Do and know the way--Li Ning Network Marketing thinking

Wen/Feng Lizhong

A comprehensive edition of the April issue of the advertisement has been published!

"I only care why I move, not how I move, try to communicate with your body, the pain can be happy, the stress can be the power, try to reconcile with your body, accept it so pliable, accept it so strongly, and try to live peacefully with your body." ”

This is the latest inner shine ad copy part of Li Ning, this paragraph is apt to explain Li Ning development of E-commerce concept, this idea tells us, Li Ning in the development of e-business process and not to find what "strategic plan", but to face a winding road, while walking forward to understand themselves.

Online shopping quick activation of Li Ning upgrade

Where consumers are shopping is not the boss of Li Ning, nor Li Ning's agent to decide. Nor will it be because Li Ning cannot balance the conflict of interests between the network and the traditional channels, consumers will wait for Li Ning's internal coordination, because not only Li Ning a company to do sports apparel, consumers have a lot of choices, Li Ning does not carry out E-commerce, Taobao can still be easily purchased to Li Ning Products, And the online retail market flooded with discounted prices, a goods, so that trying to create a unique brand personality of Li Ning has no choice. "E-commerce Department in the formal formation of the fourth month after the start of profit, it is really not thought." Said Jianxin, chief operating officer of Li Ning Company.

In addition to the surprising sales figures, Li Ning found that the attempt actually made it effective in reaching an attractive consumer group: middle-high earners who worked long hours without time to shop. and to deal effectively with the other problem that makes Li ning headache: the sale of counterfeit goods on the Internet.

But the beginning also forced Li Ning to reconsider his understanding of customer service. The essence of electronic commerce is retailing, customers are always the largest brand of resources, although the focus of online shopping services and physical stores have similarities, are to meet customer experience, rapid response, closely follow or lead the fashion, but in the distribution mode, supply channels, service flow, service content on a great difference. Originally outsourced to agents, promoters of order sales, work content, change for customers and online shopping mall procedures, customer service joint completion, from goods sorting, logistics transport to financial settlement, these basic supply chain management break the traditional way, become instant and interactive.

Consumers in the process of shopping, the selection and payment of goods no longer have the promotion of the recommendation and guidance, instead of the website program to complete, consumers no longer shipped goods, but the need for a strong and rapid logistics system to complete product transport, consumers become more active and picky, consumer choice and judgment more rapid and changeable.

And these are just the beginning, and the management of more than 27,000 Li Ning network dealers is another surprise and gain in the course of 2009 's e-business, and only two years ago, this figure is only 700. "I wouldn't be surprised if there were 50,000 stores a year later," he said. Li Ning, director of E-commerce Lin said. Li Ning more than 6,000 offline shops only need to be shipped through a delivery system, it does not require retail capacity, the distribution of a single piece of capacity, and do not need to pick and match capacity. But e-commerce requires all three abilities to be available at the same time and respond faster. And this problem also directly "activates" the Li Ning brand's overall upgrade.

The marketing idea of daring to try

The life cycle of the enterprise, due to the different goals of the sprint, the top, downhill and other stages, which requires enterprises to constantly look at their own success, that is, the market environment of their services, so as to find new achievable goals, change the company's organizational structure, organizational efficiency in response to emerging business opportunities, Develop a business path that can be constantly evolving to adapt to the new market environment, and Li Ning in the face of the problem to follow its "Dare to try" business philosophy, and actively carry out e-commerce, the entire business behavior of the wise and calm, and received a lot of unexpected harvest.

According to the past Futures order mode, the designer of Li Ning will display the next spring and Summer series in the autumn (Autumn and winter Series in spring), so that the buyers of the offline distributors can order in advance half a year. But the speed of the network turnover is much faster, the online shop requires spot system, the best delivery cycle can be shortened to 7-10 days. And now, we browse Li Ning's official mall, Li Ning in Shanghai and Zhejiang and other provinces and cities can provide the other day service, to the country more than 100 cities can provide goods to payment services, and for the Internet to buy consumers specially customized Li Ning's package box. This makes many enterprises look at Li Ning sigh, many sports apparel manufacturers are still struggling: how to balance the conflict of channel interests, how to put funds to build their own inventory, how to change the supply mechanism, process, cycle, how to reasonably apply high advertising costs and many other cost problems, Li Ning has a ride in the dust, far ahead.

is, non-overnight li-Ning e-commerce

Li Ning E-commerce project will be able to achieve a profit of 4 months of information may mislead many enterprises, and many of the traditional E-commerce project is in such a "myth story" to become a quitter innovation project, to know, Li Ning net time can be traced back to April 2005, Li Ning name NetEase sports channel. The rigid mode of deciding the primary and secondary of the innovation project is very unfavorable to the traditional enterprise: it may suspend many potential projects in the early stage of research and development, and it will endanger the growth ability beyond the core business of the enterprise. And the way that Li Ning is working on this is the key to solving the problem, this not only saves a lot of time and money invested in these projects, but also fosters partnerships among new network distributors, promotes the development of innovative ecosystems and brings profitable business income to Li Ning.

Looking back on Li Ning's Internet memorabilia, we can also find out more clearly that Li Ning's business logic of "doing first, thinking after": Do community, do brand propaganda, do the brand communication of Internet. Li Ning Company in addition to its own official website has its own community, but also with Sina, Tianya and other forums to maintain very close communication, they will organize some customers to participate in product evaluation, but also organized from the Forum fans to Lijiang and other activities.

such as the beginning of the article mentioned in the ad copy is Li Ning in the first quarter of this year on the Internet for female consumer groups to do a inner shine women's sports dress with the fitting of the activity, attracted a large number of Li Ning's fans to participate in, Li Ning online activities, will set up relevant links to guide The connection between brand communication and product experience is becoming more and more close, "from brand culture to product experience, accurate marketing for different consumer groups, accurate communication".

E-commerce has an innate advantage over ordinary retailing: data is complete and timely-not only with all the customer's shopping history, but also when the customer comes to the store (click here). Full and timely information to customer relationship Management provides a great convenience, but to take advantage of this advantage, Li Ning has established a good foundation.

Finally, we can associate, when Li Ning uses the mouse to complete the 2010 spring promotions the layout, and give instructions to the E-commerce site's program, requiring its 7x24 hours, full of work to meet the needs of the online buyers, his competitors also in the supply chain and the wages of the promoters, the issue of the struggle, then 2010 , let's keep an eye on how Li Ning continues to practise its business philosophy.