Lining Brand New Store Will Be Differentiated In The Future

According to the world clothing shoes and hats net,

The schedule in Shanghai is very compact.

He took part in the Li Ning Co running road League.

After marathon, he went straight to the newly opened Expo Park shop.

The 1000 square meter new shop is Lining.

The largest store opened in Shanghai.

Unlike ordinary shops, Lining's large brand stores pay more attention to consumer experience.

The first financial reporter saw at the Expo Park store that there were one to one basketball basket area, professional running posture test equipment and body composition tester.

According to a staff member, the iRun run club in the store has run training, special runners and other services to keep the interaction with consumers more viscous.

"The electricity supplier's shopping experience and intuition is inferior to the physical store, therefore 80% of the people still buy in the physical store now."

Lining told the first financial reporter, "we are not just saying that it is a sale of a commodity, we hope that the consumer will be able to get in touch with our goods here and see the experience of our goods."

The Li Ning Co, which he is in charge of, has had a bad time in the past few years.

However, this is certainly not a problem of Li Ning Co.

Before the local brands got warmer, domestic sporting goods listed companies had a low tide.

In this regard, Lining believes that this is because in the past more than 10 years, China's sporting goods have a large scale upgrade, which includes a large number of leisure products sales.

"Especially domestic sports companies are selling leisure products in large quantities.

When more domestic leisure brands and foreign leisure brands enter the Chinese market, the cake of leisure products is shared by many people, so it seems that the sales growth of sporting goods companies is weak.

In his opinion, what local sporting goods companies really want to do is research and development, design and production of sporting goods, so that the company can be distinguished from those of the public shoe and clothing companies. "Lining brand should be liberated from homogenization and become a professional product."

He pointed out optimistically that with the continuous development of China's urbanization and the continuous improvement of family income, the real utilization rate of consumers for sporting goods is increasing. Consumers have more interest, time and ability to participate in practical sports, thus bringing space for real sporting goods.

"So China's sporting goods are growing and not shrinking."

Lining's optimism is not without reason.

On the second day of the new store's opening, he also participated in the three day Summit Forum on China's sporting goods industry.

In this summit, Zhao Yong, deputy director general of the State General Administration of sports, said in his speech that in the future, CCTV and other media will launch a sports brand plan to create a well-known trademark in China and create an internationally famous sports brand.

This will accelerate the long-term strategy of the relevant departments.

Li Hua, chairman of the Federation of sporting goods industry, provided a set of data on China's sporting goods industry in 2016.

The manufacturing and sales of sports shoes, sports equipment and related sports products reached 3077 billion yuan, the growth rate was 11.65%, and maintained a two digit growth for three consecutive years. In 2016, China's sporting goods industry achieved sales income of 147 billion 200 million yuan, an increase of more than 10% over the same period, while the consumption of per capita sporting goods exceeded 100 yuan.

"Sports consumer goods have been upgraded from a relatively deficient stage to a" more or less good "stage with more diversified, professional, and subdivided consumption. They are also generating the quality attributes of the source of the return movement and focusing on market segmentation as the key breakthrough direction.

Li Hua said, at the same time, sports consumption is also more integrated with the characteristics of 80 and 90, and the consumption habits of the new middle class.

The news is a good sign for Lining, a professional and local sports company.

Li Ning Co has been recovering steadily over the past two years.

In 2015, the company finally turned a profit, and by 2016, its earnings data showed that the income reached 8 billion 15 million yuan, up 13% compared with 2015, and its net profit rose to 643 million yuan during that period, while this figure was only 14 million yuan in 2015.

Unlike the current multi brand strategy of Anta, Li Ning Co's current performance is basically supported by the Lining brand of the same name, which accounts for 98.9% of the total revenue of the group.

Lining believes that the needs of Chinese consumers are diverse, and the market situation is complex. Different coping strategies are needed.

"If we have a good position, we will open another big shop with experience in the future."

He told reporters, but the company is also taking the market segmentation route, "we have opened specialized basketball category stores, running category stores and so on."

Women's sports consumption is already a competition for several international brands, such as ADI, which has opened several female specialized stores.

And Lining is also concerned about this potential market.

According to public information, the Danskin brand was founded in 1882 in New York. It is a synonymous with women's professional dance sportswear brand and high-quality dance costumes in the United States.

In 1980s, for the whole 10 years, Danskin ranked first in the list of women's tights in the United States.

In 2007, Danskin was bought by Ai Connie J, a world-renowned management company (Iconix).

Danskin's Ballet trousers are competing against the current hot Lululemon yoga pants, competing for the female consumer market with strong consumption potential.

Li Ning Co is expected to open 5-10 Danskin pilot stores in the core business circle of major and first tier cities in the second half of this year.

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