Lining, An Advanced Version Of Chao Chao'S Application.

The development of the national tide is now in full swing, and the market is your debut. For example, Lao Mama has been on the fashion week of New York, China Daily has made the headlines of the national tide, and become the hottest newspaper of Japan. Mark Ed Faye has integrated traditional elements and culture into clothing to attract more young people's attention. All these indicate that the opportunity of national tide brings us more potential opportunities in the market.

There is such a company. It is called Lining, Lining is a sports brand in China. In fact, the business downturn is very serious after 2010. But since the opening of the national tide line, the performance has continued to rise, sales in 2018 have exceeded 10 billion, reaching 10 billion 511 million yuan, gross profit increased by 21% to 5 billion 53 million yuan compared with 4 billion 176 million yuan in 2017, and 6 billion 255 million yuan in the first half of 2019, an increase of 33% over the same period last year, and the share price has also gone from about 7 Hong Kong dollars in 2018 to about 24 Hong Kong dollars now.

What did Li Ning Co do? Let's take a look at Lining's road to national tide.

1, dig deeper into Chinese culture - Trends

Lining's deep excavation of Chinese traditional culture is not simply copying or improving, but starting from a global consumption thinking, looking for the quintessence of Chinese traditional culture, and seeking the similarities between Chinese consumers outside the mainland and Chinese culture. Finally, from the Chinese characters, the traditional Chinese character "Lining" is used as a cultural promotion incision. This way has a strong sense of image substitution, and it is a high performance of the national tide.

The trend of the country is a trend. Lining's brand has not made the company look very traditional and Sinicization. After all, it is an international company that needs more commonality. As China's influence is growing, more and more people are learning Chinese culture. Learning Chinese culture, Chinese characters will become inevitable. Traditional Chinese traditional characters are beautiful and magnificent, so that consumers who identify with Chinese culture have a strong sense of intimacy, thus bringing impulse to consumption.

2, increase product innovation - quality / practical value.

Li Ning Co is not only focused on the innovation of culture and creativity, but also has made great changes in product design. For example, shoes are used to wear shoes in innovation, but nowadays young people's demand for shoes is not only worn, but also comfortable, cool and fashionable. Lining's shoes create many red shoes from the entrance.

For example, Lining takes the "enlightened road" as the theme and regards "introspection, self realization and self creation" as the intrinsic value direction. From the perspective of movement, it expresses the understanding of Chinese traditional culture and modern fashion and fashion. It perfectly embodies the three trends of retro 90s, modern practical Street doctrine and the future trend of movement in the world's top show, showing the original attitude and fashion influence of Chinese Lining to the whole world.

This series is basically the second light after listing, and shoes are often hyped from more than 900 yuan to more than 1500 yuan, becoming a hot market.

Lining is still a sports Brand Company, so all marketing can not be divorced from this practical value. Of course, high quality is a demand that is growing at present, so Lining is not divorced from the essence. This is the correct understanding of founder Lining: we are still a sports Brand Company, not a tide company, because the provision of sports equipment is the essence, the tide is the table, the table is just a shell, a marketing factor.

3, seek strong alliance social currency.

Lining not only builds up from the core, but also seeks more powerful alliances in the market. This strong alliance is not simply piecing together, but seeking cooperation on behalf of new China's dream and strength, such as cooperation with China's red flag, cooperation with China's annihilate 20, and cooperation with the new media of people's daily.

These cooperative products are basically representatives of the forces of new China. The nature of the joint social currency has been greatly strengthened. Of course, do you think this is Chinese culture? At that time, it is, and is the most popular culture of the moment, so the choice of Li Ning Co is a more intelligent way of marketing.

4, the use of international propaganda stage - incentives / publicity

The Li Ning Co has participated in Paris fashion week and New York fashion week for many times. For example, the new season of Paris men's wear week, with the theme of "China Lining", inspired by the grand legend of Lining's athletes career, interpreted the trend of the 90s retro classic movement from the Perspective of the future. This kind of performance on the top international fashion week is a kind of communication incentive, because sports brands rarely participate in such Fashion Week activities, and Li Ning Co has not only participated but also brought a trend.

Using the top international stage is the only way for domestic enterprises in the future. One is to test the quality and influence of their products. One is propaganda; after all, you have to prove yourself if you want people to talk about you.

Lining boarded the international stage and had his own dream. In March 22, 2019, in the 35 floor of Hongkong central tower, Lining, founder, set the goal of "China first, Asia first, international leading" in public.

5, salute classic - emotion / story.

Lining's brand has been brilliant. Just like himself, Lining sportswear has been the national costume of many national sports teams. Red and yellow were once called tomato scrambled eggs. This classic is not only a classic, but also an emotion and story. We once cheered and encouraged it, and also striving for it. This is the value of emotion. After all, this is the most beautiful memory of the public.

So Lining's grasp of the story and mood is very, very well placed, not only won the Chinese users, but also the appreciation of the international users, after all, happiness is the common gene of mankind.

Lining's brand once again broke through, there are many things to think about. After all, those who can rise again and again will have an intrinsic growth factor. They will have different genes. Lining is only relying on the influence of the national tide to make himself stronger.

We study and learn the trend of the country, many times are seeking the "potential", because any development, it is impossible to play with the "potential", because the trend is always greater than the advantage in the long run. Of course, we need to understand what the essence of "potential" is, not just looking at the appearance. Only by getting to know the internal rules, can you really grasp the "potential" to make the best use of the momentum and drive for profit.

The tide of the country will be a long-term trend. Lining is just a relatively advanced version at the moment. There will be more brands rising in the future because of the tide of the country. I hope there will be more miracles in this round of development.