Lining Will Cooperate With Danskin Brand And Launch Female Consumer Products Step By Step.

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Lining worked with the company to operate Danskin exclusively.

Business in mainland China and Macao.

It is reported that Lining will cooperate with the Danskin brand and gradually launch for women consumer groups to create professional dance, yoga based fashion fitness products.

In this cooperation, Ai Connie J is mainly responsible for Danskin brand marketing, such as brand image building, looking for spokesperson, social media and so on.

Lining is mainly responsible for the operation level, and for the Danskin brand operation team, the operation team is responsible for brand positioning, product design, production, sales and supply chain links.

Public information shows that the Danskin brand was founded in 1882 by Joel and Benson Goodman in New York. It is a brand of female professional dance sportswear in the United States.

In 2007, the Danskin brand was bought by the company, acennis, which currently owns more than 30 clothing and home brands, and is looking for partners around the world. Authorized operation is a common way of operating the brand.

According to the reporter's earnings report, in 2016, the three quarterly report, acennis achieved operating income of $281 million, an increase of 0.85% compared with the same period last year, a net profit of $60 million, a decrease of 27.86% compared with the same period last year, and a net profit attributable to shareholders of the parent company 45 million US dollars, down 37.04% compared with the same period last year.

Insiders also told reporters that Lining's performance in the operation of China's clothing brand showed that his business layout was more robust under the condition of his declining performance, showing Lining's determination to brand strategy and more vertical division.

Sun Xun, a fashion industry researcher who has been concerned about the development of sports brands for a long time (U.Fashion excellence project), said in an interview with reporters that the market potential of Chinese women's fashion sports is very large. The demand of consumer groups in different periods is different. Especially since the beginning of 2014, the business revenue of women's sports market has shown double-digit growth, and women's health concerns have been increasing.

Sun Xun told reporters that Chinese people are more inclined to international brands in the sports market, especially in the women's fashion sports market. Chinese brands hardly do well. Just because of the favorable factors of Ai Connie J's declining performance, Lining's acquisition of her brand management right means more power for future performance growth.

In the view of Sun Xun, the fashion movement of Chinese women can not be separated from the fashion, function and women's shoes of the brand. On this point, Danskin has certain advantages. However, in the face of the competition of many big brands, whether the small and beautiful Danskin can break through depends on whether Lining can grasp the needs and the heart of the consumer groups for the operation of the brand in China, and whether it can create a beautiful and women's longing brand story for Danskin, and can convey positive values.

Reporters in this interview learned that people in the industry generally believe that the current sports apparel industry is still in the process of restructuring the profit model, facing the pformation of the profit model at the core of cost performance, especially in the female consumer goods market, which is more sticky to consumers.

The trend of differentiation will bring more profit margins to the industry integrators, especially the stronger the scale effect, the stronger the industry concentration will be.

In the long run, integrating M & A is one of the main ways to strengthen and expand.