Li Ning Co Will Promote Internationalization Strategy

"Li Ning Co will push forward its internationalization strategy, and will start international journey in 2014. At present, it will not consider returning to the domestic capital market."

In 2004, Lining successfully redesigned the company's development goals after the successful listing of the main board of the Hongkong stock exchange.

With the reshaping of Lining brand, Li Ning Co will start the internationalization layout.

According to the plan, the Li Ning Co will complete the internationalization strategy by the end of 2012, implement the strategic pformation in 2013, and implement the internationalization strategy in 2014.

It will take 8 years to become the top 5 brands in the world and strive to exceed 20% in the global market share.

At present, Li Ning Co is still registered as a foreign company. When asked whether it would return to the domestic capital market, Zhang Zhiyong said, "financing is also a part of the company strategy. There is no demand for financing in the current strategy, and we will not consider returning to the domestic capital market."

The key is to look at the company's strategy, because the company's capital market is only part of the whole strategy. The capital market is not a goal, your goal is strategy, strategy needs new financing of the capital market, or when a new capital market is needed, then it will be considered, if it is not needed strategically, I don't think we will consider it.

At the beginning of this year, following the revitalization plan of the cultural industry, the general office of the State Council issued the "guiding opinions on accelerating the development of sports industry" (hereinafter referred to as the "guiding opinions"), clearly pointed out that it will focus on supporting the sports service industry, increase the proportion of the added value of sports industry in the gross domestic product, and strive to cultivate a number of internationally competitive sports backbone enterprises and enterprise groups in 2020, forming a batch of sports products brand with Chinese characteristics and international influence.

The plan for revitalizing the sports industry is on the high side. According to preliminary estimates, the "value depression" that will reach 2 trillion yuan in the future industry is expected to become a new growth point of China's economy.

Zhang Zhiyong, who comes from financial background, has a keen insight into numbers and analyzes the subtle changes and future trends of the market through digital changes.

In the past five years, the growth of GDP in China has been maintained at over 8%. In 2004, the per capita consumption of the residents in the whole country was 4925 yuan, and it reached 8181 yuan in 2008. In the next 5 years, China is still the world's fastest growing market and the largest consumer potential market. China's sports industry is developing rapidly. It has formed a large-scale consumer market with an annual turnover of over 60 billion RMB, and the market is becoming more mature.

"In the next 10 years, there will be a world-class Chinese brand. Although we don't know yet, we believe there will be no one."

Zhang Zhiyong said, "based on a series of rational business analysis, Li Ning Co hopes to become one of the NO.1, which is also one of the motivations for this brand remodeling."

In order to complete this layout, Lining showed great patience.

In fact, as early as 1999, Lining began his contacts in the international market and made his debut at the ISPO sporting goods fair.

Subsequently, in developing the international market, the Li Ning Co seemed far sighted and did not adopt the "impetuous and impetuous" way to maximize market interest. Instead, it adopted a safe way of "building international brands first and developing international markets".

"M & A is also a form of international development. You can also develop internally and develop your own team in this area. We only know how to go after our internationalization strategy was set in 2012, but this part of the international strategy is part of our strategy."

Zhang Zhiyong talked about it.

First of all, we should create international brands and expand the international market.

This approach is different from the low dumping method of some enterprises. We hope to increase the added value of the brand first. "

Zhang Zhiyong believes that before going out, we must form our core competitiveness in product innovation and brand marketing.

The beginning of brand remolding strategy indicates that Lining's brand is closer to its self setting.

Lining brand will formally attack in the first tier cities, and compete with Nike and other international brands.

In 2009, the Lining brand had surpassed its previous rival Adidas in the Chinese market.

"At that time, Li Ning Co is expected to become the world's top 5 Sports Brand Company, and the international market share will account for more than 20% of the total sales."

Zhang Zhiyong said with confidence.