Recently, the news of Li Ning's stock price has been hotly discussed by the whole network, and its revenue growth is also in the world, and everyone in the industry has sung down.
Looking at the revenue data of each channel, the e-commerce sales situation is the most severe. But on the emerging e-commerce track of Douyin, it seems that the situation is not bad.
According to statistics, from January to November 2022, Li Ning's sales in Douyin e-commerce are expected to reach 19600 million yuan;Sales for the same period in 2023 are expected to be 27200 million yuan, a year-on-year increase of 388%。Obviously, in the past two years, the Li Ning brand has worked the Douyin platform to generate revenue.
Sportswear brands have always been very competitive. In recent years, there have been many new sports and outdoor brands, and there is a trend of intensifying market share.
Compared with the sales ranking of the sports and outdoor category in the same period last year, there have been some slight changes in this year's list. For two consecutive years, the top two in the rankings were occupied by Adidas and Fila respectively, and Li Ning fell from the fourth place last year to the fifth place.
This year, Douyin's Double 11 sales ranked first in the Fila brand, with 715The high unit price of 35 yuan exceeds that of brands such as Adidas and Nike. Among these brands, Anta and Li Ning have the closest average average order value (181).5 yuan, 20725 yuan;The sales volume of the two is also similar, and Anta's sales volume is even slightly higher than that of Li Ning. The sales of the Fila brand, which ranks first in terms of customer unit value, exceeded that of Li Ning by 70%.
Although Li Ning's Douyin Double 11 category sales ranking has declined this year, its sales from January to November this year have been positive, with the highest growth rate reaching 100 in September66%。Nike's year-on-year growth rate exploded, reaching a maximum of 241 in January06%。Of course, there are also many brands with negative growth among these brands, such as Anta, Adidas, and Hongxing Erke. Among them, Adidas had negative growth in 8 of the 11 months of this year, and the growth rate in June was -33%.
Even similar brands have different operating strategies on Douyin, which can be seen from the Douyin operation data of several sports and outdoor brands.
Douyin is a social e-commerce, and the brand's marketing on Douyin is naturally inseparable from topic marketing. According to statistics, the cumulative number of topics of Li Ning is 1757, while the cumulative number of topics of Fila has reached 2449, and the number of topics of Anta is also higher than that of Li Ning, which is 1776;In terms of the number of goods with goods, the Nike brand is firmly in the first place, with 47,401 pieces, Adidas ranks second with 27,200 pieces, and Fila and Li Ning are third and fourth respectively. In terms of the number of influencers with goods, Li Ning ranked first, with 2,498.
In terms of the age of transaction users, Hongxing Erke's audience is younger, with consumers aged 24-30 accounting for 2696%, and Li Ning accounted for 17 in the same age group83%。In the comparison of the proportion of the 31-40-year-old audience, Nike has the highest, accounting for 4596%；Anta was the lowest, accounting for 3423%；Li-Ning is around the average, accounting for 4395%。Combined with the average order value data of each brand, the current consumption power of young people may not reach the height expected by brands.
Over the years, Li Ning has continued to impact the high-end market - "internationalization", "fashion week" and "big-name celebrity endorsement", and at the same time constantly tried to label itself as "high-end". However, the data shows that the top three geographical distribution of Li Ning's Douyin audience are: third-tier cities, new first-tier cities, and second-tier cities, which has a certain gap with the high-end route that Li Ning wants to take.
Observing the marketing actions made by Li Ning on Douyin in recent years, it can be seen that Li Ning's operation on Douyin has also spent a lot of thought.
In July this year, Li Ning and Douyin jointly released the National Mission Challenge Anti-Wu Suppression and Dryness, encouraging basketball enthusiasts to follow and participate in the "Anti-Wu Anger Boiling Star Decisive Battle" and Butler's China Tour by participating in the short ** recording. The topic of the event [anti-Wu system dryness] is more than 3 on Douyin500 million times, 430,000 people participated;The topic of [Butler's China Tour] has rushed to the top 1 of the Douyin city list. On the day of Butler's Douyin live broadcast, the amount of a single game exceeded one million, the outbreak coefficient increased by 752% year-on-year, and 300 pairs of JB1 black eight colors were sold out immediately after they were launched.
Earlier, on September 29, 2020, Li Ning broadcast the spring and summer Paris Fashion Week live on Douyin, which was sold immediately, giving the audience a new show experience. This can be regarded as an innovative move by Li Ning brand to go international and return to the hands of Chinese people with international products.
In the future, where will Li Ning's Douyin e-commerce road go?Will you continue to make more daring attempts?How to explore a differentiated marketing path in the increasingly saturated and fierce e-commerce brand melee?Everything is still unknown.