How Can Li Ning Co Create More Possibilities?

According to the world clothing shoes and hats net, 2015

The company turned the profit into a profit, and its revenue was in China.

Forefront of the first half of 2016, net profit of 113 million yuan, and 2016 continued profit is not suspense.

In November 18th, Lining added new international partners to its multi brand cooperative strategy, announcing the exclusive operation of Danskin, an American professional women's sportswear brand, in mainland China and Macao.

In early 2015, Lining returned to the company as the acting CEO, and product experience became the key word constantly emphasized by Li Ning Co.

Lining said in his new year address to employees in early 2016, "the value that Lining wants to create is to create Lining's experience value around products, channels, operations and campaigns -- product experience, purchase experience, sports experience, and thus derive more relevant empirical values.

It is the pursuit of Lining team in 2016 to digitally embody the experience value of Lining.

Li Ning Co pioneered the pformation from traditional wholesale mode to retail oriented sales mode.

In the past traditional wholesale mode, branding is not very concerned about the consumer experience, and after pforming into a professional retailer, consumer experience is becoming more and more important. Consumer preferences directly determine whether he will pay for it.

Lining first grasped the consumers in the mobile Internet era.

Like.

In order to add Internet gene to the 26 year old company, Lining started from himself.

The former world gymnastics champion, though over fifty years old, has opened micro-blog, and has taken a group photo with "Hong Xiao Maiden", claiming to have used small meat and "blue thin letinous edodes" to describe the mood and interact with netizens. In the short term, fans have exceeded 2 million.

Lining has never given up on the new generation of consumers. Now Lining is going to regard digitalization as Internet + as a way to cater for the new generation of consumer demand.

Online business can build a more efficient supply chain system, which has become the general trend of sporting goods providers.

Nike also takes online business as an important goal. In November 2015, Nike CEO Mark Parke said publicly that the sales target of Nike's e-commerce platform increased by 600% in five years.

In 2015, Lining's electricity supplier income increased by 95% compared with the same period last year. The total revenue of the electricity supplier business increased from 9% last year to 9%. In the first half of 2016, the sales volume of Lining's e-commerce business continued to maintain a high growth rate. Sales in the first half of the year increased by more than doubled, and it is expected to continue to grow in the second half of the year.

It is estimated that in the next 35 years, the proportion of electricity business revenue will be increased to more than 20%.

"At present, the gross profit of our e-commerce channel is twice as high as that of the traditional platform."

While catering to consumers' online shopping preferences, Lining did not ignore the consumer experience brought about by physical stores.

As of the end of June this year, the number of Lining's physical stores was 6169.

In order to meet the different needs of consumers in shopping experience, Lining takes regional units as the basis, according to their consumption differentiation characteristics, refine the sales channel category and product group goods and layout.

From the current store category, including professional running shops, not only the sale of products, and the provision of professional testing and training guidance; Wade store Wade Store, can watch Wade's signature Wade's war boots, also provide Wade exclusive professional equipment and fashion culture products; and increase the consumer interaction platform Lining brand experience shop.

In Lining's view, the electronic business platform actually has great potential, including product development, product services, and demand information sorting.

And Lining's goal is to "integrate online and offline", build a platform in the internal self system, so that the goods and goods on line can be interchanged at the same time, open and open, so as to improve the efficiency of commodity sales, so that buyers can have more different channels to obtain more directly the product information provided by Lining.

Mr. Lining once said: "under the big pattern of Internet +, the production of products should be changed from manufacturers to consumers." big data "extracts data from consumers' preferences and needs, making our business investment more efficient and targeted.

In 2015, Lining and China rice technology cooperated to develop intelligent running shoes. This year, Lining integrated the running products on the basis of the subdivision of running shoes, and launched the Li Ningzhipao family 2016 series.

In addition to intelligent running shoes, Lining also introduced intelligent football, intelligent basketball, intelligent badminton rackets, and so on, and is also exploring the launch of smart clothing products.

Taking Lining intelligent running shoes and smart family products as an example, through the product itself, APP and online platform, the accurate data analysis provided by user experience can be timely feedback to the R & D team, greatly enhancing the product experience.

In Lining's products, there are not only water repellent clothes to meet the needs of consumers' sports functions, but also all protective suits for winter outdoor sports and warmth, and also professional products that cater for sports such as basketball and running. For example, the running shoes of cloud horse posture running method developed by Lining and Romanov, a founder of posture runners, are provided by Wade.

Obviously, Li Ning Co is not satisfied with being a sports equipment provider. It is trying another possibility to become a service provider of "Internet + sports life experience".

Similar to the international sports brands such as Nike and Adidas, it hopes not only to produce and sell sports products, but also to sell an experience.

The beautiful financial data means that Lining has paid off. Last year, Lining had resumed the slogan "anything is possible". Maybe Lining can expect more.

More interesting reports, please pay attention to the world clothing shoes and hats net.