What Does The Electricity Supplier Bring To Lining? Surprise Is Decreasing

For Lining, the performance in 2015 has finally improved, with a loss of only 2900 yuan, which is nearly 9 lower than the same period last year.

In its mid year performance conference, Lining announced that the electricity supplier business has accounted for 6% of the total distribution of Lining, and the future proportion will expand to 20%.

In the view of Lining, director of the electricity business division of Feng Ye, it seems that the electricity supplier business can not simply be regarded as a sales channel for Lining, but is also responsible for helping Lining analyze the user preferences and market structure, increase the efficiency of the supply chain and try the new marketing mode.

Lining also returned to the road of cost-effective after returning to the roller coaster.

The target user group is once again defined as the young and middle-aged people in the 123 tier cities.

This group of people has a certain functional demand for sportswear, paying attention to cost performance.

Lining's main

It has also become three main directions, including running, basketball and sports life.

Looking at Lining's double eleven data this year, the passenger price is 200 yuan, the selling rate is higher than 50%, the traffic volume is close to 4 million, and the flagship store sales volume is 125 million, up 73.6% from last year's 72 million.

In the outdoor sports category, Lining flagship store has surpassed Adidas, only behind Nike and new Bai Lun, ranking third.

But Feng Ye said that he felt that the gambling like surprises in the past are decreasing. "This figure has reached our expectations. Due to the accumulation of data for many years, eleven, plus data on user purchase routes, shopping cart and repeat purchase rate, we can predict the whole trend ahead."

It is understood that after the 2008 Beijing Olympic Games, Li Ning Co abandoned the safety strategy of cost-effective road and tried to establish a high-end brand image. As a result, the old customers who were older and valued cost-effective turned to other cheap domestic brands in the case of price catching up with those foreign brands.

At the same time, Lining re targeted the target consumer - "post-90s Lining", but its products did not form enough strong competitive advantages in design, research and development, channel, brand and marketing. The fashionable young people still chose Nike or Adidas, which directly led to a serious backlog of Lining's goods.

According to Feng Ye,

The differentiation route is reflected in different categories of strategies. In the strong category of Nike and Adidas, such as basketball, running, football and so on, Lining's products will also pursue the same texture and product quality, but the price will be even lower. When selecting goods and assembling goods, they will also choose products with relatively high market acceptance.

In the category of badminton and other Lining brand recognition is relatively high, Lining will increase research and development efforts, and strive to maintain industry leading.

For the reasons for the growth of sales, Feng Ye thought it was more consistent with the structure of the group.

The base of daily retail keeps good, and domestic users pay more attention to sports apparel industry. This year, the recovery rate of sports industry double eleven is even higher than that of men's and women's.

In addition, the prepared pre-sale also played a guiding role, the pre-sale amount of more than 18 million yuan, the prompt change of user demand, and the large volume of traffic in advance, all these factors provided a guarantee for Lining's double eleven performance explosion.

In the outdoor sports category, the number of international brands in this year is also fierce and the price segment is more sinking. In order to achieve the established growth target, Nike's main position even dropped to more than 300 yuan. Eleven

For Lining, whose price is more than 200 yuan, it can still stand out from the encirclement and suppression. The sales of flagship stores even surpass Adidas. What are they relying on?

Feng Ye believes that in addition to the previously mentioned double eleven marketing strategy, more should be attributed to Lining's correct product positioning, has returned to the pursuit of cost-effective.

The target group is once again defined as the young and middle-aged people in the 123 tier cities (North, Guangzhou and Shenzhen are super large cities).

This kind of crowd pays attention to functional and certain fashion, and pays attention to cost performance.