The Business Process Of Lining Olympic Champion

Lining, the world famous gymnast prince, chose to go into business after retirement.

Starting from joining Jianlibao, the Chinese athlete's dream of wearing a domestic sports brand at the time of award has been inspiring him.

Nowadays, Lining has become the first sports brand in China and occupies a place in the world sports brand.

This book is the first comprehensive analysis of Lining and the company's growth process in China.

With the help of "Asian pride", Lining became famous overnight in 1989. This is the first important choice in Lining's life besides sports.

The gymnast Prince is 26 years old and has retired.

On the opposite side, Li Jingwei, the boss of the Jianli treasure.

He suggested Lining to join his own business.

Lining had the idea of founding a gymnastic school in Shenzhen at that time, and Li Jingwei suggested that "only rely on sponsorship, we must have the backing of the economy so that we can develop a stable and long-term way of thinking. You can develop the economy to develop sports."

Lining was a bit excited, but there were still many obstacles he needed to break through.

Finally, Li Jingwei's enthusiasm infected him.

In May 1989, Lining joined Jianlibao and became a special assistant to the general manager.

Although Jianlibao was only a remote township enterprise in the small town at that time, it was this enterprise that enabled Lining, who had just started, to have the help of starting.

Wang Zhigang, who has served as general consultant of Jianlibao group, has had such a recollection: in 1990, Beijing was preparing for the Asian Games.

At that time, the torch relay Office of the Asian Games issued a high price of $3 million to buy the torch relay, and Jianlibao could not afford it at all.

At this time, Lining's own public relations ability and celebrity effect played a role again. He used a patriotic emotion to infect the leader of the torch relay Department: if the right of undertaking falls to the foreign company, it will be a shame for the 1 billion 200 million Chinese.

After some negotiations, the torch relay event of the Asian Games is finally sponsored by Jianlibao, which costs only 2 million 500 thousand yuan.

Therefore, there is such a historic moment: in August 1990, in the Qinghai Tibet Plateau on the roof of the world, Lining, as an athlete representative, wore a snow-white "Lining" sportswear, and received the torch of the Asian Games from the Tibetan girl Dava Ozon.

So far, many people can recall the scene of snow white and sacred.

2 billion 500 million the audience at home and abroad learned about Jianlibao and Lining.

The torch relay to Tiananmen, through CCTV, the whole nation has found that the leaders of the party and the state are all wearing "Lining".

At this moment, Lining was really born.

This summer has become the real beginning of Lining's business story.

It was only two years away from the Seoul Olympic Games.

In September 1994, Jianlibao sportswear company successfully pulled away from the group parent, renamed it Lining sports industry company, and formally took off the "red hat".

Until then, Li Ning Co really appeared in the Chinese market.

In November 30, 1995, Lining ushered in the sports marketing of the first major sports event after Jianlibao: the bidding for the Chinese sports delegation's sports equipment at the twenty-sixth Atlanta Olympic Games.

Lining extended his consistent thinking in Jianlibao and invested heavily, and finally spent 8 million yuan to beat other brands in one fell swoop.

Strictly speaking, these sponsorships do not belong to sports marketing, but are closely related to Lining's sports complex. But these complexes form a sports marketing method with commercial value through the operation of the market.

This is also one of the reasons why Lining won.

More importantly, the "Lining" product innovation has not stopped for a moment.

This period was called "the stage of rapid development" by Li Ning Co.

In 1996, Lining earned 670 million yuan.

Even the introverted Lining could not resist the lofty sentiments and set the sales target of "1 billion in 1998 and 2 billion in 2000".

In the wake of the crisis, "everything is possible". In the two venture, business is like sports. Winning is tough, but winning is even more difficult.

Suddenly, the growth of "Lining" stopped abruptly in 1997.

The crisis started in Southeast Asian financial crisis, and the aftermath also endangered China's market.

Even more serious is that 1996 is a major turning point for China's economy.

China's macroeconomic success has achieved a "soft landing".

Since then, the purchasing power of the group has decreased, which has led to a sharp drop in the sales volume of "Lining".

The problem of brand aging has been put in front of Lining.

Lining understands that he must change this situation immediately. He needs to build a brand new operational system with strategic objectives, clear positioning and strong system and composed of professional managers.

Zhang Zhiyong was the one who emerged to take charge of the overall situation.

During this period, Li Ning Co was called "the two venture".

The Li Ning Co decided to send someone to study the behavior of the consumers in the market, make a long-term plan for the brand strategy, and turn the company into an international and specialized company in the sporting goods industry.

First, we can see the problem, and we can quickly correct the advertisement.

The management team headed by Zhang Zhiyong wants people to talk about their brands with the words "affinity", "fashion" and "charm".

Lining card should give consumers two interest support points: functional interests and experience interests.

The two can be summed up in one sentence: "Anything is possible".

A few months later, Li Ning Co began to broadcast new commercials on TV, and reproduced people's beautiful memories in their youth with real pictures.

The meaning of advertising films is: in the face of young and energetic people, external restrictions are nominal, everything can be from scratch, "anything is possible!"

This advertisement, with vivid pictures, hints to the audience a kind of value commitment: owning "Lining" is not only a kind of daily necessities, but also a quality of life and a realm of life.

Zhang Zhiyong's excitement is not how creative this advertisement is, but after years of swinging around, through brand positioning, "Lining" has carried out a brand pformation in a timely manner.

On the eve of the 2002 World Cup soccer game, Lining's new commercials began to play.

This brand change is very timely for Lining.

The "Chinese element" conquered the NBA star and tried hard to win. However, in building brand, Li Ning Co found that its problems still exist.

On the one hand, the strong growth of domestic and foreign competitors, Nike and Adidas drove directly into the other. On the other hand, the growth rate of "Lining" has been slowing down in recent years, and the products have not changed greatly.

At the end of 2002, the IBM advisory service team, the world's largest management consulting organization, was invited to enter the Li Ning Co.

With the help of IBM, Lining found the problem: the lack of strategic direction caused problems in the internal structure of the company, which led to problems in the operation of the market.

In short, all the problems of the company can be attributed to the core issue of no clear strategy.

For example, when it comes to Nike, people will think of basketball. Adidas will remind people of football. "Lining" needs to find his own project. What will it be?

From gymnastics to running, and then to football, Lining began to grope for his own projects.

In the end, Lining chose basketball.

In January 10, 2006, Li Ning Co signed the first NBA player: young Damon Jones.

For Li Ning Co, the deal shows that it has begun countering the international giants in the local market.

Shortly after signing the contract, a specially made basketball shoe "flying armour" was airlifted to Jones's hand.

The enthusiastic young man also gave away his reward. He often gave "flying armor" as a gift to his teammates.

Lining wind blew into the dressing room of NBA.

With the first step in this effort, the inspired Lining began to negotiate with O'neal and eventually recruited O'neal.

The Rockets' Chuck Hayes is the "third."

So far, Lining has three NBA stars.

In September 2006, "Lining" won an unexpected victory: in the men's Basketball World Championships, the Spanish men's basketball team defeated the Greek team and became the world champion in the world cup of Lining.

In a rational way, the sponsor "Lining" has also become the biggest commercial winner, and has become the first Chinese enterprise to sponsor the basketball world champion.

There has been a cheerful Chinese wind in international business.

Through the long struggle between its opponents and its opponents, Lining finally found out a "sharp weapon" - Oriental elements in late 2005 to 2006.

After countless trials, Zheng Yongxian, the young designer of the basketball team, finally designed a surprising basketball shoe "flying armor".

The design of this shoe is inspired by the armor of warriors in Warring States period, so the design of shoe upper is mainly imitation armor plate, and the pattern on the shoe hasp is Kui long pattern, which is also an ancient ornamentation drawn from ancient bronzes.

A circle of black paint is added to the shoe, which adds to the modern sense.

After the shoes become finished products, the holistic sense of Orientalism gives people a great visual impact. The whole effect is simple and unsophisticated, revealing a hegemony.

This not only has conquered the American NBA stars who are curious about Chinese elements, but also Chinese consumers have expressed their approval of this product in purse strings.

Soon, "Lining" has launched the "sister article" and "feather armor".

This makes Chinese consumers start to focus on "cool" Lining.

Then, "Lining", the first "SHAQ" series launched by O'neal, 54 yards big foot, was called "overlord gun", the second "Chi You". In October 2007, the third section was called "Zhong Kui". In 2008, the fourth item was called "Jun Lin".

In the "Royal presence", the use of Oriental elements is more skillful.

The market also gave direct recognition to this. This proves that "Lining" also has the ability to introduce high-grade sports shoes, which has indeed added brand value.

The development of philanthropy and the establishment of the China athletes education foundation have been deliberately keeping a low profile in the market. At the same time, Lining has been very high-profile in another field, and has made a first place in the country.

This field is the public welfare undertakings that support sports development.

In fact, apart from Jianlibao, Lining has continued the concept of Jianlibao's "holding high the banner of the nation and supporting the national sports cause" in the overall concept.

Shortly after Lining joined Jianlibao, he invested $about 1000000 from Jianlibao group. Lining and Chen Yongyan opened the "international gymnastics and Dance Academy of the United States of America" in Losangeles, USA, in July 1992.

This is related to Lining's devotion and devotion to gymnastics.

Lining wants to give more meaning to life, but for him, the most important thing in life is sports.

In March 10, 1992, Lining was founded in Foshan sports school, which is "his 28 birthday."

9 years later, the Li Ning Co issued a message: "in March 10, 2001, President Lining's" China athletes Education Fund "was officially registered in Hongkong.

This day is Lining's 37 birthday.

The foundation of this foundation is because Lining has always been thinking about it.

At that time, there were about 14000 registered athletes in China's national team and provincial and municipal teams.

Because athletes have received professional training from childhood, they can not finish the education courses of ordinary schools. Many athletes lack skills in their livelihood after retirement.

After all, how can more retired athletes integrate into society?

The purpose of this education fund is to support and help athletes acquire professional knowledge and foreign language skills beyond their sports activities through social forces, so that they can adapt to the new working environment and live healthy and happy after leaving the arena.

In fact, Lining had always regarded athletes as his family before he founded the foundation.

In a vaulting horse practice at the fourth American friendly games in July 1998, Sang Lan was injured.

According to her recollection, Lining is "a kind and big elder brother", cares for her very much, also has provided the help.

In addition to raising funds, Lining also sold shares held by him to train young athletes and develop sports in China.

This has reduced Lining's stake in the company from 38.67% to 37.03%, while philanthropy has taken a larger share in Lining's future life.

It has always been the ideal of Lining to play the beautiful Olympic Games of "non Olympic marketing".

"Please support China's bid for the Olympic Games."

As early as 1993, Lining served as the representative of China's bid for the Olympic Games to lobby around the world.

Later, Lining joined the bid to host the 2008 Olympic Games. In 2001, China finally succeeded in bidding the Olympic Games.

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