Lining Used All His Skills To Infiltrate 08 Olympic Games.

Lining went all the way and tried every means to infiltrate and encircle the 2008 Olympic Games.

At the 2008 Olympic Games, Lining, a former gymnast champion, took part in the competition of Olympic sporting goods sponsors as a businessman, but eventually lost to Adidas.

20 years, one cycle.

Recalling the 1988 Seoul Olympic Games, Lining accidentally lost in the last match and fell off the ring.

Though he walked down the court like a smile, as usual, his heart was full of frustration and sadness.

December 16, 1988.

Shenzhen gymnasium.

Lining, a gymnastic prince, officially announced his withdrawal from the sports world and said goodbye to his 18 years of gymnastics career with a piece of "hard to say goodbye".

As he turned around, tears blurred his eyes.

He knew that those 106 shining gold medals, 14 brilliant gymnasts in the World Cup Gymnastics Competition, and 6 gold medals in the Second World Cup gymnastics competition have all become the past.

He will step into a new and unfamiliar field, and pluck up the courage to meet the new challenges.

Faced with the Olympic defeat again, Lining, a businessman, has not felt so sad that he has had a more rational and calm response.

When he retired, he was faced with numerous choices: he could stay in the team as a coach and continue his favorite gymnastics career; he could be a leader in the sports department of Guangxi; he could accept the invitation of other countries to be a coach or study abroad; he could set out on the starring road to become a leading actor in an overseas film company.

Just as he hesitated, Li Jingwei, President of Jianlibao group, Guangdong's most famous sports beverage company, sent an invitation to welcome him to join Jianlibao.

In fact, there is a knot in Lining's heart: in the past, every athlete who participated in every international competition was dressed in his own national brand and drank his own national brand, but Chinese athletes did not have the famous sports brand of their country.

Lining felt that going to the vast world of Jianlibao could finish his "heart knot".

In April 21, 1989, Guangdong Jianlibao Group Co., Ltd. held a ceremonious engagement ceremony. Li Jingwei handed a red letter to Lining.

From then on, Lining, a gymnastic prince who brought great glory and pride to Chinese people, has a new identity: General Assistant to general manager of Guangdong Jianlibao Group Co., Ltd.

When stars go to business, they are most afraid of adjusting their mindset. They only know how to put on airs but do nothing.

First arrived at Jianlibao, Lining mainly manages public relations publicity, market planning, and organizing sports clothing factories.

After careful investigation and reflection, he found a problem: the original ads of Jianlibao were too old and the effect was not good, which was not in keeping with the increasing strength and status of Jianlibao. Lining put forward a bold proposal to abolish the original advertisement and reusing the film to shoot an atmosphere, impact and sporty advertisement.

If we make this proposal, we need 600 thousand yuan to make the cost, which was almost astronomical at that time, but it was fully supported by Li Jingwei.

After the advertisement was made, it was broadcast in the prime time of CCTV, and indeed it received a great social response.

In that year, sales of Jianlibao increased by 30 million yuan.

In the field of Jianlibao, Lining learned to take steps and take off.

When the merchant sea choked the water to know the water quality of the merchant, Lining began to look for a wider world.

At the beginning of 1990, with the support of Jianlibao company, Lining set up a joint venture clothing company named Lining sporting goods Co., Ltd. in Guangdong Province Sanshui City, where Jianlibao headquarters was located.

It is also China's first sports company named after athletes.

"Step by step to win" is the early slogan of "Lining" sneakers. However, few people know the first time when the "Lining brand" sneakers are smashed. Lining almost died in the first battle. At that time, the development cost of Lining's sneakers was only 500 thousand yuan, of which 200 thousand yuan was used for the production of "001" series.

For various reasons, all these shoes are not up to standard.

After hearing the news, Lining flew back to Beijing to convene a meeting of the shoe department.

Lining was in deep pain but decided to destroy the 200 thousand yuan "virgin works".

"Let's start all over again!" he said forcefully to his subordinates.

That year, Lining was less than 28 years old, but he choked in the business sea.

Although the success of the brand offensive quickly increased the popularity of the "Lining card" in a short time, but because of the risk factors such as price and customer acceptance, the main wholesale channel of the state business was not as acceptable as the brand of the world champion.

The market does not believe in the champion! What do we do? It is a "custom" that succumb to "relationship is productivity". We should open the market gap by the high "kickbacks", or create a new world with the market hand? Lining chose the latter.

Lining decided to learn from the advanced brand operation mode of foreign countries and set up a "exclusive store" sales system at the core of "franchising".

Do it! Lining invited former teammate Fu Luming, funded by Lining, paid Lu Ming to sit around, looking for the front door, asking people to design a unified store visual identity image.

From site selection to decoration, every aspect of the work, Lining personally participated in, together with colleagues to clean the floor, decorate the shop.

In September 22, 1990, China's first "Lining brand store" was officially opened at the west gate of Beijing.

Since then, Lining has adopted preferential policies such as laying the floor and providing decoration fees, and gradually expanding the number of exclusive stores in various places.

In order to promote the brand image and attract investors, Lining has gone to the ribbon cutting and signature on the opening of every store.

Since then, Lining stores have been expanding across the country.

As the years went on, Lining began to find the kind of feeling that he could find again and again.

Before the Asian financial crisis, Li Ninggang launched the "Snowstorm" autumn and winter casual wear.

This series of clothing, then became the national youth pursuit of fashion, sold very well in the country, and even led the "Lining card" other products also continue to appreciate.

In December 25, 1996, Lining suddenly launched a large scale and large scale sales promotion in 350 stores and thousands of sales outlets nationwide. The original price of 200 yuan was now sold for 50 yuan, the original price was 300 yuan, and the opening price was less than 100 yuan.

Lining's sudden move made it impossible for all rivals to understand, and the group insiders were confused by the move.

But Lining said, "this is called breaking the wrist.

We would rather sacrifice tens of millions of dollars in profits and win valuable time and space for future development.

Sure enough, when the financial crisis came, it was more fierce than Lining's "Snowstorm".

In the face of this global business disaster, many merchants are at a loss as to how much goods are accumulating in the warehouse. So they take thirty-six measures to make up the price, and regard "price reduction promotion" as a "amulet".

But Lining was in danger, and the fighting spirit was strong. It seemed as if he had returned to the arena of the year. When he watched others score higher than himself, he was still not in a hurry.

At the same time, the merchants in the capital shouted the sound of escape. Lining's "super strong" new sportswear was not allowed to be sold. No discount, no gifts, no need to buy, no buy, no pull! Unexpectedly, when the crowd shouted, "no one wants to get the discount," "Lining" started to come up.

"Lining" not only resisted the enormous pressure of market weakness, but also kept opening up the situation, and even when all the big businesses shouted the headache for the sponsorship of "high investment and low output" of sports, in just a few years, it invested nearly 80 million yuan for various sports businesses in China.

What is the reward? Lining laughed without answering.

In 1998, when the sponsors were watching the domestic volleyball league matches, Lining was "Crazy" and dressed up for the "appointment" with volleyball: investing more than 3 million, making 16 high quality professional equipment and eating 16 strong team's sponsorship tasks in one breath.

The equipment, even the members of the association, had to praise: "Lining has armed us to the teeth!" this is called a new sponsorship philosophy.

Lining said.

1992 Barcelona Olympic Games, 1996 Atlanta Olympic Games, 1996 Paralympic Games, 2000 Sydney Olympic Games, 2004 Athens Olympic Games...

Lining is the provider of the Chinese delegation's award-winning equipment. On these grounds, Chinese athletes wearing "Lining" clothes can be seen everywhere. Lining also embarked on the road to build a strong sports brand.

Going abroad, Lining's appetite is getting bigger and bigger. Making the first brand of domestic sporting goods can not satisfy him.

Lining is a sensible person. He has to compete with the international hawker. Abundant financial resources are not decisive factors. Only strong scientific and technological support can ensure prosperity.

In order to improve the quality of products, Lining actively seeks partners.

At that time, a new type of fabric developed by the US DuPont Co was developed by DuPont patent, which was made of four sweat pipe fibers. It can quickly discharge sweat from human body movement to the surface of the clothes, so that human skin can be kept clear and comfortable at high speed or high temperature.

To win the exclusive right to use this material, there is a sharp weapon to defeat the opponent.

But DuPont, as an old company, will not, of course, make "love daughter" easy.

In June 1998, the Asia Pacific Marketing Director of the US DuPont Co, after a comprehensive inspection of the Lining group, decided to work with Li Ning Co to provide the company's newly developed COOLMAX fabric to Li Ning Co to produce the "Lining brand" T-shirt.

One day in August 1999, on behalf of the world sports goods industry "Olympic Games" Munich exposition, the representative of Adidas, a world sports giant, suddenly discovered that a brand that had never heard of China's "Lining" brand was produced next to its booth.

With such a "big thing" stand shoulder to shoulder, let the newly born "Lining" people just start hanging in the air.

Fortunately, this ominous premonition did not become a reality.

Dealers who have been in the world for many years respect the prestige of world famous brands and believe in their hot eyes.

They look carefully at the clothing and sports shoes produced by the Li Ning Co, look at the styles, feel the fabrics, check the workmanship, and survey the technological content. Some careful businessmen also have a needle to see carefully.

Finally, Li Ning Co's products finally convinced them.

Merchants from Europe and Western Asia signed tens of thousands of German Mark's orders on the spot, and many businessmen rushed to fight for the right to sell agents.

Some people do not bother to ask "Lining" company people: you are Japanese? Koreans? Taiwanese? After a series of "NO", Lining proudly tells them: "we are Chinese, from the mainland!" these knowledgeable businessmen exposed their ignorant side: they can not believe that they have seen such an excellent product and brand image from the hands of Chinese enterprises.

Lining has a clear timetable for globalization strategy.

The first stage ends in 2008, and the second stage is 2009-2013 years.

In these two stages, Li Ning Co will take the Chinese market as the most important strategic market and predict that the turnover will remain at 35%-40% growth every year.

The 2013-2018 year is the third phase, when Li Ning Co will become the world's top 5 Sports Brand Company.

But Lining seems to have achieved this goal ahead of schedule.

By the beginning of 2008, according to the market ranking table released by the US market research institute sports goods information (SGI) for the global sporting goods industry company, Li Ning Co surpassed Asics in the ranking, becoming the fourth largest in the world, and the top three were Nike, Adidas and Puma.

In the Hurun 2007 rich list, Lining ranked sixty-fifth in the personal status of 11 billion yuan.

The Olympic complex in January 3, 2007 was a day for Lining to lose because he lost the Olympic Games again.

However, this time, his competitors are not other gymnasts, but also the international sporting goods giant Adidas.

The 2008 Olympic Games will be held at its own door, but Li Ning Co failed in the competition of Olympic sponsorship. Adidas, a well capitalized Adidas, finally defeated Li Ning Co and became the seventh partner chosen by the Olympic Organizing Committee.

However, Lining was not discouraged at all.

Li Ning Co CEO Zhang Zhiyong said, "it is impossible to spend money with Adidas and Nike.

But it doesn't matter. We have ideas.