Lining: To Be A Sports Brand Representing China

Reporter: last year, Li Ning Co occupied 5% of the channel on the electricity supplier, that is to say, its space is still very large. How do you judge Lining's breakout and investment in the channel of e-commerce?

Lining: in fact, in the electricity supplier, we Lining is almost one of the best. We should say that we are the top two or three, but in terms of the consumption of sports goods, the online space is still huge, but the value under the line can not be replaced. In the past two or three years of adjustment, we actually have more than 3000 stores that have been shut down, turned off, optimized, and actually we have lost some of the following lines.

，所以在未来一两年，我们都是要找回我们原有的市场，找回我们原有的渠道，在这个过程中，线下同时要发展，然后线上它的未来发展，其实会有更多的互动性，就是说不是说简单的这个东西便宜，或者说这个东西打折大就做，我们希望做更多具有互动性的生意，除了刚刚讲的智能跑鞋跟小米合作互动性，在网上通过线上销售推广之外这个渠道，然后我们有篮球的，也有羽毛球的，运动生活的产品，其实我们现在推出来的产品，线上销售也非常好，线上的优势就是说它在不同的地域会创造同一个感觉的互动，这对我们来讲是带来很大帮助，所以我们接下来在数字化的生意当中，在线上销售会成为我们生意的一个重头戏，但是它不是孤立的，它会跟我们线下是相互互动起来的。

In the next year or two, our offline channels will expand again.

Reporter: will this downward trend of traditional channels continue?

No, we will rediscover the market that we should not shrink in the past. So we will redevelop our offline channels with products and different groups of products and different customers, so our offline channels will expand again in the next one or two years.

Online and offline services can not be isolated

Reporter: maybe there are more outlets in this store?

According to the characteristics and efficiency of each channel, it is important to link each other online and offline. Some products are sold online and offline, some products are offline, online products are sold, some products are online and offline synchronization, for example, I just talked about this intelligence, maybe we need more through a channel on the Internet, so it is more efficient, so we will become an incidental thing based on online and offline. For example, we have some basketball products or running shoes that are promoted, and it is still mainly offline purchase, but there are many special bodies, group buying, special needs of structure and technology, so we do all kinds of services through the Internet, so it is not an isolated one. Lining: not necessarily, according to the different regions of the market, this is more than just a direct camp, or a distributor or distributor.

But on the whole, as you just said, we still have a lot of room to sell on cable, and the target of 25% to 35% in the next three years.

Traditional enterprises often encounter conflict between online and offline businesses, especially the conflict between channel and product price system. Many traditional business enterprises rush into the business, resulting in serious losses, channel conflicts and intensification of contradictions.

This is also the reason why many traditional brand enterprises are still hesitant.