Li Ning Winter clothes make netizens furious:
I treat you as a domestic product, you treat me as a colonel
text | Wumanlanjiang
(01)
first started with the stock market.
Hong Kong stock market open , Li Ning fell 13.6%.
capital has the most sensitive sense of smell, so everyone knows that Li Ning is in trouble.
Then the marketing circle began to spread: Do you know? Li Ning poked the hornet's nest and the Japanese entered the village.
Then there is the melon-eating circle, and all kinds of scolding.
scolded Li Ning's winter clothing design: I treat you as a domestic product, and you treat me as a colonel.
But Li Ning was dissatisfied with everything.
Li Ning e-commerce general manager Feng Ye posted on the circle of friends and said:
After Feng Ye explained, netizens scolded even more cruelly:
actually dared to educate consumers, hey, it’s against you. So many university professors cannot educate consumers, are you considered a bad person?
Netizens also peeled off Li Ning, saying that his CEO is a Japanese Chinese Qian Wei . He also has a Japanese name: Takeshi Kosaka.
So the question now is, is Li Ning's strange winter clothing design? Is the Japanese entering the village or the cultural accumulation he claims?
The correct answer is - this is actually a marketing topic, not a design style.
(02)
The first one, where is Li Ning’s mistake?
Li Ning's mistake is that he shouldn't be doing winter clothes.
Everyone likes to watch fashion shows, and a group of big beauties are walking around the stage.
But fashion shows are mostly summer wear.
does not mean that there is absolutely no winter clothes, but winter clothes pay attention to warmth. Even if it is lighter in winter clothes, the bikini will stand next to you and immediately show your bloated size.
global winter clothing market sales scale is less than one-seventh of the total market.
Those who sell clothing earn 100 yuan, and only 14 yuan is earned from winter clothing.
So global clothing brands, Yishui’s women’s summer clothing, at most children’s clothing is made up.
winter clothing brands, such as Boston down jackets, are very few.
However, it is a market perspective to say that the proportion of winter clothing sales is too low.
dealer, have other perspectives.
(03)
The second one, Li Ning was dissed in the winter clothes, and the person who came out to "educate consumers" was Feng Ye, the general manager of e-commerce. Guess why it was him, not other managers?
Li Ning's general manager spoke out, and it is very likely that Li Ning's winter dress show was done by him.
As mentioned earlier, it is just a calculation method to say that the winter clothing market accounts for a low proportion of sales throughout the year.
changed to another algorithm, but winter clothes became the highest proportion of sales in the whole year.
hey, how could the proportion of winter clothing sales be the lowest and highest at the same time?
is very simple, because there are too many styles and patterns in spring and summer clothing.
simplicity, you are a dealer who specializes in clothing market business. It is said that those who sell clothing earn 100 yuan, and only 14 yuan is winter clothing, so you have made up your mind not to make winter clothing, but only spring and summer.
However, when you open it, you are shocked to find that the styles and patterns of spring and summer clothing are theoretically more diverse than those of girls around the world - because every girl is committed to differentiating her outfits and is different from others. Moreover, it is impossible for every girl to wear only one piece of clothing in her lifetime, and she has to change a few pieces a day.
Girls have complex needs, and designers are too busy to get busy, so they have a clue to talk about their outfits.
The same fashion, if you wear a scarf or a short skirt, they will have their own styles, OK?
However, for dealers, with so many styles and colors, you can get up to dozens of models and hundreds more.
Choose the best one among tens of thousands of categories of styles - you can't do it at all. You only take a look at one style. Before you finish reading it, winter has arrived and you start selling winter clothes.
You can only close your eyes and pick a few styles to show them out - and then you find that the probability of just happening to be the best style in the market is too low. In the end, you return what you can't sell to the merchant, so two-thirds of the upstream clothing merchants are logistics returns.
Desperate you, turn your attention to the winter clothing market.
Then you were shocked to find that although the overall proportion of the winter clothing market is not high, there are not many styles, only a dozen types - and the shipment volume is large, so consumers are not picky.
spring and summer clothing market, every girl has different requirements. In the winter clothing market, no matter how many older brothers come to buy winter clothing, they all have to be the same style and brand.
What the big guys want is to keep warm. The thick winter clothes cannot design novel styles at all, just be fine.
so, you earn 100 yuan in the market, 86 yuan comes from spring and summer clothing, but the effort and time you spend more than 80 yuan. The 14 yuan you earn in winter clothes is less than 1 yuan.
so in fact, you can earn 14 yuan by selling winter clothes, and you can only earn 6 yuan by selling spring and summer clothes.
Which one do you think you want to sell?
that must be winter clothes, which saves worry and effort and makes money easy. In fact, more than half of the profits of many dealers come from winter clothes.
so although the winter clothes are not good-looking, the seller still dear it the most.
so the urge to have a winter dress show was so passionate.
(04)
The third question is, why did Li Ning's winter dress show design the style of the Japanese entering the village?
The above two analyses are actually to find the answer.
On the one hand, the scale of winter clothing only accounts for one-seventh of the clothing market, and it is not good-looking and cannot design a touching style.
On the other hand, winter clothes sound small, but they are the basis for dealers to survive. It is a priority option for merchants to make money more easily. The two aspects of
are combined, and the conclusion is that the audience does not like winter clothes show, but the merchants like it too much.
Businesses who like winter clothes show will find designers to design winter clothes.
-But dear brothers, how do you design this thing in winter clothes? The skin cannot be exposed or the flesh cannot be exposed. No matter how you design, it is a bunch of cloth.
But merchants need creativity.
What else can a designer do?
未分类, you have accumulated tricks in culture. Anyway, as long as you coax the merchants to stupid, you will make money.
Finally, a style of a Japanese man entering the village was surprised. Many netizens were surprised. Didn’t Li Ning see it?
The netizens who have this question in their minds seem to come from Mars - a fashion show that at least 2 or 30 pieces of clothing will be displayed, and at most nearly 100 pieces, the model's appearance time is usually no more than two minutes. At the Li Ning's winter dress show, there were only a few Japanese style clothes in the village. If you were responsible for the final decision and were sitting in the audience, staring at me, suddenly my girlfriend called: Do you love me? Wait for you to say a few articles about love, then transfer money to your girlfriend to buy a bag, then come back and sit down to read it, what you see is this:
Although this is strange, it doesn't match the Japanese entering the village.
So Li Ning's winter clothing show is a result of the market and product itself - it is because there is no characteristics and it has to be designed - and the partners are full of chaos and various reasons.
instead of what netizens think, someone deliberately stimulates your "emotion".
He doesn't have you in his eyes.
He just wants to sell a piece of clothing.
(05)
Analysis of the Li Ning incident is actually a way to learn how to do things:
This method has the characteristics of:
First, master capital thinking and see that we are in a period of low tide of people's wisdom.
There is a word called public opinion.
means that the vast crowd of people who have opinions about you.
However, this time, Li Ning's winter clothing show, before public opinion began, capital was prescient - the incident actually started with the stock market, and Li Ning in Hong Kong stocks was frustrated. Everyone looked for the reasons and found the marketing circle to know what happened.
Then the melon-eating crowd realized it later. After hearing the movement, they ran over and rolled and cried, saying that it was so exciting that his heart was so heartbroken.
What does this mean?
means that the emotions of Chinese people have become regular. Before you cry, capital knows that you are going to cry. One step ahead of time, you are ready to wipe your tears.
A person or group, whose behavioral laws are easily controlled by others are not a good thing for themselves or a bad thing for their opponents.
The second one, the winter clothing show event is just a great test of the nation's intelligence.
Li Ning's winter clothing show incident, someone actually exposed Li Ning's CEO and said that he was a Japanese Chinese. Is there anything wrong with
? Pigs know that the CEO is not responsible for design.
Li Ning's winter dress show, although it is named Li Ning, Li Ning is actually just a big injustice to pay for money. At least a dozen companies need to participate together to complete this project: the most important thing about the fashion show is the "show director", a full-time director of the fashion show, responsible for the scene, lighting, music and action.
Planning company is responsible for the venue, and quarreled with style and show.
designers are responsible for racking their brains and forcing them to do things in winter clothes that cannot be held back.
Model company is responsible for providing models, and models also have to be divided into show models and fitting models. It is easy to find models in spring and summer clothing, and it is OK for girls to show their waists and legs and boys to show their muscles. But this is winter clothes, everyone is so bloated that they really make the model company worry about.
There are also makeup artists, lighting engineers, responsible for the overall music style... After the show, the ordering meeting... So many people, such a messy venue, a Japanese-Chinese CEO, who would like to ask him to get a Japanese into the village to disgust the crowd... Think about how difficult this operation should be?
So Li Ning's winter dress show is just a national intelligence test. A person who conducts moral characterization of the behavior of events or speaks about emotions will definitely not do anything. If you want to recruit him into the company, the whole company will not be able to teach him step by step, because he only has emotions in his heart.
The third one is to master the crisis public relations skills in a low-intelligent market.
For merchants, winter clothing shows are for shipment.
In order to make a fortune at the ordering party after the show.
Now things are getting worse. No matter where the problem lies, the merchants themselves are the ones who end up swallowing the bitter fruit.
So today's question is:
Crisis PR is an inevitable issue for merchants. If you do business, you will inevitably get flaws and be scolded one day. For example, in Li Ning, do you know what the merchant's correct strategy is to reverse the situation?
(*The pictures in this article are from the Internet)
