How Did Lining Go Further As A Leader Of National Brands?

In recent years, the tide has become a new consumer choice for young people. According to the 2019 Chinese consumer trend released by the advisory body of Chi Meng, 78.2% of consumers often buy domestic products, and 44.6% of consumers at the same price tend to buy Chinese local brands.

The trend of "national tide" is becoming more and more intense, and Lining is the best among them. According to Lining's latest financial report, the first half of the year's revenue was 6 billion 255 million yuan, an increase of 32.7% over the same period last year, and net profit of 795 million yuan, an increase of 196% over the same period last year. After deducting disposable profit and loss related to business, the net profit was 561 million yuan, up 109% over the same period last year, and the gross profit margin expanded by 1 percentage points. Among them, sports and fashion category is the biggest hero of Lining's performance growth. The growth rate of water is up to 54%, accounting for 29%. The sales volume of China Lining series, which has been on the Shanghai fashion week, occupies about 10% of the sports fashion category.

Before this year's dazzling achievements, Lining has experienced a trough of sustained losses and closing stores. In 2012, Lining lost 1 billion 979 million yuan and began to close a lot of stores. After two years, he has been losing money, and the amount of deficit in three years has totaled over 3 billion 100 million yuan. From the loss of stores to the gratifying performance and the admiration of consumers and the good fortune of capital, Lining turned to the "single brand, multi category and multi-channel" development strategy, and trained enough "internal strength". Li Ningcai was able to get out of the low loss, tear away the signs of the soil and lead the "national tide".

　　 Li Ningxin story

One side of the red seal, carved on the four traditional characters "China Lining", is its brand new image in New York fashion week.

In the classic Chinese style of coming back to the ancient world, there was a vigorous movement of "Chao fan son". The model of Lining's brand clothes appeared on stage T and caught the eye of young people. They have been chasing foreign tide cards, and now they are fans of China's Lining. In February 2018, the Lining brand appeared on the theme of "enlightened road" in New York fashion week. In less than a minute, new products such as Tiger Crane, double shaped Limited clothing and Wukong sports shoes were sold out on the electronic business platform.

In the eyes of consumers, Lining brand is no longer the same as "local flavor" and "cheap" sportswear. The newly released single product has not only become a street tool for every star, but also makes ordinary consumers feel itchy, and even found a buying agent. Whether it is a tight sports suit on a professional playing field or a red and yellow color sweater that has been ridiculed as "tomato scrambled eggs", the design of Lining's brand in the past two years is both modern and modern.

What surprises consumers more is that Lining's brand has not lost the Chinese soul in innovation. The gymnastic elements everywhere and the Chinese character calligraphy with Chinese characteristics can give people a sense of belonging from the motherland at a glance.

"Chao chao Lining", the simple four words, is the biggest impression of Lining brand left to young consumers in recent two years. Last autumn, the "NINGSPACE" interactive experience space opened in S8 square in Taigu District, Sanlitun. Lining brand and Chao brand XLARGE jointly launched Beijing city series products, represented the "super size" with the interesting Beijing dialect "Te Da", and integrated the classic "Lining crossover" silhouette pattern into the brand image, blending the sports with the street trend.

Young people who are fascinated by Lining's brand may not know what kind of ups and downs the old brand has experienced.

On the 8 day of August 2008, Lining rose to the top of the world with the attention of many people, igniting the torch of the Beijing Olympic Games, which is the "highlight time" of Lining and Lining brands. In 2010, in order to take the international high-end line, Lining's brand began to raise prices, and the price of clothing products rose by 17.9%. Lining group performance fell cliff type, net profit plummeted in 2010, stock prices cut within 5 months. To make matters worse, the Lining brand with ambiguous positioning has been trying to win the "post-90s" while giving up the "70" and "80" market with great feelings for the "Prince of gymnastics". In 2015, Lining group slowly got out of the mire and made the first profit.

In the past two years, Lining's brand has returned to the consumer's perspective with the strong trend of "national tide". In the new Lining store in L+Mall, Lujiazui, the Paris fashion week is the highlight. The orange and purple coloring collar collar jacket is said to be inspired by Lining's own athlete career, born out of the 1990 Beijing Asian Games Chinese delegation's award dress. This is the first time that China has held a comprehensive international sports competition, that is, from the beginning of this dress, China finally has its own national sports brand. In addition, the classic red and yellow matching of "tomato scrambled eggs" is the standard of the Chinese team when they go out, and is also used on the sports wind jacket, showing a strong Chinese characteristics.

As China's senior sports brand, Lining has taken off in the "national tide". In the future, with the expansion of China's sportswear market and the further upgrading of the "national tide", Lining, who has already practiced "light work" and "internal strength", will still have much room for imagination if he can only make products as moat and keep pace with the trend, and at the same time, give the brand more storytelling and continuously improve the product premium capability. After all, the new story of chao chao Lining has just begun.

"National tide" is reviving

Since the beginning of last year, the tide of national tide is becoming a trend of consumption that can not be ignored. Crane, rosefinch, Xiangyun, classical garden architecture... These elements that had never fully matched modern fashion are emerging in all kinds of consumer goods, clothing, cosmetics, beverages, food... They are joining in the new trend of cross border fusion of domestic products. Whether HUAWEI, Lining and white rabbit rise again, or the popularity of traditional culture such as the Imperial Palace and Dunhuang, they reflect the great power of the national tide.

What is "national tide"? The so-called "national tide" contains two meanings: first, there are factors of Chinese traditional culture; second, it can integrate traditional culture with the current trend and make the product more fashionable. In short, the tide of China is the trend of China. Indeed, the word "chao chao" has been very popular nowadays. With the establishment of Chinese cultural confidence, "chao chao" is becoming a new cultural favorite for young people. More and more young people regard "chao chao" as a new form of pursuit of expressing their feelings and cultural attitudes.

For example, as the Imperial Palace launched a series of creative products in recent years, the Imperial Palace has become more and more young, and has become a "national tide" cultural pioneer. This is because the Imperial Palace thinks about "where the young people are, where the young people are, and how to make friends with young consumers".

In September 5th, HeGII bathroom became the "new wave of national tide". It became the first Chinese bathroom brand to enter New York fashion week. It brought a cross border fashion show with creative links and fashion, which surprised the audience. At the same time, HeGII bathroom together with Tmall through the New York Fashion Week "Tmall China cool" flash area "C debut", to show the world the wisdom of creating new products.

As a stage for HeGII bathroom to show a new and innovative attempt of the new Chinese products in China's home industry, this HeGII bathroom crossover fashion and Chinese fashion designer "go out to the International Fashion Week".

Admittedly, cross-border is not simply a combination of brands and elements, but rather crossover of brand culture and brand spirit. The designer deconstructs and extracts the patterns of cranes, landscapes, clouds and smoke from the appearance of "Chi Ya double Q9, smart toilet", "Gao Xuan eaves, genuine eaves and bathroom cabinets", "deep water and deep water, new Chinese shower room" and so on, ingeniously integrated into the modern tailoring design, and interpreted the beautiful and abstract beauty of Chinese culture contained in the appearance of the products, leading the audience into a romantic world with romantic and imaginative style. And in this fashion crossover, whether it is the show costume or the accessories of the model, it highlights the details of the texture and makes people feel the "ingenuity" that HeGII bathroom has always adhered to.

Introspection in the tide

Why is "chao chao" popular with young people? "Tide" often represents a cultural trend, a fashion trend and a popular trend in the times. In pursuit and popularity, young people express a strong desire for themselves to embody their own style and attitude towards life, acquire an identity and cultural identity, and, in a fashion and fashion, merge into the social hot spots and the spirit of the times. Finally, young people find a spiritual fit in the process of pursuing cultural trends.

The "national tide" contains infinitely rich and complex factors, such as Chinese culture, Chinese art, Chinese aesthetics, Chinese spirit, Chinese wisdom, etc., and they form a whole in the "national tide". In the cultural trend, young people in China have been influenced by the tide of Europe and America, the tide of Korea and the tide of Japan. Nowadays, more and more young people in China are keen on the "national tide" and "national wind". They are touting the "national tide" and "national wind". They wear Chinese goods and use domestic goods. This reflects not only the upsurge of the new generation of young people's cultural consumption, but also the rise from the material level to the spiritual level, which reflects the process of Chinese culture moving towards self-confidence.

Nowadays, more and more brands are on the road of national tide. They are actively looking for links with Chinese elements and producing products that are in line with the characteristics of the times. However, the trend is cyclical, the culture is local, and the brand is professional. How to integrate these three perfectly on the road of "national tide" and win the overseas praise while capturing the local consumers is something that Lining should think about.