"Flash Purchase" Or This Year'S Hot Spot Lining Kunming "Low Price Storm"

< p > recently, some media reported that since April, Lining, who first bought "flash buying" to store the sweetness at the website of van gourmet, began a second wave of "48 hour limited time sale" this week, and its products sold "cabbage prices".

Reporters learned about the situation on the line and found that "cabbage price" is true.

In many shopping malls with sports brands in Kunming, long term Anti season promotion and old discount are nothing new, but the price of 90 percent off is still rare.

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< p > < strong > below the line, see diving price < /strong > /p >

< p > in a sports brand mall in Kunming, Lining played an advertisement with a discount of up to 80 percent off. In the little Simon's Lining store, some 3 promotional advertisements were also played out. Before that, there were also temporary shops where Lining threw away goods near Nanping Street.

Reporters yesterday entered the brand name in Sina micro-blog, found that a sports city in Guangzhou issued a "Lining low price storm......"

Micro-blog, which sells up to 30 yuan.

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Less than P, however, it is better for sports fans to squeal on their shopping sites.

According to the news, a few hours ago, Lining launched a 48 hour limited time sale promotion, with dozens of products selling at a discount of 1~4 of the original price. After 19 yuan, the products sold out 18 hours later, ending 30 hours ahead of schedule.

A few days ago, Lining launched the "special 19 yuan" brand sale week on the website of van customer service. The web page advertisement said: "second waves are more wild."

Reporters on the 26 day on the website of van sincere, see, there are impressively displayed "ex gratia 19 yuan" Lining women's wear and baseball cap, women's clothing price is only about 90 percent off of the original price, now sold out.

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< p > < strong > refraction industry trend of reshuffle < /strong > < /p >

< p > reporter has learned that as a famous sports brand in China, there is "high inventory" pressure behind this "low profile" brand.

At the end of March this year, the Li Ning Co released 2012 results show that the company lost 1 billion 979 million yuan last year and closed 1821 stores, which is the worst performance since Li Ning Co listed.

According to the financial report, Lining group's revenue last year was 6 billion 739 million yuan, a decrease of 24.5% compared with the same period last year. Gross profit was 2 billion 550 million yuan, a decrease of 36.9% compared to the same period last year.

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< p > in fact, 6 local sporting goods brands, which have already released their earnings reports, show a downward trend in net profit, except for a trend growth of 73.5%.

In addition, inventory backlog and closing shop become a common problem in the industry.

Statistics show that only Lining, Anta, 361 degrees, XTEP, PEAK and the trend of the 6 domestic sports brands total inventory of more than 4 billion yuan.

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Behind the industry's high inventory and closing shop problems, P is the background of industry shuffling.

A sport wandering around a sports brand mall in Kunming, "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "enthusiast Hu told reporters that in general, at the same discount, he is more willing to choose clothes such as ADI, Nike and other international brands, among which personalization is an important factor in his choice.

Analysis of the industry, behind the pressure, in addition to crazy expansion leads to malnutrition, but also in its ambiguous position, Lining and international Nike and Adidas, in fact, brand differentiation can not appear.

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< p > < strong > "flash purchase" or this year's hot spot < /strong > < /p >

After the two online promotion of Lining P, the advantages and disadvantages of the cooperation between the brand and the electricity supplier have also become the focus of controversy.

Some people believe that the low price offensive, though cleaning up the stock in a short time, is damaging the brand image and being referred to the international brand. This strategy has hit its expectation of giving people the "national brand to the world".

In addition, at the Alibaba community forum, a book entitled "a Lining distributor confessed: the electricity supplier destroyed my business".

According to industry sources, even the 90 percent off sale, the electricity supplier still has a larger profit margin.

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< p > there are also insiders pointed out that after Lining and other brands, the other a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" service enterprises, which are also deeply in the mud of the high storage, will also aim at the "flash buying" mode of the electricity supplier, and "flash buying" or become a hot spot this year, and there will be more and more clothing products of various discounts.

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