How Can Lining And Kappa Win Over Young People?

According to the world clothing and shoe net, in January 18th, in the LPL competition of the League of heroes, the Snake team defeated the rival EDG team. It is worth noting that in the past LPL competitions, the contestants would wear their own team uniform until the end.

However, on the 18 day of the competition, both sides changed their traditions and changed to the same silver short section of the sponsor Lining China Fashion Week in Paris.

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The layout of the competition shows that Lining is trying to seize the consumer groups of the millennial generation, playing the leading role in fashion and fashion.

In addition to Lining, there are also some sports brands active layout "Sports".

"By upgrading the quality of stores and adjusting the supply chain, we will conduct full line operation on line and offline.

Speed up the renewal cycle

According to the global information research and forecasting authority, the annual growth rate of China's sports shoes and clothing market will reach 8% by 2022, and the trend market of China will surpass 2020.

Market.

CoresightResearch analysis, a well-known data analyst, believes that the millennial generation has become the main force of China's consumption, which is also an important reason for the continuous development of China's trend sports market.

In addition, MarketingToChina data show that younger consumers are more interested in trend sports products.

Lining seized this opportunity. The brand found a new breakthrough in 2018: the tide of the country.

In 2018 New York fashion week, Chinese elements such as Suzhou embroidery and cranes were applied to all kinds of sportswear with red and yellow colors. After that, Lining's stock price began to rise all the way. In just 40 days, the market value increased by nearly 6 billion Hong Kong dollars.

In June last year, Lining took the theme of "China Lining" on the fashion week of Paris. The "China Lining" logo, the sweater, T-shirt and sports jacket, once again let Lining return to the consumer's perspective.

Recently, Lining and Hongqi automobile jointly announced the design of the series, featuring classic red flag cars, words, patterns and early posters.

It is undeniable that the red flag has also focused on the brand younger and trend in the past two years.

In the industry's view, the market after 90 or even 00 is the future competition of auto brands. The joint marketing of the two brands also means that Lining seems to have found a new brand positioning.

At the end of 2018, when Lining was interviewed by "Sanlian Life Weekly", vice president Hong Yuru pointed out that the "chao chao" product of Lining's fire in the market today is still completed by Lining's original design force instead of a group of new people.

He is honest. Lining used to be a bit old-fashioned in product design. The problem is not the ability of the design team, but the brand strategy of the company is not clear.

In addition, he believes that the best way to improve brand identification is to make good use of Chinese elements.

"Chinese culture and elements are very fashionable. We didn't use them well in the past.

A Chinese brand is not recognized in Chinese or in English. "

Hong Yuru said.

In fact, apart from Lining, domestic sports brand is also concerned about sports and fashion.

The brand released a new product range M1 degree RO in Shanghai in December 26, 2018. The series mainly consists of three products, M1 degree ROSPIRE3, M1 ROSPIRE1.2BOOT and M1 degree ROFNX, which are launched by 360 degrees and American street brand STAPLEDESIGN.

Wang Xinning, general manager of the 31st shoe product center, said: "31st degree hopes to introduce the M1 RO RO series into the fashion design from the New York STAPLE to inject the tide flu into the brand image, so as to attract more attention from the young consumer groups."

Kappa, another sports brand, has been making efforts in sports and fashion.

In September 2018, Kappa released the KappaBF women's series.

Kappa takes the female users aged 25 to 35 as the core audience, with the theme of "no fear of definition". That is to say, in terms of clothing, users are encouraged to try different styles of breakthroughs so as to convey unfettered personal life philosophy.

Through self media, star wear and KOL power to promote new products and promote sales.

It is undeniable that after finding the positioning of sports fashion, these sports brands begin to accelerate the product renewal cycle and adjust the supply chain to meet the different aesthetic needs of consumers.

In 2017, Lining's chief information officer, Zhu Yuangang, said in an interview that becoming a "fast company" is an important goal for Lining.

Correspondingly, Lining is improving the efficiency of supply chain, speeding up the cycle of new products and realizing the integrated management of supply chain.

Kappa calls it digitalization through membership digitalization, merchandise digitalization, store digitalization, shopping guide digitization, and large cargo cloud storehouse in series.

Inventory can be distributed in every store and regional warehouse, and cloud storage center can capture sales situation and inventory situation in real time to achieve automatic replenishment and improve operation efficiency.

It should be noted that Kappa mainly conducts consumer behavior analysis through member pools.

After analyzing consumer preferences, reading habits and other personalized preferences, Kappa will push them to match product and marketing content, and strive to achieve "thousands of thousands of faces" accurate recommendation.

For different commodities, data will be analyzed in a period of time for consumers to purchase goods and products concerned, and different new product supply and marketing strategies will be adopted to provide different goods for these stores.

Kappa, a salesperson from Xidan, Beijing, told reporters that after a period of data collection and analysis, Kappa will predict the volume of future sales according to the actual sales situation of each store. This will speed up the renewal of products in stores and reduce the cost of weekly pfers.

"It is also a trouble to pfer goods among stores. For some products that sell well, we will make advance bookings in advance, and we will sell discounts as soon as possible, so as to avoid inventory, which is much more efficient than before."

She said.

Set up experience shop, full channel operation

In addition to the sport of sportswear, sports brands have focused their strategies in order to enhance consumption experience and reduce operating costs, reorganizing channels, closing stores and adding experience stores.

It is reported that at present, Lining has opened two large comprehensive experience stores in Shanghai.

It is the largest store of 1000 square meters, which is the largest experience store in Shanghai and East China. The store covers all the products and series under Lining's banner. The store adopts the "store in store" model, and another 200 square meter Wade special store, and sells Wade shoes products and clothing, bags, hats and other accessories.

In addition, the Lining experience store of the Expo source also provides a one to one cage basketball area, a professional running posture test equipment, a body composition tester, a iRun running club, and a professional consultant to make suggestions for consumers.

This also means that Lining no longer wants to build a brand that sells products, but a new landmark sports experience place that combines fitness, leisure, sports, social networking and shopping.

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Kappa also began to pay attention to the consumption experience of offline stores.

In the third quarter of 2018, the Kappa parent company in China launched a highly efficient experiential store in many famous shopping centers, including Xidan Joy City, Hangzhou Jiali center, Taiyuan the Mixc and so on.

In the previous semi annual report, according to the data released by China's trend, the number of Kappa brand stores decreased to 1439 in the first half of 2018.

At that time, the trend of China indicated that such measures were to optimize and improve the new operation control model, expand the business of e-commerce, and better adapt to and meet the consumer's demand for purchase.

In addition, China plans to open more and more efficient shops in more quality business circles including Beijing and Sanlitun in the fourth quarter of 2018, and further optimize the channel structure.

Kappa regional sales staff told reporters that the location of the store needs to match the target consumers, and the center of the entertainment, catering and shopping center or trend gathering place that young people often haunt is the goal of Kappa shop.

In addition, store image is an important language for brand to communicate with consumers. Good consumer shopping experience has become one of the core factors to improve sales conversion rate.

And 31st degree also adopts the business strategy of constantly reducing the number of stores and promoting the store efficiency and retail water flow.

According to public data, 5808 core brand stores were set up.

Although the number of stores has been decreasing in recent years, the company's revenue, gross profit and operating profit have maintained steady growth.

From 2014 to 2018, the growth rate of same store sales increased from 1.8% to 7%.

If these sports brands really want to get the flow through sports fashion, we need to find out the needs and experiences of the young consumer groups in the combination of fashion and sports, and then rearrange their brand positioning, product positioning, channel positioning, and consumer positioning.

A good business model needs a long-term plan.

A Chinese expert, who asked not to be named, told reporters.

As mentioned by the respondents, sports brands are selling the layout for all channels of commodities.

In addition to adding experience stores, online and offline integration has always been the main direction of all sports brands.

Take Lining as an example, since the second half of 2017, Lining has set up a special department to promote new retail sales, and has continued to push forward in 2018.

Prior to that, according to the new retail business review, Lining has completed the basic data paction infrastructure: first of all, the quality of goods on line and offline is the same, followed by the online and offline products SKU is consistent, and finally achieved consumer data online and offline access, so that they can online purchase orders, offline delivery.

The 360 degree e-commerce channel can extend the 31st degree product to the market that has not yet been opened by the offline terminal, and narrow the distance from consumers. Online offline experience also greatly optimizes the structure of the offline terminal and improves the store efficiency.

It is worth mentioning that in 2017, 360 degrees increased cooperation with Ali in the whole channel business, and opened up more consumer groups through Ali's full channel plan.

In 2017, the "618" Shopping Festival, 31st degree, selected 200 high-quality stores in the whole country to participate in the activities. Consumers realized the online under the single line picking up the goods. With this activity, the Ali full channel data plan provided the user portrait of the brand line for 31-1 degrees, which is convenient for needles to provide different marketing schemes for different consumers.

The experts also said that technology research and development is the core competitiveness of sports brands. For new consumer groups, they are more willing to pay for product characteristics and brand stories than price considerations.

"Brand needs to change the brand connotation and brand temperament through the products with stories and consumers' psychology and needs, and bring some differentiated products.

Brands also need to tell good stories to match product promotion.

This first requires a clearer positioning of the brand.

This is even more a problem for brands that already have a certain audience base.

The experts said.

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