Rising Tide Of State, Lining Catch Up With Fashion Wave

This year's Lining can be regarded as a general hangout. Netizens have been laughing at their designers differently. Li Ningzhen's trend has changed. In November 4th of this year, Lining officially announced that he officially boarded the Complex Con after the two fashion week, Paris fashion week and Tokyo atmos con. In February 2019, Lining once again boarded the fashion week in New York on the theme of "row", which made the world see Chinese design and put Chinese design on the trend. As the first Chinese sports brand to enter the Complex Con, it will continue to study the theme of the 2019 New York fashion week and the Paris fashion week. The fusion of Chinese cultural heritage and modern sports trend and the integration of retro and modern, the "China Lining" seal is closely attracting the audience's attention and showing the Chinese design with characteristics. This time, Lining will showcase many trend products on Complex Con, and limit the sale of new styles of autumn and winter in New York fashion week in 2019, such as brand new Chun Jun ACE LUX, 2020 ACE, Pangu, and hiking. According to the data, Complex Con was named by the US Trend Magazine "Complex" and was founded by Marc Ecko. Its collection of art, street culture, fashion, clothing and sneakers is also a weathervane of the global trend. And Lining's arrival made the world understand and recognize the profound implication of China's trend culture.

Lining, an old brand of sports. It occupied the first place in China before 2012, but it was in a predicament due to the failure of product pricing and the failure of high-end transformation. And was grabbed the first place by Anta, until now. Lining suffered a continuous loss from 2012 to 2014. For this reason, his founder Lining returned to the company in 2014 for large-scale rectification. Under the leadership of Lining, it has launched the national wave "China Lining" series and the children's fashion sports brand "Lining Young", and has achieved certain results. In addition, Lining is still developing direct outlets and e-commerce, so as to reduce the accumulation of marketing expenses and inventory. Under various measures, Lining turned into a deficit in 2015, and its net profit growth from 2015 to 2018 was almost 500%. The annual compound growth rate of revenue was 11%, which has surpassed the average level in China. This year, Lining's share price has continued to rise, which has surpassed Anta as the best performing constituent in the MSCI Asia Pacific Index. From the earnings report, we can see that Lining really survives, and the good transformation is also a counter attack for the short selling organization in 2018.

If Lining's transformation and development can be divided into two stages. First, the failed transformation from 2008 to 2012, the lack of design capability and the problem of self assessment failed to occupy the high-end market, but instead, Nike and Adidas struck back. The two is the rectification after Lining's return, including channels, products, R & D and so on. And it also raised the slogan of "everything is possible" and clarified the positioning of "Internet + sports life service provider". In addition to successful reform, Lining also solved the channel problem, from dealer to self run and e-commerce. At present, the proportion of self operated retail sales has increased from 12.8% to 29.8%. According to the third quarter 2019 earnings report, Lining overall retail growth rate of 10%-20%, e-commerce platform retail sales growth of 50%-60%. From this we can see that Lining's retail growth is mainly from e-commerce, which indirectly indicates that Lining's strategy is correct. The improvement of the channel made Lining more close to consumers and reduced his own cost. In May this year, Lining group's Guangxi supply base was officially opened. This is the first time that it has tried to build its own production plant. Self built factory enables Lining to shape his brand image and strengthen brand control.

From the current situation, Lining's strategy of single brand, multi-channel and multi category has been well developed. "China Lining" and "Enlightenment" have all achieved certain market results. Among them, the "China Lining" series is located in high-end national tide products, and 10% of total sales. In recent years, not only is Lining rising, but his rival Anta is also developing rapidly. At present, the dual brand revenue of Anta and FILA is about two times that of Lining, while Anta has benefited from its brand FILA to a certain extent. According to a CBNData report in 2018, the consumption rate of the related countries reached more than 80% after 1990 and 00, representing an increase of 450% over the same period in 2017. It can be seen that the strong winds of the national tide are getting stronger and stronger. Recently, Lining NING SPACE Wangfujing interactive experience shop has also been set up. It takes the theme of "NING SPACE and national counterparts" as the theme to detonate the national tide during the national day. Not only has it brought surprises to consumers, it has also become the landmark of the local market, which has caused the rush of cards. Since Lining, China has launched the trend of "no less than Sichuan" and "juvenile Changan". It has fully catered to the consumer tastes of young people. It has also realized the remanufacture of the brand and made the tide of the country complete.

But there will be a certain crisis hidden in the success. The tide of the country is a trend with a certain deadline. Lining is still one of the biggest drawbacks of overseas market for Anta, which is more than its rival. No one can judge the trend of the future. But what is certain is that Lining has been sticking to the road of transformation, and the public needs to re examine this old brand.