Lining Wants To Build Three Dimensional Sales Channels

Since taking over as the acting chief executive officer of Lining collection company, Lining, the "no old prince", seems to be very high-profile in the media view recently. Not only does he frequently appear on the scene of every competition or shoot or run with the running group, he throws an olive branch with micro-blog president Lei Jun on the micro-blog, talks with him about the workplace and talks about the pursuit and dream of sports.

According to Li Ning Co staff, Lining once said at his annual meeting: "we need to create a new mindset to create Li Ningxin's products, new channels, 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, Lining personally said: "the trend of a large number of stores closing will no longer continue. Instead, we will re engineer the offline channels based on different product lines and customers' purchasing environment, and connect online and offline according to the characteristics and efficiency of each channel".

It can be judged from this that the expansion of the Li Ning Co in 2015 will be a big look at the expansion of the channel.

Enterprises need to

Demand can be guided by the supply of products, and timely response to market demand, in order to make precise grasp of the channel, three-dimensional planning and comply with the market opening mode, and according to the needs of consumers to provide goods, enterprises can make profits.

According to media reports at the end of April, Lining visited Wuxi's Da Dong department store.

We prefer to go shopping in big stores. We should also change our sales strategy. "

According to online data, the cooperation base between big business and Lining is mainly

The products are sold in large supermarket stores and brand stores in supermarket rental areas.

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."

In March 20th of this year, Li Ning Co summoned the "2015 supermarket channel strategy conference", 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 stores in higher level. 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 was "infiltrating into new markets, finding new businesses and opening up new battlefields", that is, selling good products to consumers who need them through the right platform.