It is reported that before 2011, LINING JCN also actively expand sales of offline stores, but the rapid development of the Internet in recent years, making the online sporting goods demand market continues to expand, in order to better distinguish between the traditional brand online channel and offline monopoly Shops and other channels, and the online and offline channels have been well developed, after careful consideration, initiated by Li Ning set up: Ning Shang (Shanghai) Sporting Goods Co., Ltd., and given its LINING JCN trademark appropriate authorization. It will focus on the internet sporting goods market development and development. The new brand logo "LINING JCN" is based on the lining of the pinyin as a creative element, the use of pen-and-stick design, the whole closely linked to the moral movement closely linked to life, sports to change life. The English "JCN" stands for "Joy", "Comfort" and "Nature" respectively, which implies that the brand hopes to bring consumers fun, comfort and natural enjoyment.
LINING JCN is positioned as a specialized Internet brand, all products designed and manufactured by its customers are tailored to the needs of online consumers, and only through their own official shopping sites and other mainstream third-party platforms such as Taobao, pat, Jingdong Official flagship store sales, this move is undoubtedly a pioneering attempt for the traditional sporting goods industry. Throughout the traditional sporting goods industry, the current marketing methods are still mainly offline independent sales outlets, and on the basis of the same time for the brand to open an online sales platform, this model is likely to lead to online channels and physical store pricing issues Conflict: If the pricing and store the same, the online sales platform easy to become a network display platform; if the pricing is lower than the store, it will seriously damage the interests of the store. The LINING JCN as a dedicated Internet brand landing, the traditional sports brand proposed a new solution.
In the meantime, for the Li Ning brand, LINING JCN is a specialized Internet brand online that meets the buying habits of a large number of Chinese online sporting goods online shopping crowd, and LINING JCN is located in the exclusive online brand of basic sports products, specifically online Tailor-made products to consumers, not only embodies the multi-brand strategy Li Ning, Li Ning brand at the same time offline channels to do effective complementarity. It is reported that Li Ning company is to establish a nationwide information system based on ERP, the development of e-commerce, in order to further improve operational efficiency and brand image, we can see its attention to the e-commerce platform.
As LINING JCN Internet channels as a channel, and strive to meet all the young sports consumers love the needs of. Affordable, convenient and fast fashion are the solemn promises of the brand, a commitment that also fully demonstrates the significance of LINING JCN to consumers. LINING JCN products completely independent design and development, simple and comfortable, high cost, but also pay attention to both fashion and practical. The product line is divided by sports products. Based on the main components of the shoes and apparel products, the product line of accessories for sports products is added to provide a one-stop product supply and experience for sports enthusiasts, hoping to become an Internet shopping consumer in China The preferred sporting goods brand in mind.
"Promoting China's sports career and letting sports change our life" is the original intention of Li Ning Company. LINING JCN uses internet channels to further promote sports for all, non-nongovernmental sports and grassroots sports. It actively advocates making sports into people's lifestyles and endeavors to provide sports enthusiasts and participants with enough professional, leading fashion and cost-effective products Sports products. LINING JCN will make full use of the Internet's latest product forms and technology to disseminate sports culture and make every effort to promote the overall participation of sports in China.