Lining And Everyone In The High-Profile Cooperation To Clean Up Inventory At Low Prices

< p > last year, Lining, a domestic sports giant with a huge loss of nearly 2 billion yuan, was recently sold by the high (exclusive store) company. The price of the whole house as low as 19 yuan was assessed by the netizens as "the price of the site". Some of the products were below the 90 percent off mark of.

Reporters saw that the sales campaign ended ahead of schedule around 18 p.m. on Sunday. All the products were sold out. People close to customers said that the two would have more cooperation plans in the future.

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< p > < strong > sales promotion campaign ended ahead of schedule < /strong > < /p >

< p > 18:36 pm on Sunday evening, the guest Chairman a href= "http://www.91se91.com/pioneer/" > Chen < /a > took the lead in the official micro-blog message saying, "today 11 points, look forward to."

In fact, the thing mentioned in the old age is a two day low price promotion campaign held jointly by Lining and everyone.

Fan guest official website played the slogan of "Lining FORVANCL, buying 19 yuan with no limited time."

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< p > > the reporter saw on the guest website that there are three price zones in the promotional activities, including 19 yuan -39 yuan, 49 yuan -69 yuan and 79 yuan -99 yuan, among which, < a href= "http://www.91se91.com/news/index_f.asp" > Casual Shirts < /a > trousers are as low as 19 yuan.

A T-shirt with an original price of 199 yuan, the promotional price is only 19 yuan, equivalent to 90.5% off, fell below 90 percent off; a pair of classic casual shoes original price of 299 yuan, promotional price of 49 yuan, equivalent to 84% off, and netizens said, "price and" booth price "no difference.

A clothing industry people told reporters frankly, "in the industry, about 70 percent off of the total cost price, hit 70 percent off is equivalent to not making money, Lining hit so low is considered ruthless inventory."

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< p > for this low price inventory behavior, Lining told reporters that cooperation with all customers is another attempt by Lining to explore the electricity supplier and seek external cooperation. Whether it will continue to cooperate in the future, Lining said, "will follow the sales situation at any time, and react quickly according to the situation."

Reporters learned that around 18 o'clock on Sunday, the planned two days of clear inventory activities have been posted out of the "end of the campaign" information, all activities sold out.

People close to customers have revealed to reporters that everyone and Lining have plans to continue to cooperate, and there will be similar promotional activities in the future.

"This sales promotion of as low as 19 yuan should be just a prelude to clean up inventory."

The insiders said.

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< p > < strong > low price promotion sequela cited industry concern < /strong > < /p >

< p > in fact, Li Ningqing inventory has been brewing for a long time, after Lining released the 2012 annual report shows that the company's losses amounted to 1 billion 979 million yuan, becoming the first large annual loss in 8 years since the listing of Lining. At the same time, it also rapidly closed the front line by closing 5 stores a day, reducing 1821 stores in the year.

Lining, a clothing independent commentator, said that it was not surprising that the price of 19 yuan was lower than that of a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a >, but it is quite surprising that Lining did not stock up on his official platform.

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< p > "cooperation with all customers, on the one hand, there may be other levels of cooperation between Lining and fan. On the other hand, the clothes sold in fan shop must have been sold on Lining's official mall, but their own platform can not digest, and the inventory is not sold every year, so there will be such a scene now."

Ma Gang analysis.

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< p > reporters also noted that some of the products sold on van were used by Lining's old trademark, and Lining began to change the brand in 2010, that is to say, these goods were at least 2-3 years old stock.

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< p > < span lang= "EN-US" style= "font-family: song body"; font-size: 14pt; mso-bidi-font-family: "Times New New"; ""; "

< p > although Lining is determined to solve the inventory problem, the possible sequela of this low price promotion is also a concern in the industry.

Ma Gang believes that this way is sure to have an impact on brand reputation.

However, Lining responded, "all the goods sold in the cooperation with all customers are separated from Li Ning Co's online platform and Li Ning Co's current offline stores, and they all conform to the Li Ning Co's consistent online and offline sales strategy, so they will not have any impact on the brand."

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< p > related reports: all customers try "independent brand + channel" platform mode < /p >.

< p > reporter learned from fan Ke Cheng pin, a new round of structural adjustment has been carried out recently, and the adjustment direction is to highlight three major business segments, such as mobile, overseas and shirts, and some other business departments have been optimized.

People close to customers said that the restructuring of customers and the timing of sale on line Lining showed that customers are trying to explore BELLE's "independent brand + channel" mode.

By introducing traditional brands, we can complement each other's existing categories.

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< p > March 26th, it is reported that Fan said that the VANCL.COM platform is being tested.

The search results from VANCL.COM also show that a large number of V+'s third party brands are gradually being introduced to all customers, and the V+ and guest platforms will gradually merge.

Not long ago, all customers bought the original clothing brand wholly-owned, and the acquisition was interpreted by the industry as the beginning of its own multi brand operation mode.

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< p > to this, the above people said that customers are indeed trying to platform mode.

"In the future, consumers will see more traditional brands that can complement their customers and get into the platform of everyone."

Taking sports as an example, although customers have been involved in sporting goods of their own brands two years ago, the effect has been poor. This time, the introduction of Lining is a good addition to sports products.

The personage also disclosed that the cooperation between fan and Lining is not simply the relationship between simple channel providers and suppliers, and the degree of cooperation between the two sides will be more than the cooperation between other electric providers and traditional brands.

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