HC shoes Network on April 2 hearing in the traditional areas of sports apparel, Li Ning As the market leader in sports there are always ranked in the Nike, Adidas, this has not help some lonely Li Ning. However, the Li Ning unwilling lonely leap from traditional markets to the Internet, with new Marketing Mode to achieve breakthrough, creating their own piece of the sky, where Li Ning, has quite the taste of their nearest competitor.
Sports brand Li Ning is the movement Clothing Market giants. In the 2008 Beijing Olympics, Li Ning lit the Beijing Olympic athletes spark; world championships, "Li Ning" sports equipment set in a world champion, "Spain" Men of all members of the body; NBA arena, the vertical and horizontal alliances nearly contained in the "big sharks" O'Neill has become the brand ambassador...... Even so, Li Ning is also unsatisfactory.
In brands, Li Ning, Nike and Adidas always been suppressed; in sales, was there Anta This followed the national enterprise. With the development of the market, competition is heating up, Li Ning, the interception before facing the embarrassing situation after the pursuers. Plus Financial Crisis hit, sports apparel market, competition is even more "bloody." March 2009, the market dominant Nike closed the only plant in Taicang, China's own, and then reduced to the foundry business Order (Or even termination of contract factories to several orders); Adidas earnings report also showed that the first half of the Sell 2% decline in revenue, profits fell 95%. However, Li Ning is not in disarray over the financial crisis, but at this time to find a new market. Instead of the traditional competitors fight in the market, why open up a new world of their own.
This new market is to Internet shopping market. Data show that the maximum amount of clothing network consumer goods, closer to Liu Cheng's online shoppers bought clothing online, while apparel accounted for all of about a quarter of the amount of online shopping. Benefited from the huge volume of transactions increased the number of Chinese Internet users and online shopping population increase. CNNIC report shows that: the end of 2008, the scale of China's Internet users reached 298 million people, online shopping, user scale will reach 7400 million, accounting for 24.8% of all Internet users. Responsible for the Li Ning open up new markets for this piece of forest theoretical investigation in 2007 also found that Li Ning Taobao sold online shop with thousands of products, sales of the year more than 5,000 million. This is Li Ning's new markets.
From the apparel industry's network marketing point of view, Li Ning's not really into the early, long before the PPG such a "fast company" opened the door to the apparel industry of network marketing, after all passengers in 2008, Eslite achieved impressive results nearly 5 million. But with his rival Nike, Adidas and other companies Anta even compared to sales from a single line into B2C Internet sales, Li Ning ran they did before. Li Ning, a new marketing model
path Li Ning to enter Electronic Commercial area, with athletes at the 2008 Beijing Olympic Games, Li Ning, the opening ceremony of entertainment has quite similar. In light and shadow-cutting screen, hand-held fire from Li Ning ascended the air, feet on Lingboweibu forward until the torch lit. This is an extension of Chinese belief, is a microcosm of the national spirit, is a symbol of the pace of national development. Athlete Li Ning's "fast", "quasi," "stability" is also the basic interpretation of the spirit of the brand Li Ning, Li Ning is also quick to enter the field of B2C reasons.
Said "fast" is because e-commerce sector, the establishment of Li Ning, an official to do to build sales channels, to achieve 200 million yuan in sales, took only one year. August 2007, LIN Li joined Li Ning, Li Ning decided to start doing e-commerce; in January 2008, Li Ning, the Ministry established e-commerce; in April 2008, Taobao Mall Lining Guan online line; in June 2008, Li Ning, the official online shop on-line; by the end of 2008, Li Ning Company incorporated a network of more than 400 stores, total sales reached 200 million yuan; into 2009, Li Ning, the network stores the unified plan, for the Online Shop to provide a dedicated CI and VI system......
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