Using "Smart Technology" To Save Li Ningzhen's Reality?

Lining walked around and stopped and struggled between "everything is possible" and "let change happen".

With the ambiguity of brand positioning, lack of innovation, inventory accumulation and continuous losses, Lining, who knows fate, is coming back again.

This time, he concentrated on intelligent running shoes, hoping that they could bring the distant Lining back to the public's vision.

Many people do not think that smart running shoes will become the main business of Li Ning Co, but they do have some help for Li Ning Co.

In March 16th this year, Li Ning Co announced that its share price rose five days from the production of smart running shoes with the millet eco chain company, and it increased by 11.6% and 14.1% respectively in March 19th and 20th.

In July 15th, Li Ning Co and Hua Mei Technology officially released two smart running shoes, "strong Jun" and "Red Rabbit". On the same day, the company's share price rose 1.18%, while the share prices of Anta, PEAK, BELLE and other footwear companies all fell slightly.

These two running shoes include runners' "strong steed", and the general public's "Red Rabbit", priced at 399 yuan and 199 yuan, respectively, using O2O mode for sale.

That is to say, starting from July 20th, the next store of Lining line will provide a try on scene for smart running shoes, and it will be booked at Tmall flagship store, but only in August 8th can it be purchased at Tmall Tmall flagship store, Jingdong flagship store and Xiaomi online.

It is built with a smart core module developed by millet maker, and millet sports App. It can measure running time, speed, step count, GPS path and calories consumption.

In addition, it can intelligently judge the front and rear feet to touch the ground, help users correct their running posture and choose their own running shoes.

Official data show that Hua Mei chips can operate normally in any environment, including underwater, high temperature and other environments.

Moreover, the endurance of chips is greatly improved compared with millet bracelet. Users can run a half marathon everyday, and the battery life can reach more than 1 years.

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Yang Fan, vice president of Hua Mei, told the new economy that the advantages of intelligent running shoes are reflected in intelligent management, which can analyze the frequency of runners' gait and provide more targeted personalized services.

"Hua Mei and Lining both think there is a demand for smart running shoes in the market."

Yang Fan thinks, push out

It's not too late to run shoes.

On the other hand, Lining launched the smart running shoes jointly with China, and said to the new economy, by creating a four-dimensional integrated intelligent platform such as "professional equipment, intelligent hardware, mobile Internet, data analysis and sharing" and so on, it will provide consumers with a variety of running experience and try to open the Qi Lining brand "Internet sports life experience".

In fact, Li Ning Co is not the smart shoe maker.

Adidas and so on have tried intelligent production and development of shoes, Lining just follow the trend.

Lining himself mentioned that the product of intelligent running shoes was created more than ten years ago, but only today can we really use it in the era of mobile Internet.

Smart running shoes have market demand, but this does not stop Nike and Adidas from stopping production and sales of such sports shoes and chips. Nike has even set aside investment enthusiasm for intelligent hardware in recent years.

In 2006, Adidas launched the smart running shoes Adidas_1, which was questioned by consumers in the face of high prices. The reliability and practicability of the shoes were also questioned by consumers. In the same year, Nike also launched the Nike intelligent electronic equipment in running field, but the effect was not very satisfactory. In recent years, it also stopped the research and development of the intelligent hardware of the project.

In addition, Baidu 361 smart children's shoes as the main item of this year's 361, less than half a year, 361 Tmall flagship store has been unable to find the traces of this shoe.

Obviously, market demand can not simply explain why Lining invested heavily in the production of intelligent running shoes.

Lining, on the other hand, is trying to make the company better.

Li Ning Co reported a net loss of 781 million yuan in 2014, which has been a three consecutive loss.

The loss of performance is directly reflected in brain drain, inventory backlog and closing shop tide.

Since 2010, when the company slogan was changed to "make the change", Lining's

The management mode and executive turnover are very frequent.

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In order to stop the loss, Lining took the helm of Li Ning Co again after he left.

In his 2014 performance briefing, he promised: "my duty is to make Lining return to profitability and continue to make profits."

But Lining's reform seems to be different from that of Kim.

In 2012, Jin Zhenjun took over the former Lining CEO Zhang Zhiyong, responsible for the internal affairs and operation of the group.

Jin Zhenjun pformed Lining's sales channel from multi-stage agency to retail sales mode, selling goods and cleaning up inventory.

What Lining is doing now is to upgrade the product, channel and retail operation capacity and efficiency, and reduce the pformation of inventory and cost.

At the same time, Lining plans to focus on the development of the company in the domestic market in 2015, focusing on five major sports varieties basketball, badminton, running, training and sports life.

In order to regain the market, Lining is going to open 500 new stores and cooperate with Da Yun FA, and cooperate with man Wei to launch footwear products, and promote the online and offline marketing with digital marketing and media strategy.

Li Xingmin, the fast and slow consumer expert, believes that Lining's biggest problems lie in two aspects, one is the ambiguity of brand positioning, and the other is the low efficiency of supply chain management. Two.

Jin Zhenjun's reform can not solve the above two problems well, resulting in poor reform.

Many people in the industry believe that what Li Ning Co needs most is to improve operational efficiency, optimize internal management, supply chain system and product system, and respond quickly to market changes.

That may change the decline.

Behind the painful pformation of Lining is the market shock caused by overcapacity in the Chinese sporting goods market.

In 2012, data showed that the overall net profit of the whole industry had a negative growth, and all major sports brands in the country had lost profits.

Lining is losing nearly 2 billion and has to take the road of change.

However, the exploration in the past three years has not brought substantial results: the first half of 2014, domestic brands resumed profits, leaving only the Lining family to continue to lose money.

Lining's coming out of the mountain, riding on the east side of "strong Jun" and "Red Rabbit", hopes to open it.

Breakthrough.

But Haitong international analysis in March said that the intelligent running shoes that were co operated with millet lacked credible competitiveness, and the products and models were easy to copy, and the prospects were uncertain.

For the future development, Lining said to the "new economy" that the company is still in the silent period before the earnings announcement, so it is not easy to respond.

Yang Fan revealed that there will be Lining in the future.

"If Lining takes the development of intelligent running shoes as a supplementary product of Lining brand, it is worth a try.

But Lining will regard intelligent hardware production as the main business, it will be a failure.

Li Xingmin said.