Lining CSR Promotes Marketing: "Ning" Regards Ordinary Heroes As Heroes.

How to achieve the successful integration of corporate social responsibility and sports industry and form a long-term mechanism is still necessary for China's sports industry to explore independently.

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In March 19, 2009, on the day of the 2008 annual financial report issued by Li Ning Co in Hongkong, another important annual report, the corporate social responsibility report of 2008, was released to express its positive commitment to social responsibility and continuous attention.

It is reported that this is the first time that Li Ning Co has released its corporate social responsibility report, and it is also the first corporate social responsibility report of the domestic sporting goods industry.

Based on the background of the global financial crisis, these two reports, all of which show Lining's determination and strength to "go against the trend".

Li Ning Co reported in its financial report that its turnover in 2008 was 6 billion 690 million yuan.

Since its listing in Hongkong in 2004, Li Ning Co has maintained steady and rapid development, and its performance has been growing at a rate of over 30%.

In 2008, the chance of Olympic marketing was achieved. The growth of performance was 53.8%.

At the same time, its corporate social responsibility report with Chinese characteristics also expresses the hope of Li Ning Co.

With the continuous development of China's economy, CSR is also more and more valued by Chinese enterprises.

But with the further development of CSR operation, it is urgent to carry out the real strategic CSR action.

Only in this way can enterprises profoundly influence their core audiences and contribute to the construction of a harmonious society with sustainable development. Meanwhile, in the process of promoting CSR, we should create a harmonious marketing environment belonging to our enterprises.

However, there is a big difference between the sports industry and traditional industries. Therefore, how to achieve the successful integration of corporate social responsibility and sports industry and form a long-term mechanism is still necessary for China's sports industry to explore independently.

"Lining" has opened up a road of characteristic in this exploration road.

In the report on corporate social responsibility, named "Ningbo ordinary hero" recently released, it is divided into five chapters, namely, gold, wood, water, fire and soil. The content has comprehensively covered the continuous dialogue between Li Ning Co and all interested parties in the past few years, showing Lining's sustained efforts in corporate social responsibility from many aspects such as Lining's financial status, public welfare activities, Olympic achievements, and value chain relations.

Through this report, we can see Lining's outstanding achievements in two aspects in the past few years.

First, it is committed to sports, and has made outstanding achievements in building national brands. Two, Li Ning Co has taken the initiative to undertake social responsibilities after the Li Ning Co has achieved its success. For example, continuing to carry out "one sports" project, emergency rescue for Wenchuan earthquake stricken areas, continuous support for China Health Express and cooperation with the United Nations World Food Programme (WFP), fully embodies a responsible corporate citizenship.

Zhang Xiaoyan, a spokesman for the Li Ning Co, the director of the government and public affairs, said in an interview with reporters: "Li Ning Co has always been committed to the sports industry in return to society as the basis for corporate social responsibility work, and the future direction of development is also based on this core value.

As a leader in China's sporting goods industry, we must make long-term commitment to society.

Only in this way can we fulfill our corporate social responsibility and become an excellent corporate citizen.