Four Behind The Fashion Week, What Is Lining'S Lap Of Young People?

Lining went ahead with the tide. Paris time June 22nd, Li Ning Co and 2020 spring and summer series of new products, again appeared in Paris fashion week.

This show used the theme of last season's New York fashion week. "Motion gene" and "fusion" become the key words. At the time of Lining's latest fashion week, Lining himself made fun of himself, "there's no need to humidifier in Paris with the tide people."

This is the fourth time China Lining has embarked on the international T platform. In only a year or so, brand word of mouth has been established rapidly and triggered a revival of phenomenal revival. Young people's business is not good. How can China Lining achieve sales and reputation?

After understanding, the travellers have arrived.

Back to the end of December 2017, designer Chen Lijie received the task. The team had to prepare 56 costumes for New York fashion week in more than 1 months. At that time, Tmall and New York fashion week co operated "China Day" activities, and finally Lining was selected as the representative of Chinese sports brands.

A big show often involves complicated preparation, but the time left for Lining's designer team is quite tense. Chen Lijie, chief designer of fashion week in New York, bluntly said that there was no great experience in the team before, so there was "no bottom" but strong confidence in the product.

In 2018, 10 o'clock in the morning of February 7th, the theme of Zen Buddhism was Lining, who first came to New York fashion week. Wearing the hat of "China Lining" and printing the classic T-shirt of Lining's Olympic champion, she quickly triggered the screen effect in social media, which surprised the outside world that the popular image of Lining also had the "tide card" temperament.

At the end of the show, Chen Lijie found that the questioning and singing voice before the show disappeared completely, instead of the positive feedback which was beyond imagination. At the same time, only 1 minutes after the show, several big show products were sold out in Tmall, and the new 699 yuan sweater was robbed to a high price of 999 yuan. Lining's share price went all the way, once reaching nearly 10 Hong Kong dollars / share.

Behind the attack of the insight style is the hard work of improving products. In Li Ning Co, the change cycle of design thinking is calculated according to the day. In order to make products that truly reflect Chinese culture, Hong Yuru, vice president of group planning and design work of Lining, will take designers to Dunhuang to observe frescoes and contact professors to give lectures on Chinese culture for designers. Inside the company, there is even a creative room with Chinese paintings, porcelain and calligraphy works for designers to draw inspiration from traditional culture.

It is speculated that the fire of "China Lining" has been replaced by a foreign designer team. But in fact, many designers who participated in fashion week worked in the Li Ning Co for many years. To enable the local designer team to take a distinct Chinese element and original attitude, "China Lining" wants to convey to the world a movement trend of Chinese brands that has been settling for more than 20 years.

"The local is the world, and the Chinese language and culture of a Chinese brand are well followed by people behind their butts. More importantly, to make good use of Chinese elements, we must sublime ourselves through artistic attainment and understanding. " Hong Yuru said.

New York's first show was a great success. In June of the same year, Lining unlocked the Paris fashion week. Inspired by Lining's athlete career, he interpreted the trend of revival in 90s from the perspective of future.

In 2019, Lining explored the style of national tide more and more diversified. Taking "Xunzi's slim cultivation" in the "road is fine, can not fail to" meaning, Lining two degrees boarded the New York and Paris fashion week, with "row" as the theme, with the design depth interpretation of Chinese culture.

In the new season of Paris, Lining has drawn inspiration from table tennis and other sports. China's national football has become the entry point and pattern element of this season's clothing series design, and the strong sense of retro feeling and the structural sense of the shoe series have triggered another heated debate. At present, on micro-blog platform, the topic of discussion in Lining, China has reached 260 million.

"Every season, China's Lining puts imagination and creativity first. The 2020 spring summer series is also a tribute to China's Lining for the upcoming thirty-second Summer Olympic Games. Founder Lining said.

The tide of the country opens up the road and nurture the brand.

"China Lining" has completed the subversion of the traditional conservative image of Lining in the eyes of the public, and has become an important breakthrough point for Li Ning Co to explore the middle and high-end price level and the trend of fashion.

From 2014 to 2017, the annual compound growth rate of its sports and leisure categories was only -3%, LNG, Lining spring sign and other leisure product lines, but China Lining did it. In the 2018 fiscal year, the company sports fashion category achieved 42% of the retail sales growth, and significantly improved its performance contribution.

"The past" Lining "brand is broad, do not know what to do, now," China Lining "represents sports fashion, basketball, badminton, running these sub product lines have their own characteristics, in the product and operation of the export of Lining brand culture and experience. In March this year, Lining himself summed up the spanformation of Lining brand.

In addition to fashion week, Lining brand's attempt to tide over the trend also includes joint with Disney IP, launching joint products with different themes, and co operating with XLARGE, OG SLICK and other tide cards, and through the 2018 National Day in Sanlitun flash shop's limited sale activities. Hongqi, BMW, Debon and other different brands have been dragged into Lining's cross-border "friends circle".

Fashion week and cross border joint name have Lining labeled "tide card", but inside the company there is a clear understanding: professional sports are the eternal genes of Lining's products. Hong Yuru told 21CBR reporters that "Lining will never change the core attributes of its comprehensive sports goods brand. Everything is on the basis of sports, but the form of product loading adds fashion color.

Sports consumption demand is showing a fine and diversified trend. For sports brand, the decision to welcome the product is not the style of micro innovation, but needs years of experience to accumulate and mature system support.

Take the new product as an example, now the new cycle of Lining's products has been reduced to one month. The frequency of updating the product line of "China Lining" is about two Zhou Shangxin, and a large number of stores have been directly sent to the factory. Behind this is efficient linkage between products, channels and supply chains.

In addition, following the successful entry of well-known retailers such as lac, the Lining fashion series in China is also expanding its global sales network. At present, it has entered a series of high-end buyer shops and selected shoe shops, including KITH, SSENSE, LN-CC, Slam Jam, Oki-Ni, Selfridges and END Clothing.

Bezos once classified Amazon's operation as a "flywheel effect". In order to turn a stationary flywheel, it is necessary to exert great force at every point of the wheel at the very beginning. At first, the wheel rotates very slowly, but every round of effort will not be wasted. Once the wheel is turned, it will become faster and faster.

The flywheel effect is now reflected in the fast pace expansion of "China Lining". For Lining, who has crossed the scale of billions of revenue, he has invested heavily in growth businesses, and has built up many kinds of big businesses. The moment of qualitative change is not far away.