How Does 90'S Lining Find 90 After Tmall?

Tmall 618 has entered the final intensive preparation, and the brand will usher in another big test.

Just before Tmall 618 officially launched two months ago, Lining specially opened the flagship store of "China Lining" Tmall.

The symbol of "China Lining" is popular in the early days of 2018 China launched by Tmall in New York fashion week. Today, it is the breakthrough point of the Lining group in exploring the mid and high-end price range and the trend of force design. "Day"

Unlike Lining's official flagship store, "China Lining" Tmall flagship store shows the most fashionable trends of Lining, such as New York, Paris fashion week, show series, Aurora series, strong series, and the Counterflow- series of Chinese style.

In two months, China's Lining Tmall flagship store has accumulated more than 40 thousand fans. The mainstream consumers are 18 to 25 years old, young people who prefer traditional Chinese culture and fashion trends.

This also means that, apart from professional sports and popular positioning, Lining, who is working with Tmall, is capturing the younger generation with fashionable and fashionable labels.

Although it has only been 2 months since its entry, Lining group has been interested in new retail cooperation with Tmall through "China Lining".

If it goes smoothly, this year's "China Lining" is expected to fully open the offline stores and its Tmall flagship stores, thereby enhancing the efficiency of the whole channel inventory management, and making better use of big data for product design and development.

Ten years ago, Lining, who played the slogan of "post-90's Lining", finally found the 90's target consumers.

In New York fashion week, more than 1000 pairs of showhouses and shoes are sold out in Tmall 1 minutes.

Today, Lining is a representative of the new national product, and also one of the leaders of the national tide. This is closely related to Tmall.

In February 7, 2018, Tmall China Day was held in the official schedule of New York men's wear week. It invited four Chinese fashion brands to show up, including CLOT created by Edison Chan, independent designer brand Chen Peng, Taiping bird and Lining.

Lining is the only sport brand.

In 2017, Tmall double 11, Lining sales reached 210 million yuan.

At that time, Lining Tmall flagship store's operation strategy was partial discount, the product was concentrated in low price running shoes, and the overall age of consumers was too large.

However, Lining has also been working on the design. In Tmall, he has launched two Chinese style basketball shoes with ink and blue and white porcelain elements respectively.

At first, the head of Tmall China Day did not take the sports brand into consideration, and thought that sports and fashion had little to do with it. But after many communication, Lining finally became one of the 4 invited brands.

One hour, 34 sets of costumes, leaving Lining design team only a month's preparation time.

Because of the time of preparation, designers directly selected some of the existing products as a showcase.

The theme of the whole show is "enlightened". The Chinese Olympic classic "tomato scrambled egg" is used to match the colors, and the Chinese font of "China Lining" is printed on the clothes.

This appearance won the praise of foreign media contributors: "Lining's movement style is in the fusion of Chinese perspective, while embellished with modern western profile and bold design to highlight the brand heritage", and "Chinese Lining" has been repeatedly spread on social media such as WeChat, micro-blog and Instagram.

The more than 1000 pairs of shoes of the same show, sold on the line of Lining Tmall flagship store for one minute, are too fast and even too late to replenish the goods.

In the 40 days after the New York fashion week, Li Ning Co's market value rose by about HK $6 billion.

Everyone knows about the story behind us.

In June 2018, Lining took the 2019 spring summer series in Paris men's wear week. In February 2019, Lining debuted in New York fashion week for the second time.

More than a year, Lining rushed to the forefront of sports fashion.

During this period, Lining collaborate with local designer brand Pronounce, American tide brand OG-Slick and Xlarge, and launch cross border joint series with Hongqi automobile, Debang express and even people's daily to further strengthen their own fashion quality.

At present, a large number of trend buyers will actively seek cooperation with Lining, and some will even display Lining's new products in the core area of the central store.

It is no exaggeration to say that after landing in New York fashion week through Tmall, Lining has also opened up a new trend of national tide and opened the correct way of dialogue with contemporary young people.

Tmall data to get consumer portrait, basketball shoes added at least 300 yuan

In search of the younger generation, Lining worked hard for ten years.

In 2010, Lining put forward the concept of "post-90s Lining", adopting a more sharp and dynamic logo, and replacing the brand slogan, which is "all possible", to "let change happen".

This radical brand upgrade led Lining to keep up with the stock in 2011, and after that, he fell into a loss of turnover.

In 2015, Lining, who recovered, restarted a new round of research on young consumers and explored the strategy of brand younger.

In addition to professional sports products, Lining has made many rounds of young people's basketball, running, badminton and other sports categories, such as Badfive, a product line inspired by street basketball.

"We haven't had a special event or platform to communicate with you all the time, and New York fashion week has just become an opportunity."

At the beginning of 2019, Lining accepted the first financial magazine interview. "At that time, Alibaba offered to have such an opportunity. We tried to show our brand culture, understanding of sports, Chinese sports spirit, and the product language of Lining.

After the New York fashion week, through Tmall's data ecology, Lining's electricity supplier dedicated to product line Counterflow- tracing series to find accurate consumers.

According to Lining's official introduction, the Counterflow- retrospective series of main hits "medium and high priced street corner and Chinese cultural characteristics" will embroider the words "Wen Wu Liang Quan" on the shoes, and also incorporate shoes and socks into Qi Baishi's traditional Chinese painting on line.

In 2018, Lining found through Tmall big data that the target population of Counterflow- series was 18 to 30 years old men, and the price range of acceptable products ranged from 500 yuan to 800 yuan.

Accordingly, Lining launched the Counterflow- series basketball shoes of more than 500 yuan. The price of Lining basketball shoes was one hundred or two hundred yuan before, so that the passenger price of Tmall Lining flagship store rose to 400 yuan to 600 yuan.

In April 2019, the flagship store of Lining Tmall also ushered in the 11th anniversary shop celebration. Under the pull of the Counterflow- series, the turnover reached nearly 100 million.

The upcoming Tmall 618, Lining will also start a series of Counterflow- tracer new products, and launched the "Lai Guang Guang Cai" Tmall customized gift boxes.