Li Ning US launches e-commerce accused of “high cost performance”

It is understood that at present, Li Ning is only one self-operated physical store in the United States. This time, it first tried to push e-commerce. It was speculated that it was cost-saving to expand. However, Li Ning did not give too much explanation for this statement, but only said that the physical store construction will also be carried out simultaneously. Previously, Zhang Zhiyong, the CEO of Li Ning, said that due to rising labor costs, store rental, etc., Li Ning will adjust the retail stores to improve the sales efficiency of the stores.

Plans to jointly invest US$10 million with a local US consulting company to develop e-commerce in order to develop the Li-Ning brand in the US market. The reporter confirmed this news yesterday from Li Ning.

It is understood that at present, Li Ning is only one self-operated physical store in the United States. This time, it first tried to push e-commerce. It was speculated that it was cost-saving to expand. However, Li Ning did not give too much explanation for this statement, but only said that the physical store construction will also be carried out simultaneously. Previously, Zhang Zhiyong, the CEO of Li Ning, said that due to rising labor costs, store rental, etc., Li Ning will adjust the retail stores to improve the sales efficiency of the stores.

The first e-commerce in the United States

According to reports, the earliest source for Li Ning’s laying of e-commerce channels in the United States is Zhang Zhiyong. “Li Ning will establish a joint venture with Chicago-based brand consulting company A cquity Group LLC to expand US distribution channels.” Zhang Zhiyong said that at present, A Cquity is now designing advertising, covering television, print and online media, and stated that this will be Li Ning’s biggest marketing campaign in the United States so far.

In fact, in China, Li Ning has its own e-commerce network. The reason why the United States needs a partner is Li Ning's explanation because the relevant US laws and regulations and payment systems are different from those in China. He also said that Acquity, a Chicago-based company, covers the entire U.S. market and has rich experience in e-commerce, such as the Internet and mobile platforms.

According to Li Ning's plan, this is not just an e-commerce card, it is also a cultural card. It is hoped that through cooperation with local companies, Li Ning's products will be closer to American consumers and American culture.

Li Ning's overseas strategy is referred to as "more rational"

After surpassing Adidas in sales last quarter (Chinese market), Li Ning, a domestic sports brand's first brother, has emerged as the focus of the industry.

“From this e-commerce strategy, Li Ning’s internationalization seems to be more rational.” Liang Fen-Luo, an analyst at Huajie Consulting apparel industry, said that e-commerce networks take into account branding and sales, “cost-effective” relative to domestic brands in N BA “砸” Advertising is high. However, the industry also has different opinions. For example, the founder of the market research firm Wolf Group Asia once questioned Li Ning's expansion time and thought that it is too early to go this move.

It is reported that after the completion of this platform, Li Ning’s revenue plan in the US market will reach 50 million U.S. dollars.

Among a group of domestic sports brands, Li Ning has always been an “exemplary” actively expanding overseas. Especially since the 2008 Olympic Games, Li Ning has been defined by the global giants as a challenger from China. For example, Li Ning set up its headquarters in the United States, opened a retail store in Poland, and acquired the Italian brand lotto.

At the same time, Nike and Adidas, two major international sporting goods giants, are scrambling to see the third and fourth line markets in China. These areas have always been the "towns" of domestic brands represented by Li Ning. On the one hand, defensive attacks, and on the other hand offensives on the other, e-commerce is indeed a more economical and less costly approach.

As early as 2007, Li Ning began testing water e-commerce. It is reported that Li Ning initially entered the e-commerce field in order to crack down on counterfeit products. In early 2008, Li Ning did a survey before e-commerce officially entered the market: Taobao's Li Ning product online store has reached more than 700, and in 2007 Li Ning products on Taobao sales reached 50 million.

Subsequently, the newly established e-commerce department of Li-Ning, through cooperation with large-scale online agents, began to collect and compile sporadic online stores on Taobao. In June of the same year, it officially launched the official online store “e-lining”.

The experience of self-exploration has also allowed Li Ning to accumulate unique experience in the field of e-commerce. However, Li Ning's e-commerce in the country also encountered the same problem of clothing counterparts --- goods and physical stores are basically the same, the price is not much difference, if the price of products on the e-commerce platform is substantially lower than the physical stores, will seriously impact the entity Store. It is understood that at present its main solution is to provide network-specific styles and targeted promotions. Li Ning’s physical stores in the US market are few, but there is no conflict with e-commerce.

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