The Chinese Style "China Lining" Brings Lining'S "Wave" Ahead.

At the 2008 Beijing Olympic Games, many people remembered the "flying trapeze" at the opening ceremony, the main torch bearer Lining, who also founded the sports brand Lining.

Now, over the past ten years, Lining, once the first domestic sports brand, has experienced the peak of his performance and is also facing huge losses.

From "let change happen" to "everything is possible", how to adjust and pform its brand strategy? In fact, Lining (02331, HK) said in the 2018 semi annual report that building and consolidating the Lining experience value including sports experience, product experience and purchase experience, and improving the online and offline sales efficiency through digitalization strategy is still the core development focus of the company.

What is the market change of Lining brand when the recovery is going on? Recently, the daily economic news reporter interviewed Lining brand terminal market located in Shanghai and Shenzhen, and explored the brand development status from another angle.

Shanghai: the main brand is still the main force.

The cover of 2018's mid term report published by Li Ning Co is somewhat different from previous years. The four big words of the red bottom white character "China Lining" are remarkable.

This will start in February 2018.

At that time, Lining brand went on the fashion week of New York and launched the "China Lining" series which made the world amazing.

The product line of "China Lining" has also received considerable attention.

The Li Ning Co took advantage of the hot metal and gradually introduced the fashion products on fashion week.

On the evening of February 21st, the "daily economic news" reporter came to Shanghai's first "China Lining" fashion store in downtown Shanghai. The poster displayed at the door of the shop showed that the "China Lining" 2019 autumn and winter New York fashion week has been officially released.

A staff member at the store told reporters that in the whole country, "China Lining" fashion shop has only one in Beijing and Shanghai. "Our home was opened last December 8th. At present," China Lining "franchise store has just entered Beijing, Shanghai and other first tier cities.

What is the status of the "Lining China" fashion shop? The shop assistant said that the "queuing purchase limit" that had been circulated on the Internet had not happened yet, and the specific business data was inconvenient to disclose.

In addition to the "China Lining" series of products entering the market of the first tier cities, Li Ning Co and Disney's series of products are also placed prominently in the stores.

On the afternoon of February 23rd, on Saturday, the reporter visited the Lining store in Shanghai Pacific department store.

A staff member at the store told reporters: "Disney is selling better, and some of them have been sold out."

The shop assistant told reporters that it had been in the shop for two or three years, and the sales situation has been relatively stable since entering the store.

"(turnover) still depends on the season. In the peak season, there is a about one hundred thousand (yuan), and eighty thousand yuan a month in the off-season."

The daily economic news reporter noted that the Lining store in the department store is usually smaller, and the store in the Pacific department store is only about ten square meters, which may become a constraint on passenger flow.

In the Lining store of Huijin department store in Shanghai, a shop assistant told reporters that "no one in the morning" bought clothes.

The clerk said he was not clear about the data in the store, "but the company has meetings every month, and every store has performance indicators.

Shop assistants sell more and get more performance pressure.

Different lines of Lining shop sell different products.

Lining store clerk in the department store told reporters that there was no "China Lining" related products in the store.

On the evening of February 23rd, the reporter came to the Lining brand flagship store, which is located at the source of Shanghai World Expo. The staff in the store told reporters that the products of "China Lining" are not yet sold in regular stores.

Shenzhen: I hope Lining will continue to improve his products.

On the CCTV Spring Festival Gala in 2019, in the short sketch with Ge You and Cai Ming, actor Qiao Shan played a "love shoe" courier, he spent eight thousand yuan to buy a pair of sneakers, because he was worried about "shoe pleat" and had to "walk with a barefoot".

The white sneakers worn by Qiao Shan are just one of Lining's showcase.

Later, the white sneakers were robbed.

This is just a microcosm of Lining's brand becoming "tide".

On the afternoon of February 22nd, the "daily economic news" reporter came to Shenzhen Huaqiang North Mao industry world.

In the seven floor of sports brand, Lining's store is not conspicuous.

However, "sparrows are small, all five organs are all". In the small shops, sportswear, sports shoes, sports underwear and sports equipment are displayed.

However, there are not many styles for each category. Taking sports shoes as an example, there are only a dozen or so sports shoes for men and women.

The reporter entered the shop as a guest. A salesperson introduced to the reporter: "the store sells well in the" China Lining "series, especially in those years ago, and sold the best.

"China Lining" sweater is divided into embroidery and embroidery. The price is 699 yuan and 499 yuan respectively. It is a Fashion Week fashion show, which is loved by many young people.

Lining's Fashion Week show has opened up the "new way" for the domestic sports brand.

As the fashion week in 2018 became popular, its products also aroused enthusiastic response from consumers.

The salesperson said that the sales performance of its stores in 2018 was much better than that in 2017. "Sales in 2018 are not small, and sales in 2018 are about three million."

According to Lining's 2018 semi annual report, as of June 30, 2018, the company's operating income was 4 billion 713 million yuan, an increase of 17.9% over the same period.

In the second quarter of 2017, the sales volume of the same platform in the same quarter of 2017 was increased by the number of units sold in the same quarter.

In February this year, Lining brand once again boarded the fashion week in New York, to continue its brand appreciation.

All in all, Li Ning Co seems to have to consider upgrading their product experience.

A fifty or sixty year old buyer has been selected for a long time in Lining shop, Maui.

The person said, "I think Lining has changed", whether it is fabric, workmanship or cost-effective is good, and hope Lining "continue to improve in the fabric".

However, the buyer finally left empty handed. "I tried several XXXL codes just now, but they were not suitable, so I didn't buy them.

In fact, our age is the most powerful consumer power, and we hope that the brand can design the size of our age. "

For the size problem, the daily economic news reporter contacted the store manager, who said that considering the difference between the southern and northern people, the size of Lining's shopping in the south is the same as other sports brands. The largest size is XXXL code, and the larger the size in the north is.

Despite having played a beautiful "turnover", Lining's brand still has a long way to go.

"In fact, if the same price, the same quality clothes, choose between Nike, Adidas and Lining, I will choose Lining, after all, we still support the domestic brand."

The buyers said.

Author: Zhou Huining