Paris Fashion Week Lining Will Bring Another Hot Wave To China.

Who can set off the heat of the country? At present, there is no one except Lining.

The first year of the New York fashion week was the outbreak of a domestic product complex and the battle of Paris fashion week. This is an important demonstration of Lining's strength.

In June 14th, Lining announced that it would bring 2019 spring and summer products to Paris at 21:30 on June 21, 2018 Paris time.

According to the China clothing net, the theme of "Li Li" in China is inspired by the legend of Lining's athlete career, interpreting the 90s classic movement trend from the perspective of future.

This time, Lining exposed the backstage tidbits, the new features "very China" is also very popular: many Chinese characters, traditional characters "China Li Ning" T cool, strong crash design, can be remembered at the moment Lining style.

This exposure Paris fashion week shoes, rekindle and understand Ace sandals, based on the classic Lining tide shoes, not only continue the heavy functional wind, but also combine the elements of Asian monk shoes, Lining deduces the traditional culture with fashionable modern design techniques, and presents the newly designed 001, 937, Aurora and 3D printing big bottom pparent reburning.

The original jacket reproduces the classic trend, which will perfectly match the theme of this fashion week: to salute the classics.

Lining's strong return is obvious to all, turning losses into profits in 2015, and achieving a substantial increase in net profit in 2016.

In 2017, Lining maintained a sustained growth in revenue: in 2017, the annual income rose 10.71% to 8 billion 874 million yuan, and gross profit increased 12.7% to 4 billion 176 million yuan over the same period last year, and net profit dropped 19.91% to 515 million yuan.

Despite the year-on-year net profit decline, its core brand Lining's revenue increased 11.3% from last year's year to about 8 billion 818 million yuan, accounting for 99.4% of the group's total revenue.

Before the marketing campaign of New York fashion week, Lining's performance in the first quarter of 2018 was gratifying: the same store sales increased by 10% to 20% yoy, while the sales of e-commerce channels increased by 30% to 40% over the same period. The market value of the same channel was 18 billion 730 million Hong Kong dollars.

At the beginning of the year, as the only domestic sports brand, the fashion week in New York hit the whole country, and the single item on fashion week became the "best quality" favored by the domestic trend circle.

"You ADI shoes, I have great Chinese Lining.

"This is the pride of the Chinese people on" made in China ".

Tmall 618, Lining product is second light.

It is understood that this year, 618, Lining Tmall flagship store on the shelves of "new" casual shoes, Chinese Lining series short sleeved T-shirt, Tiger Crane short sleeved T-shirt, cloud crane crane men's baseball cap and Tmall exclusive Lego version of "Enlightenment" sneakers and other fashion week New York T, the same paragraph, T products are on the shelves of second light.

In June 10th, 500 pairs of Lego shoes, which were sold exclusively on Tmall, were stolen for a second.

Lining successfully set off the hot tide of the country, but some netizens were worried: "in another two years, it is very likely that Lining will not be able to afford it."

Our impression of domestic shoes, although rustic, but affordable, few domestic shoes have been fired to the sky.

There are always several fans in the international big name Nike, and the Lining Way of Wade 6 "Old Rose" of domestic sports brand Lining's "Wade road" series is also very popular with shoes.

As we all know, joint names are limited.

At the beginning of the year, Lining boarded the fashion week in New York and hit the whole country. The single item on fashion week also became the "boutique" pursued by the domestic trend circle.

"Butterfly 2018" is also "enlightened". It is hard for consumers to buy their hands at the original price. Some netizens even sigh that Lining had no money before, and now he has no money to buy Lining.

Lining said that the future joint product model will become the main means of entertainment marketing: "we will combine professional sports with fashion, entertainment and leisure. We will do some innovative design based on sports characteristics to enhance product strength."

Upgrading the brand's influence is also indispensable to R & D support.

Nike, the international sports giant Nike, is still in the process of developing research and investment. Anta and Lining still have a big gap between them.

This year in the sports competition year, sporting goods consumption will usher in a new round of growth. Domestic and foreign sports brands compete for competition. ADI and Nike's fierce world cup marketing battle is evident.

Recently, domestic sports enterprises represented by XTEP and Anta were accused of making false financial statements.

In the face of doubt, Lining said at the AGM in June 15th that he did not feel the need to respond and would "concentrate more on his business".

Lining said: "in the past all operations, the public information was made public, all pactions were done according to the rules.

We are pforming and trying to improve our capabilities.

At present, our profitability is still weak, and we are trying hard to keep up with it.

The level. "

If the sports brand in China wants to seize the market opportunity in the 2018 sports competition year, in addition to relying on the added value of the product to win the market interest, it should cooperate with star and net red to catch the traffic volume, so as to generate more frequent interaction with consumers. More efforts should be made to invest in R & D and improve the quality of products.

Insiders said that the domestic sports brand should be

And make more breakthroughs in technology.

It is less than half a year after the whirlwind of Lining fashion week in New York. This time, Lining will be landing in Paris fashion week.

In the domestic sports brand, Lining has to admit that "this is cool" in enhancing the brand influence.

Paris fashion week, Lining will let "made in China" in the international fashion stage, what kind of dazzling brilliance?