Ponder The Change Of Shoe Enterprise Lining

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The picture is frozen here.

On August 7, 1990, in the mountain pass of the Tsing Tsing Gula, Lining wore the snow-white Lining sportswear and took the torch from the Tibet Asian Games in the hands of the girl Dava Ozon of Tibet.

Then, along with the torch relay, the Logo and name of Lining's sportswear began to spread throughout China.

The lack of competitive market environment and the popularity of Lining are enough to enable Li Ning Co to advance strongly in 1990s, leaving all the big and small companies at home and abroad behind.

By 2003, Lining had been in the lead for 9 years in China.

As an athlete to ignite the Olympic torch, Lining is undoubtedly a success, but as a

In order to occupy a favorable market situation, Lining shifted the focus to the high-end market, moved the original 200 yuan mainstream price segment products to more than 350 yuan price, and became closer to the mainstream prices of Nike and Adidas.

In 2009, Li Ning Co sales reached 8 billion 387 million yuan, an increase of 25.4% over the previous year, exceeding Adidas's second place in the Chinese market, and the gap with the first Nike was very small.

In the organization structure, before the Li Ning Co is a functional, flat structure.

In the process of reconstruction, from vertical management, it divides management businesses according to sports category, such as badminton, running, basketball and so on. Horizontal departments have product development, market, sales and supply.

As a result, the reshaped Li Ning Co became a matrix organizational structure.

On sale, Li Ning Co has further optimized the supply chain system and sales mode of different sales areas, and the sales organization has changed from headquarters control to three big areas north, East and south.

In addition, Li Ning Co has also integrated the product line, and established a separate professional product line: top equipment, changing the situation that previous professional lines were exclusively for athletes but could not be bought in retail channels.

Before the Li Ning Co came to Hong Kong in 2004, the Wall Street journal criticized that the company has long boasted that it is a high quality local brand that can be accepted by the public. However, apart from its price advantage, it has not set up a unique image and has yet to prove that it has the ability to develop high-tech innovative products for professional athletes.

Li Ning Co is determined to face this criticism.

In addition to the introduction of a new X artist crossover design series, and cross-border cooperation with young designers in the art and design field, it has also produced a series of innovative products: the "Lining bow" shock absorption technology platform has made Chinese national badminton "Shuai Shuai" badminton shoes, professional basketball shoes "flying armour" and "Shuai Shuai" march into NBA.

In order to inspire designers' inspiration, Li Ning Co also launched "action learning".

For example, Lining, who is now a designer of basketball shoes, is almost a member of the company's basketball club. They can easily tell you the different needs of the players who play the outside line and the players who play the inside line to the shoes.

As early as 1999, Li Ning Co put "brand internationalization" on the strategic agenda, but it has not been very smooth.

In 2005, Zhang Zhiyong, who had just been a CEO, made strategic adjustments and decided to "build an international brand first, and then expand the international market".

4 years later, this strategy began to show results.

In 2009, Li Ning Co overtook ADI.

From the beginning of this year, Lining has set her eyes on the world again: in the new strategic plan, 2009 to 2013 is the international preparatory stage; from 2014 to 2018, it is the comprehensive internationalization stage, becoming the top 5 of the world sports brand and the first place of Chinese sports brand.

"This year is Lining 20th anniversary, I have been in Lining for more than ten years, and Lining is the only thing that is changing."

Li Ning Co COO Guo Jianxin told reporters.

However, in the process of continuous evolution, Li Ning Co always sticks to a position -- the essence of brand movement.

Since 2003, Li Ning Co has been debated whether the brand should be more professional or more fashionable. At that time, after the Kappa, the veteran sports brands Puma and Converse also began to embark on the road to leisure fashion pformation.

"China's sports products, 40% of them take the leisure product line, but we have seen that the share of leisure product line is decreasing.

Zara and other leisure brands will take away what you take from him, so you still have to return to the essence of sports and become more professional.

Zhang Zhiyong admitted that Li Ning Co also hesitated, but finally insisted on the original choice.

In 2007, Li Ning Co officially started the road of brand remolding.

In June 30th of this year, the Li Ning Co officially released the new brand Logo, which has been used for 20 years as the classic "red squirrel tail" shaped Logo. The inspiration of the new Logo comes from the original gymnastics action "Lining crossover" by Li Ning Co founder Lining. It also contains the "human" shape to explain the sports values.

"Since the establishment of the Lining brand in 1990, it has undergone many generations of evolution, all in order to adapt to the development needs of different backgrounds, but without exception, all of them have inherited the foundation of Lining's brand: the spirit of sportsmen."

Guo Jianxin said.