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Analysis on the Factors of the Popularity of 'China Lining'
When talking about 'China LiningIt's different. For a time, the words 'China Lining' were repeatedly spread spontaneously on social media such as Weibo, WeChat, Instagram, etc. Li Ning 'successfully transformedAmong the conversations among fashion consumers, especially young hipsters. The 'national tide' wind that has always been promoted by niche designer brands has evolved into a tornado at a high speed under the drive of 'China Li Ning'. The biggest beneficiary is of course Li Ning Company. Since February 2018, Hong Kong-listed Li Ning's share price has risen by about 208% so far. It is particularly noteworthy that one year after the 'China Li Ning' detonated social media, Li Ning's performance growth has not slowed down, but has continued to accelerate. According to Li Ning’s earnings announcement on June 25, for the first six months of this year as of June 30, 2019, the company’s net profit increased by no less than 440 million yuan from 269 million yuan in the same period last year, a year-on-year increase. More than 160%, driven by this good news, Li Ning's stock price rose close to 20% before the market. The company's share price reached 19.08 Hong Kong dollars after the market opened on July 2, setting a new high since 2011. This may prove that the success of 'China Lining' is not a flash in the pan, and the road ahead is getting wider and wider. So how did the concept of 'China Lining' come up? How did it unexpectedly become popular from a concept, become a new representative of the 'national tide'China Lining' did not pop up overnight. Many people understand that 'China Lining' was from New York Fashion Week in February 2018, when Tmall and the Fashion Designers Association of America (CFDA) organized the 'Tmall China Day' event. As the only Chinese sports brand, Li Ning walked the show with Peacebird, Edison Chen's own brand CLOT, and independent designer brand Chen Peng. The sensational effect and chain reaction brought by Li Ning's debut in New York Fashion Week may have been unexpected by the brand. For a time, the same styles of tomato scrambled egg clothing, tiger-crane double-shaped sweater, enlightenment 2-Ace, butterfly shoes, etc. became hot models, and Tmall went online in one minute. In addition to the hot sales, social media was also screened by 'China Lining'. Within four days of the product exposure, #中国李宁# Weibo topic discussion views reached 78 million, and 19 popular posts with more than 100,000 views appeared on WeChat. article. In fact, the concept of 'China Lining' appeared long before New York Fashion Week. At the end of October 2017, Li Ning first proposed 'China Lining' in the official WeChat account, and then the brand created #中国李宁# and #中国·李宁·原# two topics on Weibo, #中国·李宁·原# Topic Mainly to cooperate with the Tmall Double Eleven Global Carnival, through dialogues with Li Ning product designers and staff, introducing series of products, in the dialogue, the designer repeatedly emphasized 'to be the original endorsement of Li Ning' and 'be the Li Ning of China'. At the same time, Li Ning launched the 'China Lining' cultural shirt, the impressive 'China Lining' four-character logo on red background and white characters appeared for the first time. How 'China Lining' became a good sustainable business The success of New York Fashion Week has allowed the long-planned 'China Lining' to accelerate the evolution from concept to sustainable business. In June 2018 and February 2019, Li Ning appeared in Paris Fashion Week and New York Fashion Week one after another, with the themes of 'China Li Ning' and 'Xing' (the old saying, 'If the road is too long, it will not work'). In Li Ning's 2018 annual results announcement and 2018 interim results announcement, the iconic 'China Lining' four characters were placed in a prominent position. It is conceivable that the 'China Lining' series is important to the entire Li Ning brand. Importance of image reshaping-In 2018, the total sales of the 'China Lining' clothing series exceeded 5.5 million pieces, the shoe series sold more than 50,000 pieces, and the new product sold-out rate exceeded 70%. Driven by the 'China Lining' series, In 2018, Li Ning's retail sales of sports and fashion categories also increased by 42% year-on-year, leading all categories under Li Ning (the growth rate of basketball category was 29%, and the growth rate of training category was 20%).
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