Chairman Of The Li Ning Co Board Of Directors: Dare To Struggle Without Fear Of Difficulties

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< p > although the Chinese sporting goods market has entered a period of adjustment since the 2008 Beijing Olympic Games, the Li Ning Co has inevitably been affected.

But Lining still has the confidence to go back to the top, just as he always takes more gold medals.

Still at the dealer conference, he took the microphone, pressed enthusiastic applause, smiled and told the audience to look up to his 2000 people: he still had the confidence to make "Lining" a brand worthy of Chinese pride. This is also his dream of entering the business world.

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< p > the relationship between Lining and sports is not just occupation or industry.

In the face of the difficulties faced by the company, Lining's personal determination, courage and style are closely related to the spirit of sports that he has always respected.

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< p > < strong > facing challenge > /strong > /p >

< p > over the past two years, the sporting goods industry is facing a href= "http://www.91se91.com/pioneer/" > pformation adjustment < /a >. Lining, who is usually low-key, participates in the strategic pformation of the company himself. Many people use the words "Lining return" and "revive Lining". He once replied, "I have never left Lining, but the work focus is constantly adjusted according to actual needs."

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Lining, who returned after P, will face the challenge immediately.

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In 2010 P, Lining, chief executive of Zhang Zhiyong, launched an unprecedented campaign called "a href=" http://www.91se91.com/pioneer/ "brand remodeling" /a campaign, trying to attract young consumers and promote the pformation of the company's business mode.

However, the brand remolding is far from successful, and the malpractice of extensive operation in the domestic sporting goods industry has erupted because of the downward macroeconomic situation.

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< p > as the largest sporting goods company in mainland China, Lining suffered the biggest crisis since the establishment of the double strike: executive turnover, declining orders, layoffs and morale.

In fiscal year 2012, the company lost nearly 2 billion yuan.

In the middle of that year, Zhang Zhiyong left office as "chief housekeeper". Lining, together with Kim Chun Chun from TPG, an executive vice president and CEO of the investment company, jointly took charge of the company pformation and introduced professional talents with international background to rebuild the management team.

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< p > Zhang Zhiyong served the Li Ning Co for 20 years. The actual helm of the company is about 11 years. The "exchange" will not be easy from Lining's personal feelings, but he has not evade the decision he should make.

Deng Xiaohua, chief marketing officer of Li Ning Co, recalled that the company had invited her to join several times before the management adjustment. However, she had been undecided. Until the high-level personnel changes, she firmly believed that "this is a very bold decision, and his change is to play the game."

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In the post P interview, Lining also reflected on the wandering of the past. Frankly speaking, the past difficulties were not easy in the future. But he managed to reestablish the company's three major focuses: focusing on the core brand ("Lining card"), focusing on the core business (sporting goods), and focusing on the core market (Chinese market).

In 2012, he led a series of strategic initiatives: the introduction of strategic investors in January, the launch of a comprehensive "a href=" http://www.91se91.com/pioneer/ "change plan" /a in July, and a "channel revival plan" in December.

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< p > it is commendable that Lining keeps fighting.

Despite the financial pressure of huge losses, he still demonstrated his strong and enterprising side, especially the huge investment in marketing shocked the industry: formally signed NBA basketball superstar Dewayne Wade, and reportedly bought the sponsorship rights of CBA League for five years, at a price of 2 billion yuan.

Less than P, the large expenditure in the period of financial difficulties has been criticized in the capital market. After all, the market value of the company's trough is only 5 billion yuan, and Lining's personal pressure can be imagined.

"Chairman Lining knows that there is a disagreement in the capital market, but is it necessary for him to consider simply running a business or running a sports brand? This determines the very different performance during the recession."

Deng Xiaohua commented that the great company will inevitably encounter setbacks. Lining's personal strategic considerations are undoubtedly willing to sacrifice short-term interests and invest in the future.

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< p > over the past two years, the changes led by Lining and his team are changing the company profoundly.

For example, as the first fully pformed company, the company started to bid farewell to the traditional ordering form at the end of 2012, and adopted the retail mode featuring "guided orders, orders and quick replenishment + quick response" to effectively improve the dealer's order guidance and goods arrangement.

On the basis of retaining the original order mode, Lining upgraded the enterprise planning system and market data analysis system, and launched the rapid reaction product line and the best SKU combination product based on the two.

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"P > since the implementation of the change plan, the company has launched a number of rapid response products, in 2013," fast response "product line sales are expected to account for 10% of revenue.

Deng Hongbing, chief supply chain officer of Li Ning Co, said.

Unlike the once procrastination and tardiness, the company is beginning to regain its speed and efficiency.

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< p > < strong > business as its people < /strong > < /p >

< p > as a boss, Lining may not be the same kind of "smart" as the traditional business circles define, but he has the wisdom of pursuing his career dream and the intelligence of business and people.

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< p > Li Ning Co headquarters park is located in Tongzhou, Beijing, covering an area of 66000 square meters. This office area, which is hosted by famous Australian designers, is actually more like a sports complex. It has gathered abundant sports facilities. For example, the basketball court is set up according to the standards of NBA venue in the United States. It is said that only one wooden floor is about 2000000.

During the lunch break and evening stadiums, employees are free to open.

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< p > in Lining, sports is not just a business, but rather a genuine love of employees.

Lining himself has been asked what conditions CEO needs to take over, one of which is "to have a sense of sports".

Personally, he emphasized the desire to break through and the positive spirit of sports. He also hoped that the company could provide the best sports products and let the public experience that sports should be a part of life.

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< p > Lining is very generous to employees, and the most direct expression is salary.

In 2012, Lining's director and employee welfare expenses totaled 733 million yuan, with a total of 3447 employees (4180 in early 2012), with a per capita expenditure of around 200 thousand, far higher than the average salary level of ordinary private enterprises.

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People close to Lining think he is p.

In his own words, he will be used to trusting the collaborators. He has been committed to building a personalized company, < a href= "http://www.91se91.com/pioneer/" > governance structure < /a >, making pparent and pparent rules to build and develop the energy of the system, so the company culture guided by it is relatively open, democratic and tolerant.

Deng Xiaohua has been working in multinational companies, and is very concerned about the business ethics and value orientation pursued by the company. "Professional managers from multinational companies tend to pay attention to openness, pparency and fairness, whether companies have hidden rules and whether to do something. In these respects, Li Ning Co and mature companies do not have two kinds of things. They do not spend too much time thinking about things that I do not like."

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< p > in fact, in 2012, the management of Li Ning Co, except Zhang Zhiyong retained executive director, all other C-level level executives took the place of the foreign multinationals.

Assuming that without Lining's personal trust and generosity, the company has the right values and the pformation efforts of professionals can hardly be effective.

Let's take a look at how many Chinese private enterprises have gone through the upgrading and pformation. They have been frustrated by the conspiracy of company politics and complicated personnel relations in the court. At least in the "road" level, Lining is ahead of many enterprises.

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< p > low key or even "govern by doing nothing" does not damage Lining's status.

As a benchmark local sports brand, the national sentiment of "Lining" can not be replaced by the two words. For a long time consumers, "Lining" can even be said to be a kind of memory of the times. For the industry, if Lining did not catch up with him, the follow-up of the "Jinjiang Department" might be much more difficult.

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< p > compared with general Chinese enterprises, the company is more fair, pparent and sharing. This is the "a href=" http://www.91se91.com/pioneer/ "value < /a" added by athlete Lining as an entrepreneur, which is precious to the "Chinese dream" or Chinese enterprises. Therefore, it is believed that his road to innovation and pursuit of dreams can go well.

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