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Lining Nike'S Market Battle Is Uncertain.

2010/7/24 13:13:00 41

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Lining Nike Two Or Three Line City

In the sporting goods brand in the domestic market,

Lining

and

Nike

Adidas

It belongs to the first camp with annual sales of more than 7 billion yuan.

The second camp includes Anta, PEAK, 361 degree, XTEP and so on. Most of the turnover is 3 billion yuan ~50 billion yuan.

Lining's sales volume last year was 8 billion 386 million yuan, an increase of 25.4%, more than Adidas's sales in the mainland, and Nike's sales in the mainland are also very close.

Last year, Adidas's sales in the Greater China region were 967 million euros, a decrease of 16% and Nike's $1 billion 700 million, unchanged from the previous fiscal year (Note: Nike's fiscal year is May 31st).

The performance of these two huge properties is mainly due to the over optimism of China's post Olympic market and the result of severe inventory problems.

Inventory digestion is a phased issue. It remains to be seen whether Lining can surpass Adidas and win Nike's results.

On the other hand, Lining is pushing hard.

High-end products

As well as striving for Nike and Adidas's young consumers in the first tier cities, Nike also secretly aimed at the two or three line cities with Lining's brand superiority.

The average price of Lining's brand sports shoes has reached 350 yuan / double, and the price is still rising. In the fourth quarter of 2010, the order of Lining products increased 20.3% from the same period last year, of which the average retail price of shoes increased by 7.8%, and the average retail price of clothing products increased by 17.9%.

In an analysis released in May this year, UBS pointed out that if Nike decided to sell products with lower prices in China, the average high priced domestic brands such as Lining and Kappa would be most affected in the short term.

Of course, the advantages of Lining's products are also obvious. Its high and low end product line is very complete. The channel terminal will reach nearly 8000 this year, while the terminal stores of Nike and Adidas are about 4500, and most of them are in the first tier cities, and the two or three line Market in China is extremely wide. Li Ning Co has more stores and richer products.

The brand is reinventing, and Li Ning Co is trying to strengthen its emotional connection with consumers.

Whether we can win the hearts of the new generation of consumers will also determine whether it can finally defeat Nike and Adidas in the Chinese market and achieve international development as scheduled in 2014.

Li Ning Co managers also understand that in the war for the post-90s consumer groups, there are many things to do in order to really "make changes", in addition to the changes and slogans.