Extraordinary China Sports Li Yunshan: Why Did Lining Enter The Game?

"The expression of sports genes in a fashion way" is a brand-new line put forward by Chinese brand Lining in recent years.

The introduction of the club joint dress and the acquisition of the electric club, with the words of Li Yunshan, senior vice president of China sports, said that Lining did not hesitate to enter the competition industry.

In December 8th, around the exploration and inheritance of Lining's competition, Li Yunshan shared her unique view on the proposition of "how to make traditional brands younger".

The reason for entering the competition is that electric competition is a popular sport for young people. From 15 to 19 years, the growth of E-sports users is very gratifying, from 1.1 billion to 350 million in 2019.

Participate in the fashion week of New York and Paris, and launch regional culture costumes such as "no less than Sichuan" and "long youth". Through product expression to help young generation to express their cultural confidence, so that the 30 year old Lining brand will be more close to young people.

According to her introduction, since the concept of Chinese Lining was put forward in New York fashion week to build high-end product lines, the product line opened 23 stores in 2018, exceeding 100 in 2019, and the number of children's clothing stores increased from 300 to 700, with a total increase of 700 stores throughout the year.

"In the past, supermarkets and hypermarkets, now we have increased sales channels, such as SKP, Sanlitun, Chengdu, and overseas high-end channels." She said.

Deep participation in Lining 10K road race, CUBA China University Basketball League, Lining 3+1 Basketball League, hard fun running life festival, personally holding the extraordinary China's acquisition of Snake team, the upgrading of LNG club, Li Yunshan has always been active in the forefront of Lining brand younger.

With the development of the younger strategy, Lining's sales grew by more than 30% in the first half of 2019, especially in the first half of 2019, when electricity providers increased by over 40%.

The sports attribute, future development, how to cooperate with the existing business of the brand, and what dimensions should be emphasized in the transformation of the traditional brand?

Outstanding China is Lining's holding company, and the parent company Lining coordinated the entire sports industry from upstream to downstream downstream products business.

The following is the speech of Li Yunshan, senior vice president of China sports, with a slight deletion.

Good afternoon, everyone.

Extraordinary China is Lining's holding company. We coordinate with Lining the whole sports industry from upstream to downstream. Today, I want to share with you how we choose to enter the e-sports industry as a traditional clothing brand, and how to help us become more younger in the competition.

Lining brand is very well known. By 2020, it has entered the threshold of thirtieth years. During the Spring Festival in 2018, the fashion week in New York has given consumers a lot of new impressions. Everyone said that Lining had changed and became younger and younger. I want to say that Lining has not changed, and Lining has changed.

Lining did not change the concept of our brand, and the idea that our brand wanted to express.

Where did we change? Sharing a set of data from the beginning of 2018 to the end of 2018, Lining's annual income increased by 18%. In 2019, there was a larger growth. With the development of the younger strategy, sales in the first half of the year increased by more than 30%, especially in the first half of 2019, when electricity providers increased by over 40%.

We pulled out the concept of Lining in New York fashion week and built a high-end product line. This product line opened 23 stores in 2018, exceeding 100 in 2019, and the number of children's clothing stores increased from 300 to 700, with a total increase of 700 stores throughout the year. Channels, past supermarkets and hypermarkets, now we have increased sales channels, such as SKP, Sanlitun, Chengdu, and overseas high-end channels.

What have we not changed? It has always been the brand proposition that "everything is possible". As an old brand, brand aging is a very stressful phenomenon in China when consumers' habits and environment are rapidly iterated. When we first put forward the brand proposition across the ages, it is called "anything is possible". In the face of the new generation of Z generation consumers, it is not our brand proposition that we want to change, but to change how to express such brand proposition.

What changes have we made? First, we have found three dimensions of transformation in terms of "everything is possible" to express. First, the most important thing is the product; second, we focus on the transformation of marketing means; third, like Chen's view of user operation, we make a series of changes around the user experience.

In terms of product transformation, Lining is a brand originates from China and originates in China. We have found many Chinese brands that have the same tonal connection with us to make interesting joint names. You can see the pictures, including we found the brand of red flag car and made a joint name about the old Chinese brands.

In addition, in the first half of this year, we also carried out some interesting joint products with people's daily. The reason for finding such a brand is that when the Lining brand was founded 30 years ago, it published the first collection of brand LOGO in the people's daily, and took the newspaper picture as a design element, forming an interesting chemistry reaction.