Exclusive Interview With Shoe Manufacturer Lining Sports General Manager Li Jiaming

When the Harvard University Professor condemned the US company's disregard of national interests and chose to constantly expand the international market represented by China and increase employment opportunities for other countries, Chinese companies began to expand their fresh international tentacles like vine, and explore and enter overseas markets that were still dreamed of 30 years ago. For these Chinese brands entering the United States and even the world market, how are they going on the way ahead? How far can they go in the context of globalization? Li Jiaming, Lining, general manager of Lining international market system and general manager of Lining General Co., Ltd., in the interview with our reporter, have come to the Lining road of American brand around the two questions.

After the establishment of the Oregon design and development center in 2007, Li Ning Co Ltd has seen growth in just three years. In January 2010, Lining's American experience shop officially opened in the NW Hoyt street in downtown Portland. In August, Lining and Lining, the largest sports brand operator in the United States, sold Lining sports shoes on the west coast. In October, they announced the march into the running shoes market. At present, Lining employs nearly 50 people in Portland, and is still expanding.

　　 Learning in overseas markets

Mr. Li Jiaming said: "many people have such a misunderstanding that Lining set up a company in the United States, not to enter the U.S. market on a large scale. China has always been the main battleground of Lining brand. Lining is in the United States in the spirit of learning, which is why the Portland headquarters is called the "design and development center". In the past three years, every small step of Lining in the US has been the process of learning. The Portland R & D center has taught us too much from the research and development process of the product itself to the latest technology and ideas, and even the channel marketing. We have been learning. In order to foster long-term competitiveness, we must accumulate more.

Why is Portland? This is the first question anyone who knows Lining's American company has to ask. For this doubt, Mr. Li Jiaming gave a simple answer: "Portland is the shoe gathering place in the United States, and the other is Boston. The footwear industry represents a reserve of talented people, and the jet lag between Boston and China is not appropriate. Mr. Lee denied that Portland's preferential policies were considered by the outside world. "Portland did not give any tax concessions to the Li Ning Co, but when Lining was settled in, the Portland Development Agency provided much help. As an international enterprise in China, the municipal government also attaches great importance. The Li Ning Co representative can attend the quarterly meeting of the mayor of Portland. "

If there is a chance to enter Li Ning Co headquarters in Portland, "professional and simple" is the word that immediately comes to mind. Lining sets out the expertise and vitality of large companies in detail. For example, although there are only 4 Chinese employees here, the door is still tagging with Chinese and English "push" labels; for example, the company's elevator wall is full of red Lining Logo, and the rest area of the company is hanging with the flag of China and the United States.

"Now is the fourth year to enter the United States. In the past three years, Lining has left his mark on the US market down-to-earth. First of all, Lining set up a R & D center here to excavate talents and set up a work team. Secondly, after taking shape, Lining began to try his sex business. This includes establishing experiential stores in the United States and introducing the most competitive products in the United States to the US market. In the future, of course, Lining hopes to make large-scale progress in terms of products, marketing and channels. But Lining has always been a pragmatic company, which is not in line with the company's strategy. In his interview, Mr. Li Jiaming has always stressed the two words of "pragmatism", which is also a direct impression of the company.

Adhere to the road of professionalization of Chinese brands

"Lining has never tried to hide his Chinese DNA," asked Mr. Li, who was asked about one of Lining's main products in the United States, such as badminton and other Chinese characteristics. "Lining has been promoting Tai Chi, kungfu, table tennis and other products in the US market to distinguish American brands. Needless to say, we are proud Chinese brand enterprises. "

In recent days, Li Ning Co Ltd has rectified more than 500 domestic branches, plus the impact of the reduction in orders, and Lining shares have plunged 16% in a day. The outside world therefore speculated that Lining's development had met with "ceiling". On this issue, Mr. Li Jiaming also gave his own explanation: "Lining has always insisted on the high-end professional brand equipment route, not a functional but possibly fashionable product. Every enterprise will experience the product cycle of rapid growth and bottleneck adjustment. I can't comment too much on the capital market, but since Lining was founded in 1990, it is by no means the first time it has encountered bottlenecks. China's professional sports equipment market is mature, we have been providing professional equipment for sports personnel. We will unswervingly follow the road of professional sports equipment brand. I agree with Mr. Lining very much. "Lining is Lining of the world, not China's Nike."

This also explains Lining's view of RMB appreciation. "We are not labor exporting enterprises. We do not sell cheap goods in the United States. On the contrary, most of Lining's profits come from high-end professional sports products with unique brand benefits. Of course, the appreciation of the renminbi will have an impact, but at the same time, Lining's brand is also rising in the world. From this perspective, it is not necessarily a bad thing.

Under the belief of professionalization, Mr. Li Jiaming revealed that his plan for the coming year is to continue expanding overseas business. "Lining has gained prestige overseas after 20 years of development. This is the driving force for the next wave of growth and the expansion of the European market in 2011. Under the influence of established Singapore subsidiaries, Lining has been exposed to the Southeast Asian market. It is hoped that the new year will enable Lining's overseas market to take shape and achieve the company's strategic plan step by step.

Over the past three years, as a proud national industry in China, Mr. Li Jiaming believes that the most regrettable thing in Portland is that it has not yet been able to interact more with the Chinese community and even the entire Chinese community in the United States. He hoped that the future could make up for this shortcoming.