Lining: To Be A Sports Brand Representing China

Reporter: last year, Li Ning Co occupied 5% of the channel on the electricity supplier, that is to say, its space is still very large. How do you judge Lining's breakout and investment in the channel of e-commerce?

Lining: in fact, in the electricity supplier, we Lining is almost one of the best. We should say that we are the top two or three, but in terms of the consumption of sports goods, the online space is still huge, but the value under the line can not be replaced. In the past two or three years of adjustment, we actually have more than 3000 stores that have been shut down, turned off, optimized, and actually we have lost some of the following lines.

，所以在未來一兩年，我們都是要找回我們原有的市場，找回我們原有的渠道，在這個過程中，線下同時要發展，然后線上它的未來發展，其實會有更多的互動性，就是說不是說簡單的這個東西便宜，或者說這個東西打折大就做，我們希望做更多具有互動性的生意，除了剛剛講的智能跑鞋跟小米合作互動性，在網上通過線上銷售推廣之外這個渠道，然后我們有籃球的，也有羽毛球的，運動生活的產品，其實我們現在推出來的產品，線上銷售也非常好，線上的優勢就是說它在不同的地域會創造同一個感覺的互動，這對我們來講是帶來很大幫助，所以我們接下來在數字化的生意當中，在線上銷售會成為我們生意的一個重頭戲，但是它不是孤立的，它會跟我們線下是相互互動起來的。

In the next year or two, our offline channels will expand again.

Reporter: will this downward trend of traditional channels continue?

No, we will rediscover the market that we should not shrink in the past. So we will redevelop our offline channels with products and different groups of products and different customers, so our offline channels will expand again in the next one or two years.

Online and offline services can not be isolated

Reporter: maybe there are more outlets in this store?

According to the characteristics and efficiency of each channel, it is important to link each other online and offline. Some products are sold online and offline, some products are offline, online products are sold, some products are online and offline synchronization, for example, I just talked about this intelligence, maybe we need more through a channel on the Internet, so it is more efficient, so we will become an incidental thing based on online and offline. For example, we have some basketball products or running shoes that are promoted, and it is still mainly offline purchase, but there are many special bodies, group buying, special needs of structure and technology, so we do all kinds of services through the Internet, so it is not an isolated one. Lining: not necessarily, according to the different regions of the market, this is more than just a direct camp, or a distributor or distributor.

But on the whole, as you just said, we still have a lot of room to sell on cable, and the target of 25% to 35% in the next three years.

Traditional enterprises often encounter conflict between online and offline businesses, especially the conflict between channel and product price system. Many traditional business enterprises rush into the business, resulting in serious losses, channel conflicts and intensification of contradictions.

This is also the reason why many traditional brand enterprises are still hesitant.