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不愿被淘宝劫持,中国本土头号体育用品制造商迈出进军网上零售市场的大胆一步。在李宁有限公司最成功的专卖店中,有一家店却在诸如北京王府井这样的繁华地段之外,选择了它的新店址:www.e-lining.com。名为“李宁官方商城”的这一电子商务网站自2008年4月上线运营后,很快就成为这家中国本土头号体育用品制造商新的增长亮点,销售额在一年内增长了12倍,截至2009年年中,商城会员人数超过6万。这个虚拟专卖店的魅力在于,它把在传统渠道中旗舰店的购物快感和线上浏览阅读产品的乐趣相结合,一些时髦但并不常见的产品均在这里可以找到,比如售价高达1250元的李宁代理的Lotto牌马可波罗珍藏版球鞋,以及与中国国家队球员使用的同款羽毛球拍。这些热门货品常常成为李宁互动论坛里的话题焦点。
Unwilling to be hijacked by Taobao, China’s top domestic sporting goods manufacturer took a bold step towards marching into the online retail market. Among the most successful stores in Li Ning Co., Ltd., one of its stores has chosen its new store outside of its bustling area such as Beijing Wangfujing: www.e-lining.com. This e-commerce website, named Li Ning, was launched in April 2008 and soon became the new bright spot in this China’s top sporting goods manufacturer with sales up 12% in a year Times, as of mid-2009, the number of members of the mall more than 60,000. The beauty of this virtual store is that it combines the fun of shopping in the flagship store of traditional channels with the fun of reading products online. Some trendy, yet infrequent products are available here, for example at $ 1,250 Li Ning Acting Lotto card Marco Polo Collector’s Edition shoes, and with the Chinese national team players using the same paragraph badminton rackets. These popular products often become the topic of discussion in Li Ning interactive forums.