Lining Explains The Meaning Of "Made In China" With Original Design

According to the world clothing shoes and hats net, recently,

The ultra light 13 generation running shoes were successfully awarded as Oscar's Red Star Award in the Chinese design circle, and Lining was given the original design.

Meaning.

Since Li Ning Co Ltd was founded in 1990, Li Ning Co has been able to say that it has experienced ups and downs in the past 27 years. However, whether it is favourable or adversity, Li Ning Co has never lost its insistence on originality.

Perhaps it is because of this insistence that Lining can get rid of adversity and become a representative of "made in China".

Today, technology and products are constantly accelerating.

We are constantly accepting the test of the market. We must constantly introduce more distinctive new products to meet the increasingly diverse needs of consumers. But fierce market competition has made the homogenization of all brands become more serious.

However, Li Ning Co is walking on a road with few people walking.

Insist on originality

The product is the core of a brand. Today, with the rapid development of science and technology, the technology of sports products has also become a major trend. All brands are racking their brains to integrate the latest technology into products, and introduce more distinctive products. Li Ning Co is no exception. This year's REDDOT storm Lining basketball shoes is a technology innovation product.

It is understood that the "storm" is equipped with Lining "Shear Reduction" technology of basketball shoes products, "Shear Reduction" technology is the first in the basketball movement in the front of the palm of the hand in the rotation of the excessive friction produced by the midsole technology, with the help of the middle part of the shoes of the technology parts of the blade structure, in the process of force, comply with the action of rotation deformation, reduce the excessive friction, and the characteristics of the material itself can also effectively play the role of earthquake and force feedback.

However, in the current speed of product update, rapid replication and imitation has become the development trend of the whole industry.

According to the analysis of people in the industry, at present, the homogenization of sports products in China is quite serious. If a brand has a "burst money", other brands will soon imitate or even copy the product, which will not only reduce the cost of brand design, but also make quick profits.

However, in the era of imitation and replication, Lining's insistence on originality and insistence on not copying, imitating and not copying has also become a major feature of Lining.

Enhanced experience

Under the trend of consumption upgrading, "experience" has become an important means to attract users in various industries. Sports brand can not go against the general trend. From product experience to shop experience and consumer experience, all sports brands are constantly upgrading to attract and retain more consumers.

In recent years, the rapid rise of events such as marathon and road running has made running equipment become a popular sports product.

Li Ning Co has also tried various new techniques in finding ways to lighten the weight of running shoes.

According to Lining relevant responsible person, Li Ningchao has just won the Red Star Award of light 13 generation running shoes created a new record in weight.

This product incorporates the principle of "weaving silk" in traditional Chinese brocade technology, which breaks through the limitations of single yarn weaving in the original integrated technology. The combination with mono yarn greatly reduces the weight of running shoes, and at the same time, increases the permeability and support of the products.

While launching running products, Li Ning Co has also launched a iRun running club combined with brand experience shop to create a more convenient experience for consumers. It is specially designed for runners to set up professional teaching, physical training and running experience.

Bring forth the new and bring forth the new

With the rapid development of Internet and electricity providers in recent years, traditional sales channels are suffering from unprecedented "impact". After experiencing the tide of expansion, the brands have to tighten their pace and even turn off the shops with poor performance. At the same time, upgrading the store experience has become the latest strategy of every brand.

Li Ning Co, which also expanded in 2016, also reduced the number of stores in the first half of this year.

Data show that as of June 30, 2017, the number of regular shops, factory shops and discount shops of Lining brand (including LNG, spring label and LI-NING YOUNG) was 6329, of which 1544 were direct stores, 4785 were licensed dealers, and the total number was 111 less than 2016 at the end of 2016.

While closing down shop with poor performance, Li Ning Co improves consumer experience by improving shop classification, upgrading stores and opening brand experience stores, thereby enhancing consumers' understanding of brands and enhancing their awareness of brands.

On the sales channel, the electricity supplier also contributed a lot to the performance of Li Ning Co, which increased from 12.8% in the same period last year to 18.2%.

During this year's "double 11" period, Lining's business performance was eye-catching. "Double 11" sales volume of Tmall official flagship store reached 215 million yuan on that day, ranking among the top 50 of the whole category.

Lining, director of the electricity supplier business Feng Ye, said in an interview that Lining has been insisting on originality. This is a very difficult road. This year's "double 11" major brands are fighting for price war, but Lining chooses to promote sales according to his own rhythm at the last moment, and finally achieves forty-eighth grades of the whole category.

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