Why Did China Lining Open Stores To Macao?

In 2019, the "national tide" constantly demonstrated the value of these two words in the consumer market.

In December 9th, the Lining brand was officially opened at the flagship store of Lining fashion store in Venice shopping center in Macao. This is the first shop opened by Lining in Macao, and also an important step to the mainland China's external market.

At the opening ceremony, Lining Group Chairman Lining himself and group CEO Qian Wei and many other senior executives appeared at the scene. Many Olympic champions such as Li Xiaopeng, Wu Minxia and Fu Haifeng also took part in the event. From the distinguished lineup, we can see that Lining's brand attaches great importance to the sports and fashion product lines such as "China Lining".

In recent years, with the help of variety shows such as rap and hip-hop, the concept of "chao chao" has been more popular among young consumers. According to Tmall overseas and the first financial release of the "2019 sea market research white paper", the past two years, Tmall overseas online related consumer spending soared more than 30 times. From the Jingdong fashion and WWD international fashion news released the 2019 "domestic goods tide" white paper can also be seen, during the 11.11 period, Jingdong "chao chao" related search times more than 5.4 times normal, 3.3 times higher than last year.

The tide products are popular and the market prospect is worth looking forward to. Under such a big background, all brands want to catch up with the economic development of the national tide, and the domestic sports brand is no exception.

In February 7, 2018, "China Lining" products landed in New York fashion week. This is the first time China's sports brand has appeared on the stage of New York fashion week. Through this fashion week, products such as Lining's Cross and other classic moments of retro T-shirt and daddy shoes became popular. "China Lining" has also become the representative of the national tide.

After the popularity of "China Lining", more domestic sports brands were followed up: in 2019, 361 degrees, with the design of eight Chinese ceramics as the design inspiration, launched the BIG3 basketball shoes, while in September 15, 2019, XTEP joined the British designer brand Holland house and boarded the stage of London Fashion Week, exhibiting its sports fashion products.

Lining brand, which has tasted the sweetness before other brands, continues to tap the potential of the national tide market and open the store of "China Lining" outside the mainland.

On the opening day, in addition to the activities held in the shop, Lining also set up punch points in Venice people shopping center the Grande Canale street to interact with consumers. Of the three card punching activities, two of them have the requirement to upload corresponding content to social media. According to a survey conducted by Morning Consult in April 2019, 52% of the Z generation respondents (born in the mid 1990s to 2010) indicated that they found new products mainly through social media. This proportion is 10% higher than that of the millennial generation, and is half as high as that of the X generation.

For young consumers, they pursue new and interesting products that arouse curiosity, which will stimulate the impulse to share. Sports brands understand and utilize the mentality of the younger generation of consumers, often achieve low cost but effective publicity effect. The brand wants to do business for young people. It needs to catch their heart of love, and can create many topics and publicity effects through "entering" social circles of young consumers.

From the products in Macao store, retro wind is still one of the main styles of Chinese Lining. In addition to these products, on the same day launched a series of "Macao daily gold" series of special funds, into the chips, dice and other elements that are very compatible with Macao. In terms of store design, the designer combines the traditional mortise and tenon structure with fashion style, especially the decorative ornaments of rings in gymnastics events. It also takes the landmark building of Macao as a inspiration to create a unique silver screen, which embodies strong local characteristics.

As one of the most important tourist destinations in Macao, Venice people shopping centers have a large flow of tourists and a large number of foreign tourists. Even on Monday morning, the traffic near the shops is not low, and there are many shoppers who specializes in shopping. Lining's first Macao store decided to be here, and there are also considerations in this regard.

More importantly, "China Lining" can continue to expose and display its products on a relatively more internationalized stage, competing with other international brands, and has a positive addition to the internationalization of the Lining brand.

In the process of dealing with young people, the Lining brand also worked with Newbee and QGhapypy two competition teams to integrate the two elements of the national tide and the young consumers' favorite elements through product design and marketing activities.

Whether it is national tide or electric competition, the core is to focus on young consumers. According to the census released by the United Nations, by 2019, the number of Z generation will exceed that of the millennial generation, accounting for 32% of the world's total population. As the oldest generation of Z generation begins to graduate from universities, they will gradually become the main force of consumption.

The promotion of Z generation's voice and ability in consumption has been reflected in the performance of Lining's brand. Judging from the medium-term performance in 2019, sports fashion has already surpassed basketball in retail sales and has become the first category.

According to Lining group CFO Zeng Hua Feng previously revealed data, "China Lining" series of products per unit price is higher than the traditional Lining products more than 30%. But for the Lining brand, the rise of "China Lining" is not only to boost revenue growth, but also to promote the reshaping of the brand image.

As a sports brand that has been established for many years, Lining brand needs to change its solidified image in the hearts of younger generation of consumers. It needs new ideas and new products and takes some time. In 2010, Lining's brand wanted to attract young consumers through the fashion movement style and the strategy of "post-90s Lining". Now, it seems that a little ahead strategy has shifted the brand to a low point. After the rally, the appearance of "China Lining" made the consumers look at the brand of Lining. The brand of Lining was related to the youth, fashion and trend.

In the mid 2019 performance briefing and the first two releases, "China Lining" was the protagonist of Kanban, and now Lining's first store in Macao was also handed over to "China Lining". Lining himself at today's opening ceremony also said, "Lining brand will stick to its original intention, create more original products bearing the core of Chinese culture, and promote the inheritance and innovation of Chinese culture."

It is worth noting that the vast majority of the turnover of Lining brand still comes from the mainland market. Therefore, opening the store to Macao is more like a test of water. Lining brand should still focus on the domestic market, and it is unlikely that it will go overseas.

In 2020, Lining brand will usher in the 30th anniversary important moment. It is worth looking forward to how China Lining can accomplish the inheritance and innovation of Chinese culture in the relatively internationalized stage of Macao.