise of electricity providers has led to the stagnation of offline sales to some extent.

Online and offline contradictions, the rise of the electricity supplier has caused the pain of terminal sales.

Insiders also pointed out that only those brands without franchisees (not just clothing, food, electrical appliances) can really control network sales, which is also true.

One of the reasons for the pformation is direct.

Li Yan, a US stock analyst at I, believes that any brand that tries to integrate online and offline must break through the existing dealer system, otherwise the online publicity will be more and more, and the losses will be greater under the line.

Lining online impact line business leads distributors resentment

In addition to official website e-commerce platform, most of the major brands are also open online shopping centers on platforms such as Taobao.

The online discount sale has become a dumping platform for Lining's products, which has also affected the performance of the line.

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.

An e-commerce website personage said that although the problem of Lining dealers is a common problem in the whole industry, it is actually caused by uneven distribution of online products and prices.

"Why is the price of Taobao lower than my purchase price? Because almost all sellers sell by superior agency, and these agents are TOP dealers.

They can get a lower purchase price.

Many people look at the physical store and buy it online.

The lost guide often asks me why the Internet is so cheap. I can only lie against my heart. The Internet is usually fake.

Lining, a county-level city who did not want to be named, said.

It is precisely because of the low price of online goods, and even the physical stores have individual employees to buy goods online, such as 200 yuan purchase, in the same store sales 300, from which to earn the difference.

Clothing independent commentator Ma Gang pointed out that the friction under the offline offline will 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. "

The O2O mode is just a reference.

Lining's online and offline conflict is not a case. It also causes people in the industry to talk about the pros and cons and feasibility of the O2O model.

Online and offline, one is the left hand, the other is the right hand. If we can integrate and optimize, we will benefit from both online and offline.

To solve the problem, enterprises need to strengthen the management of distributors.

Some people think that solving the contradiction between line and line needs O2O mode.

The above county-level city Lining distributors provide several ideas for solving the contradiction between line and line: 1. The offline order mode follows the existing mode, which is divided into general order and A+ production.

2, online new pricing is lower than 15% to 30% below the line, which not only satisfies the low price mentality of online shoppers, but also maintains good offline prices.

3, integrate network sales channels, only keep Lining's official store, improve the management level of goods code, track to distributors, and privately participate in this mode after the discovery of online sales.

4, establish a nationwide online sales line service platform, and all distributors and capable distributors are willing to participate in the establishment of their own offline service department.

Online sales are sold directly to consumers according to the regional express, and the local dealers or distributors are rebate according to the receipt address.

The service department under line mainly carries out after service follow-up and maintenance to stabilize the customer group.

Enhance brand reputation.

5, all involved in this model store to establish a consumer experience area, experience Lining's latest technology and sports technology platform to enhance brand professionalism.

However, there are also people in the industry who believe that it is doubtful whether the O2O model will be applied to the clothing retailing industry.

Abroad, it only has some applications in building materials, automobile accessories and other industries which need more professional skills.

Moreover, the focus of future competition is who can better understand customers through online channels and provide valuable services to customers. O2O is not necessarily the only mode.

Shenzhen Semir

Chang Guanjun, general manager of the limited company, believes that the electricity supplier is already an inevitable trend. Li Ning Co should take the initiative to look at this problem. Do not wait for customers to pursue and solve the problem. Objectively speaking, it is not the one or two way to get it done. We need a system to perfect it, but we must finally go out of this step.