Lining'S Fashion Week In New York Shows &#34 To The World; Lining " Elegant Demeanor.

From the traditional to the trend of change, from the low to the new burst, from the loss of successive years to the turning of losses into profits, the Li Ning Co is moving forward in the rough times.

Lining, known as the "Prince of gymnastics", has entered the business sea after retiring and founded the homemade sports goods brand "Lining".

As the leading brand of the former domestic sports brand, Lining's brand once lost its top position and suffered losses for four consecutive years.

Now, a special fashion show has brought Lining back to the spotlight to refocus the development of the Chinese brand.

Everything is possible. It is the "Lining" advertisement and the metamorphosis surprise brought by entrepreneur Lining.

February 7, 2018, New York, USA

The event is being held. This is the fashion week of New York, the most famous fashion show in the world.

Tens of thousands of fashion lovers gather here every year to see only the best fashion brands in the world.

In this fashion week, there is a Chinese trademark attracting much attention, that is, "Lining" from China.

Chinese sports brand Lining 2018 autumn winter series appeared in New York fashion week, becoming the first Chinese sportswear brand to embark on the New York fashion week.

Eye-catching "Chinese Lining", the classic "tomato scrambled egg" color matching, and the founder Lining's silhouette in gymnastics arena, these eastern elements of the strong appearance, the self-confidence of Chinese sports brand uncovered.

Restoring ancient ways

Traditional and hip-hop, Lining brand subversive design amazing, for a time, circle of friends and network platform has been Lining New York fashion week brush.

Lining said: "as a sports brand, how we express ourselves, or the kind of design we want to express, can get everyone's approval and become a trend. I think this is a good way to go."

From the traditional to the trend of change, from the low to the new burst, from the successive losses to the loss of profits, the Li Ning Co has gone through a bumpy journey, and the founder Lining has returned to the front line to act as the agent CEO and take the helm.

Today, Lining is still full of vitality though his temples are white.

He is known for many years as a well-known entrepreneur.

However, thirty years ago, he was known as the "Prince of gymnastics", carrying the glory and brilliance of a generation of sports people.

The 14 world champions, 106 gold medals in gymnastics at home and abroad, such outstanding achievements made Lining's two words become the glory of Chinese gymnastic history.

But as an athlete, he must face the choice of retiring again.

In 1988, Lining retired, but he did not choose to enter the sports department in a logical way. Instead, he joined Jianlibao and created the "Lining" sporting goods brand with his own name.

Lining, who has a reputation, chooses the name of his name as the brand name, which greatly saves the cost of communication.

However, doing business and practicing gymnastics are different industries. Lining's first expedition after entering the business sea was on the wall.

At the order meeting, Lining showed a good product, but the ordering merchant was not impressed by the product. He only praised Lining, saying that "the young man has ambition" when Lining was only 26 years old.

For an athlete, failure is the only way to success. For the newcomers in the market, Lining, who is "not afraid of tiger", has found a new sales mode -- sporting goods store.

The new sales mode of sporting goods store has made Lining's business road more smoothly. In 1996, due to the needs of enterprise development, Lining broke away from Jianlibao, set up an independent sporting goods company and moved the company headquarters to Beijing.

The company also set a sales record of 670 million yuan in that year, occupying half of the domestic sports market share.

In 2004, when the company went public, Lining's personal income reached 12 billion yuan.

As the company grew, Lining began to choose to retire behind the scenes.

In 2008, the whole nation looked forward to the arrival of the Beijing Olympic Games. The 45 year old gymnastic Prince Lining became the torch bearer to light the venue.

Although Lining did not use the Olympic Games to promote the brand, but the bird nest lit the torch or let the whole world know the name of "Li-Ning" all at once.

The Wall Street Journal said, "this is probably the most successful free advertisement in the history of Olympic Games".

In 2009, Li Ning Co's sales in China exceeded Adidas for the first time, ranking only second after Nike.

However, for a long time, due to blind expansion, in 2010, a large number of domestic sporting goods began to suffer from inventory crisis. As the elder brother of the industry, Lining was the first to bear the brunt of this crisis.

In order to deal with the crisis, Li Ning Co re targeted the target consumers - after 90, and changed the slogan from "anything is possible" to "let change happen".

However, the young audience did not buy this change, and the pformation of the company suffered from Waterloo.

In 2011, Lining was surpassed by Anta and lost.

Boss status.

In 2012, Lining closed more than 1000 stores, lost 1 billion 979 million yuan, and continued losses in 2013 and 2014, losing 392 million yuan and 780 million yuan respectively. The company also fell into an unprecedented predicament.

At the end of 2014, after the pain of profit slump and pformation, founder Lining decided to go back to the front line. After returning, he became more pragmatic in dealing with young audiences.

He abolished such vertical functional departments as R & D, procurement and sales, and set up basketball, running, badminton and other undertakings. Each division has a complete industrial chain and focuses on developing products with different market segments.

In the past, the retail outlets of Chinese sports brands were basically controlled by distributors. The brands only sold wholesale goods to distributors through several procurement sessions a year. As for the specific operating conditions of each store, brand names seldom knew that when the market shrinks, the extensive mode of rapid growth will accumulate lots of stocks quickly.

Therefore, having higher market acuity and supply chain impact capability will make it easier for enterprises to find the right direction in the ever-changing market.

Not only has differentiated sales experience, Li Ning Co has begun to "Internet + sports life experience pformation", the mode also from the traditional wholesale to retail mode. In the new development strategy, Lining sports from products, channels to cross-border cooperation and other aspects began many attempts.

Lining said: "in the past 5 years, in the past 10 years, in the past 3 years, especially, we have been adjusting our entire product, how we can combine sports with fashion and tide, life, relaxed, pleasant, and urbanization together.

So in the past two or three years we have pushed out these products, which are more consistent with the design of modern young people and more people expect.

Of course, this is based on our sports to do, is not a pure leisure fashion products, our tide is based on the sports tide, from sports to fashion again reached the tide, will be more full of vitality. "

The product must keep pace with the times, and the channel also needs to conform to the tide of the Internet. In December 2015, Lining reached a cooperation with Jingdong. Jingdong logistics provided Lining with the overall logistics solution from products to stores, and optimized inventory and operation efficiency.

Li Ning Co, once again inactive, has gradually turned the corner.

From the published mid term 2017 earnings report, Li Ning Co's net profit growth rate reached 66.79%, quite a "return of the king" means.

In 2108, on the fashion week of New York, we could feel the strong return of Lining and Lining brand.

Chinese elements, sports culture, fashion trend, the brand new Lining show the world's elegant demeanor, and also arouse the public's pride in national brand.

Lining's special personal experience enabled enterprises to have unique genes at the beginning of their establishment. This is also an important factor in the recognition of Lining's brand by the Chinese, the Chinese market and even the international market.

In 2018, Lining sports, with the notable elements of free genes, reloaded and successfully displayed the charm of Chinese design to the world.

The dazzling red on the grand curtain of the Times Square in New York shows Lining's "return of the king". A new year, a new step, and a future Lining, all are possible.