Look at Li Ning's Network marketing success

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According to Zhejiang Daily, Hangzhou, May 13, said sports shoes, most young minds have Nike, Adidas, Li Ning these three major choices. Now, this order has been broken. In the International Network Retail Research Association Taobao and other enterprises issued the "China Net Goods List", March sports shoes online shopping data show, Li Ning in sports shoes online shopping rankings, has exceeded Adidas, under Nike, ranked second.

Li Ning is the leader of sporting goods in China, creating a number of domestic sporting goods industry first. In the current electronic commerce of apparel enterprises in the context of the big background, Li Ning how to walk in front of the peer?

According to China Internet Information Center (CNNIC) July 2009 China Internet Development Report shows: The end of the 200-year June, China's online shopping network of internet users has reached 87.88 million people, accounting for the total number of users in the proportion of 26%. The internet is an emerging market with huge potential for consumption. According to statistics, the average age of the online shopping group in the 17-30-year-old, with a high level of education, high income, strong consumption and so on, this and Li Ning products consumer groups have a strong degree of coincidence. How accurate and effective for the network consumer groups to carry out marketing, the traditional sales channels to extend to the Internet?

Li Ning Company adopts management innovation. In Li Ning's organization structure system, has set up two peers company to appear some alternative department, the digital marketing department and the Electronic Commerce Department. These two departments are responsible for Li-Ning virtual community operations and Li Ning Direct shop and online agents operating management work, Li Ning on the network market attention can be seen. So how do these two departments play an effect?

Build a virtual community. 2002, foreign players Nike took the lead in the first name Sina Sports channel, August 2003, the domestic Beikewen Anta to launch an Anta Sohu sports channel, the April 2005, Li Ning title NetEase sports channel. It can be seen that in the Network Marketing awareness, Nike and Anta wake up earlier than Li Ning, but these two brands are not in the network of this huge market intensive cultivation. and Li Ning after signing NetEase sports channel once again exerting force, successively constructs Li Ning NetEase sports community, Sina Li Ning Sports community, CCTV Li Ning World and so on virtual community, will create the fictitious community to make the consumer and the brand interaction platform, the effort promotes the Li Ning in the network influence.

In the 2008, the word "embarrassing" became the most popular character in the Internet community, and the designer of Li Ning was sensitive to this phenomenon and applied it to product design. Quickly launched the "Awkward Shoes", and in the virtual community using "embarrassing shoes", "Crazy Shoes sold Mad" and other types of content, such as the form of viral transmission, " The shoe "was soon out of stock." It can be said that the case of shoes in the virtual community generated by the border benefits, Li Ning would prefer to produce direct benefits from the Internet, import E-commerce is logical.

E-commerce. April 2008, Li Ning set up E-commerce department, in Taobao officially launched Direct brand flagship store and direct brand discount stores. At this time, such as Taobao E-commerce platform, there are more than 1000 shops selling Li Ning products, plugging as sparse, Li-Ning E-commerce Department of the use of Li Ning's distributor system to incorporate existing shop, to solve the network of mixed, true and false difficult to debate situation. In 2009, all shop will be used by Li Ning to provide the shop dedicated CI and VI, by Li Ning Unified development of the theme.

Li Ning is a light company, has the production of products, IT, logistics, such as outsourcing to professional enterprises. Similarly, e-commerce, Li Ning has not adopted the majority of clothing brands since the construction of the Electronic Mall (the ",")-type of network direct marketing, and the choice of network channel outsourcing, its Taobao flagship stores and discount stores can only be counted as a display platform. Network channel outsourcing aims to quickly scale the channel and occupy the market in a short time.

Li Ning has three core agents on the Internet: Beijing Wuzhou Online, the ancient star electronic commerce, the shopping net and so on. These three core agents in Sina Mall, ebay Mall, Dangdang, Pat Net and Taobao opened a number of Li Ning online stores, has made good sales performance, and some online shop is more than the online sales star shop. This may be the result of Li Ning's successful application of the offline channel expansion model online.

Li Ning Online has nearly 6,000 physical stores, the coverage of the shop is not a geographical limit, there will be a conflict of interests between channels. In order to resolve this conflict, Li Ning to the network channel to take the goods for the purpose, and the different shop for goods differentiated positioning, to protect the interests of two kinds of channels.

E-commerce is a new business model, and other apparel industry, different forms of E-commerce, Li Ning to go is a network channel outsourcing road. Hope that this innovation on the road of Li Ning better, but also hope that this model can give some of the plight of clothing enterprises some inspiration, in this winter feel the gap through the temperature of the sun.

The network analysis is relatively traditional domestic, foreign trade, retail enterprises on the traditional channels, human resources and the pressure of the stock is very large, if the use of E-commerce platform, not only the cost of less investment, the pace is more light, but also can have the opportunity to do big enterprises, "for domestic brands, is undoubtedly a bigger and stronger opportunity.