Li Ning can fly over Nike?

3 minutes of the world, can become the main torch Li Ning Company to create the farewell between the survival of the state, even beyond the Nike historic turning point?

Li Ning is coming.

He was wearing blue and white jerseys Li Ning, the body still has a gymnast as the symmetry and strong in order to the Beijing Olympic Games opening ceremony that much attention 3 minutes of light the main torch, <a href="https://www.rs-sky.com">runescape gold</a>for the training of a month Prior to that he had more than a meager 10 Duojin.

A few meters away, you will feel that he is a hard as iron, the silent self-confidence.

In China, there are very few name players such as Li Ning will help bring people are so great untold emotional complexity. It was the older generation of Chinese people throughout the 1980s, the memory: poor life of the hard-won victory, and first in the world so amazing sense of pride.

Photographers would like to take him a few individual Zhao, Li Ning rejected: "No I do not beat Zhang Zhiyong, you can never expect to convince me." <a href="https://www.enjoy-rs.com/">cheap runescape gold</a>At the 1988 Seoul Olympics after the defeat, he chose to retire, and hidden for a long time in people's attention Outside. Even as the building of the next chairman of the board of Li Ning Company Limited, he has refused to re-appear in a separate lens, the Li Ning company must wait until the arrival of CEO Zhang Zhiyong. "Zhiyong responsible, serious and responsible, but there is no lack of international vision." Ning said. "We have been working together for 16 years."

Zhang Zhiyong emerged.

In arrangements photographers, he and Zhang Zhiyong stand together, changing the location from time to time, but could not always.

"I am in front of the camera is always very rigid, very light as photography was used to the feeling." Ning said. <a href="https://www.runescape2-money.net">cheap runescape gold</a> Zhang Zhiyong, he tapped on the shoulder, "Zhiyong career than I do."

Li Ning Zhang Zhiyong than a small 6-year-old. This may be of Chinese enterprises in a rare combination. For a long time, Li Ning has very little say in its affairs, even if the M & A business is such a major decision-making?? "I'm just a role in the procedure." Ning said. Zhang Zhiyong and Li Ning is the company's actual decision-makers operating in the most recent in December, launched his campaign for the Chinese equipment maker's acquisition of Double Happiness, and Italy Lotto brand in China to make a 20-year exclusive franchise.

People will naturally ask, who is leading the company?

On the Li Ning, the answer is not important. "I do not think I have a feeling that business, <a href="https://www.gogo-rs.com">runescape items</a>do you think I am?" He asked reporters. He retreated to the conscious business background, Zhang Zhiyong and give great confidence, which makes the business world, the common suspicion that the right to dispute the story and plot in the Li Ning company has not taken place. "Every one of the world's successful CEO knows what is suitable for their own if the company's ability to develop and I do not match, I will leave." Zhang also maintain its own clear sense of location.

In the most recent five years, this relationship between the Chinese business community can be the simplest to build a portfolio management company Li Ning has enjoyed a new round of economic boom brought about by the consumption of high-speed growth. <a href="https://www.dofus-kamas.tw">dofus jol</a>Li Ning Company not only maintained China's largest domestic maker of sporting goods, and the compound annual revenue growth rate of 35.9 percent. Last year, its business scale up to 4,350,000,000 yuan, far from the Anta, local competitors such as Super Star falke behind. In the first half of this year, year-on-year revenue growth of 60.3 percent.

Li Ning Company to allow for a long time, but painful reality is that the same good at the local operations of Anta, Super Star falke to catch up with the constant, but also from China occupies a greater market share of the market, Nike and Adi Da Sri Lanka's suppression. In an interview, said Zhang Zhiyong for the first time, in 2004, <a href="https://www.msmesos.net">MapleStory Mesos</a>Li Ning Company developed a secret plan: 15 years in the Chinese market beyond Nike, to regain the throne?? Do not forget, is from In 2003, Li Ning has maintained a 9-year Nike has been the lead away.

When Li Ning into the sky, the world's attention under the Beijing Olympic torch lit, no doubt in the Li Ning Company to achieve this ambitious history of great opportunity: This is not only one of the scenes to draw the gymnastic Chinese consumers on the Prince glorious past memories, but also reminds him that the building is only 18-year-old Chinese sports brand. Gemag.com.cn <a href="https://www.mabinogi-gold.net">buy mabinogi gold</a>at the site of the reader survey, as many as 70.91 percent of voters believe it is the Olympics of the greatest business benefit from the brand.

"Has become a leading international brand does not depend on one marketing." Said Li Ning?? Although in the history of global business is likely to be a classic case could not be duplicated. But then you read the story you may have to build confidence in the company: how to spare no effort to improve its every detail, how to break the conventional way to carry out a thorough management revolution, as well as a company how to be a person affected An extension of the force.

Self-revolution

However, a simple directed at the core of the problem is that Li Ning Company?? Zhang Zhiyong, or I was learning how?

Zhang Zhiyong be summed up as "action learning": "Business is a constant source of talent was' hit '(competition)." As early as 2003 or so, that is, Zhang realized that the only price competition is no way out, Which is the other local Chinese sports brand's rise to the original weapons, "their strategy is always the pursuit of lower costs, but it can not develop the habit of thinking low."

In 2003, the company owned by Li Ning product line can be varied, all-encompassing, the production of its suit, tie, purse and even cosmetics, which accounted for the company's business more than 15% of sales volume. "The strategy of the most difficult thing is to throw away, even if they still make money."<a href="https://www.2nogi.com">mabinogi money</a>   Said Zhang Zhiyong, and at that time, Li Ning's best-selling jacket is abnormal. As Drucker said: organizational change throughout the first principle is that in an organized way to give up yesterday. If certain products, services, processes and markets, "there are still a few years can be a good day", is to give up the right to choose?? We always overestimate the original product continued to linger on in life.

The market also sent a warning signal. Just this year, Li Ning, despite the company's sales for the first time broke through the difficult 1,000,000,000 yuan mark to reach 1,276,000,000 yuan, but the market sector survey shows that Nike has been replaced by a new brand Li Ning Trade hegemony. In fact, China has been in intensive 28-year-old Nike has not been easy at the start of the Asian financial crisis, it had to a large-scale dumping shoes, and even developed a price of 15 dollars canvas shoes. But it quickly to adjust strategy to American culture as its selling point that this kind of individualism, cool attitude as the core values to meet China's new generation of consumers, it finally ushered in the long success. In 2004, Li Ning, even when the company's sales growth rate of more than 30% of the time, Adidas is also a big step beyond it.

This allows companies to brand Li Ning?? Point of view rather than the product of the replacement strategy for the company. When in 2005, originally as an annual contribution to the Li Ning company's strong cash flow KAPPA completely separate brand, Zhang Zhiyong as a spin-off necessary: "KAPPA is a business, not a strategy." It can bring sales, but Did not help to improve the Li Ning brand.

This trade-off road to Zhang Zhiyong has gradually become the core of the operating philosophy. Zhang leave the country every time, it will allow the Secretary of second-line arrangement with the international brand clothing, or their big brothers meet, he was looking forward to this opportunity for dialogue. In the past two years, he and almost all second-line brands have had access to strategic as well as mergers and acquisitions over Italy's FILA brand, but to see the latter's global proxy has been divided to pieces, <a href="https://www.warhammermvp.com/cdkey.html">warhammer cd key</a>he gave up M & A ideas.

Zhang Zhiyong in the view, in line with the strategic acquisition should have a few conditions: First, in line with the Chinese consumer market in the future growth and demand for the direction and the other is a difference of the attractiveness of the in-house resources enough to support the organization, so the supply of products And whether the sales chain competitors have the ability to divide, is third after the investment, KPI (key performance indicators) directly to a return without a lot of capital investment. "No consideration is the M & A strategy does not make sense to go for the M & A business is not in line with the needs of the Li Ning brand." Zhang Zhiyong said.

It was against this logic, the Li Ning company acquired last year, Double Happiness Shanghai, China in table tennis and badminton equipment in the area has a stable market share and high brand awareness. "Incremental is the key to finding a strategic opportunity," said Zhang Zhiyong, "and capable of such a potential opportunity to become a business opportunity." Project in the Chinese table tennis high rate, and the league table tennis is becoming an attractive event And its commercial transaction model has gradually set up. "The key is the size of the business to be able to match the size and movement, what can be used to quantify the financial." Zhang said.

In his view, companies such as Li Ning Chinese enterprises to become the world's leading brands, and its path back is made to study business. In 2000, he led the team dedicated to the study, Japan and South Korea similar to the way Toyota's corporate governance. He also asked Li Ning Company to all suppliers have to learn from Toyota's lean manufacturing advanced mode?? They are the first cross-visits, such as shoe factories look at the garment factory, <a href="https://www.gogo-rs.com">runescape accounts</a>to understand each other's strengths and weaknesses; Followed by a visit to Toyota, Toyota to see how to do; Finally, Li Ning hired experts to carry out their training, their equipment and management solutions to find a breakthrough point.

The change is mind the upstream suppliers to reduce inventory to the occupation of the cash flow and maintain the market's rapid response capability. Prior to that, on behalf of the processing plant to place most of the components of good clothes in the basket, and then by hand delivery to the next process, if a problem, you need to check all goods; improved production line and an increase of a half a meter wide , Long used to transfer tens of clothes and parts of goods to Taiwan, respectively, both with the distribution of cloth and Taiwan chip testing and Taiwan, greatly reduced the production line. The change in the management of the implementation of the outcome of fruitful. Li Ning products shoes for Trade and Industry on behalf of Sheng He will be up to 80, need to process more than 300 footwear production time down to an hour, double the efficiency of the whole upgrade. Its apparel and garment manufacturing Yongda Co., Ltd. were only 40 minutes to complete, including all of the ironing process.

In the Asia-Pacific region is the most developed retail industry in the three regions of Japan, Singapore and Hong Kong markets after the visit, he proposed the establishment of a "market of the sensitivity of the supply chain." Zhang competitors carefully studied the performance of the Japanese market, the Ginza in Tokyo, Chiba Prefecture, as well as the Shinjuku store decoration and style of the products sold are completely different, the hierarchical position of the differences can quickly upgrade the single-store Xiao-ping. Zhang hoped that the establishment of the supply chain structure is based on the Japanese market at the time of the domestic market and the future development direction, and its core is the connotation of "Liangchu for income, as a result of moving to be" based on the sensitivity of the market requires a single store in the future For a period to understand what the market needs and then consider the ratio of resources. In his view, the supply chain is an enormous waste, and retailers have great ability to foresee the potential.

Zhang Zhiyong believe that all of the tools, methods, if not by the use of the organization, the implementation of the strategy will not be a good result. Zhang led a high-level discussions are ongoing, including a list of topics: why the success of Li Ning? What is the success of the act? To respect what kind of culture? What's not to our culture? A similar strategy of consolidation in the only meeting in the first half of 2005 on the convening of as many as five times. "I feel very strongly against the risks, I do not believe in miracles, the only thing I can do." Zhang said.

Back to square one

In 2004 a routine meeting to begin with seems to be the same as usual, but then Li Ning, deputy general manager of the company's products, Zhang Rock suddenly announced a major appointment, the Li Ning footwear product design manager of the location of the cross Only to a 25-year-old to work in his capacity as Commissioner for products less than a year-young man by the name of Jane.

The previous year studying abroad to come back from Germany's Jan designer who is not even a design will not draw more on marketing know little about, prior to the familiarity of the sporting goods also limited to personal hobbies: more than personal The limited edition of 200 pairs of shoes of the top collections, with an average visit at least three times a week Li Ning store, to stay on at least every two hours. And its associated Shoes and be called "professional experience" in Germany is the largest sporting goods retailers did a brief analysis of the data??<a href="https://www.runescape2-money.net">buy runescape accounts</a> As a math students, it is only a routine practice of extra-curricular only .

There is no doubt that this proposal has been opposed to the many people, but Zhang Yan Lipaizhongyi. Jane is the role of firefighters pushed into the future?? Bishi, his footwear sector is facing an unprecedented crisis as the most profitable category, for its contribution to the company's sales rate of less than 29% of professional basketball Shoe sales has only a few tens of thousands of two-, and the price will remain at a standstill in around 160 yuan. Some designers left, and left the general lack of morale, their leisure time in the office play the game.

All this can not help worrying so-simple. "After thinking it over, I decided to buy a video game, and then play with them." Jane Jie recalled that on the way, he gradually won the favor of the designers. Jane Moran some silent, very different personality as a young design talent. Zhou Xiaofan Li Ning has just joined the company as a colleague when he was eccentric, like Japanese comics, known for hippie culture, the most deadly as the footwear designer, he had shoes on the functional design of no interest, but in the movement of life Product design is simply a genius. Now he is Lotto, chief designer of China's brand, "the designer is also a philosopher, sociologist, these people live in peace, but the details of life, it is difficult to cover all aspects." Chien explained.

Jane then made a surprising decision, declared that the designer can work at home, only to participate in the meeting can be. He then introduced a set of design process, the design of the task broken down into various steps, each and every process in accordance with the designer to work on time and then work in her spare time, to help designers to relax.

Jane also made a bold move?? Designers from the drawer, the paper box factory will be Li Ning's history, almost all of sorting out all the design in-house to do a "Li Ning products shoes History Show. " The unprecedented exhibition will soon rise to a great response, almost all of them aware of the problem: the design of Li Ning Xia, tear up the logo if you do not see the product and product links between the brand.

Zhang Zhiyong encourage such a possibility. In his view, this is Li Ning Company must return to the starting point: the excellent design. "Consumers want new products, I fear most is the second-hand designed to follow the trend of other things." He said, "I am partial to the designer." In order to understand young people's thinking and behavior patterns, their forced Zhang Look at the fashion magazine category, often to the point of view of public forum post, at the same time in the United States engaged in one of the industry's top designers to act as one of the consultants, which critics say Li Ning's products, not the soul, "This is my To hear one of the most strident criticism. "Zhang said.

Zhang Zhiyong to the design department so that other business units difficult to match the resources: a major recruitment program, a huge budget and a relaxed working environment. The new ideas will soon appear?? In Yunnan's trip, the first designer Zheng idea of a "Flying A," The shoes later won the 2006 iF Design Award China. While the other designers in the upstream in the process of discovery of the anti-skid characteristics of straw sandals, straw sandals will be followed by the weaving lines from the bottom of the shoes into the design of such a unique product quickly in young consumers to win sympathy.

Chien-Li Ning Company for the design of a history of the fans. He tried to convince my colleagues to only a pair of photos appeared on the shoes back to life?? It was born in 1991, the retro version of the shoes have been brought to the Li Ning company was almost drowned. In 1991, just one year to set up the Li Ning footwear company in the project start-up capital of only several hundred thousand, of which 200,000 on shoes for the first "001" in the development, but the in-house testing found in the shoes below zero 20 degrees below the existence of the risk of cracking, all products have been almost completely destroyed. Jane struggle to find a lot of hard work to the original photo, and to launch a Chinese sports brand in the first pair of limited edition?? 001 Li Ning. The shoes quickly in the market caused a huge sensation.

Historic opportunity

In any case, any one of the sporting goods business, similar to the Olympic Games this star-studded event certainly is a super heart of the brand "window."

Zhang Zhiyong still remember him in 2004 in Beijing Dongsishitiao in the vicinity of the hotel to prepare for the 2008 Olympic Games sponsorship bid. In order to prevent the leak in 30 minutes before departure, only Zhang wrote to proceed carefully because of the amount bid. Later, Li Ning, I personally carried with the tender box ten minutes walk away at the time came to the Olympic Organizing Committee's office. This is Li Ning Company made the unprecedented risk, at that time has not yet been listed, the turnover of just over 10 billion yuan less than the profit. "We put all of his life." Recalled Zhang Zhiyong.

However, the amount lost due to sponsor Adidas lose their official sponsor of the Beijing Olympic Games qualification, Li Ning Company or found cards to play. China is not only the gymnastics, diving, table tennis, shooting team, and other long-term sponsors, but also quickly signed Spain, Argentina men's basketball team. Li Ning Company and later with CCTV-5 to reach an agreement, was widely seen as smart marketing move: those who can only come through the TV screen watching the audience's stories, they will host ,<a href="https://www.gogo-rs.com">runescape accounts</a> Studio guests and reporters appearance of clothing on a clear to see that Li Ning's logo (of course, for the protection of the rights and interests of official sponsors of the reason, the Li Ning's surprise strategy has not fully achieved in practice).

Zhang believe that although the gold medal athletes is limited, but the sponsor Campaign resources are unlimited, the key is that the financial input will produce the largest premium. To this end, Zhang has exhausted all possible ways, he hoped that the sponsorship target of a sufficient level of competition and a good influence, but also fun. I like him even more NBA star Shaquille O'Neal, appears to Zhang Zhiyong, O'Neal has a distinguished reputation, is ready to help the poor children, more importantly, will he show?? O'Neal even 5 out of the album, and "You can not stop the rule," and "respect" and full of personality named. Despite O'Neal in the NBA's popularity has been watered down, and its own Dunkman brands of sports shoes sold in the United States is not satisfactory, but Li Ning Company, it is a tempting opportunity. "At a low price and superstar linked to this very practical and cost-effective." Zhang Zhiyong said. O'Neal's joint venture with Li Ning "LI-NINGSHAQ" brand was a great success, the series in the prices of Nike and Adidas with about the same.

Li Ning in the company's name on the list of sponsors, without exception, are as follows: the price is, but not particularly popular publicity, good enough exposure, there is potential. Iraq football team was also fighting for its object the war-torn countries have suffered a football team there is always the unexpected good performance of the public and its full of sympathy, but eventually got LG sponsorship eligibility.

A similar object was also the ideal team Spain. In 2003, Zhang Zhiyong chat with customers in Spain, the team that was not a world-class teams, and even had the miserable situation of the 13-game losing streak. However, Zhang keen to explore the potential of this sector, Spain in the men's basketball for three years after the World Men's Basketball Championship title in one fell swoop, and won a silver medal at the Beijing Olympic Games.

Zhang Zhiyong management style is to the NBA, as well as the world's top sports teams stationed in high-level sponsorship manager. Before his departure, his will to submit a strict intention to estimates, including exposure as well as the team converted the value of advertising in order to test the reasonableness of its sponsorship. Zhang, after weighing the pros and cons will give a list of subordinates: to be the signing of the ceiling price, as well as the latest sign of the times. In addition, negotiations on all issues are fully responsible for subordinates.

And all this movement of resources, it may not have arrived in Beijing for the Olympic Games this local brand Li Ning. This is not only able to rise to those consumers and the star have the same clothing, shoes Chao wanton purchase of, and is designed to show off their ability to influence and enhance the brand a great opportunity.

Although the loss of official sponsorship of eligibility, but are determined by the Li Ning company-sponsored sports teams on several recent rejections. Costume designer Sophie Han Xue of China women's gymnastics team competition of the services are surgeon. In the early days of design, non-stop visit to South Korea in almost all the players and asked them to design clothes for the game. This is not an easy task, she can only player in time for a break, and as designers and athletes in different contexts, mutual understanding will not be easy. "I prepared a big, thick notebook, and always keep in mind the focus of conversation recorded." Han said.

Women's gymnastics team to participate in the competition, only 6 individuals, even if the replacement of all counted only 10 more than the number from the point of view, each designed to suit the workload of three games is not huge, is not the case. Soon, South Korea is facing a no-win situation. Li Ning Company has provided more than 50 kinds of fabric for the gymnastics team selection, smooth, on-chip flash, Liang Pi, and other fabrics, but the athletes do not like, they prefers a similar feeling of satin velvet fabric, and the type of polyester used in the past In the absence of texture and fabric be eliminated. To this end, the Li Ning company dedicated to the world to buy materials, the last in France to find a suitable fabric, the fabric of this Ronglei full of texture, can be done in the above printing, color will not shrink, can be crystal Ornaments, such as hot up.

Finally, the design of Korea more than 20 kinds of sample designs for gymnastics team selection, some of the wealth, good fortune of being in hot pursuit of Chinese elements. Han additional design for star Li Ning Company signed one-on-one custom-designed shirt stars, including Li Xiaopeng, Yang Wei Guo Jingjing and so on, these special athletes embody the personality, and the Li Ning brand products fit with an unprecedented, but also more difficult: More preference for Xiaopeng fashion design, Yang Wei is keen to highlight the individual all-around game in the best posture, and Guo Jingjing of pure gold on the texture of the clothing inscribed with the names of the athletes in the first round zipper impressed by her teammate Wu Minxia then contain Small materials lavender bag of love. Li Ning also sponsored by all sports teams to provide a special gift: a pair of Olympic 001 limited edition sneakers, and its sole use of ancient Chinese calligraphy inscribed on the sponsorship of sports teams, as well as the names of the athletes.

All of these painful but now it seems trivial efforts are worth it. When the Chinese gymnastics team competition and won the images on the television replay over and over, Li Ning's logo to consumers has left a deep impression on him.

And this at home, China's largest sporting goods maker, when the founder of the Qing hand torch as magician David? Copperfield, like running in the air and lit the main torch of the Beijing Olympic Games, no doubt in the world in the billions In front of an audience to play an unprecedented advertising value. And even in the opening ceremony of the Olympic scene before passing to the people of the world, Li Ning in China's consumer-to-business aspects of Olympic awareness is also not too much behind Adidas. In fact, the market research firm R3, a survey showed that 45% of Chinese consumers mistakenly believe that Li Ning is the Olympic sponsors.

Zhang Zhiyong on, this will be his attempt to brand Li Ning's ambition to conquer the world the best catalyst. As a father, Zhang is most proud of his son from an early age to convince only wears Li-Ning brand, but also to launch his son to persuade those who had only wears Nike or Adidas of the students, for which he and his son To reach a deal: sell every 100 yuan of Li Ning products, from father to son, 20 yuan here, "kickbacks." "I'm from the hands of the father are making a few thousand dollars." The small-called "toot" the boy said.

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