Lining: From Made In China To Created In China

Lining is not just a name.

For Chinese people, it has two meanings: one is the gymnastics prince who wins glory for the country, and the other is the leading national sports in China.

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Lining, the gymnastic prince who once won 14 world champion and 106 gold medals, has established 27 years since the founding of China's sports brand Li Ning Co Ltd (Li Ning Co Ltd) in 1990. From athletes to entrepreneurs, from sports field to sports mall, Lining has integrated the understanding of sports into the management concept of Li Ning Co, constantly promoting the deepening of sports spirit and the development of sports industry.

On roads made in China,

The company has always adhered to the principle of "adhering to the quality, adhering to originality, adhering to science and technology input and persisting in product innovation", and persisting in doing "China Lining": no copying, no imitation, no Shanzhai, no cheap, dedicated to original creation, upgrading the experience value of Lining through product, purchase and sports experience upgrading.

At present, Lining has become the leading brand of sports in China. The original product has become a well deserved "domestic goods Lining", which is loved by consumers.

Lining said that originality is a cause worth holding on and striving for.

As long as we stick to it, everything is possible.

Lining hopes to be a brand representing China and a brand that can represent China's strength.

According to the world clothing shoes and hat net, in recent years, Li Ning Co has been developing brand marketing, research and development.

The manufacturing, distribution and retail capabilities continued to increase. In the first half of 2017, revenues continued to grow steadily and profit margins continued to rise.

Only in 2017, "double 11" on the same day, Tmall Lining official flagship store sales broke the previous record, up to 215 million.

China Lining: upgrade experience value

In Lining's view, in today's more and more developed technology, how each sports brand understands sports and integrates the understanding of sports into products and experience is the most unique place for the enterprise to be independent from other competitors.

In order to break through homogenization, Lining emphasized "experience value" and emphasized "China Lining" in recent years.

While consolidating the three pillar strategies of products, channels and retail operations, Lining constantly promotes product experience, consumption experience and sports experience, and thus derives more experience value from being associated with them, and seeks to accumulate and expand these experiential values through digital platform in the new era.

Li Ning Co continues the brand's sports DNA heritage. In the product experience aspect, it pays more attention to capturing the fashion trend elements and integrating into the product design, and launching a series of products that are recognized and sought after by the consumers.

Product is the soul of sports brand. By enhancing the professional, technological, design and cultural attributes of the product, Lining is the knack of consolidating its professionalism, image and market position in the field of sports.

The movement gene from the spirit of professional struggle is the core of Lining. Assisting athletes and sports enthusiasts to improve their athletic performance and provide consumers with unique sports experience is the focus of Lining's experience in creating sports.

The Li Ning Co combines sports experience and product experience by setting up event IP or sponsoring the top events at home and abroad, so that consumers can intuitively feel the sports atmosphere, participate in sports and experience professional products, and feel the improvement of sports performance brought by professional sports equipment.

In recent years, Lining has launched a iRun running club combined with brand experience shop in Beijing, Shanghai and other places, specially designed for the runners to set up professional teaching, physical training, running and other experience activities. Since 2012, the Lining 10 km road running League has been held for six consecutive years, covering more than ten cities in China and tens of thousands of runners.

At the same time, Li Ning Co promotes the development of China's sports industry and the popularization of mass sports culture through continuous sponsorship of top competitions at home and abroad, such as CBA, CUBA and SUDI man cup.

In terms of consumption experience, Li Ning Co has targeted product planning and product delivery by improving the classification of stores, enhancing store efficiency and making a single store profit.

In recent years, Beijing Wangfujing (18.710, -1.00, -5.07%) brand experience shop, Shanghai Daning Lining brand experience store, Shanghai Expo source Lining brand experience shop, Shanghai dragon dream shop, Shanghai port WadeStore, Beijing Wangfujing, Tan Yao building fashion shop and other upgraded shops have been opened in recent years, so that consumers can feel the consumer experience, deepen the understanding of the brand and enhance their awareness of brand by shopping design layout, experience link setting, online offline integration platform, etc.

As of the end of June 2017, the number of Lining brand sales points was 6329.

Take Shanghai's largest Lining brand experience store "Expo source" Lining experience shop as an example. The store, together with iRun club and Lining climbing gym, provides consumers with professional sports equipment purchase support, sports experience driven, fitness and leisure, sports venues and sports training as a comprehensive format.

Through the above product experience + sports experience + purchase experience, Li Ning Co constantly promotes consumption upgrading in the three effect linkage.

As for the company's performance of constantly picking gold and silver in the commercial layout, Lining said that all the mystery is in the "experience". It includes the development trend of technology, technology, materials and use scenarios to study people's inner product. It also accords with the idea that Lining has always emphasized the integration of art design in the industrial development, so that the product can reflect more value added.

Only when the product has more added value and the brand is stronger, can China manufacture go to the world level.

Therefore, the pursuit of experience and the creation of a unique "Lining experience value" are the vivid embodiment of Lining brand's response to the consumption trend of China's sports industry and the revitalization of China's manufacturing.

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Original strength: from made in China to created in China

As the first sports brand in China, Li Ning Co has attached great importance to original design since its inception.

According to the analysis of the industry, the core competitiveness of "China Lining" comes from insisting on the sports spirit of the original and founder Lining.

The Li Ning Co was founded in 1990.

In 1998, eight years later, China set up the first clothing and footwear product design and development center in China.

At that time, it was a pioneering undertaking to start with originality.

In August 2004, the company set up a R & D center in Hongkong, focusing on the design of Lining brand clothing products.

In 2008, an overseas shoe product R & D center was set up in Portland. In the same year, the Lining Sports Science Research Center was set up in Beijing.

All along, Li Ning Co has maintained close cooperation with well-known universities and research institutes at home and abroad, and has over 100 patents in science and technology.

In the context of the state's support for the development of sports industry, the sports industry has entered the golden period of development, and people's enthusiasm for sports has also been unprecedentedly high. The Lining brand combines technology and sports with professional equipment to stimulate the movement of mass sports cells, and China's original service to the public's sports life.

The Li Ning Co continues to carry out the Lining brand professional movement DNA inheritance through independent research and development, and implements product lines focusing on core categories such as running, basketball, training, badminton, and so on, to bring more rich, professional and fashionable product choices to Chinese consumers.

Lining running products aim at the needs of runners to create diversified running shoes matrix, such as Li Ningchao light series and Lining arc series running shoes, to enhance athletic performance; basketball products are committed to combining functions with fashion, especially Chinese style elements, close to professional and daily needs, such as Lining Wade's Road 6 dawn, Lining, commander 11, etc., to create diversified product experience for consumers; training products will integrate science and technology elements into them to meet the sports needs of fitness professionals; sports fashion products have the trend of avant-garde sports sense of fashion, provide more exercise experience and highlight personality.

Lining has repeatedly stated publicly that our goal is very clear, that is, as a professional athlete and an understanding of professional sports, I will provide Lining with products with "performance" and "function" to help consumers improve their sports performance and feel the pleasure of physical education.

For Li Ning Co, this is a concept of "sports +", which will apply technology to product level, integrate culture into products, combine intelligent products with the Internet, collect and share more sports data, and help further enhance performance.

As a representative of China's sporting goods industry, Lining hopes to produce more products that Chinese consumers love and pursue, so that China's new generation of young consumers will directly feel the charm of Chinese Lining from "made in China" to "made in China", and the leap from "Chinese products" to "Chinese brands".

Li Ning Co is sticking to its original path and courageously moving forward.

In Lining's words, "confidence is courage and dreams are impulses."

As long as we stick to it, everything is possible. "

The former Prince of gymnastics is leading today's vibrant "China Lining" in becoming the world's leading sports Brand Company.

The Li Ning Co insists on stimulating the public sports cells with professional sports equipment. By enhancing the professional attributes of the products, it consolidates the professional image of Lining brand in the sports field and the leading position of the Chinese sports market, and promotes the rise of the brand of the original Chinese product made on behalf of China. Lining is on the rise.

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