Home >

Lining'S Business Classics: "Digitization" Engine Analysis And Development Outlet

2014/2/24 23:11:00 69

Li Ning Co, which carries the banner of "change" in the industry, hopes that business will be more sophisticated in the future: accurately predict sales, accurately deliver customers, and provide customized services. In order to promote the spanformation and upgrading of business mode, Lining is embracing big data, cloud computing and mobile Internet. 
 > digitalization < a href= > //www.sjfzxm.com/news/index_s.asp > Engine > /a > /strong > /p >
 in the local sports brand, Li Ning Co occupies the best sports resources in China. It can be said to have caught the best hand: in the Olympic Games, Lining has the sponsorship of the 5 gold medal "dream team"; in basketball field, from sponsoring the top professional league CBA of China to the Chinese university basketball match and the Super League (CUBA&CUBS) and the national junior high school basketball league (CJBL&CHBL), Lining has covered all the valuable basketball matches in China; in October 2012, Lining signed Dwyne Wade (Dwyane Wade) as a sponsor of a handful of active NBA superstars. 
 unlike other Chinese brands, Lining attached particular importance to the key of sports resources. The accumulation of sports resources greatly enhanced Lining's brand influence and greatly enhanced its sales performance. 
 for sponsoring CBA, Lining, executive director of Li Ning Co founder and board of directors, commented: "Lining brand is closely integrated with China's basketball game because of its cooperation with CBA, making the brand younger, and the main force of basketball is young people, so this is a strategic adjustment." In the past 2013, in order to meet the requirements of the CBA League platform, Li Ning Co worked hard to design and manufacture world-class basketball products, consolidating the positioning of "professional sporting goods companies", and the growth of their basketball products even exceeded the expectations of the management team. 
 however, the engine of Li Ning Co's growth is not limited to successful sponsorship strategy, and internal quiet data spanformation is also crucial. As MS. Gu Jialin, chief sales officer of Li Ning Co, said, "Li Ning Co is moving towards the retail oriented business mode spanformation of" directive order + quick replenishment + quick response ". Data management is very important. 
 since the second quarter 2013 order meeting, Li Ning Co has continued to analyze and optimize the structure and rhythm of new product listing through data analysis for 6 consecutive quarters. It conducts "A+ best seller" prediction and order quality guidance and management, promptly follows up and manages store sales, price and inventory status, and uses data to analyze market reaction and consumer behavior, so as to rationally plan store positioning and enhance shop targeted product mix. Focusing on dedicated product lines such as running, basketball, badminton, comprehensive training and sports life, Lining hopes to find the most suitable audience market and store, and do a good job of store goods so as to serve consumers faster, more accurately and better. 
 > now, < a href= "//www.sjfzxm.com/pioneer/" > Li Ning Co < /a > in Lining (Jingmen) logistics park in Hunan, a team of dozens of people has been set up to track the sales, inventory and other data in real time. According to the sales situation in different regions, Lining will recommend the best SKU combination to the distributors in the area and conduct a forward-looking guidance. 
 at the retail side, "big data" and digitalization further improve the efficiency of Li Ning Co member management. Now, as many as about 200000 of loyal members of Lining Ning poly card can get the information of Lining's "customized" brand, products and related activities in time, which provides great convenience for its purchase decisions. 
 .
< div style= "page-break-after: always" > span style= "display: none" > /span > /div >
< div style= "page-break-after: always" > span style= "display: none" > /span > /div >
 < a > href= > //www.sjfzxm.com/business/ > > Big Data > /a > /strong > /p >
 combined with the strategy of data management in merchandising and retailing, Li Ning Co excavated the marketing value of new media, self media and social platforms, which subverted the inherent way of brand marketing communication and helped spanform the "retail mode". 
 in the eyes of Deng Xiaohua, chief marketing officer of Li Ning Co, using digital media to communicate with consumers in time, "can help manufacturers accurately understand user needs and promote user experience in a more proactive way". Its digital marketing practice involves brand promotion, interactive experience and analysis of business opportunities and so on. 
 2013, Li Ning Co fully realized the integration of its own media platform. In addition to official website, official micro and electronic business platform, for basketball, jogging and other key sports categories, Lining also set up online communication channels to strengthen interaction with consumers. These platforms have become an important medium for Lining's product promotion. For example, when launching the "ring bow" products, Lining launched a word of mouth promotion on micro-blog platform, and used comics and 3D videos to analyze the damping principle of "circular bow". When the "ultra light ten generation running shoes" was launched, Lining brand made full use of online promotion, and only visited the official website more than 1 million 400 thousand times. 
Besides P, Li Ning Co collaborate with social media such as Sina micro-blog, Renren and Gudong network to strengthen interaction with opinion leaders and stars in sports circles, promote the construction of "Lining big community", provide corresponding sales and Marketing contents, manage consumer data, and build social media operation system according to the characteristics of users of different platforms. 
 Li Ning Co regards digital marketing as an important part of the whole production and marketing process. It combines the marketing emphasis and main products of each quarter, adopts interactive creativity and emphasizes user experience to enhance the participation and penetration of target customers. For example, the online campaign of the Wade road color scheme attracted more than 30 people, and the about 8000000 voted the top two products sold out in the third quarter of 2013. 
At the same time, Li Ning Co e-commerce team actively cooperate with the company's category digital marketing, using e-commerce consumption "targeted marketing" and "regional coverage" advantage, greatly promoted the basketball series, especially the promotion of Wade series and CBA products. Since the digital marketing platform and consumers were fully communicated in advance, about 30% of the Wade series limited edition was sold out within 24 hours in the Lining electric business official website. CBA's team uniforms and fans series products also have a complete product presentation on the official website of the electricity supplier, so that fans from all over the world (especially fans from the non team city) buy the favorite team / Star products, and on the official website of the electric power company launched the CBA team competition dress ID customization, so that fans who care about CBA can do well. 
 for the application of digital media, Li Ning Co is not limited to the dissemination of brand value. It is now regarded as a catalyst for improving product performance and improving service mode. Lining built a professional team to carry out data analysis and mining, tracking information about Lining through big data technology, listening to the voice of consumers, forming an optimized report on products and services, and providing reference for all industrial chains such as brands, products and sales. 
 it is learnt that in the meantime of "a href=" //www.sjfzxm.com/pioneer/ "deepening operation < /a > and management spanformation, Li Ning Co is improving the scientific and operational efficiency of decision making to the application of" big data "," cloud computing "and" mobile Internet business "O2O, so as to fully open up the segmentation between the electronic business platform and digital marketing, so that the company can listen to and timely feedback to consumers' needs, and truly decide products, prices and sales strategies through consumer insights, from a traditional" production "enterprise to" product + service "enterprise, leading the spanformation and upgrading of China's sports brand.