Lining: Online And Offline Development

Prince of gymnastics

After saying goodbye to the old "idol of the times", he has successfully pformed into a businessman. So far, Lining's two words still have charisma.

"Lining is a textbook. We followed him."

At the end of last year, when talking about the current situation of Li Ning Co, Xu Jingnan, chairman of PEAK group, said so.

It is not only PEAK, but also most of the sports brands scattered in Southern Fujian in the late 90s. It can see Lining's shadow from clothing design, channel sales, brand promotion to market development.

The gorgeous turn is admirable, but in fact, Lining has been there for three years.

On the contrary, it can be compared to the challenge of being an athlete in Seoul.

At one time, with the agent mode, entrenched in the three or four line city, earning a full bowl of sports brands found that the existing market has been weak.

Inventory is high, sales channels shrink, homogenization competition, domestic sports brand industry has seen widespread depression.

Lining's pursuit of brand high added value, youthful and professional positioning upgrading strategy is forward-looking.

It is expected that before the advent of the domestic sports casual clothes and the bottleneck of the market, we can get rid of the middle and low end sports brands of the dukes and fight, and improve the market positioning of Lining brand by subdividing sports items, equipment specialization, design style and function level.

In the pformation of wholesale agency mode to retail mode, the contraction of traditional channels has made Lining brand lose its original advantage in the mass market.

Seeing the direction of the market, we can win the future.

After a series of attempts and reflections, Lining sticks to the value of real consumption.

"In the whole consumption

Speaking, online space is still huge, but this value under the line can not be replaced. "

In the past two or three years of adjustment, Lining has shut down more than 3000 stores and lost some opportunities for offline channels.

But Lining said: "in the next one or two years, we have to find the original market and find our original channels. In the process, we should develop at the same time, and then the future development of the online industry will have more interaction."

At present, Li Ning Co is no longer limited to the inherent sales mode, and has begun to invest more in the market.

The company has closed down a number of Direct stores nationwide, and has intensified its cooperation with department stores in all parts of the country. "Today's consumers are more inclined to go shopping in big stores. We should also change the sales strategy."

In China, the market of sports professional equipment is not yet mature, and the purchasing power of high-end sports equipment needs to be improved. Under the pressure of competition from international brands such as Nike and Adi, Lining must bear the pains of pformation.

But this is not just a war for Lining, but a choice for the whole industry.

Compared with the 2008's high spirited spirit, Lining's mood has not changed yet, and it has become more pragmatic and still has a dream of being a sports brand representing China.

"I still have to work hard," Lining said. "What is the ultimate, I do not know. I think today, I would like to have another new attempt tomorrow. I hope that through my understanding of sports, with the development of Chinese urbanization, family needs, and the direction of the government, I can combine more effectively, contribute to the city and contribute to the society by accumulating my own sports experience. I think this person will have a new dream when he walks away."

Everything is possible.