Zhang Zhiyong: A Combination Of Business

In twenty-first Century: Lining launched a new move and took the middle and low end line. In January this year, your flagship store in Nanjing East Road in Shanghai is rather luxurious. It feels very double faced. What is your multi brand strategy and the idea of the new movement at that time?

Zhang Zhiyong: in fact, the Li Ning Co brand should be separated from the Lining consumer brand.

In our company's brand, there is a combination of businesses. Pushing new brands is a combination of businesses.

Standing at the company's strategic level or CEO's responsibility is not to look at one or two years, it is necessary to integrate your business with the trend of China's economy and the laws of China's economic growth.

My goal is to grow steadily throughout the group under different economic conditions.

When the economy is booming, the consumption of luxury goods is bound to be exuberant, but the economy can not be controlled by any enterprise.

Looking ahead, we must consider how to do your business well, so we need to do more brands.

Twenty-first Century: the proportion of your Direct stores is around 10%. How can we do better on customer experience in terminal control?

Especially the two or three line cities that Lining vigorously explored.

Zhang Zhiyong: This includes two parts. The first is through the large flagship store under the provincial capital city, because it will radiate the two or three line area in China.

Second flagship store information and the following shops do not mean that there is no inheritance, the core elements are consistent wherever they are.

We will also build six flagship stores in other Olympic cities, hoping to finish before the opening of the Olympic Games.

I believe that flagship stores must be the most important means of communication between our brands.

Twenty-first Century: when you put forward the internationalization of the market after the internationalization of the brand in 2002, how are you doing now?

Zhang Zhiyong: in fact, we are continuing to do the internationalization process of the whole brand, because it is not easy to build a brand from this stage to that stage. I believe that the real Chinese brand will become an international brand, and 10-15 years is the best.

Twenty-first Century: in 2005, Le Shuyu landed Lining as general manager of the brand, and made great changes at that time, such as a more fashionable strategy.

Before she left, did the brand reform continue her idea?

Zhang Zhiyong: our company has never completely relied on a single person. The company has the strategy of a company. It will not be changed.

Market internationalization is not so absolute. It must be explored, mainly in terms of capability.

Twenty-first Century: you joined the company in 1992. From ordinary employees to the current CEO, how do you see past development? What are the stages?

Zhang Zhiyong: the 1992-1996 year is the first stage of creation. The purpose is to live.

From the second quarter of 1997, we have 27 months of negative growth. This is the only time in our history. This pressure makes us think about the real ability of a company.

In 2002, the biggest change was Lining's main task. He believed that it was impossible for a single person to solve it.

At this time, he is not from technology, how to make a brand, how to make a product, more is to consider an organization, the biggest change is to turn the original shoe making clothing company into a company that we call the promotion of sports culture.