Can The Internet "Redeem" Lining?

Whether or not to buy Li Ning Co products, many Chinese people have unique feelings and memories of Lining brand.

What does the return of brand slogans and the "Internet +" pformation mean for Lining? What changes have taken place in the "restart" of Lining?

Can the Internet enable Lining to "get up" quickly and gain new vitality and vitality under the "Internet +", hoping that "everything is possible".

"The integration of the Internet and traditional industries will generally go through 4 stages: one is the Internet of marketing, and the other is more efficient and accurate advertising on the Internet; the two is the channalization of channels, such as the retail channel from the line down to the online market; the three is the Internet of products, such as smart phones, Internet TV, smart home, etc." and the four is the Internet operation of the ongoing operation, which makes the enterprise turn to digitalization and networking, CEO said.

For the Li Ning Co, the first 3 levels have begun to see results, while the highest level of "operation Internet" is yet to be worked hard, and this is also the best solution to Lining's biggest problem at present, which is virtually all sports brands, even to all.

The biggest pain of brands.

Actually,

The embarrassment encountered by the company after the Olympic Games has its own reasons, but it is not an industry case. Even Nike and Adidas have overestimated the demand for the Olympic Games, causing the stock to be unbearable.

Most sports brands, including apparel retailers, have a product cycle of 6~9 months or even longer.

According to Li Ning Co's first half financial report, its inventory turnover period is 6.9 months, with the target being improved to 6 months.

Under such a long product cycle, companies have to predict what will be popular in a few months.

How big will it be, but this error is enormous, and once the sales are slow, it can only discount the goods, which will damage the brand image and make the new products more difficult to sell, so the stock pressure will increase again, forming a vicious circle.

With the power of the Internet, there are precedents for escaping this vicious circle, such as ZARA, HM, UNIQLO and other fast fashion brands.

Very much like a Internet Co's ZARA with the power of the Internet to make the operation of the enterprise "fast", from design to rack only 12 days, try not to replenish the goods, less money, scarce marketing, not greedy on a single sales volume, terminal sales information timely feedback.

"Fast" enables enterprises to greatly improve market resilience, effectively reduce enterprise's capital occupation, improve product quality, reduce production costs and reduce inventory pressure.