Network Marketing in the new dawn of shoe – Li Ning, sports shoes, shoes – footw
HC shoes Network April 16 hearing, before
Li Ning Zhang Zhiyong, CEO of Hong Kong Li Ning to the public and investors, the company announced results, the international
Financial Crisis environment, the 2009 income of 8.387 billion yuan sales, up 25.4%; to achieve 31% growth in net profit, to 945 million yuan.
Data show that in 2009 Adidas sharp drop in business in mainland China, sales of about 70 billion, ranking third;
Anta Turnover of 5.875 billion yuan, ranking fourth; Pick turnover 3.095 billion yuan, temporarily fifth. Champions still
Nike Although specific data are not available, professional analysis, Nike and Li Ning, the gap should be minimal.
Along, Li Ning brand is Nike and Adidas on the total suppression; in sales, was there such a national enterprise Anta followed. With the development of the market, competition is heating up, Li Ning, the interception before facing the embarrassing situation after the pursuers.
Order to break this embarrassing situation, Li Ning in the current business
Electronic Business-oriented background, leap from traditional markets to the Internet, with a new marketing model to achieve breakthrough, creating an own sky.
Seize the opportunity to conduct online marketing
2008 attacks on the financial crisis makes sports apparel market more competitive. March 2009, the market dominant only in China and Nike closed its own plant in Taicang, then reduced to the foundry business
Order (Or even termination of contract factories to several orders); Adidas earnings also showed its first half sales fell 2%, profits fell 95%. However, the financial crisis, Li Ning is not in disarray, but at this time to find a new market. Instead of the traditional competitors fight in the market, why open up a new world of their own.
This new market is to Internet shopping market. Data show that
Clothing Is the maximum amount of consumer goods network, close to Liu Cheng's online shoppers bought clothing online, while apparel accounted for all the net purchase amount is about 1 / 4. Benefited from the huge volume of transactions increased the number of Chinese Internet users and online shopping population increase. According to China Internet Network Information Center (CNNIC) 2009 1 month, China's Internet development report: the end of 2008, the scale of China's Internet users reached 298 million people, online shopping, user scale will reach 7400 million, accounting for 24.8% of all Internet users. The Internet is a huge latent potential for consumption in emerging markets. Statistics show that the average age of online shopping population concentrated in the 17? 30 years old with by the
Education High, high income, spending power and so on, which consumer groups with Li Ning products, there is a strong degree of agreement.
Determined after the network market, Li Ning, the rapid development of electronic commerce. April 2008, Li Ning, the Ministry set up e-commerce, Taobao launched Direct Direct brand flagship stores and discount brands. At this point Taobao and other e-commerce platform, has more than 1000 products online shop sale of Li Ning. Li Ning Li Ning dealer e-commerce system used by the Department incorporate the existing storefronts, to address the network quite a mixed bag, difficile true situation. In 2009, started all Online Shop Online Shop provided by the Li Ning special CI and VI, developed by the Li Ning unified marketing theme.
Li Ning online entity under the nearly 6,000 stores, Shop no geographical coverage of restrictions bound to have a conflict of interest between channels. In order to solve such conflicts, Li Ning, the network channel dedicated to goods, and different online shop for goods differentiated positioning, to protect the interests of the two channels.
Present, Li Ning, the Internet has three core agencies: Beijing Continental line, the ancient star e-commerce, shopping net. These three core agents Sina Mall, eBay shop, Dangdang, pat network and opened a large number of Li Ning Taobao online store, and achieved good sales, some more than Online Shop line stars in store. This is undoubtedly Li Ning to offline channels to expand the successful model used the results online.
I am China Manufacturers writer, reports some information about curved projection screen , electronic projection screen.
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