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Lining'S Online Marketing Sales Grew Year-On-Year

2008/12/6 13:52:00 22

In March 28, 2008, Li Ning Co opened its online store. After two months, its sales volume exceeded 40 thousand yuan. Now, besides Li Ning Co, Li Ning Co has its own online shopping mall, E LING.

Despite the fact that online sales account for less than 1% of Li Ning Co's total sales, it is growing rapidly. According to Taobao's statistics, Li Ning Co's sales increased by more than 30% a month.

For all the traditional offline enterprises that develop B2C (business to person) e-commerce business, how to balance the relationship between offline channels and online stores becomes the first problem to face. Li Ning Co is no exception.

In this regard, the experience from Li Ning Co is to pplant offline experience to online, such as differentiating goods on sale.

Li Ning Co sells online stores with new products at the top price, and sells products in special discount stores.

Online is also true. Online shopping centers are mainly based on recommended and limited price new products, including signature products, which are aimed at a small number of consumers.

The online store opened in Taobao mall is selling part of its inventory products, providing consumers with cost-effective products.

On the other hand, Li Ning Co is also using offline marketing resources to cooperate with online stores, such as placing websites on all advertisements and making full use of existing promotional resources.

In order to develop e-commerce, the Li Ning Co conducted extensive research in the early stage.

Tang Zhenkun, who runs Li Ning Co's Taobao online store, says that through research, the company has figuring out why consumers of sports brands choose online shopping.

In terms of motivation, the first is convenience and the second is cheap.

Especially in many two or three line cities, local products are not always available for sale in Shanghai, Beijing and Guangzhou.

In this way, consumers can buy products they need locally and online without going out. "

The ranking of regional sales of Lining shop is currently Guangdong, Jiangsu, Zhejiang, Shandong, Beijing, Shanghai, or coastal developed cities, mainly in East China and Southern China cities, which coincides with the overall pace of China's online retail development.

The difficulty of online sales is mainly how to integrate with offline.

Tang Zhenkun said that when the shop opened, it did encounter many problems.

Customer service, logistics, product replenishment and other aspects are faced with great pressure. Besides, the financial settlement and IT system of e-commerce are also different from traditional industries. To solve these problems, we need the cooperation of various departments under the line, and we need to constantly adjust and improve the operation mode, service mode and platform technology of online stores.

In addition to online retailing, Li Ning Co also values Internet marketing based on Internet technology.

For example, they will choose to advertise on the search engine and website alliance, and will also choose some conventional portals and community websites to advertise.

Tang Zhenkun said, "it depends largely on where our target consumers are, and we will pick them.

We feel that the value of online promotion is particularly reflected in the user's virtual experience and the cultivation of user loyalty, that is, the word of mouth marketing, which helps consumers improve their awareness of the whole brand, and their feedback based on the Internet will also help us improve our products.

From the past experience of the sporting goods industry, it is often that the promotion at the end of the year starts in December, and at the end of October this year, the brands begin to start like a raging fire.

Changes in the market also directly determine the changes in online sales. Li Ning Co began to take action in advance to stimulate consumers' desire to buy.