Lining Sold Goods Online Twice A Month And Consumers Did Not Buy It.

Since P > since April, "a href=" "http://sjfzxm.com/news/index_f.asp" > Lining > /a > two degrees "dump" on the special website of van guest, and the products under the flag have sold "Chinese cabbage price".

In contrast, last year, when it lost nearly 2 billion yuan, it still dug up Wade from Nike for 10 years at a price of about 100 million dollars.

Analysts believe that the "sky price" endorsement and "land price" products behind the brand positioning is not clear, Lining and the international Nike and Adidas, and the domestic second tier, three line brands, in fact, brand differentiation can not appear.

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< p > < strong > January, twice online, /strong > /p >

< p > April 22nd night, Lining launched the 48 hour sale of "19 yuan in the whole game" on the van guest website, and its products sold "cabbage prices".

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Less than P, we can see that the sale of this product includes men's and women's style sports, such as a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > T-shirts, casual pants, baseball caps and many other kinds of Lining products, with a price of more than 39-79 yuan.

Among them, the discount is larger than a lady's sneakers, priced at 259 yuan, priced at 49 yuan, less than eighty percent off.

The lowest price is a baseball cap with a price tag of 59 yuan and a price of 19 yuan.

Up to 23, 17, most of the goods were sold out.

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< p > in the face of such preferential treatment, customers do not seem to buy it.

Some netizens said that some of the specials sold out were too fast for show.

There are also netizens sigh: "the real price, I did not expect Lining to go to this point."

Netizens are carrying on Sina micro-blog commentaries: last time they were selling cheap promotions with all customers, smashing signboards instead of using stocks for material assistance. Lining, a Chinese product, supports so many people.

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< p > it is understood that in early April, Lining had been on sale for 48 hours.

At the low price of 19 yuan, the products sold out after 18 hours were sold out.

However, according to media reports, careful Netizens found that many of Lining's clearance products belonged to the "old" level of style, most of the on-line products were 2010 years ago.

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< p > < strong > brand strategy wavering. < /strong > /p >

< p > 2012 earnings report shows that Li Ning Co's annual report of 2012 lost nearly 2 billion yuan, the first annual loss since it was launched in 2004.

Despite its "bottom" performance, it is still willing to spend money on "face".

According to the annual report, not only did it earn nearly 20% of its revenue last year ($1 billion 325 million) for advertising and marketing, but it also dug Wade from Nike for spokesperson at a price of about $100 million for 10 years.

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< p > but the recent price "diving" really damages the brand image.

Lining, a white-collar worker working in Beijing, told the China financial network of new China that the price of Lining's 19 yuan felt very cheap. The high discount also doubted the quality of the product, and it was also a discount brand. She preferred to choose the product.

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Yan Yue long, director of Public Relations Department of Jingdong mall, commented on micro-blog: Lining cleared the stock through all customers. The short time is cool. In the long run, it will hurt the brand. Who will go to buy the Lining season goods at a high price? When you wear Lining on the street, you will say, look, it is 10 yuan to buy it.

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< p > there is an analysis that the biggest problem of Lining, once an industry leader, is that his positioning is not clear enough, which has led to a further departure from his previous goal, the great international brand.

Once the brand has been cleaned up, "a href=" http://sjfzxm.com/news/index_s.asp "/a" has become a cheap commodity in the eyes of consumers, it will be more difficult to get back to the original position.

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< p > according to media reports, Liu Xiaowu, a commentator and financial writer of the voice of the economy, believes that, as a first-class sports brand in China, Lining and the international Nike and Adidas companies, as well as domestic second-line, three line brands, actually, brand differentiation has not been revealed.

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< p > < strong > online and offline business grab > /strong > /p >

< p > the low price promotion of Lining online also made an impact on offline stores.

According to reports, in September 19, 2012, Lining's official online shopping mall was launched.

In addition, Lining also authorized a number of network businesses such as Taobao and Tmall, with a discount of around 50 percent off.

In October 2012, Lining Online Official mall recruited campus agents. The agency discount reached 45% off and returned 12% of the sales commission.

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< p > and last year, a county level dealer of Lining published the net post of "how the electricity supplier affects my business", saying that the low discount of online sales has affected the sale of physical stores, and its stores have changed from 7 houses to 1 in the heyday. This post has caused many dealers to follow suit, and some dealers have indicated that they sell them online.

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< p > it is reported that Zhu Wenxin, chief consultant of China research international fashion brand management consulting group, said that the current high inventory situation of sports brands is the large-scale expansion of the 2008 Olympic Games. The deep-seated reason is that the management system inside the brand is not scientific enough.

ZARA, UNIQLO and other fast fashion brands do well, the commodity management is very meticulous, a few days a new product, inventory, and how many days may be sold out, the company will be controlled one by one.

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< p > some experts said that although the sports brand "cabbage price throw goods" and "continuous shop" were helpless, but it also provided a channel adjustment opportunity for many brands.

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