Twenty Year History Of Sports Shoes Brand In China (4)

As a result, there was also the scene of June 30th, and the Li Ning Co announced the reshaping of slogans and slogans.

At the same time, Lining adjusted the brand gene, target audience, product positioning, brand connotation and development system.

After the brand is rebuilt, Lining brand will launch a new round of competition with Nike and other international brands in the first tier cities.

Fortune figure

Lining

A man who is always so low-key.

From the "Prince of gymnastics" to "business tycoon", the aura of Lining always shines.

But it does not match that Lining has been so low-key for so many years.

Until the 20 year when the Li Ning Co was founded, it suddenly announced that it would reshape the brand. Lining, who rarely interviewed by the media, talked about how to miss the 1988 Olympic Games in Seoul. It is like "the makethechange" of the sixth generation slogan of the Lining brand, which has changed its destiny since then.

Smile after Seoul Olympic failure

"If I hadn't been in an environment like this in 1988, maybe I am an official now, or be a head coach. Basically, it's a fate like this."

Lining seldom talked about the inner story of Seoul Olympic Games.

The 1988 Seoul Olympic Games was the last battle of gymnastic Prince Lining.

In the ring race, his feet hung on the rings, and he sat heavily on the ground in the vault.

Lining, who made a mistake, faced people's exclamation with an indifferent smile.

But it's still not a right person.

"How can I not care?" but for Lining, an athlete, even if he fails, he will concentrate on what he is doing, and will not stop to evaluate what or how he feels inside.

"I just laughed at the start of the game. I didn't cry at the bottom, whether it was success or failure."

This may be Lining's character.

When Lining returned to China, he felt that the reaction of the Chinese people was so strong.

"Almost no one will say" no "after returning to the country. There is no comforting word.

From a hero to a sinner, to me, I can't stand it. "

At that time, the feeling of disheartened, Lining spent a month to think about it.

However, Lining's fate has changed completely since then.

"Because for a moment, I was angry and left.

At that time, Li Jingwei invited me to go.

On the way to Lining's business, he had to mention Li Jingwei, founder of Jianlibao group.

"I also admired Li Jingwei very much at that time."

Lining said, "at that time, so many products made in China were looked down upon by others.

Li Jingwei's products really make us feel proud and close to the world level. I admire him very much.

At that time, Lining especially wanted to be a Chinese sports brand. That's the reason why "Lining" brand was born.

"In fact, the idea was very simple at the time.

"I don't think I have a commercial sense."

When he made the first money, Lining admitted that he didn't seem to have much joy.

"Because I never thought of making money, I wanted to do something.

Every day, headaches are all about quality problems, variety problems, supply problems, no liquidity problems, employees' ability problems, and the ability of employees to go away.

It's always a problem, not thinking about making money. There's hardly any time to make money, just want someone to want your goods.

"I don't think I have.

"After 1997, Lining went to Beijing University to read history department, which changed him very much.

Later, he also read the EMBA of Peking University Guanghua College, and many entrepreneurs together, this time for his intelligence structure is the biggest enlightenment, is also the most critical factor.

As a result, from 1999, the new and old Li Ning Co alternated, and Lining faded away from management.

For a long time, Lining has rarely asked about company affairs, even the major decisions such as mergers and acquisitions.

Zhang Zhiyong is the actual decision-maker of Li Ning Co.

Zhang Zhiyong and Lining usually hold meetings for about two months or half a year.

"I bring our executives to interact with him. He will say his goals, say his ideals, say what he wants to do, and all his propositions are related to sports. He never talks to you about how much money he earns this year and how much he earns next year.

This is his understanding of money, too.

What role does Lining play in the company? "I am just a procedural role."

Lining said.

But his role in this process is very important to Zhang Zhiyong.

"His greatest contribution to the company lies in his understanding of sports. He is an athlete. He has a deep understanding of sports, and what our management really needs to do is pform his perception into process and express it in commercial language."