Shoe Enterprise Lining Brand Positioning Embarrassed &Nbsp; The Current Pain Is Just Floating Clouds?

January 21st hearing

According to the Lining brand's second quarter 2011 orders, the average price of Lining's clothing and footwear products increased by more than 8% compared to the same period last year, at the retail price tag, that is, the product label price. However, the number of orders decreased by over 7% and 8% compared to the same period last year, and the total value of orders for orders decreased by about 6%.

This immediately triggered concern about the Li Ning Co, and the market even once said that Li Ning Co had to close 500 to 600 stores.

Then in December 28, 2010, Li Ning Co launched a series of reform measures for the distribution system to the outside world, including the integration of 500-600 inefficient distributors, the adjustment of store structure and the increase of wholesale discount by 3 percentage points.

Self talk: at present, only pain, everything is floating clouds.

Li Jiaming, general manager of Lining international market system and general manager of Lining America Limited, explained: "Lining has always insisted on the high-end professional brand equipment line, and it is not a product with poor function but may be fashionable.

Every enterprise will experience the product cycle of rapid growth and bottleneck adjustment.

I can't comment too much on the capital market, but since Lining was founded in 1990, it is by no means the first time it has encountered bottlenecks.

China's professional sports equipment market is mature, we have been providing professional equipment for sports personnel.

We will unswervingly follow the road of professional sports equipment brand.

I agree with Mr. Lining very much. "Lining is Lining of the world, not China's Nike."

Brand positioning: after 80 or after 90? High-end or public?

Li Ning Co said that at present, the entire sporting goods industry is entering the pformation stage. The business model is likely to undergo major changes in the next five years, and the market will be further divided into a mass market with a brand premium capability and a lower price base market.

Li Ning Co judged that China's super large and first-line market already has the characteristics of the mass market, and the two or three line market is accelerating to upgrade to the mass market. Lining brand will be clearly located in the mass market, attacking the large and medium-sized cities.

In fact, Lining's awkward position has always been criticized by the industry.

Today's performance declines and growth slows down, and Lining's brand positioning becomes a target of public criticism.

Zhao Yu, the strategic consultant of consulting division, pointed out that as the leading brother of China's sporting goods, Lining's brand positioning is always leading the trend of China's sports manufacturing industry. "Whether it is for the long-term followers Anta or forced to take advantage of the sword, Kappa, XTEP and Lining are now playing the role of Nike and Adidas in the Chinese market, and they will inevitably face the repositioning of brand development.

Lining emphasized that the brand repositioning is more out of market judgement, but it is too extreme. In such a direct way to highlight the "post-90s" generation, the controversial position has not brought the expected popularity. Instead, it has weakened the original market base, coupled with the promotion of the price, and lost the advantage.

Therefore, the problem is actually the unequal relationship between brand positioning and consumer cognition.

Enterprise strategy and brand marketing expert Ye Feng: "in 2011, China's sports goods will be divided into 3 steps.

One is 2~3 comprehensive brand, which will cover all sports products.

Two, we aim at subdividing various international brands of functional sports market.

The third tier is the domestic small and medium-sized brand, its goal is three or four line cities.

"The market analysis before Lining did not work because it was based on building international brands by Lining," he said.

The result is "until now, Lining is a brand without any characteristics."

Goldman Sachs believes that Lining captured the overseas market last year, which certainly attracted a lot of attention, but it was a step wrong in shaping the brand.

Lining's brand positioning is between the global high-end brands and the domestic mass market brands. This lack of clear value orientation and the status of cards in the middle are risky.

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Do not be China's Nike, be Lining of the world.

As the chief marketing officer of the Lining brand reinventing the "pushing hands", Fang Shiwei made it clear that Lining identified the "post-80s" young sports fans as the core target group, especially the 16~23 year old group.

In June 30, 2010, Lining raised the banner of "after 90".

"This is the beginning of Lining's brand remolding strategy, which indicates that Lining's brand is closer to the goal of internationalization."

Mr. Lining explained the meaning of the bid.

Li Ning Co spokesman said: "the company has been implementing the strategy, and through the dissemination, product and retail experience of a series of integrated marketing, continuously and consistently pmit the brand gene to consumers."

He pointed out that the purpose of brand remolding is to differentiate and avoid simple price competition.

"We don't do anything unprepared!" Lining, CEO of Zhang Zhiyong, is full of enthusiasm. The CEO, who comes from the financial management, is leading Lining to go to the second round of internationalization.

"The new logo has been registered in the world and is waiting for the approval of the local government.

It takes about 2~3 years. "

"If from now on, I hope to use 8 years to build Lining into the top 5 brands in the world and make Lining more than 20% in the overseas market, and truly internationalize in 2018.

Of course, the premise is to become the first in the Chinese market.

Zhang Zhiyong introduced.

Lining set a strategic goal of ten years: from 2009 to 2013 as the international preparatory stage; 2014 to 2018 is a comprehensive internationalization stage, becoming the top 5 of the world sports brand and the first place of Chinese sports brand.

In order to get closer to international brands, Lining began to raise prices.

"Every quarter is up 3%, 5%, or 10%, 12%. We need to judge whether the brand assets are continuously improving and whether the price pressure test reports are supported or not according to the products. These are technical problems, and strategically, we must move forward."

Zhang Zhiyong hopes that the price gap with Nike will be smaller and smaller, and it is likely to be less than 10% in the future.

At present, Lining has begun an international attempt in Southeast Asia and the United States.

Lining, chief executive of Zhang Zhiyong, has invested $10 million this year in the US business and plans to raise sales to the US market to $50 million this year.

But according to the usual "internationalization" standard, the contribution of overseas market to the company's business needs to reach 20%. At present, Lining's overseas contribution is only 2%. When the international brands are optimistic about the Chinese market, can Lining spend 8 years to complete the "sea going" war?

I hope it's just a labor pains. We hope Lining can go further and further.