"Double Knives" Lining Transformation: Open The Road With The Tide Of The Country And Carry Out The Bidding Contest.

After 70, 80 proudly proud of it, how to make after 90, 00 continue to pursue?

Open the way with the tide of the country

In February 2018, a news flash of Lining's debut in the autumn and winter fashion week in New York swept away the circle of friends.

Lining, who made his debut in fashion week in New York, presents a colorful design of "Chinese style + fashion".

The new Chinese wind show is based on "understanding Tao". It insists on the spiritual connotation of "self introspection, self realization and self creation" and expresses the understanding of Chinese traditional culture and modern fashion and fashion from the perspective of sports.

In the show, Lining invited Songgang Mona, Li Xian Ling and other supermodels to help, and in the publicity area invited the US net red Xiao Sheng Cameron Dallas and "speed and passion" to assume Scott's value. Eastwood is a guest of watching show.

After the end of the show, a number of hot money with "China Lining" logo even appeared queuing, drawing lots, snapping up and so on.

Is the first step of Lining's pformation so easy?

Since 2015, Lining has done a lot of research on young consumers, trying to redefine consumers.

Since then, Lining's brand strategy has changed.

In addition to professional sports products, Lining also owns a product line inspired by street basketball in the entire product line.

The product line was born at the time by consumer research.

This is why Alibaba and New York fashion week co operated the activities of "China Japan (ChinaDay)", the first choice for Lining.

In 2018, Lining immediately settled in the Amazon American site after completing the first New York fashion show.

Through CustomerReview, we grasp the first-hand retail data, analyze the consumers' demand for products more intuitively, and break the traditional mode that we can only rely on market visits to grasp the needs of consumers.

Thus more targeted shelves and improve products, enhance user experience of products.

As the saying goes, "everything is difficult at the beginning," the first step of Lining's pformation is pretty good. It's good enough to even make us feel a bit worried. Will we play the drama of "the best way out" after "blockbuster"?

In the past year, Lining did not stop to release products such as lonely Ace and Wade series.

Lining continued to walk up to the fashion week in Paris with excellent design and closely linked with the two words of "chao chao".

Under the background of Wade's retirement battle and Zhan Wei connection, the limited number of sneakers "Wade's Road 7" was fired to nearly 60 thousand yuan.

In addition, Lining launched joint products with Hongqi motor, Debang express, Disney, Losangeles Chao brand X-Large and other brands.

And after the retirement of NBA player Wade, he signed a lifelong agreement with Wade quickly.

These initiatives are undoubtedly good for young people to further consolidate and deepen the pformation of the brand.

After a year's "observation period", Lining once again boarded the fashion week in New York in February this year.

There is a saying in the old saying: though the road is full, it can not be done.

For Lining, who has just stepped into the international fashion week, "the line is coming" is a kind of meaning in place.

Compared with last year, Lining joined the new strategy of "buy and sell" in this fashion week's sales mode.

On the day after the show, Lining held Pop-UpStore in Solestage and Atmos stores in New York, including clothes and shoes.

Let consumers experience the trend of "watching, buying and waiting".

In March 22nd, Lining released his annual performance in 2018, which is Lining's best annual report since the stock crisis.

The report shows that Lining realized operating income of 10 billion 511 million yuan, an increase of 18% over the same period, gross margin of 48.1%, an increase of 1 percentage points compared to the same period last year, and net profit of 715 million yuan, up 39% over the same period last year.

In fact, many people have feelings for Lining. As a leader of the sports brand in 90s, Zeng Street knew the lane.

This is why Lining's incarnation as "China Lining" immediately aroused heated debate among the people.

Although feelings can't be sold, products with feelings can.

Use electric contest to defend

Lining, as a child, has become a popular symbol in the street.

Catching young people has become a necessary choice for the brand to continue to develop.

After becoming a "national tide", Lining began to explore new ways of embracing young people -- E-sports.

In 2018, it was called the new year of electric contest.

According to foreign media sportskhan, in 2018, the scale of the global competition awards reached an astonishing 152 million US dollars (about 1 billion yuan), up 32% from 114 million 710 thousand US dollars in 2017.

The number of spectators at the peak of the single field competition is as high as 129 million.

"The more I learn about the competition, the more I feel it is like traditional sports events.

Returning to the spiritual core of sports events, E-sports events are essentially the same as traditional sports events.

Li Qilin, a non-executive director of Lining group, has publicly expressed his views on electric competition.

In October last year, Lining formally worked with EDG electronic sports club to become an official S8 partner of EDG's heroic alliance.

At the beginning of this year, Lining, the parent company of China, also completed the acquisition of E-sports club Snake. Lining has also become an official sponsor of Newbee and an official partner of QGhappy.

Lining has also caused some controversy when he first entered the electronic competition industry. Lining is different from most game companies with strong capital and hardware background.

Li Qilin, who led the acquisition, said: "the 90% of the competitive spirit in the competition is overlapped with the sports spirit. Why do I need to spend time arguing about the remaining 10% or even 5%?" in Li Qilin's eyes, it is not necessary for us to argue whether the competition is a sport at this stage.

Lining has further tested the market through business cooperation, and has signed a contract with EDG, RNG and Hero for a long time.

Among them, the joint venture launched with EDG was sold out 10 minutes later, and the sales of offline stores increased by 6 times.

The four words of "China Lining" have a kind of invisible force that makes people tears.

Nowadays, when the competitors wear the "Lining China" robe, they attract countless young people's eyes, as if they saw the return of the former champion.

From the launch of the country's tide products to the embrace of e-sports, Lining's process of pformation was so rapid that all the people were not expected.

This change accelerated Lining's recovery and made Lining more comfortable in dealing with other domestic sports brands and even foreign sports brands.

Author: Zhao Chunyu