Lining: Constantly Seeking Change To Achieve Today's Lining

December 22nd, at the beginning, Lining My dream can come from my own dream, but today this dream has been transformed into a dream of a company. brand Dream. China needs international brands, so the dream of our brand is also the dream of the Chinese people. So, to realize this dream, we can not rely on myself alone.

If there is something we hope to get away from, it is the decoupling of Lining's personality from my personality. If in this sense, I should say "go to Lining" I have been doing it, because since I made the brand the first day 20 years ago, I hope that one day people will not buy Lining because of Lining. This brand remolding is actually intended to convey more clearly the gene, character and personality of the brand, which is much more meaningful than "going to Lining".

　 "Constantly seeking change to achieve today's Lining"

Reporter: from sales volume and sales volume company On the scale, Li Ning Co is not a "big company" in Chinese enterprises, but from the brand awareness and reputation, Lining is one of the most representative Chinese brands, like Haier and Lenovo, and is one of the few pure private enterprises. Let me take a look back at these 20 years of entrepreneurial experience. What successful experiences can you share? What made Lining become today's Lining?

Lining: Lining is 20 years old. We often joke that Lining is also "after 90". If there are some successful experiences to sum up, I think we have been changing just like the brand slogan we launched this time. This has become our culture. Of course, there are also many headaches in change, because inertia is not easy to change, such as changes in human resources structure, product technology and design changes, marketing and marketing changes, such as from low price, low value-added products to higher technology content, design stronger products and so on. It is important to be willing to change. The process of implementation is more important. It is with these things that Lining has gone to the present.

Reporter: you said just now that change is difficult, especially if you want to change yourself. Lining, the main driving force behind these changes is you or your team?

Lining: I think there are all, apart from the power of internal change, including the promotion of external market competition environment. The internal impulse to change and the pressure of external change have been blended.

Reporter: what do you think of your competitors, such as Nike, Adidas, or Anta, etc., which is also a national brand?

Lining: I think if there are no world-class enterprises to enter the Chinese market, Chinese enterprises will not go to internationalization so quickly. International enterprises will bring some advanced business philosophy and technology, which will affect the growth of Chinese enterprises, and make us have comparison, learning and transcendence. On the other hand, without the rapid development of other brands in China, the sporting goods industry in China will not see such a booming situation. It is precisely because everyone has the pursuit of competition in the market that it will touch every enterprise's own ability. So I think competitors are very cute. Without them, you probably don't know who you are or where you are.

Reporter: in fact, before the brand reinventing, Lining has made people feel younger, more fashionable and even cooler. This brand remolding emphasizes the "post-90s Lining". In the face of such Lining, will you be afraid that you can not keep pace with fashion? Will you deliberately change yourself?

Lining: anyone is going to leave. The founders of Nike and Adidas are gone. Actually, I don't think age is a problem. The most important thing is to have vitality. Brand is advancing along with the times, it can always maintain vitality, unlike people. Many of our employees are young people. Like our consumers, I will try to keep up with you. But how hard I work, my age is always getting older and older. So my value can not be contributed to the company's simple fashion, or character, but more importantly, the connotation of sports and the connotation of brand. {page_break}

Li Ning Co needs different people to make contributions. It is fashionable, skillful, technical, and energetic to succeed together. The only difference is that I will not go ahead, because I have too few things to represent the price of the brand. I hope that Lining's brand is an independent, complete brand with its own personality.

Gymnastic competition has no physical contact and no direct confrontation. Every athlete must strive to make himself more perfect. Lining said he had been pouring this idea into the development of Li Ning Co.

In the office of the chairman of Li Ning Co headquarters, Mr. Lining accepted an interview with China Economic Weekly. "I am a very lucky person. Many people around me are helpful to me." Lining explained his success so indifferently. "Actually, I am more interested in the future than I used to be, because many of my imaginations lie in the future."

　　 "Internationalization, we have been doing".

Reporter: I remember many years ago you said a particularly famous saying, "do not be China's Nike, be Lining of the world". Changing the brand and reshaping the brand is also an important part of Li Ning Co's internationalization strategy. Since when did you have the idea of "Lining internationalization"? Is there any chance that you can start doing this?

Lining: there are two kinds of Internationalization: first, simply exporting products or simply entering other countries' markets; this is the internationalization of "made in China"; the other is to become an international brand, which is the internationalization of "China created". As a Chinese brand, we certainly hope that Lining can become a world brand. From the beginning, we had such a dream. So there is no special opportunity. Internationalization is what we have always wanted to do and have been doing.

In addition, there are two aspects of the background that can not be ignored: first, the Chinese market is gradually internationalized. If you can occupy a place here and are excellent, then you will be able to make noise in the world. Second, although China's market is not big enough at present, its prospects are big enough to do well in this market, and to have a share in any market in the world.

Reporter: that is to say, Lining must first realize the internationalization of the brand, and then realize the internationalization of the market. So, have you made a plan, such as how many years later, Li Ningzhen's going abroad?

Lining: according to the company's plan, the next 5 to 8 years will be a stage of gradually expanding the international market. In fact, we have already made some attempts. For example, we are promoting badminton line in Southeast Asia, and try to do some experiments in the US and Europe.

　　 "I never leave the company, just use and trust the team."

Reporter: as the founder of Li Ning Co, you have given great power to your team. In recent years, you have been appearing less and less in the media. Apart from participating in some charitable activities, you rarely show up in public. It feels as if Lining is departing from Li Ning Co. There are many media, and even many business school professors are discussing that Li Ning Co is experiencing the process of "de Lining". Do you agree with this statement? What do you think of the changes in your relationship with Li Ning Co over the past 20 years?

Lining: This is very much like business school professors and media favorite topics, but it depends on how you understand the concept of "de Lining". First of all, I have never been away from the company. I have been involved in all the major decisions of the company, including the brand remodeling this time. But I'm not very involved in my daily work. I gave it to the team under CEO.