Digital Lining Leveraging New Media Marketing To Enter North America

Lu Guangming, President of digital Lining, said in an interview with reporters in New York recently that Lining, the biggest sporting goods company in China, will create a brand concept by establishing the concept of Oriental philosophy and use the new media and social media to enter the North American market.

"Li Ning Co is not going to enter the United States through a low price strategy. We hope to achieve this through brand building and the latest brand concept, and through the main way of online retailing in the future." Lu Guangming said.

Generally speaking, Chinese enterprises often use the "low price strategy" in entering the US market. The impression of Chinese brands on overseas consumers is to win at a low price. However, Li Ning Co intends to give up this old road. In order to enter the United States market Li Ning Co jointly established a digital Lining with us partners to open up the US market through e-commerce websites.

In the "digital Lining" shop, the main Sale The products include three categories: basketball, running and fitness. The price of a sports coat is $70, which is the same as that of some famous sports brands such as Adidas and Nike.

For this reason, Lu Guangming's explanation is that the new company's products do not want to use "low price" as a selling point to attract young consumers, but rather win by design concept. Through product design, it embodies the values of physical and mental connection in Eastern philosophy, achieving unity of body and mind and achieving sports balance.

Regarding the sales mode, "digital Lining" boldly adopts the way of network sales. Lu Guangming said he is convinced that Internet sales are the most efficient way at present. "In the next ten years, the US retail market will take the Internet. Sale Mainly. He is convinced that traditional sales methods have proved to be not entirely effective, and e-commerce is the most potential marketing mode in the future.

In addition, in view of the high social media activity of young people, the "digital Lining" product will fully cover young people through App online stores, social networking and other new media and new ways of communication.