Lining'S Rebirth: Reshaping The Brand &Nbsp; First Unload The Burden And Go Further.
In June 30, 2010, Lining, a well-known sporting goods manufacturer, chose to renew the brand on this day.
In August 2011, Lining released the first half of 2011 earnings report, as of June 30, 2011, Lining's revenue fell 4.8%, profits fell 45.6% compared to the same period, the replacement of 1st anniversary of the answer is a bit of a surprise, it seems that Lining encountered the ceiling of growth or by the ceiling rebound. Can't help asking, what happened to Lining?
In 2010, the media praised Lining: "as a domestic brand, Lining has broken the international brand's market barriers in China, and has the strength of rearranging the seating capacity." Not long ago, in July 2011, two famous magazines in China focused their attention on Lining. In twenty-first Century, the cover article of business review was: "Lining enters and retire". The cover article of Global Entrepreneur is Lining's dream. The media are trying to ask and seek reconciliation. What has happened in the past and what will happen in the future?
Inner strength
Back to 2010, when the Li Ning Co was set up 20th anniversary this year, Lining chose a series of adjustment of operation direction, such as bid changing, organizational restructuring, dealer integration and so on, laying the foundation for Lining's new round of growth. Changing the label and "Lining 90's" terminal advertising has led Li Ning Co's brand promotion strategy to be questioned; the adjustment of organizational structure has led to the departure of Lining executives; and the integration of distributors has made it difficult for many small distributors to understand. At the same time, a lot of media and agencies suspected Lining's voice was rampant. One would say Lining's position was vague, ignoring 70 and 80, and later said Zhao Zhiling's entertainment orientation was not reliable. Later, it said that real estate did not attach importance to sporting goods, and later said that the product had gone up and lost three or four lines of market. While the lemons are worried about Lining, Lining has deep understanding of their own problems. In his letter to his staff, Mr. Lining wrote that the changes in the Chinese market and the competitive environment of the industry have prompted Li Ning Co to embark on a "changing era". In the next 2-3 years of continuous change, the short-term fluctuations of the company's performance, or the negative pressure generated by it, or the various "pains" caused by the business integration, are the cost of change that the company must pay. We take the initiative to change and break the rules. In order to pursue clearer strategic positioning, we will gradually establish the brand's core competitive advantage in brand management, sports marketing, product design, channel optimization, operation system and human resources, so as to complete the transformation from "made in China" to "Chinese brand". Make the change is Lining's challenge to herself, which is stronger than others.
The force of channel
More than 8000 stores, annual sales of about 8000000000, from Ping effect, Lining's Ping efficiency in the domestic sporting goods brand is second to none, but there are still many room for improvement. Lining has 1700 single customer single store franchisees. Most single customers and single stores can not reach the standard store display level, and the level of sales service is low. It is difficult to timely merge and degrade goods, slow turnover of goods, and integrating and helping the group's competitiveness and sales performance is one of the driving forces to enhance the competitiveness of Lining's channel. In addition, about 40% of Lining's shops use the previous generation of space image, which is also a low Ping efficiency store. Upgrading the image of these shops is also one of the driving forces to enhance the competitiveness of Lining's channel. In addition, from the situation of the sales revenue of Lining's three regions, it is found that the sales ratio of the southern area is far lower than that of the North District, which is also lower than that of the Southern District, while the income of the three major districts of Anta is relatively balanced. It is obvious that the number and market share of the Lining brand in the Southern District are not high. With the economic level and consumption ability of the south, and the new organizational structure of Lining's three regional business units, its upgrading space in the Southern District is worth looking forward to. Moreover, Lining's overseas layout should not be ignored. In 2010, Lining's shoes and clothes sold more than 6 million euros in Spain, and the ingenious and comprehensive entry into the US market through e-commerce will also enter the harvest period.
New opportunities for marketing
Lining was once criticized by the media, saying that Lining had left the sponsorship opportunity of the Chinese Olympic Committee's award dress to Anta, leaving the opportunity for sports channel outbound sponsorship to be 360 degrees. The basketball resources of NBA were lost to PEAK. The distraction of the empty space shortened the distance between Lining and Fujian brand. Indeed, from the perspective of marketing strategy, Lining seems to be a bit slow and steady, and he has made violent efforts to shift the original marketing plan to changing the brand and reshaping the brand. In addition, Lining also realized that if the sports resources are scarce, if they get together and sell, they will be drowned. The effect is not ideal. Lining needs a unique opportunity to get the opportunity to grow at the peak. In 2011, Yao Ming retired and NBA stopped. The marketing effect of basketball court was obviously reduced. When Lining was inferior to Jinjiang brand in big sports resources, he built a large plot of land on track and field. This piece of land that has been neglected by other domestic rivals will become a rich mine of Lining's marketing resources. Sprinter Powell, track and field queen Isinbayeva, javelin Beckham Thohir Andersson, Zimbabwe sprinter Evgeny and elitrea national track and field team are all Li Ning Co's resources. Next year, that is, 2012 London Olympic Games, will be their chance to explode all over the line.
First unload the burden and go far.
In the first half of 2011, the Mid-term Financial Reports of several sporting goods brands released a signal: the growth of performance has obviously slowed down, the number of orders has basically not increased, the number of new shops has not been lowered, and the number of inventories has increased. This means that the number of sales in the same store is declining. The growth of performance is dependent on inflation and price growth, while the terminal price war has become increasingly fierce, and the sports industry has entered a period of rest. In 2011, Li Ning Co announced the purchase of a stock of 300 million yuan and announced that it would open 240 factory stores throughout the year. Data show that by the end of June 2011, Lining had established 191 factory stores, accounting for 10% of the total sales, while the number of factory shops at the end of the Lining plan reached 240, and sales accounted for 15% of the total sales. According to reports, Lining factory shop shop running water is 400 thousand yuan / month, so calculate 240 stores store inventory digestion ability is strong, a year can reach 1 billion 100 million. At this rate of digestion, Lining's repurchase stock and the orders that the franchisee did not execute is expected to be completed in about 1 years. At the same time, the construction of factory shops of competitors has just begun, and a large number of stores are required to digest inventory, which affects the reputation of the brand, and even some of the flagship stores of the brands are directly reduced to the franchisee's purchase sites. In 2012, Q1's Lining order meeting was just concluded. Data showed that the number of orders for Lining has increased. This is only the beginning of 2012.
Lining's big ship was stepping out of the shoal and starting a new voyage.
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