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Lining Lost Line 19 Yuan From The Clearance Line Hundreds Of Millions Of Dollars To Ask Superstars To Speak.

2013/4/27 20:07:00 42

"19 yuan". In recent months, Lining launched a second joint inventory sale for customers. Although the first wave of goods was "sold out" in 18 hours, however, insiders pointed out that such a clean inventory greatly hurt Lining's brand image. 
 no matter the cost is cleared, the inventory is only realized. 
 in fact, almost all sporting goods brands are facing enormous inventory pressure. Li Ning Co 2012 annual report shows that as of the end of last year, the company's inventory has reached as high as 919 million yuan. From last year to this year, a series of shop closes and layoffs have also witnessed the efforts of sports brands to ease inventory pressure. 
Less than p ago, Lining began to launch a 48 hour limited time sale promotion on van guest. After a sharp offensive of $19, the product sold out 18 hours later ended 30 hours ahead of schedule. 
 reporter found that in the second clear inventory activities, Lining can be more cost free. A sport whose original price is 259 yuan, less than eighty percent off, is a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a >. 
 shoes and clothing industry commentator Ma Gang believes that with the help of network sales, Lining can expand the coverage of customers. And the price segment and customer group of customers are also close to the current high inventory a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > brand. 
 far away from international brand > /strong > /p >
 however, not all customers are buying Lining's strategy. Netizens "drifting 2022" exclaimed: "when Lining becomes" stall goods ", is expected to be the last stage of the brand's life cycle. Hundreds of millions of yuan to invite a downhill star to advertise, you might as well invite some good a target= "_blank" href= "//www.sjfzxm.com/" > designer "/a" to help you design some decent products. What's more sad is that many sports fans don't know who you advertised. 
 Lining 2012 annual report shows that despite a huge loss of 2 billion yuan, it still has nearly 20% of its revenue (1 billion 325 million yuan) for advertising and marketing, and even dug Wade from Nike for spokesperson at a price of about 10 US dollars for 10 years. 
Lining, director of Public Relations Department of Jingdong mall, commented on micro-blog: "it is a good time for micro-blog to clean up inventory through all customers. In the long run, it will hurt the brand, who will buy the Lining season products at a high price?" 
 brand marketing experts also point out that once the brand has become a cheap commodity in the eyes of consumers, it will be more difficult to get back to the original position. Judging from the current feedback from consumers, Lining's current strategy has hit a certain extent against the expectations he has given to "national brands to the world".