Lining 2015 Channel Terminal Point

Since he took over as chief executive officer of Lining collection company, "no old prince". Lining In the media view, it seems to be very high-profile recently: not only has it frequently appeared in every competition scene or shot or runs with the group, but also has thrown olive branches with micro-blog president Lei Jun on micro-blog, and has talked with him about the workplace, talking about the pursuit and dream of sports. I noticed that some media reported that before the May 1 year, Lining's handsome channel team concentrated on visiting Shanghai Guangzhou and other places of Shang Chao Group, such as big RFD group, Guang Bai group, Shanghai Bailian Group, etc., and reached a cooperation agreement on expanding chain outlets, multi-channel cooperation, online and offline integration and sale.

"Prince of gymnastics" appeared in Lining store, Wuxi Da Fang Department Store

Lining is on the nine Street Pedestrian Street in Guangzhou.

According to Li Ning Co staff, Lining once said at his annual meeting: "we need to create a new mindset for Li Ningxin's products and new businesses. channel New ways of operation and new experiences. " According to the Li Ning Co's 2014 earnings report, "we continue to strengthen cooperation with channel partners, enter low-permeability southern China, develop online ecosystem based on Internet environment, and establish a more detailed and clearer three-dimensional sales channel based on consumer differences." And in recent media reports, the author also noticed that Lining himself said: "the trend of a large number of stores closing will no longer continue. Instead, we will re develop the channels under the line based on different product lines and customers' purchasing environment, and connect the online and offline links according to the characteristics and efficiency of each channel." It can be judged that the expansion of Li Ning Co's channel in 2015 will be a great success.

　　 Look at one: build three-dimensional sales channels

As we all know, in the context of Internet thinking, people are no longer satisfied with the one-way supply of goods to traditional industries and the remodeling of consumption habits, so that the production chain and supply system of related industries must be changed. Enterprises need to supply products with the needs of buyers, and respond promptly to market demand. When enterprises make precise grasp of the channels, three-dimensional planning and market opening mode, and according to the needs of consumers, enterprises can make profits. According to media reports at the end of April, when Lining visited Wuxi's Da Dong department store, he said, "today's consumers are more inclined to go shopping in big stores. We should also change the sales strategy."

According to the online data, the cooperation base between large business super and Lining is mainly the sales of Lining's products in the super stores and the brand stores in the supermarket rent area. In cooperation with Li Ning Co in expanding its channels, Yuan Bin, general manager of Da Yun Fei Fei Niu net, said in an interview that "after deepening cooperation with Li Ning Co, there will be a series of exhibitions and stores will also upgrade to bigger and more flagship stores". Li Guoding, general manager of Shanghai Bailian Group, said, "I hope that Lining will open a large volume flagship store in its format store in the future, and will fully expand, adjust and enhance cooperation in Oteri J, department stores and shopping centers in the future."

According to the author's visit to Li Ning Co's channel partners, in March 20th of this year, the Li Ning Co called the "2015 supermarket channel strategy conference", and invited the supermarkets of the top 100 enterprises at home and abroad, such as Carrefour, Metro, bu bee lotus, wumi, Lotte Mart, Huarun, and more than 20 store groups. Li Ning Co elaborated the strategy of 2015 vigorously developing the supermarket channel, and preliminarily booked the intention of selling the whole year with a number of stores, or reached a consensus of cooperation, and jointly developed new channel indicators, core coverage channels and key markets.

It can be seen that in the channel of chess, the Li Ning Co's practice in 2015 is "towards the new." market Infiltrating, searching for new businesses, opening up new battlefields ", that is, selling good products through the right platform to the consumers who need it. According to common sense, those shops with low store efficiency are gradually replaced.

　　 Two: online and offline channel ecosystem

As an industry earlier embracing the Internet business, Lining himself said in public: "will adapt to the new opportunities brought by the rise of e-commerce channels, will focus on the construction of Internet based online and offline Lining ecology, establish a digital business platform, and create a unique sports culture."

Take the cooperation with Da Yun Fei Niu net as an example, Lining personally led the team to discuss the comprehensive cooperation under the line. Below the line includes the sale of positive prices, special offer goods and flagship stores, as well as the cooperation of staged sales. Li Ning Co has also entered the website of the website of the website of the website of the big RFA website. As the first batch of merchants to enter the website, they will participate in the O2O online and offline interaction. At the same time, the smart running shoes developed by Li Ning Co and the smart bracelet with millet will also be experienced under the setting of the big RFA.

In the recent interview with the media, Lining also said: "the online sale of digital business will become a highlight of our entire business." and Lining hopes to do more interactive businesses. In addition to working with millet bracelet to create intelligent running shoes, there are also categories of badminton, basketball and sports life with high public participation. The online and offline links should be linked up according to the characteristics and efficiency of each channel.

How can we see the essence through the phenomenon? In fact, whether it is the depth and breadth of channel development this year, or the "Lining channel ecosystem" constructed through online and offline interaction, it not only shows Lining's determination to create new channels with entrepreneurial mentality, but also shows the ambition of enterprises to grasp consumers' preferences and lead their own business growth through market trend.

As the saying goes, "golden nine silver ten", during the May 1 period, I visited the Beijing East Fourth Ring Yansha OLE Lining store, and saw people coming to the shop in an endless stream. According to the salesmen, the sales of the new products and the old discount were intensified, and the sales situation was very optimistic. In addition, Lining has repeatedly stressed the need to "integrate electricity providers into core businesses" and use the Internet + trend to guide business growth. It seems that the "Prince of gymnastics" in 2015 is doomed to "BOSS very busy", once again come to the stage, he will make Li Ning Co how to re-enter the new round of business development in innovation and innovation.