In Addition To New York, Paris, China Lining Is Stepping Up Its Efforts To Open Up Overseas Markets.

As a Chinese sports brand in recent years in China's local and international arena, Lining has been bringing various "surprises" to consumers under the gaze of the global attention: many times on the 4 fashion week, each with different experimental themes and show layout, bringing the design concept of the topic, including the red flag, d'bang, OG Slick, X-LARGE, etc.

Now speaking of Lining, the impression in our mind is no longer confined to the local sports brand that is "safe to keep the same score".

For professional sports brands, Lining rarely exists in Paris and New York fashion week. Therefore, Lining's fashion trend is multiplied. This is a self breakthrough for a sports brand with nearly 30 years of history.

Although fashion week has gained a high degree of attention in recent years, it is still dressed in a "high above" coat, which is not as simple as a general consumer.

By contrast, tidal current exhibitions, which can seamlessly contact ordinary consumers who are interested in fashion trends, are much more popular.

Because of the booming global street culture and trend culture, in recent years, there are more and more offline trend exhibitions: from the hard ticket ComplexCon to Edison Chan, the "rising star" INNERSECT, pformed from the Bread&&Butter in recent years to the Agenda Trade Show that can attract almost all the extreme sports and street brands, from Sole DXB, which is launched by Sneaker culture, to Sneaker Con, which is originated from the American shoe show, and, of course, by the Japanese balloons shoes.

The world is the fertile land of the trend culture. These trends and shoes show attracts fans of the trend with its precise and direct way and rich experience.

Last weekend, Shibuya, Tokyo, Japan hosted the sixth atmos con. Lining took the 19 autumn winter series titled "row" as the first Chinese sports brand to appear in atomscon, using its unique sports style and "close contact" with Japanese young trend fans, laying a good foundation for the subsequent entry into the Japanese market.

Lining continued the theme of "19FW" show in New York fashion week. In the atmos con exhibition area, the earth color system was selected as the main tonal. Combined with the exhibition of mountains and train timetable, the elements of the journey between the city, nature and the two worlds were revealed.

In addition to bringing 19FW single products, Lining also brought the special WOW REMIX 1/6 special packaging that had never been exposed to the atmos con site, full of sincerity.

HYPEBEAST also went to Tokyo, and Lining, general manager of fashion fashion footwear designer Li Chao and Lining fashion product line, discussed Lining's highly praised fashion line design, sports shoes products, overseas development of the brand, and the next global cooperation plan.

HB: Why did you choose to join atmos con in Japan this time?

Li Gang: This is related to the current development strategy of Lining. The whole brand expands the global market through the fashion line. Our goal is to become a world-class sports brand. So in order to achieve this goal, this year we began to cooperate with some fashion shop buyers in the US, Japan and Europe, as well as the top sports shoes shops.

Atmos and Atmos con are very influential in street and shoe circles in Japan, hoping to use this brand to enhance the brand image of Lining in Japanese market.

HB: in addition to this atmos con, what are the future plans for Lining in the Japanese market?

Li Gang: in fact, at the same time, we also have more cooperation with atmos. In the future, we will not rule out the possibility of joint product planning with atmos.

Besides atmos, we will also have sales cooperation with some of the top fashion buyer stores in Japan.

HB: what impression do you want to give Japanese consumers to Lining?

Li Gang: Lining is a professional sports brand. It was founded in 1990. It has a history of nearly 30 years and has rich historical details. Now the brand design style is also in line with the fashion trend that young people all over the world are pursuing. The most important point is that because we are from China, we will insist on Integrating Chinese culture in product design, in order to make Japanese consumers more aware that Lining is an international sports brand from China and has its own style.

HB: it can be seen that the products of this exhibition come from the new model just released in the fashion week show in New York. What are the reasons for choosing Lining fashion line to explore overseas markets?

Li Gang: using Lining fashion line to explore overseas market is because we started the New York fashion week last year, and promoted this line on the global scale, and received a good international response. This line is also brand new for many foreign consumers. We are also exploring a road different from other sports brands, and hope that its successful experience can be applied to other products in the future, so that all products of Lining can be more accepted by the global consumers.

HB: compared to the two season's show shoes, the footwear design in New York fashion week is more common in the fashion design. What kind of breakthrough do you think Lining has made in recent years?

Li Chao: I think Lining has found some of his own characteristics.

As a sports brand, we can see that Lining is now using many technology platforms to combine with fashion trends. This is our way of being involved in the fashion circle and the fashion circle as a sports brand. Besides, we always want to dig more Chinese culture, tradition and historical stories, integrate Chinese culture and world trend language into product design, as a Chinese brand, Lining hopes to speak his culture and history on the world stage, and let Lining's products describe his unique design aesthetic system.

HB: will Lining's sneakers design be more fashionable this time?

Li Chao: I think there will be a certain degree of integration and balance. Now we can feel that for consumers in different fields, they have different concerns and needs for products. The feedback from a product in fashion circles and shoes circles is not quite the same. Therefore, we will also take into account the differences in product views among different consumer groups, and then make a certain balance between design and performance.

HB: the trend of sports shoes and sports is continuing. Apart from the traditional sports brands, luxury brands are also coming in. How do you maintain Lining's competitiveness in such fierce competition?

Li Chao: as a professional sports brand, we still regard the functionality and technology of the product as the primary consideration. Any combination of fashion and fashion is based on this high functional requirement.

For example, the strong ACE 1.5 and arc ACE were originally professional running shoes, combined with more fashion trend elements for professional running shoes, making it more suitable for displaying on the stage of fashion week, and at the same time, it is also very suitable for everyday sculpt matching.

This should be the advantage of a sports brand in a competitive environment.

HB: now many NBA players are wearing Lining, especially Wade's Way of Wade. It can be said that many Americans know Lining. What do you think Way of Wade means to Lining?

Li Chao: actually, Wade is a very special athlete. Apart from NBA's superstar, his private style is also very recognizable. He has a lot of influence in sports circles and fashion circles, so Wade is a cooperative partner who can help Lining in two fields at the same time.

Wade himself not only loves sports shoes, but also understands sneakers very well. In the process of product design and development with us, he also gives a lot of advice and help, so the whole Way of Wade series is very important for Lining.

Will HB:Way of Wade become an important part of your globalization strategy?

Li Chao: as an influential world-class player, Wade's Way of Wade is a very important part of opening up and developing overseas markets.

HB: what do you think Lining's core competitiveness is in the global market?

Li Gang: we will run the idea of "4 core" in China and the development of globalization.

First, Lining brand has a very special gene, because it is created by Mr. Lining of Olympic champion, so the brand has rich sports background and historical accumulation; second, Lining is a professional sports brand, covering many sports including basketball, running, training, football, feather ball, table tennis and so on; third, Lining is from China, although our goal is to become an international brand, Lining's roots are in China, so it is also a point that Lining distinguishes from other international sports brands. Finally, Lining will strive to the forefront of sports fashion trends.

HB: in addition to participating in fashion week, atmos con and overseas brands, what are the big moves of Lining's global strategy this year?

Li Gang: in addition to what is being done, Lining has opened Showroom in New York and Paris since the beginning of this month. The goal is to show more Lining to the fashionable boutiques and shoe shops in the international market, such as fashion shops from the United States, KITH, FootPatrol in the UK, fashion boutique in Italy, LN-CC, shopping platform SSENSE in fashion.

These shops went to our Showroom in Paris and New York fashion week to see Lining's products, including atmos, and many first-class buyer shops began selling Lining's products from the 19 autumn and winter series.

In addition, Lining will bring various kinds of display and sales to fashion week, including the more successful "show buying" form.

At the same time, Lining will also cooperate with excellent shops, brands, designers and artists. At present, they are also planning, and we will adhere to the organic combination of foreign things and China's Lining.

At the entrance of the atmos con Lining exhibition area, there is a mini table tennis table.

Table tennis is a sport that can be immediately associated with China. In the fierce battle, it also shows the unique Chinese philosophy of life. In the history, "Ping-Pong diplomacy" played an important role in the link between China and other countries in the world.

Lining chose such a small table tennis table as a cultural symbol, and signed a series of operations such as international stars, fashion week show, attending foreign trend exhibitions, opening Showroom abroad, collaborate with foreign brands, and stationed in European and American front-line shops, and steadily promoted his own globalization strategy, and at the same time he did not forget to stick to his Chinese lineage.

Lining, who is constantly in line with the world in his persevering, can be expected in the future.