Li Ning's dilemma: The game of hand-handedness in the era of electric business or love

"Li Ning" has been a bit annoying lately. One of Li Ning's county-class distributors said the low price discounts on online sales had already affected real-store sales, with 7 of its stores leaving the last 1.

"Our distributors have no good impression on http://www.aliyun.com/zixun/aggregation/7682.html" > online sales. "On October 23, one other brand leader told reporters," Not only is Li Ning, our industry is now facing online and offline two major channels of sales coordination problem. "Key Road Sports Consulting Co., Ltd. Zhang said the problem with the industry's universality.

One months ago, the physical store sales of small tickets began to play the official website of Li Ning Advertising, and the website members enjoy the new low discount. "Spending 980 yuan, shopping again for 55 percent, which contains many of the best-selling items in the third quarter of 2012." 55 percent with me when Tice buy discounts consistent, or even lower than most distributors purchase discounts, which let us distribution how good? Said the dealer. This is less than the sales of physical stores to surprise them, the factory direct supply of low-priced goods to the physical shop is a huge impact.

However, October 23 Li Ning's response to this reporter, "has this matter (online prices below the line) for verification, online and offline sales of goods of different structure and type, mainly on the line to sell non-seasonal goods and networks for the main version, such as the quarterly new products on line sales, has never been lower than the price of goods sold. ”

Online dumping Platform

In addition to the official website E-commerce platform, the major brands are also in Taobao platform to open online shopping malls.

Online shopping market so that the offline dealers feel threatened, "especially some dealers have network sales qualifications, some dealers do not have online sales qualifications." These unqualified dealers are hard to suffer. "said the brand person.

An e-commerce website Personage said, Li Ning dealer's question is the whole industry common problem, actually is the line product and the price allocation uneven causes.

In fact, online products and discounts are the result of a large number of Internet distributors, "online sales and even become a lot of distributors sell inventory platform." "The above electric business personage says, distributor is a level dealer and level two dealer, the discount of the commodity that a class takes must be lower than the second level, then cargo quantity is also bigger." Dealers to remove the latest quarterly goods, other goods should be purchased accordingly, so many online sellers are distributors.

"Some brands and dealers signed the contract, signed is the offline sales, but in the contract and no notes can not be online sales, some dealers will play a contract of the edge of the line to operate." "The brands said that different levels of distributors because of the difference in goods, if online sales, especially in the inventory of goods, the discount is lower than the other level of distributor entity store prices become possible."

"There is another possibility, that is, dealers do not have the qualification of online sales, but the inventory is too much, this part of the inventory of low prices dumped to others, by others in the online low price dumping." In short, for brands, the current network sales are more like dumping inventory. said the person.

"Online sales do affect offline performance. Our distribution company lost about 20 million yuan last year and the sales are not good this year. It has been closed and then found a good location to open the shop, but the number of stores should not grow. "An employee of the Li Ning Distributor company said. In the eyes of the former employees, it is indisputable that the online performance is affected. "The price is low, online activities are even lower than the real store prices." "Even the entity shop has individual employees to buy goods online, such as 200 yuan purchase, in the real shop with the same sales 300, from which to earn the difference."

Game or Love.

"Offline and online is the brand dealer's right-hand." "said the electricity trader. "Dealers will not give up the franchisee, so in the face of the impact of E-commerce is also facing entanglements, Love also has a game." ”

"Whether from the size of the business or the company's investment, the entity store in Li Ning Company's importance and core position can not be shaken." Li Ning company says.