Father's flag "Li Ning" old

Now the young people are not willing to wear the same brand with their fathers, the Chinese sports market more than 20 years of Li Ning became the father's banner, Li Ning old, positioning old, the transformation of the steps also hobbled up, especially in the electricity quotient, the tragic defeat.

Chinese sports brand "one elder brother" Li Ning old, old, the audience old, even in fact not a novel electric Shangdou play not turn. Since September, Li Ning Company uses its offline channel to promote the online mall. Low-price discounts on online sales have affected real-store sales, and Li Ning's distributors are complain.

Alienation, has become the Li Ning Company and the distributor real state accurate footnote. The electric dealer does not seem to have become the engine of the great reversal of Li Ning, but as a booster for slipping further down the abyss.

Playing electric Shang Lining is too old

The former gymnastics prince Li Ning old, when Li Ning in front of the media this year, many of his loyal fans said: "Bald, wrinkles, pouch, in our hearts that handsome teenager's image was instantly overturned." ”

Li Ning's image has been reversed in a big reversal. Five years ago, the leading position of local sports brand is not Li Ning. In recent years, with Anta sports, 361 degrees, special Step International, horse sports, Xiderong and other local brands to do a strong and big, Li Ning in the domestic sports brand leading position continues to be challenged.

At the same time, Li Ning's brand has become older, in the sports brand based on the positioning of youth groups, Li Ning appears arrogant. With the growth of Li Ning's 1975-1985 generation, has gradually moved away from the sports brand, loyal fans no longer, and the image of Li Ning in the 1985-1995 generation is too older, more like a father's banner, which let Li Ning brand in the sports market repeatedly encounter ice.

To enter the electricity quotient, became the key that Li Ning attempts to re-establish oneself youth sports brand market positioning. From September 19 onwards, Li Ning shop in the small ticket has been attached to the official shopping mall of Li Ning Information and web site. The website consumes 980 yuan once again shopping 55 percent of the information constantly in the marketing of Li Ning's brand image.

Li Ning's goal is to gather the largest youth groups in the online shopping market, at low prices for Pao. Although Li Ning officials have repeatedly pointed out that the current online sales of the size of Li-Ning company's overall sales scale is not high, online and offline goods structure and type is not the same, and its electrical business in new products have never been lower than the price of goods to sell.

But Li Ning on the power of the electricity business is self-evident, ultra-low discount, even the distributor's take the price can not compete with it. "Such low discounts have a direct impact on our sales." "A county distributor told the author:" Recently to shop to look at clothes customers are more than before, but the sales went down, only to see not buy, only try not to purchase, these young people also take a mobile phone to sweep the bar code, is obviously ready to go online to buy lower prices of goods. ”

Online shopping malls on the destruction of physical stores for just a month or two, has been revealed very clearly. "The entity shop is now more like the online experience shop, but Li Ning has not stopped, this direct in the upstream interception of the method, the downstream distributor is fatal." The dealer said: "The first half of Li Ning close offline entity stores more than 1200, most of them are distributors of franchise stores." We had this feeling at the time. ”

Such cheap dumping and online shopping initiatives, and did not really let the young people feel satisfied, the author randomly surveyed 20 young people born 1985-1995 years, they generally said, Li Ning in their hearts is 30 years old, "too old, even playing electric dealers, it is too old." "A young man so commented.

It's too tender to walk around.

Li Ning not only in the domestic market to enter the electricity business, in overseas markets, but also active in the network.

At the end of last year, Li Ning's digital company began to officially launch an online sales business in the United States, mainly selling basketball, women's wear and running shoes. Data show that the digital company is a joint venture between Li Ning and a Chicago brand consulting and private equity firm. In the new company, Li Ning accounted for 20% of the shares.

This international route is the full presentation of Li Ning's strategic intention of "go-change". Because of the age of Li Ning's brand aging can hardly contain. The implementation of overseas strategy is Li Ning's exit strategy, but it has proved that it is still a Chinese company.

2005, Li Ning hired a professional organization to investigate the status of the brand. The result of the survey was that consumers, aged 35-45, accounted for 50% of the consumer population. In order to win the favor of young consumers, the expansion of consumer groups, in the three quarter of 2010, Li Ning will brand consumer groups as "a". At that time, some experts pointed out that Li Ning's price positioning is not suitable for "the". And practice has proved that even if the electronic business, but also to no avail, in the product without great changes in the premise, just rely on the change of advertising words, can not relieve the minds of people in the mindset.

The result of the breakthrough was explained by the change of position. At the moment it can only rely on hope to change, through E-commerce, changing their predicament.

There is no denying, however, that Li Ning uses two price systems on line and offline, let their original allies-distributors have become very passive and excited, and the online shopping group is not appreciated, after all, Li Ning has no experience in the electrical business, only rely on the real store card issuers difficult to achieve high conversion rate, and a large number of online advertising, In the erosion of Li Ning had already a little thin profit.

On the Internet mall is basically not adapt to all the traditional brands of common problems, but suning or gome, and even other clothing, shoes and hats brand, there is no Li Ning go so fierce, turn so fast, mostly just slowly test the water, looking for their own way, and Li Ning boldly go forward, but forget the movement is too intense, will flash the waist.

The waist really flashed. When Li Ning will be his hot face affixed to the model of the consumption of online shopping, but found himself affixed to a cold butt above. Consumers have not seen, has let Li Ning in the pommel horse can not play the whole spin, but the tiger.

Although Li-Ning company claimed that its online and offline sales of the goods structure and type is different, mainly on the line to sell non-seasonal goods and network for the main version, such as the quarterly new products on line sales, has never been lower than the price of goods. But the students don't buy it because they feel that the Web-only version is just a gimmick, not the season's goods that make them feel like "scavenger".

"Li Ning has not honoured his promise to offer a different product online. I excitedly went to see, found many are last year's money, or in the store sales of bad money. The goods are very complete, but I always feel that the sale of second-hand, clear inventory. "The girl Wu Jiadi said:" If so, so low price I can understand, but I do not want to buy the reason, presumably Li Ning can understand. ”

Li Ning began to design the line under the different marketing, ideal is very plump, but the reality is abnormal backbone. Not to implement, the result instead of hurting distributors and consumers heart.

It's so urgent to lose Li Ning repeatedly.

A fail out strategy. Overseas markets do not have the size of the work, Li Ning is still a national brand, not really become a major international, can only return to the base camp, operating the domestic market.

Two-position strategy. Want to get 90 after the favor, lasted 2 years but no fundamental changes, new customers did not pull, the old customer is lost, Li Ning also began to lose their direction, only in the arena, want to use a series of difficult movements to pull back scores, and competitors bitter, This highly difficult action was placed in an area where Li Ning had never played.

Three defeats the channel strategy. As a result, Li Ning's online mall was built, and the distributor's heart was cold. Li Ning turned himself into a sibuxiang, in the end plays online, or later on the line on the fashion to live, Li Ning himself did not think clearly.

Everything explains a little, in the experience of low performance, personnel shocks after the company's heart too anxious, eager to change, quick success, the result is not enough, so that a big mess.

Rombo Micro-Network Technology Co., Ltd. General manager Yang Ziwen Analysis said, in fact, Li Ning's design is not wrong, go out to strategy, need is steady, to years of work, overnight from national brands into international brands that is just a myth. But Li Ning first encountered setbacks in the initiation of retreat. Positioning strategy, need is the product line of comprehensive innovation, but Li Ning in this respect more or less, not only to stabilize the original customers, but also want to occupy the new market, the result of product design ideas become very strange, neither the nor a, this let Li Ning's products are not recognized by the market.

E-commerce can be an antidote to Li Ning, Yang Ziwen says. Can also be a dose of poison, it seems, Li Ning is to take it when the poison to take, if the real realization of differentiated commitment, especially the online mall to become a special product of the market, with their favorite consumer experience and the most fashionable product style to impress them, Instead of dumping them as the object of the inventory, the result may be greatly improved, not only to the positioning can be achieved, and through the different patterns of consumption, to the entity shop, the main focus on, realize a gradual transition, then all promising, will not intensify and the contradictions between distributors.

But this may be difficult, because Li Ning has not been able to tell their role, in the end is the almighty Prince, or the youth Idol, this choice, in fact, it is not easy to choose.