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Lining'S Six Generation Shop Will Send The Most Suitable Products To The Most Suitable People.

2010/7/24 13:05:00 251

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Lining'S Six Generation Shop Consumers

In the new

Logo

At the same time, Wangfujing is located in Beijing.

Lining

The retail storefront has also been rebuilt and unveiled.

It is called the six generation store inside the company.

In this shop, not only can you see the brand new Logo and product series, but the props and styles of store decoration have changed a lot.

When entering the door, the door handle is designed as the shape of the gymnastics rings, and the rings are hung on the side of the door. The rings are the display of the top products for the famous athletes.

The walls of the shop have changed over the whole white design, turning white, black and Li Ninghong's lines and blocks into the wrong place. With the design of the relief on the wall and the large sports posters, the whole space is more fashionable, highlighting the professional sports attributes and Oriental elements.

There are interactive areas in the store.

Consumer

You can leave a message here and write down your feelings.

Guo Jianxin, a Li Ning Co's COD, said: "it is very important for us to build a new retail experience when we enter the store and feel the brand upgrade brought by Lining."

According to Li Ning Co's research data, 60% of consumers' purchase decisions are made in stores, and the influence of store atmosphere is very critical.

Lining has opened 40 new retail stores in the first half of this year, and will open 50 new ones by the end of this year. 2011 will be gradually pushed away.

Retail store

The environment is only one aspect, and more importantly, the items displayed are configured according to the needs of consumers.

What Li Ning Co is doing is to send the most suitable products to the most suitable people.

In order to better meet the needs of consumers in different regions and different preferences, in March this year, Li Ning Co divided the sales force into three independent organizations in the north, East and South districts.

Orders for the two seasons of the year have gradually changed to four seasons ordering.

"China's regional consumption characteristics are very obvious. We do research on consumers in Nanning, Changsha, Tianjin, Shenyang and other places. We find that similar products Nanning prefers light colored, version tight, functional clothing, Tianjin consumers prefer dark, gray, cotton and version loose, Shenyang people like colorful, Changsha is in the middle.

At the order meeting, you have to match the right products for different areas. "

Guo Jianxin said.

Lining now has more than 7000 stores throughout the country, and each store will be equipped with different products according to its different business circles.

For example, in the business circle where young people gather, the proportion of fashion products should be increased. "There are many young and fashionable customers in Xidan, Beijing, and the proportion of fashion products will be increased to 80%."

Guo Jianxin said.

Besides, Li Ning Co certainly will not neglect that online shopping is also a great joy after 90 years. After more than two years of development, online retailing has already sold tens of thousands of yuan.

The whole supply chain of the backstage is also changing. The original logistics system of Li Ning Co has pformed from wholesale logistics to retail logistics.

In the past, the logistics mode was stored in the Li Ning Co's warehouse after the factory was produced, then sent to the dealer's warehouse by the Li Ning Co's warehouse, and the dealer sent it to the distributor's warehouse before reaching the retail terminal.

Now, every factory receives the order, which will indicate which retail terminal is ordered, and the product will be sent to the retail terminal directly from the factory after the product is off line.