Li Ningshuang 11 Tried O2O Marketing Mode For The First Time

October 21st, this year is the fifth time that Lining participated in the "double 11". He not only launched the pre-sale new game in Tmall, but will also try O2O for the first time.

"Not just Lining."

This year, the entire Lining group will participate in double 11 activities with a target sales of more than 100 million.

Lining electricity supplier director Feng Yeru said.

How to play for pre-sale?

During the pre-sale period from October 13th to November 10th, consumers can pay a small amount of deposit online to book Lining's jacket, trousers, sports shoes and other commodities. The deposit will increase by 50% in November 11th.

On the day of "double 11", the user will complete the order after paying the full amount.

For example, consumers pay a deposit of 20 yuan to book a 198 yuan commodity, so on the "double 11" day, they only need to pay another 168 yuan.

At the same time, Lining assured that the goods purchased through booking would be shipped within 3 days after the user paid the payment.

"Double 11" O2O

For O2O play, Lining surprises consumers, hoping to keep it secret for a while.

Feng Ye revealed, "last year, only the business side involved. This year, the whole group of Lining will participate in double 11."

In June this year, Lining and other clothing companies and Jingdong O2O, through this model, thousands of stores under the Lining line can become a small storage center.

After placing orders with Jingdong, users can choose to let Jingdong couriers pick up and deliver goods from nearby stores, or choose to go directly to the nearest stores themselves after work.

Since the central storage link is omitted, users can achieve "day to day" or "next day" after placing orders, and when users return goods, they can return directly to stores.

Yes, Lining. "

"It is possible to carry forward this kind of online and offline linkage method with Jingdong, and play O2O with Tmall's" big data ".

Where is the pressure?

As we all know, one of the key points of Tmall's "double 11" this year is internationalization. So will Tmall face a lot of pressure when facing Tmall, Nike, NB, Wolfskin and Decathlon?

Feng Ye believes that many international brands do not pay much attention to the Chinese market. They are high-end consumers. Participation in double 11 is often to attract the attention of foreign capital headquarters. It is not the source of pressure from Lining. "Lining will also learn about this activity from abroad.

Strategy, learn more new ways, and group goods and operation methods.

"Our biggest pressure comes from the traffic contention and price war of the major businesses. The price war has certain requirements on the sales scale, so our stock quantity is increased by more than 50% over last year, and the sales target is more than 100 million."

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Feng Ye said that this year, 11 double daily sales volume, good operation capacity, large enough volume of business will benefit, while the overall brand decline in business, small market share is not high, and do not attach importance to the international brand of electric business may accompany run.

Last year, "double 11", Lining stocked 120 million, sales amounted to 70 million.

According to its interim results as of June 30, 2015, Li Ning Co's revenue increased by 16% to 3 billion 641 million yuan over the same period last year, and the loss of equity holders had narrowed nearly 95% to 29 million 410 thousand yuan (a loss of 586 million yuan in the same period last year).