Double Eleven Win 360 Million Yuan "National Wind System" Lining To Attract The Confidence Of The Younger Generation.

In November 11th,

Sales are in a state of flux.

,

Rank among

。

Longitudinal ratio,

2018, "double eleven".

The pcript of Tmall's official flagship store has again proved the strong trend of "Lining".

In November 11th,

The sales of brands are in a state of flux. In the "double eleven" Tmall outdoor sports brand ranking, Lining is the only two brand of Chinese brands entering the top ten. It has pressed foreign brands such as New Balance and Cage to become the top four brands.

Longitudinal ratio, Lining's "double eleven" performance also showed an accelerated growth trend, an increase of 67.4% over the same period, far higher than the year-on-year increase in 2017.

Young people are the core group of "double eleven" and also the key to sports business. The number of "double eleven" can be regarded as a collective vote of sports brand influence. Lining's performance and accelerated growth trend show that the 28 year sports brand is returning to the mainstream vision of young people.

Current

It is not only Lining in the collective memory of the post-80s generation, but also "the tide of domestic products" in the "95 after" and "after 00" young people.

They have been from New York since 2018.

Zhou's "Enlightenment" went to "Paris Lining" in fashion week.

The "retrospective series" of the main national wind design began to re recognize Chinese products and Lining.

Lining's youthful strategy is getting better, and the brand influence has jumped again, starting with the success of the New York fashion show in February 2018.

From the Baidu index, since the outbreak of a boom in February, the "Lining" Baidu index has risen rapidly, and has always stood at a new level, and has been moving to the younger generation in a more fashionable way. For example, in Beijing's trend landmark Sanlitun Taigu, we set up flash shop and announced cross-border cooperation plans with four brands.

In fact, marketing events bring only traffic and attention. What really can cause concern is the product and design of Lining.

Earlier this year, Lining electric business department launched the "retrospective series" of the main national wind design.

The aim of the retrospective series is to integrate traditional oriental aesthetics into contemporary design and create a traditional oriental product line that conforms to today's aesthetic needs. The concept is "tracing to the source, going upstream, adversity without degradation, prosperity without pride, and heaven and earth in mind".

The Chinese flavor and Chinese philosophy represented by the "national wind system" are exactly what Chinese young people of self confidence hope to find in the brand, so they shine brilliantly.

Moreover, with the help of big data analysis to guide the commodity planning and supply chain system, Lining's understanding of users is more precise. The Tmall double eleven, 10th anniversary, the 10th anniversary commemorative version of the electricity supplier launched the ACE gift box was very popular, and also became the "double eleven" explosive series.

Because of the dual support of brand power and product strength, "Lining" has the rare premium ability of Chinese local sports brands.

At present, the domestic sports brand can achieve stable commercial scale in the middle and high-end price segment. Only Lining, for example, the price of the foundation of Lining Wade is 6 yuan. The price of the basic model is 1099 yuan. The Paris fashion week unveiled the "Chun Jun ACE" priced at 999 yuan, and the price of many color matching WOW7 is over 1000 yuan.

Lining proved that the competition between Chinese brands and foreign brands is not the only way to go cheap. In the "double eleven" activities, Lining's strategy is also a rational concession instead of a mere price war.

The amazing performance of "double eleven" is exactly the same as Lining's overall revival.

In 2017, the company's revenue grew by 11% compared with the same period in the first half of 2018, and increased by 17.9% over the first half of the year. The revenue of clothing category increased by more than 30%. The latest order for the second quarter of 2019 showed that the annual 10%-20% growth was recorded for 20 consecutive quarters, and profitability was also showing a rapid climb. Taking the operating profit index as an example, it was 5% in 2017 and 6.2% in the first half of 2018, and it is expected to reach more than 7% in the whole year.

Li Ning Co, which is in full swing, is investing heavily in growing businesses to promote diversification of its brand portfolio.

Business "Lining YOUNG" and cooperative brand Danskin can be expected that the future "double eleven" will probably be the new scene of the Lining brand group.