Overweight Online Business Lining Quietly On-Line Small Program Mall



Lining quietly went to the mall, selling footwear, clothing and sports equipment.

Lining, who continues to climb the electricity supplier's performance, has expanded the company's online business.

Lining quietly went to the mall, selling footwear, clothing and sports equipment.

It is understood that Lining business performance continued to rise in 2017, accounting for 19% of revenue, while the number of offline stores decreased.

Clothing industry experts, independent

Division Ma Gang believes that Lining's online small program mall is a performance of overweight online business, taking into account the original online business, so that the expansion of online consumer groups, further stimulating the rise of business performance.

According to observation, Lining small program mall contains

Clothing for men and women, sports equipment and other commodities, including the New York fashion week released the series of enlightenment, consumers can use WeChat to pay.

In addition, the Beijing Commercial Daily reporter noted that there were 375 comments in the comment area of a "shock absorber light running shoes", and some of the merchandise reviews that had previously been broken up were over 500, indicating that sales of small programs at the beginning of the line were considerable.

Some analysts pointed out that Lining online WeChat small program mall is trying to expand the line of rising performance.

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According to the 2016 annual report released by Lining, Lining's annual electricity supplier income has increased by about 90%, accounting for 14.3% of the total brand income, and this figure has increased by 19% in 2017.

Lining said in the earnings report that in the future, while improving its digital operation, it will gradually apply the digital operation system to offline channels, and further push the group to have stronger data operation ability in terms of commodity planning and user marketing.

Ma Gang also believes that in recent years, Lining online performance continues to improve, the introduction of small program mall is the performance of overweight online business.

Because of the different entrance between the flow of the Ali and the flow of the Tencent, the consumption scene is also distinguished.

At the WeChat end, consumers can purchase goods based on content. For example, there is a small program link in an article in a friend circle. Consumers can click directly to buy, without jumping to the third party platform, which is not covered by Ali.