After The Comeback, Lining Valued The Electricity Supplier Channel Business Growth Exceeding 100%

After the comeback, it is highly valued.

Channels, and to the first line of Ali employees earnestly seek advice.

Electricity business sales grew by more than 100% over the same period, rising from 7% to 12.8% in total revenue of Lining.

Around the "product marketing experience" innovation, improve the proportion of new product sales structure.

This year is considered to be the key breakthrough stage of Lining's all channel business, mainly from the following aspects: 1. promotion and membership platform construction.

2. O2O all channel inventory integrated system platform construction.

More than 3.

Development strategy, a net sales increase of 300-500 points in 2016.

Lining's goal is pforming from traditional sports equipment supplier to "Internet + sports life experience" service provider.

1. product innovation.

2. marketing innovation.

3. experience innovation.

In the morning of August 11th, Li Ning Co Ltd released its interim results announcement.

The announcement showed that in the half year of June 30, 2016, Lining's net profit was 113 million yuan, 29 million yuan in the same period of last year had improved obviously, and the income increased by 13% to 3 billion 596 million yuan.

This is Lining's sustained profit since he turned to profit in 2015 and the cash flow of operating activities turned positive.

Among them, the sales of e-commerce business grew by more than 100% over the same period, and the total income of Lining increased from 7% to 12.8%.

Lining, the founder, has reinvested in entrepreneurial mentality in recent two years, and has also attached great importance to the business channel.

Reporters once witnessed that Lining took the head of his electricity supplier a few months ago and made a special trip to visit the Alibaba's Xixi Park in Hangzhou.

He did not meet with ALI CEO Zhang Yong or other executives, but the front line staff of Tmall apparel sports outdoor.

In an hour of communication, Lining took notes seriously, asking questions from time to time, like students who listened carefully in class.

Lining's efforts began to be rewarded.

After many years of loss, return to the essence of sports

According to the annual performance Bulletin of 2015, Lining's income increased by 17% to 7 billion 89 million yuan, and net profit increased by 795 million yuan, from 781 million yuan to 14 million yuan, achieving the first profit since 2011.

Looking back over the past few years, the multi brand and internationalization strategy of "let change happen" did not allow Lining to break through the 10 billion mark. On the contrary, the number one brand of domestic sports brand was shaky.

In 2010, Lining's revenue was 9 billion 500 million, away from 10 billion.

In 2011, there was a large backlog of stock. In 2012, a large number of layoffs and stores were closed, with a huge annual loss of nearly 2 billion. In 2013 and 2014, there was a continuous loss.

Company CEO changed one round, Zhang Zhiyong and Jin Zhenjun changed to founder Lining.

In August 8, 2015, Lining changed the slogan back to "anything is possible".

After years of loss, Lining returned to the essence of sports, focusing on the domestic market and focusing on the main brand of Lining.

It is worth mentioning that before the narrowing of the losses, small profits and other results, has witnessed Lining's corporate structure and direction of the optimistic results after combing.

According to the announcement, Lining's gross margin increased from 45.2% last year to 46.7%, which is mainly due to the growth of e-commerce business and the increase in sales of new products with higher gross margin.

Specifically, electricity business sales doubled, accounting for 12.8% of Lining's total revenue, 5.8% higher than last year, and gradually "full channel" construction in terms of membership, inventory integration and stores.

In addition, another key word of this profit is around the "product marketing experience" innovation, thus improving the proportion of new product sales.

Layout of the whole channel

In the first half of 2016, in the overall electricity industry growth rate slowed down substantially, Lining electricity business sales remained high growth, and on this basis, further exploration and implementation of data operation.

At the same time, this year is also considered to be the key breakthrough stage of Lining's all channel business, which began trial operation in the first half year.

As can be seen from the announcement, Lining mainly from the following aspects:

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Li Ningzheng completed the integration of online and offline members, through the integration of members and actively seeking multi-channel cross boundary cooperation, so as to introduce more marketing resources and fashion elements, and increase and design more promotional experience with the market and more interactive experience, and promote the sales and sales of new products.

2. O2O all channel inventory integrated system platform construction.

To achieve the online or offline shop order, regional logistics center (RDC), national logistics center (NDC) or other offline shop delivery mode of operation, through the stock barriers, to achieve the attribution of goods, from the physical location as the standard, to achieve the pformation of sales standards.

This has effectively improved inventory structure, Treasury sales ratio, improved product turnover speed and operational efficiency, and laid the foreshadowing for future integrated commodity management and marketing activities.

3. multi brand development strategy, with a net sales increase of 300-500 points in 2016.

As of June 30, 2016, the number of sales of Lining cards (including LNG and spring label regular shops, flagship stores, factory stores and discount stores) was 6169, a 36 increase over December 31, 2015.

50 dealers, a decrease of 6 compared to December 31, 2015.

Among them, LNG and spring marked two brands increased by 21 and 19 respectively.

As a new business development, the spring mark will remain a prudent channel development plan in the second half of 2016. The main task is to conduct product testing, channel testing and so on.

Innovation should be changed

After the return, Lining, the founder of calm and low-key, began to be willing to show his face.

In the first half of 2015, some media reported that Lining visited the Shang Chao Group in Shanghai and Guangzhou with a team of channels, including big Rd., Guang Bai and Shanghai Bailian, etc., and reached a number of channel cooperation agreements such as chain outlets, online and offline integration and sales.

He said: "we must create new products, new channels, new ways of operation and new experiences of Lining with entrepreneurial mentality."

Lining's goal is pforming from traditional sports equipment supplier to "Internet + sports life experience" service provider.

1. product innovation.

In the field of running, in the first quarter of 2016, Lining launched the "Li Ningyun three generation" product, and for the first time carried the concept of intelligence. The middle end chip can record running data. In the second quarter, the "ultra light thirteen generation" product was launched, and product design inspired from Oriental brocade, combining flexible yarn and breathable MONO yarn.

The sale is about 500 thousand pairs in 3 months.

With the popularity of the fitness market, Lining tried to launch indoor professional skintight products in the first two quarters, including Legging, short sleeves, vests and Bra.

Lining badminton products have always been sold through professional channels. In the first half of this year, with the cooperation of new product development, competition promotion and sponsorship resources, the badminton product e-commerce platform was established, and the integration with offline channels was gradually explored.

In the first half of 2016, Lining badminton racket continued to develop new products on the basis of the "Lining badminton technology platform", launching the N99 and the new sponsorship product N80 two generation for world champion Chen long.

In addition, with the help of badminton Kunshan Tang Yu cup and the signing of world champion Bao Chunlai, the sales performance of high-end clothing products showed an upward trend, and the amount of media reading was above 10000 level.

2. marketing innovation.

Li Ningzheng relied on running product matrix + Intelligent eco platform dual engine, supplemented by online and offline integrated marketing, to re establish the professional product image of running, thereby enhancing the cognition and choice of runners.

First of all, focus on innovative integrated marketing of core products.

Take the "ultra light thirteen generation" running shoes as an example, Lining used big data analysis to accurately deliver advertisements to about 14 million target runners, and the total video playback reached 45 million 140 thousand times.

Secondly, deepen the running intelligent ecosystem.

At present, more than 700 thousand runners use smart running shoes, and Lining realizes communication and interaction online and offline by integrating intelligent products, professional entity experience channels and mobile Internet big data.

Finally, jointly run the Lining 10 km online running league with many brands to expand the influence and participation, and directly stimulate the runners to buy electricity through the online marketing activities to drive sales.

In addition to running, Lining basketball in the second quarter of 2016 held a "First World War" Summer League, in 14 cities, 100 basketball core crowd gathered in the stadium, contact more than 15000 people, micro-blog spread over 2 million.

In addition, Lining also makes full use of the star effect to drive professional recognition and fans economy.

For example, Lining worked directly with Wade fans to customize T-shirts by Wade, and sold exclusively with Taobao Juhuasuan "green ghost" sneakers.

Among them, T-shirts sold 800 orders in a week, while sneakers sold 2000 pairs on Juhuasuan's first day.

3. experience innovation.

Lining continues to promote the opening of flagship store Corner, Lining iRun club and Lining running category store, and with the sales department's multi store strategy for targeted product planning and distribution.

At present, the announcement shows that two iRun clubs in Beijing and Shanghai have been set up across the country to provide tens of thousands of runners with professional teaching, physical training, running posture test, running group meeting and running.

At the same time, Lining also opened the first running category store in Shanghai, which combines professional running equipment, running posture test and sports social interaction, and brings professional running services to runners.

Can the king return again? But what you can imagine is that the sports market will be a bloody storm again.