Sports Brand Lining Changes Dreams To Create "China Dream"

< p > business always has a high tide and low tide. Over the past decade, a href= "http://sjfzxm.com/news/index_s.asp" > Li Ning Co < /a > rapidly expanded the marketing network through wholesale operation, occupied the market share and seized the first round of development opportunities. However, in recent years, the growth rate of the whole industry has declined rapidly and signs of saturation have emerged, and Li Ning Co has entered the pition period.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Lining < /a > has great pressure on the predicament faced by the company, but Lining has not given up.

"In my heart, the dream of building Lining into a great Chinese sports brand will not change, and I will always strive for it and pay for it."

Lining said in a written interview with reporters.

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< p > < strong > Lining's dream < /strong > /p >

< p > the Lining brand created by Lining is also a obsession because of the bottom of his heart.

"When I was an athlete, like all the other Chinese athletes, I never wore a Chinese brand award dress. So after retirement, I always had a dream of making a great Chinese sports brand. When the best athletes in China get to the Olympic podium, they can put on the Chinese brand's < a href=" http://sjfzxm.com/news/index_s.asp "sportswear > /a!"

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< p > this is the dream. In 1989, Lining created Lining's Chinese sporting goods brand with his own name.

Although Lining's desire to build a Chinese brand is very strong, Lining also takes a lot of pressure: "at the beginning of the business, the first thing I met was the difficulty of concept. I first made this company and brand because China did not.

But in the age of people's concept, the state trains you to become an athlete, and what you do business! "< /p >

< p > Lining faced many difficulties in the early days of "going to sea", but many years of athletes' experience made Lining have perseverance and perseverance.

It was this belief that made Lining realize his dream.

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Lining P recalls that I often give myself encouragement: I am not a gymnast at the beginning and become the champion of the world, but also step by step, step by step, overcome a difficult step, overcome a difficulty and go to another stage, and finally win the Olympic champion podium.

As long as our enterprises are moving forward step by step in a down-to-earth way, I believe that the dream of a great Chinese sports brand will be realized.

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Three years after the founding of Lining href= "http://sjfzxm.com/news/index_s.asp" > a href= "http://sjfzxm.com/news/index_s.asp", Lining realized her greatest wish at that time.

In 1992, at the twenty-fifth a href= "http://sjfzxm.com/news/index_s.asp" > Barcelona Olympic Games < /a >, "Lining card" was selected as the special award equipment for Chinese sports delegation. "Lining card" changed the history of Chinese champions from Chinese brands, and Lining's brand was gradually accepted by more and more people.

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< p > < strong > change Lining < /strong > < /p >.

< p > Li Ning Co is riding the fast track of China's economic development, becoming the leader of Chinese sports brand and even catching up with Adidas.

However, with the change of the Chinese market, the sporting goods industry's previous business model has been challenged, so Lining himself took the lead in the pformation of the company.

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< p > facing the market changes and the loss of the company's performance, Lining has a lot of pressure on him, and this experience has become the most difficult thing for Lining to do since he went to business.

According to Lining's words, "it's not the same as starting business."

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< p > Lining believes that over reliance on wholesale operation mode in the past is no longer suitable for the future development of enterprises.

From the perspective of the development of the industry, the retail oriented business model is inevitable.

So Li Ning Co took the lead in the industry in 2012 to initiate a comprehensive pformation from the traditional wholesale mode to the retail oriented mode of "guided order + quick replenishment + quick response", breaking through the current situation of homogenization competition in the industry, and building an industry leading development platform closer to the consumer oriented innovation business mode.

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< p > in order to achieve the goal of change, in July 2012, < a href= "http://sjfzxm.com/news/index_s.asp" > Li Ning Co < /a > launched three stages of change plan.

The first phase of short-term changes aimed at improving channel efficiency and profitability and clearing channel inventory has now been successfully completed, and the most difficult period for Li Ning Co has passed.

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< p > < strong > entrepreneurs communicate with athletes < /strong > < /p >

"P." the same thing as an entrepreneur and an athlete is something in common. "

Lining believes that their similarities include seeking goals, pursuing goals, constantly breaking through and overcome difficulties, and this pursuit of will and passion is also needed by athletes and entrepreneurs.

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< p > for the athlete's < a href= "http://sjfzxm.com/news/index_s.asp > > Lining < /a > in the face of the current difficulties of the company, it also plays the spirit of" pursuing the goal, constantly breaking through and overcome difficulties ", facing the company's current difficulties and solving difficulties.

"From an athlete to an entrepreneur, I come all the way, no matter what I do, there is a process of breaking through myself and facing challenges and difficulties bravely and getting reborn. As long as we are enterprising and finding the right direction, we can get new opportunities and be born again." this is Lining's attitude in the face of difficulties.

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< p > "in the process of becoming an athlete to become a world champion and a a href=" http://sjfzxm.com/news/index_s.asp "> Olympic champion < /a >, I am deeply aware of the importance of winning dreams.

Lining said.

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