Behind Li Ning'S Gorgeous Transformation

After retiring in 1989, Li Ning faced many choices. He can go to the Sports Commission as an official, or go to the Chinese gymnastics team as a coach. However, he finally embarked on the road of business under the eyes of many people who do not understand. But from a world champion to a business tycoon, Li Ning has successfully completed the transformation. What is the story behind this successful transformation? "At that time, I adored Jianlibao president Li Jingwei very much, because in my opinion, Jianlibao was close to the world level, which made the Chinese feel proud. When the Chinese team played in the past, I almost never used domestic brands. All of them were foreign brands. Therefore, I wanted to be a Chinese brand at that time. At the beginning, a lot of certificates need to be handled. I don't know anything about fire certificate, tax certificate, etc. But the Jianlibao team has good resources to help do a lot of things at the beginning of the company. " But even so, Li Ning's clothing company is still struggling. At the first order meeting, no one went to order Li Ning's order. "A lot of people sell me face to come here, and then after eating, after listening to the product introduction, they pat their buttocks and walk away." However, years of hard training, let Li Ning cultivate a firm will. "Let's come from the beginning", Li Ning's words are full of power. When talking about the most profound mark left by his gymnastics career, Li Ning said: "sometimes when you are directly antagonistic, you will always guess what moves others are going to use, simulate what moves others use, and then you use your moves to subdue others. There is no need to guess this movement in gymnastics. They will think that it is the most valuable thing, the most beautiful thing and the most difficult watch Now, he goes after it himself Indeed, the brilliant career laid a good foundation for Li Ning's will and confidence in overcoming difficulties: "Gymnastics career has given me a lot of training in some qualities, including how to face difficulties, how to find a way to overcome difficulties, how to set a goal, how to strengthen my will to achieve this goal? After so many years of training, they have been gradually cultivated. " It is with this strength that Li Ning has pioneered the brand management of Chinese sporting goods since the 1990 Asian Games in Beijing. Li Ning has been the designated sportswear sponsor of the Chinese Olympic team for four consecutive times since sponsoring the Barcelona Olympic Games in 1992. Not satisfied with this, Li Ning began to actively start his own internationalization process and achieved success. In 2000, Li Ning Company completed an important strategic transformation, promoting a pure clothing brand enterprise into a sports brand that makes clothes, shoes and sports accessories. In January 2008, with a market value of nearly 4 billion US dollars, Li Ning ranked fourth among the world's comprehensive sporting goods suppliers. "I feel very proud of my team-mates when I am young, and I feel very proud to wear some of my team-mates when I am young. I am not a standard businessman, and I am not so sensitive to profit and cost. However, I have my own goal to look for. When I have established this goal, I will go there more firmly Yes, as Li Ning said, he is not a standard businessman.