Lining And Other Prices Have Been Rising. Is The High-End Of Domestic Products A Dead End?

Soon, we will enter the Spring Festival in 2020. As in previous years, every year during the Spring Festival, the words "Chinese wind" and "new year limit" will be crowded with all the major shopping malls. All the brands will show their understanding of the Chinese style. This year, Adidas invites spokesmen Liu Yifei, Yang Mi, Angela Baby and Yi Guang Xi Xi to play the new year's advertisements on the sound.

Among them, the most talked about is the four character brother's printed jacket, which has been ranked the first in search related voice. Many netizens said: this coat, we sell vegetables, brother also has the same stamp.

The international reputation of Chinese style is no new thing. LV's snake skin bag, the Burberry scarf of the printed word, the Nike shoes with New Year pictures and so on, almost every appearance, let the Chinese call it "big card is there any misunderstanding about the Chinese wind"?

However, when the international brand attempted to enter China's market with Chinese elements, such a brand was turned over by the success of the Chinese style, and went abroad to win the overseas praise. It is Lining.

But before we can applaud it, we are often persuaded by its price. A sweater was sold at 999 yuan, and the new running shoes were priced at 2099 yuan. These prices do not come from Adidas or Nike, but belong to the brand of Chinese products that were native to China, priced at two hundred or three hundred yuan in the past.

Coincidentally, the original sales price of 2 euros of force shoes has reached 50 euros, up 25 times; the price range of Bosideng Dengfeng series down clothing is 5800 yuan -11800 yuan.

Our traditional concept of cheap domestic products has changed the image of the "local flavor" and quietly increased the price.

In the consumer market, the price level is often related to the brand grade. This is the expression of the inherent concept of the market. It is not so much that the price of these brands has increased, so it is more accurate to develop a broader market.

How can these brands catch up with the trend of the times and hit the front-line and high-end stations?

As a brand that pioneered China's sporting goods brand management, Lining brand has a very high market share in the past Chinese market. According to statistics, in 2008, the Lining brand had a market share of 9.7% over Adidas, which was 4.1% lower than the first Nike. In 2010, "Lining" climbed to the top, with a turnover of 9 billion 778 million, and 8000 stores across the country were sitting on the streets of the streets.

But it seems that overnight, the trend of self design and the brand positioning of "post-90s Lining" no longer attract young consumers, but also because their behavior of price increase has lost the advantage of cost performance, which has aroused the resentment of consumers after 70.

In the period of transformation from 2011 to 2014, Lining's net revenue and net profit fell continuously. Even 2012 to 2014, the company lost three years, with a total loss of 3 billion and close to 2000 stores.

What really brings Lining back to the public view is from the great international show in 2018. As the first Chinese sports brand to enter the international stage, Lining successfully turned over with the "Chinese elements". Lining's appearance on the international stage turned the public's impression on their tradition, and combined the sports with the Chinese style. Especially after having experienced the misunderstanding of the Chinese style, the national talent has found that our Chinese style can also be combined with "tide" and "fashion".

Since then, there has been a wave of national wind throughout the country, and Lining has also won a good reputation by subverting the traditional impression.

The price of shoes can generally represent the price level of a sports brand. By comparing the price of Nike, Adidas and Lining, we can buy 100 pairs of Lining shoes and buy only 40 pairs of Adidas and 60 pairs of Nike. But compared to old friend Anta, it can buy 118 pairs of Anta.

Compared with the average price, Lining still has a long distance to go from Adidas to Nike although the price is rising. But if we compare them from different price intervals, we will get different answers.

According to the recent lowest price and the popularity of shoes, Lining products are mainly concentrated below 300 yuan, which is the same as Anta, while Adidas is mainly in the middle and high-end ranks of 600-899 yuan, while Nike has covered 300-900 yuan in total. Judging from the popularity of each paragraph, the main direction of consumers' payment for each brand is also consistent with the distribution of shoes.

However, Lining's strength is as heavy as that of Adidas in the high price section of more than 1200 yuan. Moreover, judging from the intensity of the discount, Lining is stronger than Adidas.

The low price and high priced products distributed at two levels set up the brand of Lining's flesh and blood.

"Do not become China's Nike, only the world's Lining", this slogan, called by the founder Lining, has also achieved initial success. It has to be said that Lining's popularity has much to do with the rise of the "national tide". But in the process of transformation over the past few years, Lining has gained more understanding of fashion and fashion. It is also obvious that Lining knows more about young consumers.

And Bosideng's current development path is different from that of Lining. All of them are on the market impression of Ping pun people. They launch high priced products and want to rebuild a high-end brand image.

Take Bosideng's new "Dengfeng series" for example. There are seven models in this series, which are named after seven famous peaks in the world. The most expensive one is Mount Qomolangma, which sells for 11800 yuan.

In addition, Bosideng also signed Yang Mi, a popular star.

In order to prove the popularity of the two, some people went to the straight man to gather the tiger.

Judging from the total number of Posts posted, the distance between Lining and Nike is still quite large, but Anta has also been far behind. Assuming that Lining's related posts are considered as a Ning, then Nike can be converted to 2 Ning, Adidas is 1.5 Ning, Anta has only 1/3 Ning.

However, if we look at the number of Posts and the amount of discussion, we can see that the two brands of Lining and Anta are much higher than those of Nike and Adidas. That is to say, there are more topics to discuss with Nike and Adidas, but the discussion under Lining and Anta topics is more intense.

This at least proves that Lining is relying on products to quickly gather attention.

But Bosideng's data are somewhat tragic.

In fact, although the "tide of state" can attract young people's attention to some extent, all the attention and popularity will eventually come down to purchasing power. The "new product" is nothing more than a fashionable package that is packaged in order to get closer to the young market.

There was a vote of nearly 1500 people in hoopu. "Do you think Lining's product design is the same as ADI Nike?"

The result of the vote shows that cheers are almost equal to cheers and cold water.

In contrast to the two polar attitudes of "true fragrance" and "far from being", the middle school that did not praise or affirm and comment was the majority.

It can be seen that the design of Lining's makeover has been recognized by some people, and consumers have also cast their valuable vote with Alipay.

The criticism mainly focused on Lining's core sports technology and marketing far less than the first line brand.

This is indeed the case. Compared with the research and marketing expenses of Lining's mid term financial results in the past 2015-2019 years, we found that the investment in brand research and development of Lining brand has a downward trend compared with the previous ones, while its share in marketing has remained at 2% left and right levels.

For any brand longing for long-term development, the lack of core competitiveness is a huge flaw. Core technology is the cornerstone of competitiveness. Nike founder Phil Nate revealed in his autobiography "shoe dog" that he was also famous after he had "core technology" in long-distance running products.

Obviously, price splitting and brand remolding can not help Lining solve this problem. It is necessary to maintain the original consumer demand, stabilize sales results, and want to catch more young consumers with fashion and high-end. These two tasks are all carried on a brand, just like "middle-aged people who are jumping around with their belts and eager to keep pace with the trend of the times".

Behind the rise of domestic goods is not just so simple as patriotic banner, but a group of people growing up in the fast economic growth and becoming a mainstay of consumption. They have patriotic feelings and are willing to believe that China can make quality products.

Only by giving good products can we get the real recognition of consumers.

Otherwise, the so-called rise of domestic goods can only be a carnival behind the false prosperity, after prosperity, only a feather.