Lining Has Hit The "Fast Fashion" Brand.

Under the background of the global economy, in the face of the invasion of Nike, Adidas and many other foreign brands, the market share of domestic a href= "http://www.91se91.com/news/index_c.asp" > brand "/a" has been greatly reduced. P

In addition, the new fast fashion brands such as H&M, ZARA, UNIQLO and so on have been constantly grabbing and nibbling the domestic market.

Along the way, Lining chased hard, but behind it, Anta, XTEP, 361 and many other domestic sports brands pursued.

In such a situation of internal and external troubles, the development of Lining, once a leading brand in China, has gone from bad to worse, and the situation is worrying.

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< p > < strong > Lining encountered cold winter, and the outside world questioned that "the number of gas will be exhausted" /strong < /p >

< p > July 16th, fortune published the list of top 500 Chinese enterprises.

Lining was defeated, not only by Anta, but also by the top 500.

According to fortune Chinese net, the sales threshold for China's top 500 has increased to 7 billion 250 million yuan this year.

In 2012, Li Ning Co sales fell by 24.5% to 6 billion 740 million yuan, so they missed the list.

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< p > 2012, Lining suffered the first loss after 8 years of listing and lost nearly 2 billion yuan. At the same time, local sporting goods frequently appeared in stores. In 2012, the total number of sports brands such as Lining, Anta, XTEP and so on was over 3000.

Among them, Lining closed 1821 stores, the top six brands.

Faced with product backlog and overstock, Lining was in a panic.

In order to clear inventory, discount sales are held in all major stores all year round, and all of them are holding online promotions. Low prices are a big surprise. Some commodities even "condescend" to less than ten yuan. Many netizens shout that Lining has become a stall.

However, such a large number of discount and inventory clearing methods, though relieving the pressure of inventory backlog to a certain extent, have also lowered their brand status.

The outside world has questioned whether Lining will lose all his strength.

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< p > < strong > internal and external troubles, Lining's way forward is difficult. < /strong > < /p >

< p > > a href= "http://www.91se91.com" > sports brand < /a > development can be unimpeded and has a great impact on the influence of sports culture.

The sports culture of foreign countries has promoted the development of the whole sports industry.

The prosperity of sports industry has provided the backseat power for the design and innovation of sports brand, and the relaxed and pleasant sports culture atmosphere has given the sports brand more design inspiration.

In the industry's view, sports in China did not form a good national sports culture atmosphere, and did not form a mature life style.

Most consumers do not regard sports as a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" as sports equipment, but regard it as fashion casual wear.

The sports brand of China does not allow the pulse of the Chinese people to imitate the design elements and design concepts of foreign sports brands.

If we say that Lining changed the mark is a mistake, after positioning 90, the loss of some 80 after users' "hearts and minds", then the positioning ambiguity is another feedback from the outside world to Lining.

At the same time, foreign brands such as a href= "http://www.91se91.com/news/index_c.asp", "fast fashion" and "/a" have been stationed in the Chinese market.

Take ZARA as an example, their < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > can quickly design products that conform to the latest trend in two weeks and let them appear on the shelves.

60 days of new products for ZARA, H&M and other fast fashion brands is a common thing, and domestic brands can not do.

Traditional sports goods company, a product from design to listing need 15 months.

The first 9 months are product design, and then the dealer will participate in four orders annually. After receiving the order, Lining's outsourcing factory will start to produce. After 6 months, the consumer can buy the goods.

It is conceivable that such a procrastination process can not keep pace with the trend and the rhythm of market changes.

The lag of the whole chain from design to production processing to sales has affected the development of the brand.

In the face of the impact of foreign fashion brands, consumers' loyalty to sports brands will be reduced. < a href= "http://www.91se91.com/news/" > sports brand < /a > the market will be easily discarding.

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< p > < strong > bitter experience, Lining played the "fast fashion" brand < /strong > < /p >.

< p > the fashion industry has described "fast fashion" rapidly and rapidly with "fast, ruthless and accurate".

"Fast fashion" brand first successfully targeted its target consumer groups.

At present, China's social wealth form and market structure have appeared as gourd forms. From top to bottom, they correspond to the rich, middle, rich, middle class, quasi middle class, well-off, middle and lower levels.

The quasi middle class built a part of the gourd belly, and this part is made up of 80 and 90.

The pursuit of fashion and pleasure are the common points of the 1980s and the 1990s, and also the opportunity for the rise of "fast fashion".

Although the growth rate of luxury goods in the Chinese market is the fastest in the world, the high price is not the object that ordinary people can easily buy.

Based on this point, "fast fashion" has taken the direction of development, that is, catching up with the fashion trend of top brands, grasping the preferences of the target consumer groups, responding to the market demand rapidly, designing and producing speed-up, and so on, so that ZARA and H&M will be right and left in China.

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On the one hand, Lining was poor and changed. On the one hand, he did a good job in sports marketing. He signed three stars to help the team win the championship of NBA as the spokesman of the image. On the one hand, from the "fast fashion" brand, Lining subverted the style. After the pformation, the first product took 60 days to launch an improved design of low price ball < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, hoping to promote sales by a wave of basketball fever triggered by Wade signed by P. "NBA"

In addition, Lining, vice chairman of the board of directors of Jin Zhenjun, put forward a supply chain pformation plan: 1 clear inventory, improve product and operation cost structure, improve channel efficiency, focus on core products and market 2 improve supply chain, marketing and product planning 3 pformation business mode.

Change to a retail oriented company...

With ten percent products to learn fast fashion, 60 days of new products, this is Lining for his future development route.

Can Lining be reborn after the pformation and take back the lost market?

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