Lining: From Prince Of Gymnastics To Famous Entrepreneur

At 23:58 on August 8th, the opening ceremony of the twenty-ninth Beijing Olympic Games entered the most exciting moment. The Olympic torch lighting ceremony attracted the attention of billions of people around the world.

After hand in hand handed down by Xu Haifeng, Gao Min, Li Xiaoshuang, Zhan Xugang, Zhang Jun, Chen Zhong and Sun Jinfang, the appearance of the "Prince of gymnastics" appearance triggered the climax of the event. The Olympic champion with the title of Chinese gymnastic champion "suspended for a week" over the bird's nest of the National Stadium, and finally ignited the torch of the 29 Olympic Games.

The former Olympic champion is currently the chairman of Lining sporting goods Co., Ltd., a famous entrepreneur.

Beautifully turned around in the sixth World Cup Gymnastics Competition in 1982, Lining alone won 6 of the 7 gold medals of men, creating the myth of World Gymnastics history, known as "Gymnastics Prince".

In 1984, in the 23 Losangeles Olympic Games, Lining won 3 gold, 2 silver and 1 bronze, nearly 1/5 of the total number of medals of the Chinese delegation. He also became the most medals in the Olympic Games.

In 1985, he won the world champion in Gymnastics Championship.

In 1986, he won the three championship of men's all-around, floor exercise and pommel horse in the Seventh World Cup Gymnastics Competition.

During his 17 years' sports career, Lining won 106 gold medals in major gymnastic competitions both at home and abroad.

In 1987, Lining became the only member of the International Olympic Committee sportsman Committee in Asia.

In 1999, Lining was selected by the world sports journalists association as the "best player in the world in twentieth Century". His name and 25 sports stars, including Ali, Bailey and Jordan, reached the summit of sports in the century.

In the second years after the 1988 Olympic Games in Seoul, Lining entered the business world after retiring. The "Lining" clothing and Jianlibao drink, named after his name, have sponsored various sports activities and made great contributions to the development of sports.

In promoting the "Lining" brand, he once again found the value of himself, achieved new success, and introduced the trajectory of life into new goals.

Lining joined the Jianlibao group of Guangdong, founded the "Lining" sporting goods brand, and sponsored the 90 year Asian Games Chinese delegation as an opportunity to start Li Ning Co's business, thus creating the first of China's sporting goods brand management.

In the 1992 Barcelona Olympic Games, the "Lining" brand was selected as the special equipment for the Chinese sports delegation, thus ending the history of Chinese athletes wearing foreign sports brand clothes at the Olympic Games.

After ten years of development, "Lining" has long been the first brand of sporting goods in China.

Li Ning Co, in line with the spirit of "from sports to sports", Lining has been actively supporting sports at home and abroad.

In the process of Beijing's bid for the Olympic Games, Li Ning Co is an enthusiastic sponsor. After the successful Olympic bid, Li Ning Co continues to push forward the development of China's sports industry.

At the same time, Li Ning Co is striding forward toward the goal of brand internationalization. At present, there are more than 100 suppliers in Li Ning Co. Lining has signed an agency agreement with distributors in 9 overseas countries and regions. In order to realize the development goal of brand specialization, Li Ning Co emphasizes whether the R & D direction of suppliers is consistent with themselves. They will instille professional market demand trend to suppliers, so as to ensure the specialization of products in R & D and manufacturing links.

At present, Lining has become one of the entrepreneurs of global concern.

The first barrel of gold in April 1989, after retirement Lining joined Jianlibao group.

In 1990, Jianlibao group and KINGE Industrial Company in Singapore jointly established "Jianlibao sportswear company" in Sanshui joint venture in Guangdong, specializing in the production and operation of "Lining" brand sportswear, with a shareholding ratio of 49% of China's 51% foreign parties.

This is the first brick that Lining started.

The 1990 Asian Games in Beijing created an opportunity for Lining to be born.

Lining and Li Jingwei, chairman of the original Jianlibao group, jointly planned, decided to "promote Lining brand with Jianlibao and promote Jianlibao with Lining brand".

In this activity, Lining showed excellent public relations ability and defeated the Korean manufacturers with personal influence and patriotic appeal. Jianlibao only won the torch relay right of the Asian Games with only 2 million 500 thousand yuan.

The first "Lining" brand sportswear was selected as the Eleventh Asian Games torch relay designated clothing, the Chinese national team award dress and the designated clothing of Chinese and foreign reporters.

After this campaign, the "Lining" brand laid the status of the lake, and the business savvy of the prince of gymnastics showed Li Jingwei's appreciation.

Starting from the preparation of Jianlibao sportswear factory, market development, marketing strategy and public relations planning, Li Jingwei let Lining go all the way.

Lining, who was initially involved in the business world, was like a duck to water. He invited other retired teammates to develop the "Lining" card.

In February 1991, the Guangdong Lining sporting goods company was established and was responsible for the overall operation of the "Lining" brand sportswear and sports shoes. The company is a wholly-owned subsidiary of Jianlibao group, and the controlling shareholder of Jianlibao is Sanshui county government.

After a certain stage of development, Lining very much hopes that the company will develop towards the modern enterprise mode.

But Jianlibao is a fully state-owned enterprise, which may restrict the growth of Li Ning Co in the future.

At the end of 1994, only some changes were taken in shares and brands, and the Li Ning Co succeeded in getting away.

Jianlibao's 16 million investment over the years, Lining later paid three times in cash.

The only link with Jianlibao was the Jianlibao sportswear company.

However, "Lining" has taken up 80% of the clothing company, and Jianlibao only has a 20% area.

And with the pformation of the entire Lining group to the "Nike model", it is just a commemorative processing plant.

At the end of 1995, Lining merged three companies in Beijing, Guangdong and Yantai into Lining sporting goods group (the core level), under which 6 wholly owned subsidiaries (holding level): Jianlibao clothing company, Lining shoes company, and 5 asset related companies (share layer): Lining leather goods in Tianjin, Lining tie in Beijing, Lining sports equipment in Beijing, 148 stores and more than 10 processing plants (collaboration level).

But the old Lining sports industry company only left a "shell".

Lining, chairman and general manager of the Pro Group, and Chen Yihong was appointed Deputy Managing Director.

In early 1996, the group headquarters moved northward from Guangdong to Beijing.

Although the system was drastically changed, from 1993 to 1996, the sales revenue of Lining group increased by more than 100% a year, and reached its peak in 1996, achieving the highest sales income of 670 million yuan in history.

The performance was so extraordinary that Lining put forward with lofty sentiments: it reached 1 billion in 1998 and 2 billion in 2000.

Under the guidance of relevant experts, Lining set the development of the company to the planning of listing. After a long period of planning, in June 28, 2004, Lining group was listed on the Hongkong stock exchange.

The Lining family controls 46% of the company's shares and has a net worth of 1 billion 600 million yuan.

That day, he said to the media lightly, "I am not a star idol. I am just an entrepreneur with a history of more than ten years of business, a businessman."

Lining accelerated the pace of entering the international market. In addition to sponsoring the 4 China Olympic sports delegation, he also won almost all the large gold sucers including the Chinese diving team and table tennis team.

More and more foreign sports teams are also included in the vision of Lining. In 2000, they signed the French gymnastics team, the 2004 world championship champion Spain national basketball team, and became the official partner of NBA in early 2005. After that, "Lining" became the official partner of the Swedish Olympic Committee.

"In the promotion strategy of the international market, Lining is more and more stable and mature."

Business commentators describe this in Fortune magazine.

In terms of product development, Lining's "clever use of Chinese elements also appears to be accurate and hot."

Beginning in 2005, Lining began playing Chinese Gongfu symbols in basketball advertisements. He used ink and wash tones in the light running shoes advertisements. When he returned to Hongkong at 10th anniversary, the commemorative version of "I Love Hongkong" was launched, and the limited edition of "Lei Feng shoes" launched a few days ago was launched online.

Lining, who grew up in the Olympic complex, regarded the Olympic Games as another opportunity for his growth and development.

When Beijing got the right to host the 2008 Olympic Games in July 13, 2001, almost everyone regarded the cooperation between Lining and the Beijing Olympic Games as a natural course.

But later facts prove that reality is not as smooth as people imagine.

In the competition of Beijing Olympic Games sponsors, Adidas won by virtue of its abundant financial strength.

But this defeat does not mean that Lining's Olympic strategy has come to a dead end. In fact, a series of combined punches that they used later were full of Chinese wisdom.

In 2006, Lining signed a contract with CCTV Olympic Channel to tailor professional clothes for all the hosts and journalists.

At the 2006 Asian Games in Doha, this kind of cooperation has already appeared.

Therefore, during the Beijing Olympic Games, the logo of Lining brand will also appear once again through the CCTV Olympic channel broadcast in front of hundreds of millions of viewers.

This is a wonderful edge ball, which is regarded as one of the most classic cases in the Olympic economy.

Everyone seems to have a question about this: How did he jump from sports stars to business Wizards?

Faced with this problem, Lining's answer was simple and unexpected. "It's luck. I am just the most fortunate businessman."

It is reported that in August 11th, Li Ning Co's share price performance in the Hongkong stock market was as strong as its chairman Lining's flying torch to ignite the Beijing Olympic torch. The stock price of the company rose nearly 5%.

Although the Hongkong stock market experienced a collective decline after noon, the stock price of Li Ning Co still rose 3.52%.