Lining Pushes "Cloud" To Play The Brand Of Technology Brand And Explores The Way Of Transformation.

After a big shuffle, Sports brand The new products are more distinctive than before, reflecting their future creativity.

"Li Ningyun" and "champion dragon suit" are the main products that Lining and Anta have launched in recent years.

According to Li Ning Co insiders, the Li Ning Co launched the "Li Ningyun" platform, hoping to rely on technology to reflect the characteristics of products. At the same time, it also takes the opportunity to resolve the homogenization of products in the same industry.

The core of Li Ningyun science and technology is the perfect combination of impact resilience, namely, slow and rebound. And what we call it platform is derived from the fact that its future will be applied to more Lining products. These people said.

Sports brand homogenization

After the domestic sports brand has gone through a large scale of closing shop, Lining Anta, PEAK and other sports brands are deeply aware that they can no longer carry out the wholesale sales mode. While the major domestic sports brands are transforming to "retail leading", how to homogenization and develop their own products have become the major sports brands need to think about.

People in the industry believe that in today's serious sports brand market homogenization, it is very important for a brand and an enterprise to create differentiated products from the needs of consumers.

In order to create products with its own characteristics, Li Ning Co recently launched the "Li Ningyun" platform, hoping to win by technology.

"Li Ning Co has made two breakthroughs in the construction of the Li Ninggong and Lining arcs, and guided the shock absorption technology of the domestic sports brands, and made breakthroughs in the field of material shock absorption, and launched a new Li Ningyun technology platform." Li Ning Co insiders say that Li Ning Co has a certain technological foundation, and the company also hopes that new products can highlight competitive differentiation with innovation and technology and win by technology.

It is understood that "Li Ning Yun" new material shock absorption technology, effectively reducing the walking, running, jumping and other sports behavior may have adverse effects on the human body vibration, reduce the burden of human exercise, to minimize the risk of sports injuries.

Dr. Lining of the center for sports science research of believes that the growth of human bones will be affected by different loading situations and external forces, and the structure changes. The strong bones need a certain range of external stimulation during the growth process. Too big and too small are not conducive to the healthy growth of bones. On the basis of this theory and performance demand, Li Ningyun absorbs and stores the huge energy in shock, and transforms it into resilience while realizing shock absorption, so as to realize energy cycle. It not only protects bones and joints, but also helps to improve athletic performance.

Unlike Li Ning Co, which relies on technology to homogenization, Anta is on the way to building China's dragon culture products.

Recently, Anta announced the latest award winning clothing for the Winter Olympic Games, the champion dragon suit, which incorporates the dragon, a Chinese characteristic element.

It is understood that its inspiration comes from the cultural totem of the Chinese nation, the "Nine Dragon Wall". The traditional Chinese brocade technology was applied to the award winning clothing technology. The nine dragon shaped images of the nine dragon walls were printed on the award dress. The "China" on the back extended the silver side design of the London Olympic Games, and depicted "China" according to the Chinese character and song style, which highlights the Chinese characteristics.

"The Olympic Games are not only the stage to show the sports strength of various countries, but also the stage of the world's multicultural communication." Anta insiders say Anta hopes to export the essence of Chinese dragon culture to the world through the "champion dragon clothing" worn by Chinese sports delegations.

In addition, sports brands such as XTEP, Hongxing Erke, and noble bird began to emphasize fashion elements from last year. "Especially in terms of style innovation. We will accelerate the speed of R & D and ensure the diversification of product styles. " Hongxing Erke related people said.

For the integration of fashion elements, Li Ning Co and Anta also have a deep understanding. Among them, Li Ning Co insiders said, "in order to integrate fashion elements, the Li Ningyun series launched this year is using bright coloring, and the company's current sales of new products are also high."

　　 Explore the road of transformation

In addition to building a product with its own characteristics to achieve homogenization, in order to find a way out, the major sports brands in China have also transformed into children's clothing and outdoor products, hoping to get out of a different way.

First, the Li Ning Co opened the first outdoor flagship store at the end of October 2012, Lining. Since then, Anta and 361 outdoor products have also been listed in the domestic sports brands.

At present, the industry is very optimistic about the outdoor products market, and believes that sports brand entry into the outdoor products market has inherent advantages.

However, there are also analysts who believe that professional outdoor athletes are right. shoes The technical strength of clothing is relatively high. If the function fails to meet the requirements of outdoor sports equipment, the product may be faced with unsalable sales. Before the mature R & D team and management personnel are available, the traditional sports brand should not blindly follow suit, otherwise the risk will be huge. Compared with the entry into the outdoor market, it believes that it is more promising to make the market according to the consumer segmentation.

While the major sports brands are turning to the outdoor market, sports brands try to find a breakthrough from children's clothing.

Data show that the number of Anta children's clothing stores increased from 632 in 2011 to 833 in 2012, and it is estimated that by the end of 2013, the total number of children's sporting goods stores will reach 950 to 1000.

In addition, in June 2013, Zhao Feng, deputy director of the 361 brand management center, also openly told the media that 361 of the children's wear shops had already opened 1600, and that it was expected to reach 2000 by the end of 2013.

As for sports brand turning to children's wear market, Ma Gang, independent critic of shoe and garment industry, said that the market of children's wear has just risen, and the brand will lower the threshold to complete the goal of setting up shop. This may affect the brand image, which may bring other problems in the long run. He believes that the transformation of children's clothing may be just another homogeneity trap.