What Should Lining Do When He Returns To The Roller Coaster?

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

What does the electricity supplier bring to Lining? Surprise is reducing the data of Lining's double eleven 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.

2015 double eleven outdoor sports category sales ranking, but Feng Ye said to the billion state power network, let him feel like the past gambling like surprise is decreasing, "this figure has reached our expectations, because of years of double eleven data accumulation, together with user purchase path, shopping cart, repeat purchase rate data collation, you can predict the whole trend ahead of time."

According to Feng Ye, Lining's differentiation route is reflected in different category strategies. In the strong category of Nike and Adidas, such as basketball, running, football, etc., Lining's products will 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.

The real value of the electricity supplier Lining 2015 in the first half of the year shows that the income of Lining brand products from the business of the electricity supplier accounts for about 6% of the total revenue of the group. The company expects to increase the proportion of the business income to more than 20% in the next three to five years.

Among them, the description of the electricity business is, "the company will make use of the large amount of consumer data accumulated, make in-depth analysis of their consumption behavior and habits, so as to be more flexible and targeted to integrate into the social and intelligent life of consumers."

Feng Ye thinks, generally speaking, the electric business department has promoted the digital operation of Lining group.

"For Lining, the electricity supplier is no longer simply a sales channel, it will respond more to changes in the market structure and user needs, as well as a platform for sales and marketing."

And the biggest change that electricity supplier brings to Lining is a quick response to the product structure and direction.

Digital operation will no longer rely solely on designers' "groping" to make products, but will determine product direction according to market feedback and feedback from competitors.

These are precisely the problems that Lining has been criticised most in the course of pformation.

The change of supply chain is also the focus of the development of Lining's e-commerce department. There will be a series of actions in the future, from the account period to the supply time of goods.

Besides, the store will be delivered to the store.

Interoperability, Lining will also move in the integrated membership system, and strive to bring consumers into the ecosystem at one end.

The growth of the online apparel industry will slow down when asked Feng Ye to score the prosperity of the double eleven apparel industry this year. Feng Ye did not answer directly.

But Feng Ye gave a figure. After eleven and November 20th, the year-on-year growth rate of the outdoor sports category of the whole network was only 25% to 30%, much lower than the previous year's growth rate of over 50%, while the outdoor sports category's year-on-year growth rate was higher than that of men's clothing and women's clothing category.

For the reasons for the growth of sales,

It is believed that the structure of group goods is more in line with the needs of users, the base of daily retail keeps good, and the attention of domestic users to sports apparel industry is higher. This year, the recovery rate of sports industry double eleven is even higher than that of men's and women's clothing.

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.

For Lining, whose price is more than 200 yuan, it can still stand out from the encirclement and suppression. Sales of flagship stores even surpass Adidas. What does Feng Ye rely on, in addition to the double eleven marketing strategy mentioned earlier, it should be attributed to Lining's correct product positioning, and 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 group of people is right.

Pay attention to functionality and certain fashion, and pay attention to cost performance.

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.

Feng Ye believes that it can be seen that the future electricity supplier clothing industry will not grow rapidly, but tends to be stable. Due to the gradual disappearance of the demographic and traffic dividends, the growth rate of the industry will continue to slow in the coming year, which will lead to the increasing cost of future snatching of users in various stores.

To this end, Feng Ye said that brand dealers must reduce the proportion of double eleven sales in the whole year, and rationally treat double eleven.

At the same time, we should quickly adjust product direction according to market reaction and speed up the supply chain reaction.

"Future ratio is not only about scale and growth rate, but also efficiency and user experience. Product and product supply chain is the most important ability of brand."

For Lining, it will speed up the development of intelligent products, shorten the supply chain cycle, and there will be a series of actions in the future, from account to goods supply time will be shortened.