Lining Has No Deep Level "Internet +" Three Points To See Whether Lining Can Counter Attack.

Jin Zhenjun, a professional manager, withdrew from his founder, Lining, and the slogan was restarted. "Everything is possible" returned again after five years.

However,

No more than five years ago.

and

The first sports brand of the nation.

Li Ning Co tries to pform from traditional sports equipment supplier to "

Sports life experience service provider, but on the current Li Ning Co's e-commerce channel, intelligent running shoes, Internet marketing and other actions to see, did not see a deeper level of "Internet +" project.

Shoes and clothing observers Ma Gang believes that Lining's "Internet +" core is "digital business", hoping to digitize consumers, channels and products, and establish new relationships with consumers. Compared with short-term channels and inventory problems, this is a much deeper and deeper affair. However, the digitalization of the more than 5000 stores under the line is not easy.

LOGO disputes continue

In June 2010, under the leadership of CEO Zhang Zhiyong, the Li Ning Co carried out a radical campaign of brand remolding. The core move was to adjust the original LOGO L LOGO into two segments by adjusting it for 20 years.

The new LOGO is taken from the gymnastic movement named "Lining cross" named by Lining, and the slogan "let change happen" instead of "everything is possible".

The replacement of LOGO is a great event for any enterprise.

Before the Li Ning Co changed its LOGO in 2010, it has made a careful investigation and study. The market survey report of Li Ning Co to consumers shows that the actual consumption group of Lining brand has a certain offset compared with the target consumer group, that is, the overall size is large.

After the brand was rebuilt in 2010, Li Ning Co launched an attack in the first tier cities and launched a positive battle with Nike and other international brands.

In the January 2011, just after the bid change, Lining's orders in the two quarter of 2011 dropped by 6%, and the share price plummeted nearly 16%.

This is the problem faced by all sports brands at that time. The high inventory pressure also directly led to the domestic sports market for a long period of four or five years, which coincided with Lining's replacement of the new LOGO.

Become a scapegoat

Chen Yihong, the founder of Chinese trend, has publicly pointed out that "Chinese brands do not control the retail channel. They rely on agents to complete their sales. As long as the merchandise is sold out wholesale, the sales volume has already been formed for the brand operators, so they will not be concerned about the retail side changes.

So the best seller is out of stock, the mediocre product is backlog, and the stock is coming out.

The holding of the 2008 Beijing Olympic Games allowed sports brands to overestimate the growth of sports consumption in China. "After the Beijing Olympic Games, inventory problems spread quickly like the plague to all major sports brands at home and abroad, discount promotions, factory stores,

Channel clearance is popular.

LOGO changes, Lining's performance in the next two years to a rapid decline, the relegation of the founder of the second line Lining had to re launch in 2012, and the introduction of Dezhou Pacific Group (TPG Capital), the latter sent Korean American partner Jin Zhen Jun Lai Li Ning Co fire, then launched the "channel rehabilitation plan".

In the 2014 fiscal year of Li Ning Co, the loss increased from 392 million yuan to 781 million yuan, which has been a three consecutive year of loss, with a total loss of up to 3 billion 100 million yuan.

Jin Zhenjun also resigned as deputy chief executive in November last year. In July 4th of this year, Jin Zhenjun officially resigned as executive director and executive vice president of Li Ning Co.

Can Internet + help?

After Lining's return, he endorsed the brand frequently in social media and retail outlets.

In August 8th, Lining announced the resumption of the slogan of "everything is possible" and said that Li Ning Co has found the direction, that is, "Internet +", from traditional sports equipment suppliers to "Internet + sports life experience" service providers, so as to promote enterprises to revitalize themselves and realize "anything is possible".

What Li Ning Co wants to achieve is "Internet +", which is based on the needs of consumers, using digital operation strategy, building a digital business platform, "going to imagine, crossing the boundaries, breaking through and connecting everything".

Last month, Li Ning Co's smart running shoes, which were co operated with Xiaomi, were officially released, putting chips into the soles and connecting with the millet mobile terminal App. They carried out motion records, gait analysis, professional guidance and mileage replacement for the running process and results of runners.

Although Li Ning Co is excited about this product and says it will open the O2O sales mode, the industry is rather cold. "Compared with ordinary shoes, intelligent running shoes are more than one chip, and one App, other brands can be replicated quickly".

Some analysts believe that Li Ning Co hopes to use Millet's brand image to enhance its exposure and reputation among young people.

However, the final effect is also reflected in the sales figures.

Li Ning Co has also developed intelligent football and intelligent badminton racket.

Intelligent products are considered by Li Ning Co to be a way to break through homogenization under the "Internet +".

However, intelligent hardware is already practiced and marginalized by Nike and Adidas. It is hard to say that Lining will take this breakthrough as a breakthrough.

Ma Gang said that in the early days, Lining electric business passed the online sale of goods with the same line, and low prices and retailers grabbed consumer groups, which led to complaints from retailers.

At present, the sale of products through Tmall and Jingdong channels is only the initial stage of channel digitalization, and has no advantage compared with many competitors.

It can be seen that after the pformation from a single outdoor brand operator to an outdoor travel service provider, the outdoor brand Pathfinder has completed the acquisition of Singapore Asiatravel company and the tourism outdoor platform such as extreme beauty, map road and green field network, covering all aspects of outdoor shoes and clothing products to outdoor travel, from traditional retail channels to the control of e-commerce channels.

At the level of listed companies, traditional retailers and traditional shoes and clothing brands have been linking themselves to the Internet and electricity providers in the past two years. This phenomenon is very numerous. The direct effect of this practice is that stock prices have risen, and even companies have changed their names to "concave convex concave" to match O2O.

Compared with the flying Internet plus, Lining's three year old channel revival plan seems more desirable.

However, when Kim Chun Jun took office, the massive revival plan of the channel came to no end with his leaving. In Magang's view, Lining's "Internet +" was intended to build an online scene to communicate with consumers.

"The digitalization of consumers is not a problem, but product interaction is not enough. Lining is now a leader in this field, and also a trial and error person."