Li Xiaoshuang: Live And Grow Up

Li Xiaoshuang sporting goods company once conducted such a market survey: "do you know Li Xiaoshuang?"

"It seems to know."

"Do you know that Li Xiaoshuang founded his own sports brand?"

"As if I've heard of it."

Most of the consumers who answered such questions were 30 years old. They were Li Xiaoshuang's peers.

In their youth's memory, the Barcelona Olympic men's floor exercise champion and the men's individual all-around champion of the Atlanta Olympic Games have been condensed into the national glory.

However, in the face of such a survey, Li Xiaoshuang was somewhat confused.

As a sportswear brand, the design tone of Li Xiaoshuang sportswear is bright and bright, and many of his sportswear are big red, rhubarb, big purple, big blue and so on.

According to his understanding, "sportswear can not be too low-key, because sports itself is a passion that can bring."

But the embarrassment faced by Li Xiaoshuang brand is that terminal customers are often his peers.

According to the current market situation, both sports brands are trying to attract young consumer groups, and Nike, Adidas and other industry leaders have been developing their skills in network marketing, street basketball and so on.

However, Li Xiaoshuang said frankly that if his brand wants to influence young consumer groups, it may also require the parents of this generation to pass word of mouth.

"The Olympic Games are absolutely the best platform for many big enterprises to show themselves, but the Olympic Games are not opportunities for small and medium-sized enterprises."

Li Xiaoshuang said.

Founded in 2000, Li Xiaoshuang, a sporting goods company in Beijing, has an annual sales volume of between 40 million yuan and 50 million yuan.

Over the past 8 years, the number of employees has reached 17 from the original 17.

However, for both Li Xiaoshuang and his brand, the status quo seems unsatisfactory.

Choosing to create its own brand is the ultimate choice after Li Xiaoshuang's retirement.

Li Xiaoshuang, who retired in 1997, signed a phonograph record with Hongkong phantom. He also considered the national team as a coach. In 2002, he founded Li Xiaoshuang gymnastic school in Xiantao, his hometown, Hubei.

After great success and honor, it is inevitable to go to the unknown and start a new life.

"People look at you differently.

Honor is important, but it also brings great pressure. "

After reflection, he found that there was a shining idol in front of him, Lining, master of Li Xiaoshuang.

In 1982, Lining won 6 of the 7 gold medals of men in the World Cup Gymnastics Competition. When he created the myth of World Gymnastics history, Li Xiaoshuang just entered the provincial team.

At the 1984 Olympic Games in Losangeles, Lining won 3 gold, 2 silver and 1 bronze, nearly 1/5 of the total number of medals of the Chinese delegation. Li Xiaoshuang was experiencing the first reincarnation of two national teams due to his poor physical condition.

In 1988, Lining's gymnastics road was rewritten. In the Seoul Olympic Games, he failed in the last match and fell off the ring.

At this time, Li Xiaoshuang just officially entered the national team, and began to compete around to get results.

After retiring, Lining joined Jianlibao for official business.

In 1989, after taking the image ads of Jianlibao, he invested 600 thousand yuan in advertising at CCTV, and increased sales by 30 million yuan in that year.

A few months later, with the celebrity effect, Lining brand sportswear began to go into operation.

On August 1990, in the Qinghai Tibet Plateau on the roof of the world, Lining, as an athlete's representative, dressed in snow-white Lining sportswear, solemnly took the torch of the Beijing Asian Games, the first international event held by the Chinese people.

Similar fame, the same sports, the gorgeous turn, there are too many shiny and similar places on Lining.

Unfortunately, the history of 1990s can not be duplicated.

The world's top brands, Nike and Adidas, which entered China in 1980s, have created a very amazing sales record in Beijing. The Lining brand that has taken the national line will soon be fired.

However, an emerging market does not need only two or three top brands.

There are still vacancies in the market, so Anta, XTEP, PEAK, Hongxing Erke and 361 degrees have been born one after another.

In fact, the Li Xiaoshuang brand, founded in 2000, is earlier than some Jinjiang brands.

However, being an enterprise is like being a man, personality determines destiny, and Li Xiaoshuang's athlete's temper has come up again.

"Survive first, grow up again". In the 90s of last century, you could earn money by opening a special store.

However, nowadays many brands are facing competition. A small and medium-sized sports brand enterprise must face many difficulties.

"One is product positioning, the other is capital."

Li Xiaoshuang thinks this is the biggest problem.

"Big sports brands can focus on technology and marketing, but in fact, the vast majority of Chinese people are comparing prices on the market."

Therefore, it is very important for Li Xiaoshuang to make product design positioning based on price.

The most constrained issue is capital.

The promotion of sports brand is inseparable from large-scale marketing means.

And all marketing is inseparable from a lot of money.

Li Xiaoshuang, for example, according to the current company's annual sales of 40 million, the annual loan amount is only 10 million, and loans can only be assets collateral rather than brand mortgage.

This loan policy is undoubtedly the bank's own protection, which can effectively avoid the emergence of bad debts.

However, for small and medium-sized enterprises, loans are difficult to create a tight chain of funds, which limits the possibility of further development of marketing, promotion and channels.

Then, there are always people walking ahead. How did they grab the first pot of gold?

Some people rely on making quick money: what they lack in the market, what to sell and what to do, then quickly return the funds and then change their faces to make the brand.

Some people rely on flickering Investment: there is always no shortage of investors who rely on their brains to make money. They are willing to let money generate money, and then scale up through channels or make profits on the market.

Others began to do their homework at the beginning of the year: they should take over the executives and give them a share to break through the bottleneck of bank loans, and then make them bigger and stronger.

None of this seems to be Li Xiaoshuang's character and path.

"Sports is a fair sport.

In the arena, strength decides everything.

You can do what you want.

So I look at quality, this is my personality and style.

Li said.

Li Xiaoshuang repeatedly stressed that it is not easy to do a good job of clothes, and it needs comprehensive combination of overall style, fabric, color and quality.

For example, for a T-shirt, designers have to make 24 color matching schemes, hundreds of styles of manuscripts.

But he never lets salespeople take part in it.

"It's so easy to make quick money," Li Xiaoshuang said. "You must know that it is not always possible to go long.

Now it may be a loss, but small and medium-sized enterprises should learn to survive first and then grow up.

"To learn to give up" 16 years ago, in Germany Li Xiaoshuang washed his white shoes and white socks in Germany.

12 years ago, in the west coast of the United States, he lived in a villa worth 30 million dollars.

Of course, let alone his reputation and social status.

"I have owned things that other people have been pursuing, so I am different from others."

Without the strength to pursue fame and fortune, he prefers to act slowly according to his definition of quality.

In the field, the tough personality is not willing to be accommodating in the business field.

I will not humble myself.

The original 36 storefront of Li Xiaoshuang brand has been cut to 26, because after weighing 26 more money.

The big brands always set up flagship stores in the city center. Li Xiaoshuang certainly understands this. "But this is a kind of money losing tree image. It is not suitable for the size of the company today, so we should learn to give up."

"Doing business is a very subtle thing.

In the current business situation, the Olympic Games provide large enterprises with operational space and advantages, but small businesses can not catch up with them.

In fact, opportunities exist all the time. They do not rely solely on the Olympic Games. They know what they want to do and how to solve the problem of survival. For Li Xiaoshuang, it is the most important problem.

Of course, because of the Olympic Games, there will be more foreign investment.

Many small businesses that have done well have more opportunities to be bought by large enterprises.

Do you want to be your own brand for a long time?

Or do you want to be bought as a member of a big business?

"Two possibilities exist."

Li Xiaoshuang said.

Is it worrying about failure?

Li Xiaoshuang said, "no one can ever succeed.

Everyone's life is very cruel. The athlete's job is only more likely to show his cruelty in life.

In fact, looking at success and failure requires a great wisdom of life.

Cleverness is temporary. Wisdom is macroscopic and life long. It requires long-term planning and arrangement.

As long as we have our own beliefs, we have a will to win. "