< p > Mr. Hu Nan said that the exploration of < a href= "http://m.pmae.cn/" > Lining < /a > has made clear the market orientation from the beginning of its creation. The main consumer groups are those aged 30-45 years old with high incomes, aggressive enterprising, willing to try and change, and pursue the quality of life of the urban population. < /p >
< p > from the first shop in October 2012, Lining has explored more than 70 stores and has been officially opened to business in Beijing, Shanghai, Guangzhou, Harbin, Changchun, Shenyang, Zhengzhou, Luoyang, Hefei, Ji'nan, Ji'nan, Ji'nan, and so on. Mainly shopping mall channels, in just over a year, has worked with many well-known commercial groups in China, including Yansha, Wangfujing, Yintai, big business, Ginza, Parkson, Wanda and so on. At the same time last year, Tmall, Jingdong and Amazon opened up an electricity supplier sales channel. This year plans to open to 150 shops. This can cover most provinces and cities in the country, hoping that the vast number of consumers will experience our products as easily and conveniently as possible. Therefore, the marketing strategy will pay more attention to the experience and interaction of consumers. Specifically, it is to share consumers' purchase and dress feelings on the Internet or through mobile terminals, and to disseminate the appearance, performance and brand value of our products through word of mouth. < /p >
< p > at present, the product line explored by Lining includes outdoor a href= //m.pmae.cn/, shoes, /a, clothing, accessories and equipment. It is divided into three main series: hiking, cross-country running and city travel, accounting for about 80%. In summer, there will be a series of aquatic products such as streams and a series of winter skiing. < /p >
< p > outdoor has been developing in China for more than 10 years. Most of the international brands also come to China to open up new territories. This has injected many new concepts and outdoor lifestyles into the market, and the market will continue to differentiate. And Lining explores the next product development focus on off-road running related products. < /p >
< p > "cross-country running" is an activity combining outdoor sports and running fitness. It has been gradually promoted in China, and outdoor cross-country races are also held frequently. More and more outdoor enthusiasts are willing to take part in this sport. Apart from some international brands, domestic brands have not yet developed such products. Foreign products are difficult to accept because of the design, the different customs and customs, and the price factors. This also leaves room for our product positioning. < /p >
< p > Lining running series has always had a good reputation in the market and many loyal consumers. Road running is the foundation of cross-country running, and people running off-road are usually used to run. The accumulated consumption experience and data are the basis for our further introduction of light cross-country running shoes. < /p >
< p > for example, shoe last is developed on the accumulation of Lining's running shoes for many years, and is more suitable for Chinese foot type. The sole cushioning technology is also tailored to the domestic outdoor environment and sports level. The material and manufacturing process are synchronized with the international first-class brands. Plus the affinity retail price and consumption experience will play a good role in the popularity of the sport in China. So outdoor off-road running is also the main direction for Lining to explore products. < /p >
< p > good products can not be separated from R & D investment. Mr. Hu said that this is also the focus of Lining's exploration. < /p >
< p > "Lining exploration hired from the beginning of brand building, invited overseas design team to complete the product < a href=" //m.pmae.cn/ "> Design < /a >, guiding research and development. At present, the outdoor lifestyle in Europe and the United States is relatively common, the industry is relatively perfect, the idea is advanced, together with years of accumulation, absorbing their creativity. For example, shoes are the chief designer of France's original SALOMON. They have many years of experience in the design and development of cross-country running shoes. Their participation is very helpful to our product upgrading. At the same time, we should do in-depth research and Research on the domestic outdoor industry, and invite professionals to assist in the evaluation, feedback, timely modification and continuous improvement, so as to design and develop products that meet the needs of the Chinese people. < /p >
< p > the company has a special team in Guangzhou, responsible for product development and supply chain management. They all have many years of sourcing experience in the outdoor industry, ensuring product quality is in line with international standards, setting up first-class standards to control them, selecting high-quality partners in the industry, and ensuring that products can be used safely on consumers. " {page_break} < /p >
Mr. P looks confident in the increasingly fierce competition in the domestic outdoor market. < /p >
< p > "fierce competition in the market is also a problem that all brands should face. < /p >
< p > first depends on products. Lining has always explored the importance of research and development input. Good products will build up a good reputation, so that consumers can buy products that are gratified at affordable prices. They will accidentally spread them. As time passes, there will be more consumers willing to patronize and experience our products. It will win a place in the fierce market competition. < /p >
< p > secondly, with the influence of Lining brand, Mr. Lining has created this brand for more than 20 years, and has won many loyal consumers and trust in China. With the popularity of outdoor healthy lifestyle in China, many consumers also want to participate in outdoor life with their favorite brands. Lining exploration is the authorized brand of Lining group. With this advantage, it quickly wins the cognition and trust of consumption. < /p >
< p > is the channel construction, the company sales team is rich in channels to develop experience and retail management elite composition, which also contributed to our short a year, opened a lot of shops and achieved good sales results. So that consumers can see it, buy it, have a good sense of experience, and then share with friends and friends around it, has formed a good circular operation. < /p >
< p > believe that the market will be the process of survival of the fittest. The brand left behind must be able to withstand the test of the market and win the brand recognized by the consumers. < /p >
< p > to explore the future of Lining, he said he would become an outdoor brand that really meets Chinese consumers. China has a vast territory with lots of magnificent mountains and rivers. I hope there will be more Chinese people who love to explore life and enjoy outdoor fun with their friends. < /p >