Lining'S Six Major Changes Will Make A Strong Turnaround In One Year.

Entity shop experience shop

As the saying goes, you can't change the times, you have to adapt to the times.

In the age of rampant trade, since the clothes of physical stores are not good enough to sell, businesses can narrow down their stores and carefully manage their flagship stores on the Internet.

It can also cooperate with Tmall, Suning and Jingdong.

Or played.

,

Such a new concept.

Jingdong mall and bestsellers,

And so on launches the clothing O2O pattern, hoped that from the O2O form, the activation next line store.

Under the Jingdong clothing O2O mode, thousands of stores under the well-known clothing companies can be turned into small storage centers. After the Jingdong orders, the Jingdong couriers can pick up goods from the nearest stores and send them to the user's hands. Users can also go directly to the nearest stores themselves after work.

Following this trend, it is not hard to imagine that in the near future, the store will probably become an experiential shop. The customers will enter the shop just to try on the clothes and see the effect of the upper body.

Enter the field of children's wear and create "little Lining"

Similarly, sales of clothing, children's clothing sales far exceed other types of clothing, the National Bureau of statistics released the "2012-2015 children's wear industry report" shows that the total output value of children's clothing industry annual growth rate of 25% to 30%.

2014 China

The market size exceeded 140 billion yuan mark.

Although the second child policy is relaxed, it is difficult to expand the relevant market demand in a short time. However, it is undeniable that it has brought positive signals and confidence to the clothing industry, especially children's wear.

The annual sales volume of children's clothing is currently at 300 million yuan, but it is expected to reach 1 billion yuan in two years, according to moomoo, a US brand.

So many brands have launched all kinds of clothing, the same brand, both men's wear, women's wear, children's clothing, household clothes, the same men's clothing, are also divided into leisure, sports, professional......

In this way, the finer you are, the more you will like to attract customers.

As early as 2012, Lining group announced that it entered the field of children's clothing with a brand-new management team and brand new logo, and released the development plan of Lining's children's clothing in the next 5 to 10 years. "Little Lining" will become the key direction of group development.

Lining group in recent years, several "change" are not popular, the original consumption of the main force 70, 80 after the purchase desire to decline, and its efforts to train the 90 did not buy it.

So we aim at children's clothing market.

Joint millet launched smart running shoes

Clothing brands can only make clothes? Although there are various types of clothing supply, but only selling clothes is still a bit narrow, playing the Internet, cross-border cooperation.

With the beauty, weight loss, fitness, social and other elements, smart wear may become the next trend.

Let clothes not only serve for beauty and warmth, maybe Stephen Chow's "shoes that can be used as hairdryer" will become your standard.

360 degrees, together with Baidu's smart children's shoes, is a major player in sports monitoring and positioning security, and has a good market performance.

This is a rather difficult process. It is not recommended for small clothing brands to try, but there are indeed many large clothing brands doing so. The Li Ning Co related China Sports holding company is engaged in sports industry, involving commercial management, sports operation management and innovative sports derivatives business of top sports talents and teams, and even sports community construction and development, construction materials production.

The Chinese fir is spans the trade logistics, the commercial real estate, the financial service, the energy mineral resources, has already formed the industry to be the foundation, the finance is the wing, the industry and Finance Union stable development pattern.

Seven wolves company is going to pform from "pure industry" into "industry + investment" mode of operation. It has become a platform company integrating fashion and retail. It has built up a fashion consumption ecosystem including supply chain, brand, channel, online channel, offline channel, new business mode, communication and capital.

Even Semir has developed joint venture with Huarun to develop the Mixc commercial complex in Wenzhou.

In this way, the company can get profits from all industries, or make up for the deficit of those low profit industries with profitable industries, or gradually strengthen the industries with high profits, and reduce the investment in low profit industries. Finally, the company can find a balance point. At this equilibrium point, the profits that the company can get is maximized.

This is indeed a safe choice.

Crises can also become opportunities.

The crisis is always around. The crisis can also turn into a good opportunity. It mainly depends on how you should deal with it. Lining is able to turn a profit when the physical clothing store fails. In January 6th, the Li Ning Co announced a profit announcement. It is expected that the profit and loss of the company's equity holders will be roughly flat in 2015, and the company will turn a profit in 2015.

In 2010, Li Ning Co announced its pformation, but after that, it was in a predicament. It has been losing money for three consecutive years since 2012.

This profit preview is really the good news that the company has not heard of for years.

Encouraging news, Li Ning Co shares rose 6.97% to HK $4.45 a share, and hit a 9 month high.

In addition to doing more than what many companies are doing, Li Ning Co has its own way of dealing with Lining.

1, learn Nike play technology

In recent years, more and more sports brands have entered the field of wearable and digital health.

In 2015, Andrew bought the health and nutrition tracking application MyFitnessPal and social sports tracking software Endomondo.

In August, Adidas also acquired Runtastic, a famous mobile fitness application developer in Europe.

Sports brand leader Nike first launched a smart wristband. Its sports and health running APPNike+Running also attracted a large number of users. Recently, Apple announced that it would cooperate with apple to develop new intelligent products.

In May last year, Lining also pursued the trend, announced the strategic agreement with the millet ecological chain enterprise, the millet Bracelet founder, the company, and jointly developed a new generation of smart running shoes to explore the health field of big data.

2. The distance from the "90s" is close.

After 00, it is still the world after 90. In 2010, Lining changed the first year.

The company changed LOGO and changed slogans.

One of the main points of its change is to impress the "post-90s". Lining also launched the Avenger's theme shoes last year and attracted a large number of fans.

There is also a certain degree of coincidence between Lining and millet users. The young people who have been born with fever have always been Lining's goal.