Shoe Enterprise Lining Aims To Raise Price? Two

In 2006~2007, Li Ning Co's consumer market survey showed that the actual consumption crowd of Lining brand and Target consumer group Compared with a certain offset, the overall population is larger than that of 35~40 years old, and the population is over 50%. Zhang Zhiyong, who is regarded as the main target group of Generation1Creator and 13~26, often finds Lining not "cool".

This is a headache for Zhang Zhiyong. After all, the idea of Lining, founder and chairman of Li Ning Co, has always been the "international Lining" rather than "China's Nike". Even if we only do well in "China's Nike", Lining brand is bound to face a "rising" movement from two or three line cities to domestic front-line and super large cities. Therefore, it is necessary to inject more vitality and fashion elements into Lining brand.

However, a cruel reality is that the rent of domestic and super large cities is rising rapidly. It seems that Li Ning Co is facing more difficulties even if it wants to maintain its current profit margin. Price increases seem to be the only way out.

Zhang Zhiyong said that under the big trend, Li Ning Co first let more young people like this brand; if only these are done well, the price of Lining will rise to find the reason and foundation.

Inventory risk

even if Lining The company has been preparing for 3 years, and Zhang Zhiyong still admits that Lining's road to bid change and brand remolding can not go all the way.

"From the perspective of temporary risk, the first one is old. LOGO Inventory, because we can not foresee the impact of the new LOGO on the old LOGO, because the product is rising at the first level, this product is increasing, and that product is getting fewer and fewer. According to our past experience, inventory should be cleared in 24 months, so we need to accelerate the work. " Zhang Zhiyong said that because he had no experience in this field, only Lenovo Inc in China changed LOGO successfully.

In addition, Zhang Zhiyong's second worry is that Lining's new LOGO enables consumers to understand that the company must maintain consistency and continuity in product design and marketing. "That is to say, all kinds of creativity should be consistent among different sports in 5 years, which is much more important than creativity itself."

In order to reduce the potential risks of changing the standard, Li Ning Co has made adjustments from the market system, product system and sales system.

In terms of product design and research and development, Li Ning Co's original clothing (including accessories) and sports shoes parallel business department turned into a matrix organization structure dominated by sports, such as basketball, running, badminton and so on.

Channel upgrade, Lining "sixth generation shop" began testing. Rings, door handles, stadium floor decorations, Chinese red and other design elements are produced. The national market is divided into northern, Eastern and southern regions. The general manager of three large areas is set up according to the regional market for targeted marketing.

Whether Lining's transformation can succeed remains to be tested by the market.