Lining'S "Two Pioneering" In 2018 Is Really Possible.

In 1988, at the Seoul Olympic Games, Lining, 25 years old, met Waterloo and had a sharp contrast with the excellent performance of 3 gold, 2 silver and 1 bronze in the 1984 Losangeles Olympic Games.

After that, Lining announced his retirement and founded the sports brand Lining in 1990.

As one of the four major sports brands in China, Lining, who once won the "first brand of Chinese sports" for more than 10 years, is a wonderful memory and honor of a generation.

At the opening ceremony of the Beijing Olympic Games in 2008, athlete Lining hovered a week's "flying ignition" over the bird's nest, which directly stimulated the sales performance of the sports brand Lining in the next few years.

Although it seems to be the top singer of the sporting brand Lining's glorious years.

After nearly 9 billion 500 million of its annual revenue in 2010, the company faced the same situation as founder Lining, who lost 3 billion 150 million in the three years since 2012.

It seems to prove that the brand's strength is similar to that of the founders. When the consumer thinks that the sports brand Lining will be "cool" then, in 2015, Li Ning Co restarted the slogan "anything is possible", which is the symbol of the founder Lining's return.

This gymnastics prince who failed in the stadium but resurfaced in the shopping mall actually helped Lining to complete the counter attack of his sports brand and prove everything with strength.

2018 is the fourth year of Lining's founder's return. After three years of accumulation of strength, Lining has become very different this year.

From New York to Paris, brand highlights

In 2018, what Lining most talked about was walking to the T stage of the international fashion week twice.

In January 17, 2018, Tmall apparel held a press conference announcing that it will cooperate with the American Fashion Designers Association (CFDA) to create the first "T-mall China Day" (Tmall China Japan) during the 2018 autumn and winter fashion week in New York.

This is the first time that Chinese brands have been unveiled in the name of "National Day".

Lining, Taiping bird, Edison Chan's own brand CLOT and independent designer brand Chen Peng were selected for the event lineup.

Twenty days later, the theme of Lining's New York fashion week opened in New York, America.

On the official inspiration introduction, the show shows the fusion of "Sinology culture + sports perspective and trend".

Lining saw the appearance of the international fashion stage as the second milestone in the development of the brand in the past 27 years.

The first milestone was the 1992 Barcelona Olympic Games. Chinese athletes first wore the Chinese sportswear brand and boarded the Olympic podium.

In the next few months, Lining became the hot topic of the media platform.

The "China Lining" logo, which is designed with the combination of calligraphy and red inscription, is also the best annotation of the new trend of Lining.

Just as people are still immersed in the glory brought by Lining's charm in the fashion week of New York, Lining boarded the Paris fashion week on the Senna River in Beijing last June 21st.

Young consumers are boiling again, but this time they are not as loud as New York fashion week.

If New York fashion week, Lining's design is the integration of Chinese philosophy of oriental aesthetics, then the design of Paris fashion week is to pay tribute to classic retro fashion.

The new products of Lining's Fashion Week show in Paris have the background of its 90s design style. Although retro is the prevailing fashion in 2018, there are still voices saying that Lining's innovation is quite "innovative".

But whether Lining's national tide is a real Chinese style, this two old brand of domestic products on the international stage has greatly improved people's national self-confidence.

Judging from the hot topic of Lining's new product, the future of this brand can be expected, but it needs some time to accumulate again.

Cross border joint name, sports fashion

Following the movement of sports field into daily life, with the development of the trend of the trend, nowadays, besides comfort, flexibility and functionality, people also ask for sportswear to take into account the attributes of fashion, especially the younger generation who emphasizes individuality.

To this end, sports brands gradually launch sports products that can adapt to daily life, so as to distinguish professional level sports fields.

Together with fashion designers, the brand has gradually become a way out for young people.

The daily life of sportswear is summarized as "sports fashion". It is a popular trend in the past year, and in the beginning of 2019, this trend is also becoming more and more popular.

In the past year, the major sports brands have joined the joint names, hoping to make their clothes more fashionable and more popular among young consumers. Lining is no exception.

Lining's new products released on two fashion week are more fashionable than those needed for sports.

In addition, Lining also launched a series of fashion products in 2018 with rapper GAI, fashion designer relaxation, movie star wars, movie "invincible Destruction King 2", Disney Mitch IP, BMW motor, red flag car and so on.

These clothes changed the image of the traditional sportswear equipment before Lining, with obvious cultural and tidal brand attributes, which implied that Lining was not only a sports brand, but also heading for fashion trends.

Sports fashion will be another direction for Lining to focus on.

Cross border joint name and new retail are all popular trends in recent years. Therefore, while upgrading the product design, Lining also attaches great importance to sales channels.

In order to better create the brand image of the trend, Lining opened a China Lining flash shop in the early August of last year, Ning Space trend space. At the same time, "China Lining" also entered the first shop in East China on the end of the month in Hangzhou, Shenzhen.

This shows that Lining tried to raise the channel to a second tier city, laying the foundation for the trend of brand and high-end.

Of course, the most striking thing is that in mid October of last year, Lining entered the THE SHOES BAR 100 collection stores. This shows that Lining is really ready to stride forward on the tide brand.

Force football, plus the new circuit of electric competition.

Like many sports brands, Lining also invested a lot of money in sponsoring many sports events and athletes.

Basketball is one of the popular sports, and Nike has successfully entered the Chinese sporting goods market through basketball. Before that, sports brands often preferred basketball in sponsoring sports, and Lining was no exception.

Lining had spent 2 billion yuan to win the sponsorship of the CBA League 5 years ago, but the output was far less than that of Lining.

But even though he was pit, Lining still chose to renew his contract with CBA, but the contract price had shrunk by half.

In addition to basketball, Lining started again in football last year.

At the beginning of 2018, Lining held the dragon team fans' club to build soccer equipment and help clothes for the fans in the next three years.

Dragon team fans will be the first nationwide fan organization in Chinese football history, and the only official fan group in China.

In addition, before that time, Lining announced with the Chinese team "Northwest wolf" Shaanxi Changan athletics, since January 1, 2018, Lining has become its equipment sponsor, this is Lining's first domestic professional football in recent years.

However, from Lining to choose the second team to reduce risk and capital investment, Lining is obviously more careful than basketball.

Whether basketball or football, they are all traditional sports. In 2018, Lining was the most innovative layout in the arena, or the entry of E-sports.

As a sport popular among young people, competition has huge fans and traffic, which makes more and more brands try to cut into this growing market.

The entry of sports apparel brands into electric games is conducive to expanding the larger youth group and helping the brand to usher in a new round of growth.

In mid October of last year, during the S8 (2018 heroes League) world finals, Lining worked with the EDG Club of China's LPL (heroes League) Professional League area to become the S8 official partner of the heroic alliance division, and produced a video program called Empression to show the deep cooperation between the two sides.

This marked the opening of Lining's electric race.

Then, at the 2018 perfect ceremony awards ceremony in mid December last year, Qi shushua, a member of the DOTA2 division of RNG, the domestic trump card, appeared in China's Lining and caused a sensation in the electric circuit circle.

As we all know, the 2019 DOTA2 global invitational tournament TI9 will be held in Shanghai, China. As a continuation of DotA spirit, DOTA2 has played an important role in the competitive sports since its debut.

Associating with Lining's cross-border activities this year, as well as RNG's position in the field of electric power and commercial development experience, this appearance may mean a certain cooperation between the two sides or next year's TI9.

It will be a win-win situation for us to take advantage of the hot pursuit of electric power in China, DOTA2 to hold the east wind at home next year, and the deep ploughing of RNG club in the field of electronic competition. If Lining and RNG cooperate,

Although it was not until the end of 2018, the official media of Lining and RNG did not release the dynamics of cooperation, official propaganda and so on.

However, from the beginning of 2019, Lining bought the Snake League of the League of heroes. Lining is indeed preparing to compete in the new sports field.

Nowadays, the consumer market is dominated by the younger generation of consumers. The changes in aesthetics and the presence of foreign brands have made traditional brands face the dilemma of pformation and bankruptcy. Many traditional clothing brands have been eliminated in this fashion trend, and few brands can protect the industry status, let alone upstream.

Lining, with two years of entrepreneurship in four years, has brought a pleasant surprise to the young consumers from the brand of Chinese goods that are considered to be on the decline, and to the booming brand of the national tide.

However, the fashion industry is changing all the time. Although Lining has nearly thirty years of brand history and has maintained steady upward momentum in recent years, he still looks like a child in the future.

What Lining most needs to pay attention to at present is how to make consumers keep fresh sense of brand design at the same time, while after all, the value of tide cards lies in the small crowd. Once it is overrun, it will inevitably be lost individuality in Tucao product design.

In addition, due to the rise of the competitive sports arena, the competition for major sports brands in 2019 will be more exciting. Let's look forward to Lining's performance.

Author: Shi Qiao Lu