Lining: Integrating The Understanding Of Sports Into Development Strategy

The return of faith and the reshaping of morale

The Olympic champion, founder, chairman and CEO, facing the media, asked, "what title do you value most?" Lining The answer is not humorous. "Such a big pile is not even known to me. What I cherish most is Lining, willing to be Lining, because I am Lining", which seems to be a humorous reply, but it can best reflect the meaning of it and the true feelings of Lining. Indeed, as one of China's most famous athletes and the national Idol "Prince of gymnastics", Lining made Lining a household name. Sports brand As a founder, he served as the acting chief executive officer of the chairman for more than a year. He made Lining lose his fortune in one attempt, and only Lining could "save" Lining.

There is a view that the biggest value of Li Ning Co is the face and name of Lining himself. It is also true that Lining's return is not only reflected in the company's return to profits, but, more importantly, as a founder and spiritual leader, the tremendous cohesion brought by Lining to the company, so that Lining can regain the universal values of "everything is possible" and work together to inspire people's desire and strength through physical education. Lining, general manager of the brand management center of Zhang Xiangdou, once told the media that "the day after Mr. Lining went deep into the daily operation of the company is the most energetic, the most executive and the most creative time for us to create unlimited possibilities". There is reason to admit that staff cohesion and unity of values make the company glow with great vitality.

Integrating sports understanding into development strategy

A founder's understanding of his brand is unmatched, and an athlete's combination of his product and consumer and market is unmatched.

Lining's "dare to play, is to win" athlete gene has been deeply integrated into the Lining brand DNA. It is also based on his deep understanding of sports that Li Ning Co has redefined the three focusing strategies of "focusing on the Chinese market, focusing on sports and focusing on Lining", and reorganized and established five core categories of basketball, running, badminton, sports life and training as the core of the business, making resources more centralized and more rapid and accurate. The five core categories have also become a huge driving force and engine for Li Ning Co to regain profits.

It is precisely because of the profound understanding of sports understanding, Lining can continue to explore and promote the "product experience, sports experience and retail experience" based on the "Lining business model". Lining is convinced that business is more than just shoes. clothing So simple, "create the Lining movement experience", closely connect people who love sports to the sports platform and sports experience, and create the perfect retail experience and product experience, let them experience the charm of sports and feel the strength brought by sports to bring people the best value of the brand of Lining.

Implementation of business philosophy

How to put the "Lining style experience" into practice, and Lining himself has a "hit the nail on the head" view. The most urgent thing he caught in 2015 was "upgrading the product, channel and retail operation efficiency" and reconstructing Lining's core competitiveness based on these three creative experience values.

Lining also devoted himself to the details of products and channels. He went deep into the market line to expand cooperation channels, promoted the improvement of channel efficiency, participated in the details of intelligent running shoes personally, and even personally participated in consumer interaction activities, and jointly selected works with Wade.

The promotion of Lining's products is also obvious to all of you. CBA champion T has triggered a heated discussion and popularity among consumers. It has sold half a dozen pairs of Lining intelligent running shoes for 400 thousand months to lead the intelligent running style. Wade's four All-Star shoes, which are popular with wemi, have been sold out one day. For more than a year since his "return", Lining's product power has made consumers admire both in function and design, and has been shining brilliantly in the fierce market competition.

Digitalization for Lining experience

"Some people say that the Lining brand is shrinking, and the young people are not concerned enough. In fact, this is not important. Only when the brand matches the project and meets the crowd's pursuit of sports, users will naturally follow suit. It is the 2016-2018 core strategy to create experience in sports and rely on digital strategy and platform, "Lining admitted.

In order to promote this strategy, Lining himself pushed his employees out of "linear thinking" through various efforts. He talked about "Internet + brings us unlimited imagination space" on various occasions, so that we can fully imagine, cross boundary, break through and connect. Because he knows that the rise of mobile Internet makes consumer behavior based on experience and scenes, and the digital platform enables them to be realized. For this reason, 2015 is a year when he frequently layout digitalization and not stop the big move. He works with millet bracelet, Tencent QQ and Jingdong logistics cross-border cooperation. Lining electricity supplier has overall sales of over 200 million on double eleven Tmall platform.

"I am more casual and willing to do what I like and think right" precisely because of this wisdom and persistence, making everything possible for Lining.