Why Did Lining Open Up A New Front Outside Traditional Sports Events?

The 2018 is the new year of electric contest.

Previously, the Ministry of education set up a professional competition and entered the Asian Games. At the end of the year, iG won the competition and accelerated the collapse and capitalization of the competition. From policy, capital to industrial chain level, this "seemingly not serious" industry is expanding rapidly.

According to whale data, the scale of China e-sports game market reached 76 billion 600 million yuan, an increase of 46% over the same period last year. There are more than 70 financing events throughout the year, and many enterprises such as B and Jingdong are also involved in the acquisition of the electric club.

According to the world clothing and shoe net, Li Ning Co recently acquired Snake club member of LPL alliance. Reporters learned that Li Qilin, who led the acquisition, was executive director of Li Ning Co, CEO of China, and nephew of Lining. The acquisition only involves hundreds of millions of dollars in cash. The team was officially accreditation by LPL and had a permanent alliance seat, with a total of 19 combat teams.

Outstanding Chinese sports are mainly engaged in sports event operators, sports brokerage business, for the extraordinary Chinese flag subsidiary. And China holds Li Ning Co shares at the same time.

Before the acquisition of Snake, Lining tested the industry through sponsorship and other forms. Li Qilin revealed that after 7 hours of selling apparel online, the sales of stores increased by 6 times, which enhanced their confidence in entering the competition industry to a certain extent.

Why did Lining open up a new front outside traditional sports events?

Overall, the market is in the eve of the outbreak, the population base is large, the threshold is relatively high is a number of core factors. From the traditional events to the experience of competitive events and the continuity of industrial resources, it is Lining's advantage.

Li Qilin told reporters that the extraordinary Chinese sports are mainly engaged in sports related industry operations. He began to focus on the competition two years ago. "In 2018, the crowd of LPL watching has surpassed NBA. From the trend of the next generation of people, E-sports will have the opportunity to become the mainstream sports related interest group entry. LPL itself is also a good content. There will be many online and offline integration in the future, as well as entertainment forms upgrading, such as AR, holographic projection and so on. Unlike the casual games, the upper limit of the operation of the League of heroes is relatively high, and the talent and hard training of the players are indispensable. This is highly consistent with the traditional sports and improves the athletics and appreciation of the tournament.

Embracing the competition is also the extension of Lining and the extraordinary Chinese sports around sports events and the next growth point.

Special China Sports in the basketball, table tennis, badminton, marathon and other fields of operation also carried out in the same period. Li Qilin said, "Lining group has been in the sports and fitness industry and consumer goods industry for nearly 30 years. The insight into consumers is a long-term basic skill, which is closely related to user preferences and derivatives and events. We should conform to the consumption logic of consumers, especially the next generation of people, and fill in recent and long-term investments in their portfolios.

Although the form of competition is different from that of traditional sports events, the structure of industrial chain is compatible and related.

Lining group, special China Sports in sports industry accumulation of market resources, Olympic champion level talent reserve, training camp and training system, various events operation, venue management, as well as professional sports equipment production and marketing channels, and so on, is also the resources and experience that Lining can bring to the competition. According to Li Qilin, the Olympic champion has been introduced and the top coach of the country has been conducting psychological training and rehabilitation training for Snake.

In particular, the "professional experience" of the electric industry is just beginning. The experience of traditional sports competition has certain reference value. Li Qilin believes that professionalism is not only a full-time competition, but also a professional training system and screening mechanism suitable for the national conditions, as well as practitioners who have retired or failed to become a competitor.

We can find that in addition to game development, content production and supervision, Lining's business and resources can be matched to almost every link.

Li Qilin said, "now the crowd watching LPL, the heat and flow of the games are more than many popular head sports events on the market, but there is still great commercial potential to be developed."

As for the commercial value of the event, Li Qilin believes that there are three main factors: public participation, the degree of internationalization of the sport and the degree of openness of the competition alliance.

"The first two points determine the threshold of commercial value, and the third determines the upper limit of commercial potential. The opening of the ecosystem is bound to take into account the interests of all participants, athletes, coaches, sports brands, and the matching rules, modes of entry, and ways of distribution of interests (elements of production relations), which is why we are optimistic about LPL.

It is not difficult to feel that Lining is getting younger and younger.

In addition to stepping into the competition, many new attempts have been made around the sports industry and the big health industry. Take the Chinese Lining and ACE series to New York and Paris fashion week and carry the banner of "national tide revival". In the face of the theme of brand aging and how often it is new, Li Qilin said that there are only 4 words that remain unchanged -- keeping track of thin ice, keeping watch and being sensitive to new things, and adjusting strategies at any time.

However, once embracing young people and taking the trend line, it means that the efficiency of supply chain, the reaction from the back end to the front end should be accelerated, and the new product development cycle will be shorter. Li Qilin told reporters that the company made a lot of adjustments.

"Four words of" China Lining "can support tens of millions of annual sales? Design alone is definitely not acceptable. Industry collaboration is needed. The product team communicates with designers with consumer behavior analysis data. The design also needs to consider whether mass production can be achieved.

At the company level, we should consider more, how can we shorten the supply chain and increase the consumer experience without increasing the cost? Can we roll the gross profit into the next product development and marketing promotion every time we sell a product? "Li Qilin said.

Innovation is by no means an overnight success. This is also a result of the rapid growth of the show, selling explosion and rapid growth of performance (Lining group's income in the first half of 2018 was 4 billion 713 million yuan, up 17.9% over the same period last year, the fastest growth since 2010). Lining's gradual and continuous micro innovation.

In the future, Lining will have more new moves around the sports industry and the big health industry. Next year, Li Qilin will also focus on the improvement of the Snake team's performance, as well as the comprehensive efforts of related business linkage and business performance.