Lining Builds Core Competitiveness Through "Children'S Clothing Market + Intelligent Technology"

In 2012, Sporting goods industry In the dark period, a series of problems, such as the decline in profits, high inventories and sharp drop in orders, have been concentrated. This year, Lining lost nearly 2 billion, and Zhang Zhiyong, the chief executive of the company for 20 years, resigned. Jin Zhenjun, a successor investor, also failed to reverse the decline. In 2013 and 2014, Lining still failed to get rid of the losses. At this time, Lining went to the stage again.

Lining is back at the helm of Lining. He has also begun to show himself in various public occasions. His brand stores, marathon fields and various media interviews can see his still sworn figure. Lining was also a guest in the CBA all star game, which was not long ago. It was also in 2015 that Lining returned to profitability. Just over the next year, the Li Ning Co announced that it had achieved profitability in 2015. In the absence of the announcement of official financial reports throughout the year, Lining can not wait to announce this good news. It is nothing more than to inject more confidence into investors and consumers.

Yes, Lining's best spokesman is Lining himself. Recently, we saw Lining in a formal public occasion. This time, Lining targeted the children's smart wearable products. In a ceremony called "Guardian baby program", Tencent QQ and Lining and other brands jointly released. Intelligent positioning shoes for children 。 From this we can see that the two focuses of Lining's action are children and intelligence.

It is reported that this intelligent shoe has the functions of mileage statistics, guardians time statistics, daily steps statistics, active time statistics, heat consumption statistics and movement track record. In daily life, parents can get daily motion information through mobile phone QQ, which is bound with children's shoes. When a child loses such a crisis, parents can send help messages to the platform through mobile phone QQ, which is bound with children's shoes. After confirmation, information can be provided through social networking to retrieve lost children.

Lining himself said that in the current rapid development of the Internet environment, the combination of sports and technology is becoming more and more closely. The Tencent and Lining cooperate with the launch of intelligent positioning shoes for children. It is hoped that the accumulation of Lining in the field of sports equipment in the past 25 years will be combined with Tencent's technology so that Chinese children can grow healthily and safely.

Speaking of children's market, as early as in 2010, Lining was involved, but at that time he was authorized to operate other brands. It was not until the beginning of 2013 that Lining officially authorized the Tianjin wide cat Children Products Co., Ltd. to run all kinds of children's products for ten years, and announced the development plan for the next 5-10 years. Lining will focus on protecting the safety and health of children's sports, providing sports products for children aged 5-12, and enabling children to have a safer and more secure sports environment. The product is truly consumer oriented. Starting from the needs of parents and children, it not only provides sports products, but also stimulates children's sports enthusiasm through the integration of innovation, protects children's movement process, and provides better sports experience for children. The birth of children's smart positioning shoes is an extension of this concept.

China's children's sports market is no longer a blue ocean. As early as 2008, Anta launched a series of children's sporting goods, thus becoming the first domestic sporting goods company to enter the children's market. By the end of 2012, the number of children's products stores in Anta was 833, an increase of 201 from 632 in 2011. By the end of 2013, this number had risen to 881. While other brands closed stores, children's stores were growing. Anta believes that with the improvement of urbanization and affluence in China, more parents will attach importance to the quality of children's sporting goods and demand for brands.

The children's wear products were launched in 2010. By the end of 2012, the performance of children's wear increased by 97.7% to 370 million yuan, and the number of children's stores reached 1590. By 2013, the overall performance of the group was not ideal, but its children's clothing business was thriving. This year, the total number of retail outlets for adult clothing decreased by about 10% to 7299, while the total number of retail outlets for children's clothing increased to 1858.

However, in the fierce competition of children's brands, the real degree of professionalism is still lacking, and the homogenization of products is serious. And this market has not yet formed a leading brand, Lining this time joined hands with QQ, and tried hard to stand out in many brands.

With the liberalization of the second child policy, China will welcome the birth peak again. With the increase of the number of parents, the children's market has a strong purchasing power. On the other hand, parents are more prominent in their children's development, especially for physical fitness. The vigorous development of youth sports activities such as "nationwide million student Sunshine Sports" and "China Youth school football development plan" has promoted the growth of youth sports consumption market.

Another big weapon for Lining to turn the tide is to push smart cards. Last year, Lining announced that it was officially cooperating with the millet mobile company, the parent company, to enter the field of intelligent sports hardware. It is reported that Li Ning Co and millet Bracelet R & D team carried out a year of R & D and testing of new products, spanforming the Chinese runner data and professional test data accumulated by Lining professional sports laboratory into a series of algorithms, which are applied to the sole intelligent chip by the millet Bracelet R & D team. In addition, smart chips provide professional and tailor-made guidance for Chinese runners by collecting data from runners and analyzing running posture and gait. In July last year, Lining and China rice science and technology cooperation in developing intelligent running shoes listed, has made a good market reaction.

Related analysts pointed out that Lining and millet Bracelet cooperation in the short term can increase Lining. Intelligent movement The attention of the equipment is different in the domestic sports brand, and the product is promoted by the huge fan group and the sale platform of millet, but the product design of Lining's intelligent sports equipment should also be seen in the long run. Lining responded with a combination of children's sports products.

According to Lining himself, Lining will produce large quantities of smart clothing products this year. At the same time, the company is also building its own digital platform, so as to get rid of its dependence on the relevant technology companies. It seems that Lining is ready to walk unswervingly on the road of sports intelligence and sports technology.

Lining said, "we are in an era of mobile Internet. This influence not only has a great impact on a company, but also on every family and everyone, which has changed people's living environment and living habits." He also stressed that the capacity of the sports industry needs constant accumulation and exploration. The key to this process is to find time and space in sports and create a personalized experience. 2016, Lining has fired the first shot on the basis of children + intelligence, and Lining, who has already turned a profit, is hoping to build the core competitiveness of the brand. ,