Lining, A Commercial Wonder: 20 Years From Gymnastics Prince To Business Wizards

Lining started gymnastics at the age of 8, and entered the Guangxi gymnastics team in 10. In 1980, he was elected to the national gymnastics training team.

In December 22, 1982,

In the sixth World Cup Gymnastics Competition held in Zagreb, Yugoslavia, they won 6 Championships in horizontal bar, floor exercise, vault, pommel horse, rings and omnipotence.

In 1984, men's floor exercise, pommel horse and rings were won in the twenty-third men's gymnastics competition at the 3 Olympic Games.

It's definitely the world's gymnastics prince.

Lining, a household name, knows that he is not only because he was the world's Gymnast prince, but also because he turned his name into a world-famous sporting goods brand. In less than 20 years, he has completed the trip from gymnastics prince to China.

The pformation of leaders is a miracle in itself.

It is no doubt that Lining is a business wizards, but it is enough to prove this fact from the fact that Chinese sporting goods are the leading figures.

20 years ago, Lining was recognized as the world's gymnastics prince.

1988, Seoul

。

Lining accidentally fell off the ring during the competition.

Returning to the capital airport, Lining, who lost the gold medal, was so sad that he walked alone in a remote passage. At that time, Li Jingwei, the boss of Jianlibao group, had been waiting for a long time to send a bouquet of flowers.

Since then, they have formed deep friendship.

At that time, Jianlibao group was like zhongzhongtian.

Li Jingwei is also planning an ambitious plan: inviting Lining to join Jianlibao and launching the "Lining brand" sportswear.

Li Jingwei's business prospects touched Lining.

In April 1989, Lining formally joined Jianlibao group and became a special assistant to Li Jingwei.

And officially register the "Lining" brand.

In 1990, Jianlibao group and KINGE Industrial Company in Singapore jointly established "Jianlibao sportswear company" in Sanshui, Guangdong, specializing in the production and operation of "Lining" sportswear, with a shareholding ratio of 49% of the Chinese 51% foreign parties.

This is Lining's first brick.

The 1990 Asian Games in Beijing created an opportunity for Lining to be born.

Lining and Li Jingwei jointly planned and decided to "promote Lining brand with Jianlibao and promote Jianlibao with Lining brand".

Lining showed excellent public relations ability and made use of his personal influence to win the torch relay right of the Asian Games with 2 million 500 thousand yuan.

The first "Lining" sportswear was selected as the Eleventh Asian Games torch relay designated clothing, the Chinese national team award dress and the designated clothing of Chinese and foreign reporters.

After this war, the "Lining card" laid the status of the Great Lakes.

The business sense of the prince of gymnastics shows that from the beginning of the Jianlibao sportswear factory, market development, marketing strategy, public relations planning, and Lining, who are initially involved in the business, are in the swim.

In February 1991, the Guangdong Lining sporting goods company was established and was solely responsible for the overall operation of "Lining brand" sportswear and sports shoes.

This company is a wholly-owned subsidiary of Jianlibao group.

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By chance in early 1994, Chen Yihong, who was the manager of Li Ning Co shoe company, met Liu Jipeng, chairman of the Beijing stock standard consulting company in Beijing.

Liu's high theory of corporate governance and shareholding reform has completely impressed Chen.

On returning to Guangdong, Chen Yihong immediately recommended Lining to Liu Jipeng.

At that time, Lining hoped that the company would develop towards the modern enterprise mode.

Jianlibao is a fully state-owned enterprise. Lining worries that it may restrict the growth of the company in the future.

Lining felt that the time was ripe for the independent operation of the market.

At the end of 1994, some changes were taken in shares and brands, and Li Ning Co successfully decoupled Jianlibao.

Lining, an independent company, has been working hand in hand with the Chinese Olympic Committee to promote the development of Chinese sports through sporting goods business and gradually form a group company.

In 1990, Li Ning Co became the first Chinese sporting goods company to sponsor the Chinese sports delegation of the Asian Games. In 1992, the Li Ning Co provided the Chinese sports equipment business for the Chinese Olympic delegation and became the first Chinese sporting goods company to sponsor the Olympic Games. In 1993, the Li Ning Co rate first established the franchise marketing system in the whole country. In 1995, Li Ning Co became the leader of the sporting goods industry in China.

In 1998, Li Ning Co took the lead in building China's first design and Development Center for sports clothing and shoes in Foshan, Guangdong. In 1999, Li Ning Co and SAP company, introducing AFS clothing and footwear solutions, became the first sportswear enterprises to implement ERP in China; in 2004, Li Ning Co became the first Chinese sporting goods company to be listed overseas in Hongkong. In June 2006, Lining became the first Chinese brand to appear on the NBA field.

In August 14, 2006, Lining brand joined hands with Mr. O'neal, one of the fifty big NBA stars. The two sides jointly launched the "Lining" SHAQ professional basketball product line to jointly develop the Chinese basketball market.

In September 12, 2006, the Lining brand signed a contract with the national track and field team of Sultan.

The Sultan national track and field team will be in the Li Ning Co for its specially designed training suit, match suit and award dress for the 2008 Beijing Olympic Games.

In 2007, Lining signed a contract with the Swedish Olympic Committee. The Lining brand became the partner of the Swedish Olympic delegation to designate sports equipment. All the members of the Swedish Olympic delegation will be equipped with the sports and award equipment specially designed by the Li Ning Co to participate in the 2008 Beijing Olympic Games and the 2010 Vancouver Winter Olympics.

After fifteen years of exploration, Lining's products have developed from single sportswear to sports clothing, sports shoes and sports accessories.

At present, Li Ning Co has the largest sporting goods distribution network in China.

At the same time, the international network of Li Ning Co is expanding and has entered more than 20 countries and regions.

Today's Li Ning Co is not only a creation enterprise of sporting goods, but also a communicator and promoter of a healthy lifestyle.

The concept and development goal of Li Ning Co is to "promote sports in China and make sport change our lives".

Lining is inspiring people from generation to generation to stimulate the desire and strength of people's breakthrough by sports, and to pursue the pursuit of sports on another platform.