Lining Refused To Enter The North American Market With A Low Price Strategy.

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"Li Ning Co does not plan to enter the United States through low-cost strategy. We hope to adopt brand building and up to date.

Generally speaking, Chinese enterprises often use the "low price strategy" in entering the US market. The impression of Chinese brands on overseas consumers is to win at a low price. However, Li Ning Co intends to give up this old road.

In order to enter the US market, Li Ning Co and its US partners have jointly established "digital Lining" to open up the US market through e-commerce websites.

In the "digital Lining" shop, the main products include three categories: basketball, running and fitness. A sports jacket is priced at $70, with Adidas.

For this reason, Lu Guangming's explanation is that the new company's products do not want to use "low price" as a selling point to attract young consumers, but rather win by design concept. Through product design, it embodies the values of physical and mental connection in Eastern philosophy, achieving unity of body and mind and achieving sports balance.

Regarding the sales mode, "digital Lining" boldly adopts the way of network sales.

Lu Guangming said he is convinced that Internet sales are the most efficient way at present. "The retail market in the US in the next ten years will be dominated by Internet sales."

He is convinced that traditional sales methods have proved to be not entirely effective, and e-commerce is the most potential marketing mode in the future.

In addition, in view of the high social media activity of young people, the "digital Lining" product will fully cover young people through App online stores, social networking and other new media and new ways of communication.