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Lining Attacks The International Market

2010/7/19 12:15:00 51

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07, 19, China's former gymnastics prince,

Lining

The office of Lining, chairman of the limited company, is very simple. The coloured tiles are coloured, and the Chinese bookshelves are empty. In a long office case, there is a closed apple notebook.

The most notable ones are those of Lining's personal photos. They recorded the most important characters and moments of Lining's life at the age of 47: his wife, son, the master of Buddhism in the Buddhist world, the moment of lighting the 2008 Olympic torch and the listing certificate of Li Ning Co in 2004.

Obviously, Lining himself does not often appear here.

"I don't like to sit in an office."

Lining said to Global Entrepreneur.

This seems to further corroborate the long-standing impression of Lining himself as the biggest Chinese name.

Sports

The founder of the product manufacturer, who had been behind the scenes very early, rarely participated in the specific operation and let the team of professional managers manage.

For the younger generation of consumers, Lining's name only means a brand symbol.

But in fact, he is still the soul of Li Ning Co. His determination and influence still influence the fate of the company.

One day last year, at the first meeting of Li Ning Co to replace the brand logo, each participant chose his favorite design, including Li Ning Co CEO Zhang Zhiyong.

When people cast their eyes on Lining, he stretched out his aching waist. For the training cost of lighting the 2008 Olympic torch, he said, "can I not choose?"

Since the start of the bid change project in May 2008, Lining has participated in all the proposals.

The final LOGO pattern was officially announced in June 30th this year. The new brand proposition reflects the core brand connotation of Lining's company that he owns: the sportsmanship, that is, return to professional sports itself.

This ended an internal debate of Li Ning Co since 2003: is it more professional or more fashionable? At one point, this strategic swing made Lining miss the opportunity of development, and its Chinese market share has been surpassed by Nike and Adidas.

In Zhang Zhiyong's view, Lining himself is still deeply affecting the Li Ning Co.

"All his questions are about the future."

When it comes to the theme of two people's daily communication, Zhang Zhiyong tells Global Entrepreneur, "he has a strong sense of trust. When he can identify your key abilities, he really lets you do it all."

However, in Lining's view, he is just playing the role of a good chairman.

He did not want a company to be on the ups and downs of a strong founder, but he also hoped that Li Ning Co could realize his business dream: create a brand full of sportsmanship, a global brand from China.

The company is showing unprecedented confidence.

This may come from the following figures.

In 2009, Li Ning Co sales revenue was 8 billion 387 million yuan, an increase of 25.4%, exceeding

Adidas

Return to the second position in the Chinese market.

Since its establishment in 1990, Lining will enter the general sense of "adult age" of Chinese enterprises this year: 20 years old.

If the average annual growth rate of 25% is calculated conservatively, Lining will jump into the 10 billion club by the end of the 2010 fiscal year.

"In China, few brands can develop as fast as Lining, and few local brands can attach importance to brand building."

Bao Guiji, chief executive of the management consulting firm, told the global entrepreneur that "Lining will move from a sporting goods brand to a real sports brand" after winning the long-term track of sports market development three.

Look at Nike, Lining will find his way in the Chinese market. "

More importantly, Li Ning Co is a rare business company with clear business logic and strategy in China.

For a long time, Li Ning Co has been caught in the cracks of the market: in China's super large and first tier cities, Nike and Adidas are firmly in the high end; in the two or three and below urban markets, many local rivals such as Anta, XTEP, PEAK and so on are eating up Lining's share at a more competitive price.

Since 2005, Li Ning Co has made a bold strategic choice: to enter the high-end market.

"The era of growth driven by distribution advantages has passed," Zhang Zhiyong said. "Brand innovation and product innovation will be the key to the next stage of competition."

With the gradual infiltration of multinational companies and the upward trend of Chinese consumers' consumption power, the two will be doomed to encounter, but "it will be disastrous for Chinese enterprises".

In the new 5 year plan, which began in 2009, Zhang Zhiyong's goal is to regain the championship position from Nike in the Chinese market.

In the next 5 years from 2014 to 2018, Li Ning Co's goal is to become the world's top 5 sporting goods manufacturer and become a global brand.

"In the next 10 years, there will be every industry in China.

international brand

Some people will create this history.

For Lining, this is the opportunity.

He said.