Hurun Bang -- Lining, An Olympic Champion Private Entrepreneur

Not only is China's greatest athlete, but also one of the most famous entrepreneurs.

Lining's personal wealth rose by 200 million yuan after the opening ceremony of the Beijing Olympic Games in August this year, when the main torch was lit by Lining.

As the most famous brand of sporting goods in China, in the 2007 fiscal year, Li Ning Co sales reached 4 billion 349 million yuan and net profit reached 474 million yuan.

The success story of Lining was listed on the Hongkong stock exchange in June 28th 2004.

The Lining family controls 46% of the company's shares, its body is as high as 1 billion 600 million yuan 8 month 8, and the twenty-ninth Summer Olympic Games are held at the National Stadium "bird's nest" in Beijing Olympic Park.

China's former gymnastic Prince Li Ningfei lit the main torch a week after "bird's nest".

In 1984, China's first Olympic torch bearer, China's first Olympic gold medalist in 1984, was the first time in 24 years, from the International Gymnastic prince to the founder and philanthropist of the first sports brand in China, Lining became the "cover boy" of the bazaar man the day before yesterday. He first revealed his 20 years of business experience in an exclusive interview.

He said he was just the most fortunate businessman.

1988 failed in Seoul and prompted him to retire from business for.1984. In the year of.1984, new China sent the first sports delegation to the twenty-third Olympic Games and won 15 gold medals.

Lining monopolize 3 gold, 2 silver, 1 bronze and six medals, and China is boiling.

In the Olympic Games, Lining and Jianlibao group had their first contact.

4 years later, at the Seoul Olympic Games, in the key hoop competition, Lining accidentally fell off and fell from the top of the idol.

Back to Beijing, Lining slipped out of a lonely passageway.

On December 16th 1988, Lining announced his retirement from the farewell party sponsored by Jianlibao.

In the following year, he accepted the letter of appointment from the special assistant to general manager of Guangdong Jianlibao Group Co., Ltd.

Another year later, the Sino Singapore joint venture Jianlibao sportswear company was founded and Lining became general manager.

In 1990, the Qinghai Tibet Plateau unveiled 500 million spectators. Lining knew that in August of August, Lining, dressed in a white Lining sportswear, solemnly received the torch of the Eleventh Beijing Asian Games from Dava Ozon, a Tibetan girl.

In order to win the right to undertake the torch relay of the Asian Games, Lining produced 2 million 500 thousand yuan, but he received the reward that 2 billion 500 million Chinese and foreign viewers knew Lining from the news media.

Since then, the development of the Lining card has gone smoothly. In the 1992 Barcelona Olympic Games, when the Chinese Olympic sports delegation appeared in the opening ceremony on Lining's sportswear, Lining burst into tears. He recalled: "at that moment, I realized the greatest honor in my life, which was more than the sum of all the medals I had won before."

Through this wonderful appearance, Lining entered into the vision of Nike and Adidas. At the same time, he also recognized the strength of his future rivals. So in early 1994, he invited Liu Jipeng, a shareholding reform expert in Beijing, to make plans for the future of the company.

According to the experts' suggestion, Lining moved the company headquarters from Guangdong to Beijing in early 1996, and renamed it as Lining sportswear company, and bid farewell to Jianlibao.

In 24 years, Lining became the founder and philanthropist of China's first sports brand from the International Gymnastic prince. In June 28th, the family of Hongkong was listed as high as 1 billion 600 million yuan in June 28th. In June 28th, Lining group was listed on the stock exchange of the United Kingdom.

The Lining family controls 46% of the company's shares and has a net worth of 1 billion 600 million yuan.

That day, he said to the media lightly, "I am not a star idol. I am just an entrepreneur with a history of more than ten years of business, a businessman."

Zhang Zhiyong, who is 12 years old with Lining, looks like an entrepreneur and businessman. He is more like a dreamer who will never stop dreaming. In 1997, the Asian financial crisis and manufacturing industry shrank sharply, and the company executives had to start thinking about the overall layout of manufacturing from the beginning to the brand.

Lining said, "many entrepreneurs think that strategy is the most important, but I think dreams are more important than strategy, because the form of products can be adjusted, professional companies in various fields can also hire, excellent talents can be absorbed, these constitute the strategy of enterprise development, and they serve the brand's dream."

In the year of 2005, advertising and ink and color Limited Edition "Lei Feng shoes" were fired to the sky. In order to realize this dream, Lining speeded up the pace of entering the international market. Besides sponsoring the 4 China Olympic sports delegation, he also won several large gold sucers including Chinese diving team, table tennis team and so on.

More and more foreign sports teams are also included in the vision of Lining. In 2000, they signed the French gymnastics team, the 2004 world championship champion Spain national basketball team, and became the official partner of NBA in early 2005. After that, "Lining" became the official partner of the Swedish Olympic Committee.

Lining has become more and more stable and mature in the promotion strategy of the international market.

Business commentators describe this in Fortune magazine.

In terms of product development, Lining's "clever use of Chinese elements also appears to be accurate and hot."

Beginning in 2005, Lining began playing Chinese Gongfu symbols in basketball advertisements. He used ink and wash tones in the advertising of light running shoes. When he returned to Hongkong at 10th anniversary, he launched the commemorative edition of "ILoveHongkong" shoes, and the limited edition of "Lei Feng shoes" launched a few days ago was launched online.

Lining has become an international brand step by step, and has continued to consolidate its position in the mainland.

At the same time, they are also accepting the most brutal competition.

In 2008, a sniper battle between Lining and Nike and Adidas started in the Chinese market.

Wang Zishan, who played the Olympic Games gymnastics in 2008, played the "edge ball" Olympic Games, which is Lining's most deep-rooted complex from beginning to end.

When Beijing got the right to host the 2008 Olympic Games in July 13, 2001, almost everyone regarded the cooperation between Lining and the Beijing Olympic Games as a natural course.

But later facts prove that reality is not as romantic as people think.

In the competition of Beijing Olympic Games sponsors, Adidas won by virtue of its abundant financial strength.

But this defeat does not mean that Lining's Olympic strategy has come to a dead end. In fact, a series of combined punches that they used later were full of Chinese wisdom.

In fact, as early as 2006, Lining signed a contract with CCTV Olympic Channel to tailor professional clothing for all the hosts and journalists.

At the 2006 Asian Games in Doha, this kind of cooperation has already appeared.

Therefore, during the Beijing Olympic Games, the logo of Lining brand will also appear once again through the CCTV Olympic channel broadcast in front of hundreds of millions of viewers.

This is a wonderful edge ball, which is regarded as one of the most classic cases in the Olympic economy.

Everyone seems to have a doubt about this: How did he jump from a sports star to a business Wizards? In response to this question, Lining's answer was simple and unexpected. "It's luck. I'm just the most fortunate businessman."