Lining Leveraging The Market To Expand To The South

When Li Ning Co released its performance last year, it said that the future group will continue to strengthen its cooperation with channel partners, expand potential market space and strategically enter low permeable southern China.

Lining brand, which has been pressed by inventory and public opinion for nearly three years, has finally seen some revival after the founder Lining himself returned to power. Reporters learned from the flying Niu net, Lining himself leads the team and talks about the cooperation under the line and line, wants to borrow the big Runfa to infiltrate South market, simultaneously realizes the intelligent running shoes and the smart Bracelet O2O landing.

Yuan Bin, general manager of Fei Niu net, said that cooperation with Li Ning Co is a comprehensive strategic cooperation under the online and offline business, including the opening of positive price commodities, special offer goods and flagship stores, as well as the cooperation of staged sales. According to the reporter, before the big run fat and Lining already have a cooperative basis, the main form is Lining's products in the big fat shop sales, Lining in the RT Mart supermarket rental area to open brand stores. Yuan Bin said, "now we need to deepen our cooperation. There are too few products in the supermarket before Lining's products, and then we will have a series of exhibitions in the future, and the stores will also upgrade to bigger and more flagship stores".

Yuan Bin told reporters. Lining At the same time, it has also entered the website of the website of the website, and is the first batch of merchants to take part in the O2O online and offline interaction. At the same time, Lining is developing smart running shoes and smart bracelet with millet will also experience in the setting of the big Runfa.

According to Li Ning Co's 2014 earnings data, the income of the Lining brand in the Chinese market is 1 billion 892 million yuan, 2 billion 737 million yuan and 1 billion 126 million yuan in the eastern, northern and Southern markets, accounting for 31.9%, 46.1% and 19% respectively. In terms of year-on-year growth, three regions are 19.9%, 19.9% and 3.9% respectively. From the number of stores, there were 2026, 2278 and 1322, Li Ning Co said in the announcement. Compared with the eastern and northern markets, the competition in the southern market was more intense, and the income grew slowly compared with the previous year. The South includes Guangdong, Guangxi, Fujian, Hainan, Yunnan, Guizhou, Sichuan, Chongqing and Tibet. In fact, Lining used to fight in the north, and the southern area has always been the main battleground of the Jinjiang system.

　　 Li Ning Co 500 new stores will be opened this year, including the expansion of South market. Li Ning Co believes that Mass market There is a strong demand for sports products, but there is also a buying behavior with impromptu buying and low brand loyalty. "These consumers value prices, fashion trends and comfort. Based on this, our products for the mass market will effectively combine price, unique design (style and color combination) and comfort level. In addition to products, channels are also important aspects of expansion. In the southern city, Da Yun fat has been ploughing for many years. As of February 2015, it has set up 317 comprehensive supermarkets in the mainland, mostly concentrated in East China and Southern China.