李宁模式（Lining model）.docVIP

李宁模式（Lining model） As the leader of domestic sporting goods, Li Ning Co has created many sports products industry first. In the current garment enterprise e-commerce in the context of the Li Ning Co how to walk in the forefront of the peer? In the field of traditional sports and clothing, Lining as a leader in the domestic sporting goods market, but always ranked after Nike, Adidas, which makes Lining inevitably some lonely. However, unwilling lonely Lining from the traditional market jumped to the Internet, with the new marketing mode to achieve a breakthrough, to create their own piece of the sky, here, Lining has some duguqiubai taste. Discerning eyes are the rivers and lakes Sports brand Lining is the magnate in the sportswear market. In the 2008 Beijing Olympic Games, Beijing Olympic athlete Lining lit the sparks of fire; the world championships, Lining sports equipment in the world champion Spain mens basketball all players; game NBA, and Alliance for nearly ten years the shark Oneal also became the brand ambassador...... Even so, Lining was unhappy. In the brand, Lining has always been suppressed by Nike and Adidas; in sales, there are national enterprises such as Anta followed. With the development of the market, competition has become increasingly intense, Lining faces before the cut off after the pursuers embarrassment. With the financial crisis, sports apparel market competition becomes more and more bloody. In March 2009, the market closed only overlord Nike in Chinas own factory in Taicang, then reduced to OEM orders (orders from several or even terminate the contract factory); Adidas earnings report also showed that its first half sales revenue fell 2%, profit fell 95%. However, in the financial crisis of Lining did not stumble, but to find a new market at this time. Instead of fighting with competitors in the traditional market, its better to open up a new world for yourself. This new market is the Internet shopping market. Data show that the clothing