Thinking of the marketing mode caused by the closure of Li Ning's brand shop

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Recently, the sports brand Li Ning because of the company's loss is serious, helpless to stop the national gymnastics to the sponsorship, at the same time close the offline brand shop more than 244, trying to change 2 years of profit loss. According to the first half of the official data report, the first half of the losses from the same period last year 184 million yuan widened to 586 million yuan.

The traditional marketing model has ended

Li Ning faced with the rise of electric dealers and the impact of foreign sports brands, the old products are not operating the network dragged down the market, it does appear to be poor execution. With the development of the Internet and the change of people's life style, the traditional marketing model can not meet the needs of consumers, Li Ning's explanation for the loss is that a large number of inventory, the provision of bad debts and human costs are the main factors affecting performance. The real intrinsic influence factor cannot leave the marketing pattern backward.

20 years ago, in the Internet is not universal, the traditional offline marketing model for the main marketing channel, just do a good job online brand marketing, Word-of-mouth Publicity can occupy a place. Li Ning's offline shop is also full of China, all large and small cities are visible in its figure. Perhaps in order to achieve the role of advertising, many offline shops have been at a loss, but rely on a few large store profits, to drive the overall profit losses.

Social marketing or becoming dominant

10 years ago or 5 years ago, such a marketing model could survive. But in the popularity of the Internet, electric business platform operation is vigorous today, a single offline sales model has not reached the profit and loss, but closed to become the only way to solve the problem. Now the business marketing model has become social network marketing, for traditional enterprises from product-oriented traditional marketing, has begun to change to consumer-centric social marketing, has been able to use cheaper, better results, faster promotion of Internet marketing to achieve business sales.

Mobile Internet era, is a revolution, is a subversion and subversion, is a daily burst of innovation in the new era. The current marketing model is already a social marketing, that is, in the physical retail era, intercepting the customer's battlefield is the store shelves; in the era of electricity, the battlefield for intercepting customers is the Internet traffic on the PC side; in the mobile internet era, the battlefield for intercepting customers is mobile traffic like smartphones.

Whether it is Li Ning or other established businesses, to be able to stand firm in the new era, blindly addicted to the offline, traditional marketing model, the last can only face severe losses. With the development of social networking Network marketing model, so that enterprises faster and more powerful development.

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