Lining Launches New Running Shoes New CEO Meets For The First Time

In September 9th, Lining released two racing shoes in Shenzhen, which were equipped with the technology of Lining.

Lining, founder and chairman of Lining group, called it "the core technology top racing racing shoes". He said, "the team took two years to iterate and optimize the product."

According to Xu Jianguang, general manager of Li Ningxie R & D and production center, Lining rapid system has three major characteristics: 1. low density - suitable for the bottom of the running shoes "Lining" light technology has the density of 0.11-0.14g/cm3, compared with the traditional EVA material light 52%, flying power 177g, heavenly horse heavy 155g; 2. high springback embedded full palm carbon board, combined with "Lining" light technology, makes energy feedback up to 80%; 3., good anti fatigue performance -- GCU all-weather anti slip and wear-resistant technology, material has 5 times higher resistance than traditional rubber and higher than traditional rubber 50%.

In order to let the media and guests feel these great features, Lining set up an experience area, hoping to prove the function of this shoe in an interactive way through shoes, climbing, running, ballooning and rebound contrast experiments.

At the end of the conference, Lining announced the price of two racing running shoes: Flying electricity sells for 2099 yuan, and Tianma sells for 1299 yuan.

It can be said that in the domestic sports brand, this is a rare and bold pricing. In Tmall's official mall, Anta's most expensive running shoes are the 599 yuan SEEED Rover series associated with man Wei, XTEP's most expensive racing 160 running shoes for 599 yuan, PEAK's 3D print running shoes for 999 yuan, and the conventional ones are the most expensive, but only 499 yuan. The maximum price of the 31st international line running shoes is 769 yuan, and the price limit for the staple Design Alliance Limited is 899 yuan.

The price of Lining's two running shoes is much more than that of the same type of domestic brand. Moreover, it can be said that the products, technology, location and pricing of Lining's two racing shoes on the "Lining" are priced at 2099 yuan for the international brand of Nike, the most high-end ZOOMX VAPORFLY NEXT%. The price of the end running shoes is more than 800-1400 yuan. Adidas's most expensive UltraBOOST is selling at 1699 yuan, while the professional shoe brand Arthur is selling at a maximum price of 1890 yuan.

"Our goal is to build the world's top marathon professional running shoes." Xu Jianguang, general manager of Li Ningxie R & D and production center, said at the press conference.

In the mid-term performance of August 2019, the running down of running business was 8%, the "negative" of the performance at that time. Lining himself said at the time that this was mainly due to the fact that "running is strategically adjusted and needs to be accumulated, precipitated and absorbed in the transformation period of experience." The launch of two products with flagship significance may be seen as a start of Lining's re start of running business.

From the price point of view, Lining's flying power is likely to be the highest priced domestic running brand. We can see Lining's confidence and confidence in his brand at present.

Just ten days ago, in August 30th, Lining held the "baggage Ning Sports Music Party" in Shanghai, mainly as the first domestic scene of the 2020 spring and summer new product of Lining, China. It displayed, spread and interacted the "China Lining" series in the fashion of sports.

"In the past two years, we know more about Lining through fashion week. I hope you can also see Lining's sports technology and sports genes." At the conference site, Lining himself said.

In less than half a month, we can see Lining's strategy of "grasping both hands" in the field of sports and trend.

On the one hand, they use the trend products represented by the Chinese Lining series to win more young people's favor and enhance their brand tonality. On the other hand, they are also showing greater ambitions in the field of professional sports, hoping to match the international sports brands.

Besides the attention of new running shoes, this conference is also the first public appearance of Lining's new joint CEO Qian Wei.

The press conference began at five p.m. that day. When the four media and guests went to the experience area, Qian Wei showed the gesture of being close to the people. In about half an hour, he actively participated in the performance experience of all aspects. But most of the people here may not know or do not recognize him. After all, he has been in office for only a week. Before the launch of the conference, he was surrounded by several Lining executives around WeChat.

In addition, after Lining's speech, general manager of the shoes R & D and production center came to an end, Qian Wei took the initiative and clapped him. When the host announced that Kenya athletes wearing Li Ning Fei running shoes had won the Taiyuan marathon, Qian Wei took the initiative to lead the applause of the scene, and appeared to be actively integrating into the new environment. "Lining

Lining himself looked very good on that day. Compared with the seriousness of the past performance press conference, he was smiling all over the stage at the conference.

In the first half of 2019, Lining's revenue grew by 32.7% to 6 billion 255 million yuan, and the net profit of shareholders increased by 196% to 795 million. The net interest rate increased from 5.7% to 12.7%, gross profit margin increased 1 percentage points to 49.7%, and cash flow increased by 107% to 1 billion 366 million. Lining himself put forward the company and his personal goal at that time: to build Li Ning Co into the most competitive Chinese sports brand enterprise in the sports market.

Whether the new racing shoes or the new CEO, or this long-term goal, will take time and market to test.