Posted on March 9, 2010.
Network marketing in the new era of shoes Recently, Ning Zhang Zhiyong, CEO of Hong Kong Li Ning to the public and investors, the company announced the results of the environment of international financial crisis, 2009, the company sold 8.387 billion yuan, up 25 , 4% to achieve 31% growth in net profit, to 9.45 billion.Statistics show that drop in 2009 Adidas strong in business in mainland China, sales of approximately $ 70 billion in the third rank turnover of 5.875 billion yuan Anta, fourth, turnover Pick 30.95 billion, the fifth temporarily. Nike is still champion, although data are not available, a professional analysis, Nike and Li Ning, the gap should be minimal.
Throughout, the brand Li Ning, Nike and Adidas is the total abolition, sale, there has been such a national company Anta followed. With the development of market competition intensifies, Li Ning, interception before facing embarrassment after pursuers.In order to break this embarrassing situation, Li Ning in the current enterprise e business context The leap from traditional markets to the Internet through a new marketing model for achieving breakthrough, creating a clean sky.
Seizing the opportunity for online marketing
The 2008 financial crisis hit, making the market more competitive sportswear. March 2009, the dominant only in China and Nike closed its factory in Taicang own, then reduce the order of the foundry business (or even the termination of the contract factories by several orders) Adidas earnings report also shows that its turnover for the first half were down 2%, profits have dropped 95%. However, the financial crisis, Li Ning is not in disarray, but this time to find a new market. Instead of the traditional wrestling competition on the market, why open a new world of their own.
The new market is the market for Internet shopping. The data show that the maximum amount of clothing is a network of consumer goods, closer to consumers online Liu Cheng bought clothing online, while garments accounted for the entire amount of net buying is about 1 4. The enormous volume of transactions due to the number of Chinese Internet users has increased and the proliferation of groups online purchase. According to the China Internet Network Information Center (CNNIC) 2009? 1 month, the report of China Internet development: the end of 2008, the scale of Internet users in China reached 298 million people, shopping online scale users will reach 7.4 billion, or 24.8% of all Internet users. The Internet is a huge latent potential of the emerging consumer market. Statistics show that the average age of the population of online shopping concentrated in group 17 30 years, with highly educated, high income, purchasing power and so on, groups of consumers with products Ning Li There is a high degree of agreement.
After determining 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 stage, Taobao and other flat-commerce platform, has over 1,000 products online shop sale of Li Ning. Li Ning Li Ning trading system used by the dealer e Department integrate existing windows, to the address of the network quite a mix, real difficult situation. In 2009, started every online store online store provided by the Li Ning dedicated CI and VI, which was developed by Li Ning Marketing unified theme.
Li Ning online entity in the nearly 6,000 stores, shop without geographic restrictions related to a conflict of interest between the channels. To resolve these conflicts, Li Ning, the network channel dedicated to property, and the various online shop for products differentiated positioning to protect the interests of present two channels.At, the Li Ning on the Internet.
