Lining: The Tide Of Domestic Goods

Recently, Lining once again boarded the Paris fashion week, creating more possibilities of blending sports and trends with the concept of ping pong, fusion and retro. It is noteworthy that this is the fourth time that Lining has stepped onto the stage of international fashion week.

In the spotlight, Lining not only displayed the beauty of Chinese culture with a brand-new brand image, but also promoted the rapid growth of his performance. Following the first billion dollar break in 2018, Lining said in its announcement of the first half of 2019's earnings announcement that its revenue grew at its highest level in ten years.

Hong Yuru, vice president of Lining group, said Lining's product design inspiration was mainly from Chinese culture, but the core is still sports technology. Today, Lining is taking the "single brand, multi category, multi-channel" development strategy to the world. In the future, Lining's goal will be to become an international first-class comprehensive sporting goods group.

　 Four Fashion Week

The international arena is no stranger to Lining. In June 22nd, Lining boarded the fashion week again in Paris. This is Lining's fourth stage in fashion week.

What is different from the past is that in the 2020 spring and summer products, the Li Ning Co, which has sponsored the Chinese table tennis team for nearly 20 years, has drawn inspiration from Chinese national table tennis. This is the starting point and pattern element of the dress design. Through the integration of racket graphics, contrast, strong collage, cartoon drawing, and the application of elements such as the number 11 of the 1984 Summer Olympic Games, Lining embodies the unique creativity of Chinese Lining.

Getting rid of the sense of gravity of traditional sportswear, Lining uses a new lightweight fabric to penetrate all kinds of products such as trousers, shorts, accessories, and so on. The whole series combines the retro breath and the futuristic feeling. In terms of color matching, Lining used bold colors to make use of bright and vibrant colors to present a new image with a strong sense of the times.

"Every season, China Lining puts the imagination and creativity in the first place, so as to demonstrate the confident Chinese culture to the whole world. The 2020 spring summer series is also a tribute to China's Lining for the upcoming thirty-second Summer Olympic Games. Li Ning Co founder, executive chairman and acting chief executive Lining said.

In fact, from the beginning of 2018, Lining boarded the international fashion week in New York, which attracted the attention of consumers both at home and abroad. During the fashion week in New York, Lining's search index in Baidu rose rapidly, surpassing Nike, Adidas and Anta, and the 3 day discussion of the 78 million day micro-blog topic of Lining, China. In the fashion week of Paris, the nostalgic elements of "China Lining" and "1990" run through it. Behind the nostalgia card is Lining's unique understanding of Chinese culture.

In the three floor brand inspiration room of Lining headquarters, there are cultural relics and many Chinese culture, patterns and patterns in the song, Ming and Qing Dynasties. Hong Yuru said, "the cultural relics here are all genuine. I don't want our designers to have" fake goods "and" dirty things "in their eyes.

Hong Yuru said, "I have to check every product of Lining. In the products of the fashion week in New York, some products were embroidered with traditional Suzhou embroidery techniques to make cranes and flying patterns. This is an invitation to Zhang Lei, a successor of the intangible cultural heritage of Su embroidery. I hope to show the beauty of Chinese culture through Lining.

Cheng Weixiong, general manager of textile and clothing management experts and Shanghai Liang habitat Brand Management Co., Ltd., it seems that Lining's fashion show in New York and Paris has made Lining rapidly jump from the beginning of last year. The tide shops of Chinese Lining have appeared in every major city, and at the same time have led Lining's income and gross profit to double growth.

The tide is getting more and more sharp.

Lining's product also boosted its performance to the high slope when it came to the world. Data show that in 2013, Lining's revenue was 5 billion 824 million yuan, now more than five years now, Lining's revenue almost doubled, in 2016, shareholders should also make profits from losses to profits. In 2015, Lining resumed the slogan "anything is possible". Since then, Lining has been growing at double-digit rates over the years.

In June this year, in Lining's latest performance forecast, in the first half of 2019, Lining expected to achieve revenue growth of over 30%, the highest level of growth in ten years, and the net profit of shareholders increased by more than 440 million yuan, of which the continuous operating profit increased by not less than 240 million yuan. The one-time non operating profit (mainly from investment income) was no less than 200 million yuan, and the overall growth was over 164% over the same period last year. Lining's share price rose 18.32% on the day of the announcement.

And ten years ago, Lining also reached the peak of achievement. In 2009, Lining's revenue reached 8 billion 387 million yuan, an increase of 25.36% over the same period last year. In 2010, Lining's revenue reached 9 billion 479 million yuan, maintaining double-digit growth of 13.02% over the same period last year.

Since then, due to the changes in the domestic sporting goods market and Lining's own transformation, the performance has slipped. Now, Lining has returned to the summit and constantly breaks through himself. According to the insiders, it is not easy for sporting goods companies to break through themselves and find their own way of development. Lining is able to get on the world stage several times and make his performance record high. It also benefits from its development strategy.

For the substantial growth of performance, Hong Yuru said, "I am not concerned about the performance. This is just a result. The three experience we focus on is the core of our transformation. Specifically, it is to enhance brand experience through product experience and sports experience.

This is also reflected in Lining's earnings report. In 2018, Lining's revenue exceeded 100 billion yuan for the first time, earning 10 billion 511 million yuan, up 18.45% from 2017. As for the reasons for the rapid growth of revenue, Lining pointed out in the announcement that it was mainly attributed to three aspects: the rapid development of e-commerce channels and the rising proportion of revenue, although the growth rate has slowed down, it is still significantly higher than the growth rate of other business channels.

At the same time, thanks to the improvement of product, channel control and operation capability, the market identity of Lining brand and products has been improved, and the terminal sales performance has been good, so that both the direct sales revenue and the franchisee income have all gained double-digit growth. In addition, the basketball and sports fashion category that Li Ningzhong has put into practice has performed well, and the children's clothing has also gained a good market reaction, an obvious increase year by year.

Technology or trend

However, when Lining was pushed to the world stage, the industry continued to question Lining's attributes. Insiders said: "Lining is a sports brand, but compared with NIKE and Adidas, the performance of its product trend has been overbased on professional sports attributes."

In this regard, Hong Yuru said he did not agree: "as a sporting goods Brand Company, Lining is still the core of our professional sports. The relationship between "fashion" and "science and technology" is like our left and right fist. The two are complementary. There is no conflict.

Cheng Weixiong said: "now, the revival of Lining's style of movement, combined with the story of Lining's founder, is a fusion of the rising tide of China."

At present, Lining has developed "single brand, multi category, multi-channel" development strategy, focusing on brand power and product strength. While emphasizing the professional sports attributes, we should explore the combination of fashion, leisure, culture and entertainment to enhance the competitiveness of products. At the same time, we should combine the professional sports resources and the hot trend of fashion to carry out multi-level and multi-dimensional marketing.

"In the future, we will focus on the development of basketball, badminton, running and other categories." Hong Yuru said.

At the professional product level, Lining accumulated the understanding and exploration of sports, and applied science and technology and new materials to products, providing a highly professional experience for sports people, making Lining brand more competitive in China's mainstream mass sports.

In 2018, Lining brand launched the first series of top grade running shoes: "catch the wind" and "Tomahawk". The mid end of this series of products adopts Lining's self-developed Li Ningyun LITE shock absorption technology, combined with rear DRIVEFOAM shock mitigation technology, which has good damping effect.

In addition, Lining also introduced the "ultra light fifteen generation" running shoes, and the "ultra light vertical run" campaign held in Shanghai attracted 100 thousand + crowd participation.

In terms of sports events, Lining is able to consolidate the brand image in all aspects through the coordination of sports resources such as marketing at all levels. Previously, through the integration of CBA professional league tournament players resources, so that Lining brand and product firmly occupy the most professional basketball league in China at all levels more new venues, and sponsored by the marathon and professional exposure in the way of promotion.

For future development, hung Yu - Ling hopes to dig deeper and deeper Chinese culture deeper and reveal Lining with more cultural characteristics.

After studying Lining's research, a research institute said that Lining showed the change and impact on the consumers and investors brought about by the success of an old brand leader. The excellent retail performance, the rapid upgrading of products and the reputation of the brand were all the answers that Lining had made after years of dormancy, and these improvements are still continuing.

Cheng Weixiong suggested that Lining should go further and need to find a balance between brands, products, channels, users and so on. Today, there is a series of China Lining national tide series as a detonating point, and we need to make use of this Dongfeng to continue to break through in football, basketball, running, comprehensive training and other sports scenes.

"Lining" jump balance beam

After a year, once again entered Lining headquarters, although the park's style has not changed much, but the entire enterprise has been "a higher level." Upon entering the office of Hongtou (Hong Yuru), you can see a floor mirror, which he is looking for in the mirror. Light pink baseball caps and white T-shirts on the top of Hongtou are full of vigor and vitality.

The site we interviewed is also very special. It is in the brand inspiration room of Lining designer. The room is situated at the corner of the three floor of the Lining building, which can be seen from the transparent window. During the interview, Hong tou didn't value his performance. Instead, he took out his cell phone to show us the exhibition that he had taken to the Imperial Palace the day before.

Speaking of taking designers to pick up the wind, seeing the murals in Dunhuang and seeing the rudiment of the early skiing on the Xinjiang frescoes, hung tou immediately flew into the air. It can be seen that Hong Tou is not only a love for Chinese culture, but a kind of infatuation, a close, following and inheritance with reverence and awe.

After the interview, hung tou introduced the inspiration room of the product design one by one. When it comes to "none of the artifacts is fake," every word in Hong Tou is a pride. With this pride, it permeates every corner of the inspiration room and penetrates into every tidal wave product of Lining.

In fact, the biggest difference between Lining and other sports brands lies in the two words "Lining". These two words are not only the names of famous athletes, but also the testimony of history, the publicity of culture, and even the card of China. It is precisely for this reason that the number of domestic sports brands is limited, and only "Lining" can be crowned with the word "China".

And Lining's slogan "anything is possible" is also deeply printed in the hearts of every Chinese. From "China Lining" to "understanding Tao", Lining used the Chinese characters of the four sides to explain the beauty of Chinese civilization for five thousand years.

Now, with the Winter Olympics, Asian Cup and other international competitions landing in China, Lining is also embracing the market with a new attitude. From the perspective of sports consumption, China's sports industry continues to develop rapidly, and the demand for sports market becomes more sophisticated and mature.

In recent years, competition for health needs, entertainment needs and sports needs has been increasing, showing the great potential of China's sports market in the future. The number of people who regularly participate in physical exercise has been increasing. The number of physical training has reached 550 million, an increase of about 25% compared with 2016.

Facing the huge development potential, Lining is taking the Chinese culture and technology as the "left and right wings" to fly from the Chinese sports market to the world stage. Author: Poplar