Li Ning's new strategy: vigorously promote the development of the online market

On March 28, 2008, Li Ning’s online store opened at Taobao Mall. Two months later, the sales flow exceeded 40,000 yuan. Now, in addition to the online store, Li Ning has its own online store E-LING. Although online sales currently account for only less than 1% of Li Ning's total sales, it has grown rapidly. According to statistics from Taobao, Li Ning's sales have increased by more than 30% a month.

For all the traditional offline companies that conduct B2C (business-to-person) e-commerce business, how to balance the relationship between offline channels and online shops is the first problem to be faced. Li Ning is no exception. In this respect, the experience from Li Ning Company is to transplant the offline experience to the line, such as distinguishing between the products sold. The sales of Li Ning’s online stores are dominated by new regular-priced products, and inventory products are sold in specialized discount stores. The same is true online, online shopping malls are mainly based on the recommendation of new regular-priced products and limited-edition goods, including star-signed goods, these goods are aimed at a small number of consumers. The online shop opened at Taobao Mall sells some of its inventory, providing consumers with a good value for money. On the other hand, Li Ning is also using offline marketing resources to collaborate with online stores, for example, to put a URL on all advertisements and make full use of existing promotional resources.

In order to carry out e-commerce, Li Ning Company conducted a large-scale investigation in the early stage. Tang Zhenkun, who runs Li Ning’s Taobao shop, said that through research, the company figured out why consumers of sports brands choose to shop online. “In terms of motivation, the first is convenience, and the second is cheap. Especially in many second- and third-tier cities, the local market may not be able to buy products that are sold in Shanghai, Beijing, and Guangzhou. This way, consumers can go locally without going out. , to buy the products they need online.” Li Ning shop geographical sales ranking, is currently Guangdong, Jiangsu, Zhejiang, Shandong, Beijing, Shanghai, or to the coastal economically developed cities, mainly in East and South China cities, This is consistent with the overall progress of China's online retailing.

The difficulty of online sales is mainly related to the problem of how to connect with the line. Tang Zhenkun said that when the shop opened, it did encounter many problems. Customer service, logistics, product replenishment and other aspects are facing great pressure, and e-commerce financial settlement, IT systems, etc. are also completely different from traditional industries. To solve these problems, on the one hand, the needs of the various departments under the line, and also It is necessary to constantly adjust and improve the operation mode, service mode, and platform technology of online stores.

In addition to online retailing, Li Ning also focuses on internet marketing based on internet technology. For example, they will choose to advertise on search engines and website alliances, and they will also select regular portal websites and community-based websites to advertise. Tang Zhenkun said, “This depends mainly on where our target consumers are and we will go for selection. We think the value of online promotion is particularly reflected in the development of the user’s virtual experience and loyalty to users. Word of mouth marketing, which helps consumers to increase the awareness of the entire brand, their feedback based on the Internet, but also help us to improve the product."

Judging from past experience in the sporting goods industry, end-of-year sales tend to start from December, and the brands began to flourish at the end of October this year. Changes in the market also directly determine the changes in online sales. Li Ning Company began to take actions in advance to stimulate consumers' desire to purchase.