The Story Of Lining: The Sad Champion Has No End.

< p > a person, a brand, an athlete, an enterprise -- such a Chinese dream only happened to Lining.

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< p > no matter in the field or in the business world, "Lining" always has a story.

The failure of Li Ning Co in the list of Fortune 500 China in 2013 is a new story it is going through.

This is the first time that Li Ning Co has disappeared since its launch in 2010 - but perhaps the last.

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< p > sad champion < /p >

< p > April 2013, Li Jingwei appeared at the funeral of Lining. His temples were white and sad.

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In the footage of P media capture, sad Lining was interpreted as "pain plus pain" because Li Ning Co is facing unprecedented difficulties.

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< p > in March, Li Ning had just finished his 50 birthday, but he was not able to live in his destiny. He went to an unpredictable difficult road in the future.

The last similar scenario appeared in 1988, when Lining was a failed champion.

The difference is that 25 years ago, Lining, who was defeated from the field, met Li Jingwei, the business enlightenment coach.

25 years later, when the Li Ning Co was in crisis, Li Jingwei, who used to help, was separated from Lining.

In the story of Lining, two scenes were well known to Chinese audiences: in the 1988 Seoul Olympic Games, Lining lost in the ring race; in 2008, at the opening ceremony of the Beijing Olympic Games, Lining held the sacred flame flying in the air.

After 20 years, Lining completed the stunning reversal of life.

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< p > however, such a drama always happens in Lining's story. In 2008, the flying Lining arrived at the top of fame, and the Li Ning Co was moving towards the Hidden Reef.

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In 2008, with the help of the Olympic Games, the Li Ning Co began to expand rapidly. P

Lining products not only defeated internationally famous brands, but also became champions of domestic marketing.

In 2011, the number of Li Ning Co stores grew from 5000 to 8000.

However, in this year, Li Ning Co fell to the throne of "the first brand of domestic sports".

In 2012, Li Ning Co suffered its first loss in history.

Business performance continued to deteriorate thereafter.

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Lining, in the predicament of "P", used the popular word "embarrassed" to describe the state of an enterprise.

To the public, this is nothing but a self deprecation of the former champion.

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< p > July 16, 2013, the latest China top 500 released, the list did not have the name of Li Ning Co.

Although there are many famous enterprises that have disappeared together, Lining's departure left the most public sigh because he was Lining, and he was once the champion and the earliest Chinese idol.

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< p > from the 2008 flight to the 2013 defeat, between the ups and downs of the "Lining" story, people saw a sad champion.

If the lens can be further extended, such dramatic scenes also include Lining, who lost his grip on the rings in the 1988 Seoul stadium.

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The champion of P failed to start a successful enterprise, and at the same time, it was doomed to struggle and progress, depression and hardship.

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< p > quoted industry analysis, one of the reasons for the Li Ning Co's dilemma is that Lining's personal brand has changed.

There is no doubt that the name of the former champion is becoming more and more unfamiliar with the emerging consumer groups represented by post-90s.

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< p > with the news of the top 500, the busy social network has not paid much attention to the company which has been "unsatisfactory" in recent years.

In the unusual cold tone, the marketing efforts Li Ning Co is trying to revive seems even more difficult.

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Under such circumstances, no one can accurately think of Lining's mood. Only when Lining, 50, occasionally appears in the media lens, many people will feel that the slightly old entrepreneur is the former champion and reminds of those memories he brought to this country.

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< p > attacking athletes < /p >

< p > July 26, 1989 is another birthday of Lining.

On this day, the "Lining" brand was born.

Compared with Lining's actual age, Li Ning Co is only 24 years old.

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< p > when Lining retired in 1988, another part of his life began, and the end of people's imagined career did not apply to Lining - never.

In a recent media interview, Lining bluntly said, "is it important that entrepreneurs are not important?"

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< p > combing the top 500 list, we can see that Lining ranked 257 in the first list in 2010, 297 in 2011 and 381 in 2012.

In 2013, Li Ning Co was kicked out of the list.

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< p > with the backdrop of the list, people saw the Li Ning Co losing step by step, but at the same time they saw a step by step athlete Lining.

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< p > in this different arena, Lining is faced with a more unexpected market change.

What has happened to Li Ning Co in this special "race" since 2010, which is generally known as "entering the predicament"?

Radical and rapid expansion is regarded as the main sticking point of Li Ning Co.

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< p > there is a view that Li Ning Co's dilemma is "a dangerous signal for China's manufacturing industry". "Its current situation represents the plight of the whole manufacturing industry in China, that is, it is difficult to establish a strong brand".

Since 2008, Lining has been a radical pioneer in the expansion of sports brands across the country.

When the whole industry is in the doldrums, Li Ning Co is still making great changes.

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< p > since 2010, the growth of China's local sports brand industry has stagnated, while the stock has increased astronomical.

In 2012, the number of Li Ning Co closing stores reached more than 1800, and the first loss occurred, and the loss was nearly 2 billion yuan.

The share price dropped from the highest 20 yuan to the lowest 4 yuan.

Lining's 2013 store plan ended in smoke.

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Less than P, Lining's new brand positioning is the most denounced.

In addition to the frustrated attempt to fashion the sports brand in 2006, Lining began to implement the brand remolding plan in 2010, and changed the new LOGO and slogans to try to win over the younger generation of users. However, the new image failed to attract new customers, but it had distanced themselves from the old customers.

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< p > 2012, was described by the media as "re emergence" of Lining reshuffle, so that more than ten years of love CEO Zhang Zhiyong will be dismissed, and TPG partner Jin Zhenjun will be vice chairman of the board of directors, together with the power of the company.

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< p > a relatively unanimous view is that in the face of the fierce attack of international giants and local brands and the depressed market demand and huge inventory, it is very difficult for Lining to turn over. But at a Li Ning Co order meeting in 2012, Lining, the "sportswear, the small bald middle-aged man" appeared for the first time in front of the dealers, and made a beautiful backward somersault in public.

Lining, 50, seems to be telling people when he was young in gymnastics that "the turning of an enterprise can be so relaxed."

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Lining's response to the media in 2013 was "return to professional sports", which is the initial starting point for P, the top 500 in China.

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< p > 2013, Lining, a retired athlete for 25 years, is continuing his struggle in the field he has not yet finished.

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< p > at least, Li Ning Co dealers are still looking forward to the next close appreciation of Lining's back somersault.

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