Lining Launched E-Commerce In The United States Accused Of "High Cost Performance"

We plan to invest $10 million with a local consulting company in the United States.

It is understood that at present, Lining in the United States only a self run shop, the first attempt to push e-commerce, speculation is to expand the cost savings.

But Lining did not give much explanation about this statement, saying only that physical store construction would be carried out simultaneously.

Previously, Li Ning Co CEO Zhang Zhiyong said that due to human costs, store rents and other rising, Li Ning Co will adjust retail stores, improve sales efficiency of stores.

Electronic commerce in the US

It is understood that the earliest source of Li Ning Co's electronic commerce channels in the United States is Zhang Zhiyong. "Lining will set up a joint venture with A cquity Group LLC, a Chicago brand consultancy, to expand the US distribution channel."

Zhang Zhiyong said that at present, A cquity is now designing advertisements to cover TV, plane and Internet media, and it will be the most powerful marketing campaign by Li Ning Co in the us so far.

In fact, in China, Li Ning Co has its own e-commerce network.

The reason why Lining needs to be partners in the United States is that the relevant laws and regulations and payment systems in the United States are different from those in China.

He also said that the Acquity based company in Chicago covers the whole US market, and has rich experience in the Internet, mobile platforms and other e-Business areas.

According to Lining's plan, this is not just an electronic business card, but also a cultural card -- hoping to make Lining's products closer to American consumers and American culture through cooperation with local companies.

Lining's overseas strategy was accused of "more rational".

After last year's quarterly sales (Chinese market) overtook Adidas and jumped to the top of the list, Lining, a domestic sports brand, will become the focus of the industry.

"From the perspective of the electricity supplier strategy, Lining's internationalization is more rational."

Givenlo, an apparel industry analyst at Hua Jie, said that the electricity supplier network takes into account brand and sales. The "cost performance" is higher than that of domestic brands in N BA.

However, there are different opinions in the industry. For example, the founder of Wolf Asia Group, a market research firm, questioned Lining's timing of expansion when he interviewed him. He thought it was too early to take this step.

It is reported that after the completion of this platform, the revenue plan of Li Ning Co in the US market will reach US $50 million in the future.

Among all the domestic sports brands, Li Ning Co has been an "example" to actively expand overseas. Especially since the 2008 Olympic Games, Lining has been defined as a challenger from China by the global giants.

For example, Lining set up a headquarters in the United States, opened a retail store in Poland, bought Italy brand Lotto and so on.

But at the same time, Nike and Adidas, the two largest international sporting goods giants, are fighting hard and are eyeing China's three or four line market.

These areas have always been the "major town" of the domestic brands represented by Lining.

On the one hand, to attack and attack overseas, e-commerce is indeed a way to save money and worry.

As early as 2007, the Li Ning Co began to test the water business.

It is reported that Lining initially entered the field of e-commerce in order to combat counterfeit products.

In early 2008, a survey conducted by Lining before entering the electronic commerce showed that the number of Taobao's products online has reached more than 700 on Taobao. In 2007, the sales of Lining products on Taobao reached 50 million.

Subsequently, the newly established Lining electronic commerce department began to compile Taobao's sporadic online stores through cooperation with large network agents, and officially launched the official online shopping mall "e Lining mall" (e-lining) in June of the same year.

The experience of self exploration has also provided Li Ning Co with unique experience in the field of electricity supplier.

However, Lining's e-commerce in China has also encountered the same problem as the costumes. The commodity is basically the same as the physical store, and the price is not much different. If the price of the product on the e-commerce platform is substantially lower than that of the physical store, it will seriously impact the entity store.

It is understood that the main solution is to provide network style and targeted promotional activities.

Lining has few physical stores in the US market, but there is no conflict with e-commerce.