How To Reproduce "Li Ning Style" Counter Attack Of Domestic Women'S Shoes Brands

Recently, there are two domestic clothing brand news one after another. First, Li Ning went to the New York autumn and winter fashion week in 2018, which exploded social media. Within one month, not only the relevant series of products were sold out, but also the stock price of Li Ning in Hong Kong stock market increased by 20% in a single month, and the market of Li Ning rose by 2.7 billion Hong Kong dollars. The second is Daphne, whose financial report pre disclosed that in the past year, Daphne closed more than 1000 stores and lost money for three consecutive years, while the market shrank to 5% of the peak.

Interestingly, Li Ning also experienced a similar situation with Daphne in the past few years. From 2012 to 2014, Li Ning lost 3.1 billion yuan in three years and closed nearly 1800 stores. Li Ning, the founder of Li Ning, returned at the end of 2014 and carried out a series of drastic reforms on brand positioning, consumer groups and product lines. It was only after three years of hard work that Li Ning got the chance to swipe the screen 。

New transformation of old brands, getting rid of "king of popular shoes" and reshaping positioning

With the rise of e-commerce and the innovation of the market, it is a very clear way for brands to close down the street stores which were blindly expanded at the beginning and can not make money now. Therefore, both Li Ning's store closing tide and Daphne's current contraction are based on efficiency rather than quantity, which is also responsible for investors. It is reported that Daphne's closing this round is an adjustment of the channel structure. In addition to closing unprofitable stores, Daphne has also taken the initiative to close some profitable stores in the supermarket, in order to improve the quality of the brand.

Daphne also began to "transform" its offline stores in 2015, just like Li Ning's strategy. In the double 11 of 2017, more than 2000 stores of Daphne participated in tmall's in store scanning activities, and became the brand with the highest number of code scanning in women's shoes category. Judging from the growth rate and proportion of e-commerce, Daphne's transformation speed is not fast enough, but this direction is correct. Product is the core asset of brand, especially for clothing brand. In fact, consumers will naturally form a position in the heart of the brand value, so brand positioning is particularly important.

Daphne as a women's shoes brand, its users are more picky about the fashion and personalization of the products. The post-90s and post-00s no longer want to buy popular shoes that are easy to "bump into shoes". They pay more attention to fashionable sports shoes or other shoes with avant-garde design. However, Daphne's design in the past is conservative. Every year, the new models tend to fine tune the old ones and dare not venture to design new styles.

Creating brand stories and creating "popular" products

For traditional brands, the old "store opening + TV advertising + star endorsement" model can't be said to be ineffective, but obviously, the topicality of the product itself and how the brand can tell stories on social media have become more important. From the comparison between Li Ning and Daphne, it can be seen that after giving up all the so-called "experiences" in the past, Li Ning still embraces the social network in an all-round way, constantly sells sprouts on Weibo, writes articles, visits frontlines and communicates with young people. Li Ning's brand story is dominated by the founder.

On the contrary, Daphne still needs to be improved in this respect. How to cater to the preferences of young consumers, attract traffic, and create "hot money" is the next step worth pondering. Daphne's wechat service number has more than 4 million fans. How to communicate with these fans at the brand level and then turn it into sales is also an opportunity for Daphne marketing.

At the same time, more and more international brands are being acquired by Chinese enterprises due to the growth of China's per capita income and consumption upgrading, as well as the growing demand for fashion and differentiated brands, which has become one of the important means for domestic brands to rebound. However, the recovery of the whole industry is actually another industry reshuffle.

　　 The 15th Shanghai International Footwear Expo Coming on June 21-23, 2018 stay Shanghai Everbright International Convention and Exhibition Center Held. The exhibition is approved by Shanghai Municipal Commission of Commerce, sponsored by Shanghai Leather Technology Association, Shanghai Yahui Exhibition Co., Ltd., supported by Guangzhou Baiyun shoe industry leather goods association, Asian shoe industry association and Wenzhou children's shoe chamber of Commerce. It is expected that more than 10 exhibitions will come from Japan, South Korea, Italy, Germany, the United States, Russia, Brazil, Britain, Iran, Turkey, Hong Kong and Taiwan More than 600 enterprises from countries and regions have participated in the exhibition, and the number of participants is expected to exceed 50000 people's Congress.