Home >

Lining Sportsmen Management: When Entering, Let Go And Retreat Like Avalanche.

2014/8/18 10:45:00 21

??? 日本語 Fran?ais English 中文

Pan Yi, a Sichuan native, also took part in the order meeting. He saw a small bald middle-aged man in a sports suit walking up the T stage from behind the scenes and beckoning to everyone.

He suddenly realized that it was Lining.

"after so many years of Lining's products, he finally saw a real person."

Pan Yi was so excited that he couldn't help holding hands with everyone.

In 2007, Pan Yi became a distributor of Li Ning Co. He opened three stores in three counties in Sichuan. He came to Beijing at least 4 times a year, but he never saw Lining before last year's order meeting in October.

Don't mention Lining, even the former CEO Zhang Zhiyong seldom shows up at the order meeting.

applause is like a wave, and Lining is lifted into the air.

The three Olympic gold medalist, one of the greatest athletes in Chinese sports history, used a backward somersault to bring the whole atmosphere to a boiling point, just like in 1984 he was on the pommel horse .

flying around to make the whole of China boil.

He took the microphone, pressed more applause, smiled and told the audience to look up to his two thousand people: he still had the confidence to make Lining a brand worthy of Chinese pride despite all the difficulties.

when Lining rolled in the air, the Li Ning Co was also rolling.

In 2011, Li Ning Co (02331.HK) had a profit of only 386 million yuan, 65% less than the previous year, and worse in 2012, the first time in the company's history of loss, and the loss was almost 2 billion yuan in 2012.

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

Until now, the general trend of avalanche loss has not stopped: in August 14th, Li Ning Co released its interim results in 2014, with revenue up 8% over the same period last year, reaching 3 billion 137 million yuan, but the loss in the first half of this year reached 586 million yuan, which was higher than that in 2013.

most of the domestic sports brands are saving money, but Lining is starting to spend money; sponsoring CBA, signing NBA superstars (Superstar stores), and implementing the channel revival plan, the total cost of these three measures is between 4 billion 500 million and 5 billion yuan.

Also in the process of climbing hard from the bottom of the valley, other sports brands are not as high-profile as Lining. In order to get to the top of the valley, others are choosing to walk slowly or even slowly, except Lining.

Why do Lining dare to be so radical? Lining's radicalism will give a new road to the Chinese sports brand in the no thorax swamp (New Road store)? P.

"because Lining used to be an athlete." in May 14, 2013, Lining accepted an exclusive interview with Chinese entrepreneur in his office. He explained the reason of radicalism in this way. "Lining is a company founded by athlete Lining." (our action) is in line with our genes, and athletes (spirits) exist in the genes of Li Ning Co.

typical example is that after the great expansion after 2008, Lining still thinks that Lining's expansion rate in the industry can only be regarded as "average level". The pace of opening up shop has lagged behind the whole industry, "let alone the growth of direct competitors."

Fujian's (sports brand) grew so fast that Anta soon surpassed us.

He said.

as a champion athlete growing up under the whole nation system, Lining has the character of never concede and pursue perfection. The key way is that Zhang Qing, the chairman of the consulting company, once worked in Li Ning Co. At that time, Li Ning Co was still in the start-up stage. He was in charge of public relations and propaganda, and often went to various places to do activities. Lining sometimes went along with him.

After finishing the activity, Lining will never praise how good the activity is, but he will raise a lot of shortcomings. He often says that the Lining brand was worn to the national team and embroidered the national flag very early. So we must challenge the highest standards according to international standards.

the "athlete" gene theory may partly explain the emphasis of Li Ning Co on Radicalism: for athletes, especially Chinese athletes, the runner up is meaningless, so the company will not choose a survival philosophy that is better than death. But the strong national consciousness of that generation of athletes has made Lining unwilling to fall behind the international giants such as Nike and ADI for a long time. Once he meets the opportunity of overtaking corners, he will step on the accelerator.

The 5 year 2 billion of P > CBA seems to be huge. In fact, Lining had offered similar handwriting 10 years ago.

In the summer of 2004, the Li Ning Co submitted the Olympic sponsorship bidding book to the Beijing Olympic Organizing Committee. At that time, Lining had not yet been listed, and the annual profit was only tens of millions of yuan. But the amount of bid raised by Lining reached RMB 1 billion yuan. When the number of many zeros was written into the tender, Zhang Zhiyong Zhang Zhiyong's hand could not help trembling slightly.

Although P finally lost to Adidas and failed to become a sponsor of the Beijing Olympic Games, the 1 billion bidding amount is enough to reflect Li Ning Co's attitude: as long as opportunity arises, no matter how expensive it is, it will go all out.

P, a former Li Ning Co employee who did not want to be named, said the strategy was to blame for the company's crisis.

At that time, the timetable for super Europe was released to the public: after 5 years in 2009, Lining would let Nike see its own back in the Chinese market. After 10 years, that is, before 2018, Lining will enter the top 5 in the world sports brand and become a global brand.

in the development node of Li Ning Co, similar genes occupy the upper hand again and again: in 2006, Lining tried to fashion the sports brand. In 2010, Lining relentlessly saved his life, implemented the brand remolding plan, and changed the new LOGO and slogans.

now, when the whole industry is in the doldrums, the company is still throwing big hands to make changes.

Lining is not unaware of the risk of change. "The risk is great," he said, because he must give up some of the business that he can make money now, and the expected profit is "not yet made."

but in his view, the market is not so bad.

China's accelerated urbanization process, the increase in national income and the upgrading of consumer demand will support the movement of the brand market. This plate will continue to grow. Although a good day to earn a family can not be repeated, "there will still be a growth rate of 10%-15%."

"P > independent observer Ma Gang also believes that the current predicament is a whole industry problem. Outside attention to Lining is more, but it does not mean that colleagues are in a more secure position than Lining.

"The pattern of the whole industry is the same, other brands will not be better than Lining," he pointed out. Lining's inventory and bad debt problems also exist in other brands.

"Lining has so many bad debts, and 10 Fen of the other brands are not? It's impossible.

It's just that the risk is not exposed, and the two is better control. "

on the contrary, once the cold winter has passed, the market will get warmer and the companies with more thorough pformation will undoubtedly take the lead. The Li Ning Co will lose a lot of books at this time, but ultimately it depends on whether he can win the time. "The brand enterprises with a good reputation will get greater development from them," Lining insisted, "doing the right thing and moving in this direction."

"change must become a normal culture of a company. Lining has been growing up like this for 15 years."

The former CEO Zhang Zhiyong, who was promoted by Lining, once said.

changes in Li Ning Co are usually handled by airborne troops.

This time, a Korean American speaks Chinese.

"I am a preacher."

Jin Zhenjun, 45, introduced himself like this.

For his mission, he claims to let Li Ning Co become China's first wholesale led pformation to "retail oriented" /p.

sporting goods company.

He studied Chinese at Nanjing University, and Deng Xiaoping wrote in Harvard thesis.

This reporter said he was a "jumper". He didn't look at Jin Jin Jun who was too serious. Later he understood that he was "back to the past". He laughed. "Yes, yes, I may be a cross!" /p.

Jin Jun Jun must face Lining's "past", which includes high inventory, and the strategic ambiguity caused by the failure of brand change.

Jin Zhenjun has won the favor of Lining. He has helped Korean DELL and Guanghui automobile to achieve the geometric growth of performance, and helped Daphne shoes industry get out of the difficult position. These experiences can make the Lining belonging to the consumer goods industry brighten up.

It is said that Lining only talked with Jin Zhenjun once in the teahouse and was convinced of it.

In January 2012, TPG bought 13% of Lining's shares, and Jin Zhenjun led the team into the company. After several months of observation, he became Vice Chairman and executive director of Lining's board in July. He formally stepped onto the front desk to pform Lining.

Less than P, it is obvious that inventory reduction is pressing.

Under the leadership of Jin Zhenjun, the Li Ning Co shut down many of the poor profitable stores, and at the same time introduced a channel revival plan to repurchase inventories and provide financial support to dealers who could make profits. By March this year, the amount of money spent under the plan had already been close to 9 hundred million.

"This is the most important thing, otherwise people will not sell you Lining."

Independent observer Ma Gang believes that Li Ning Co may have a dealer's request to terminate cooperation before, and the channel revival plan eliminates the risk of voting with feet.

another key adjustment is the supplier. "Lining's supplier management is the worst among the major sports brands in China." Ma Gang pointed out that because of insisting on light assets operation, Lining has weaker control over suppliers, and the product cost is higher than that of similar enterprises. "Similarly, it is a pair of goods sold for 198 yuan, the cost of Anta may be 78 yuan, and Lining may be 98 yuan."

After Jin Zhenjun's entry, the cost has been reduced to a certain extent, and the cost performance has also been improved.

After P stabilized the upstream and downstream, Jin Zhenjun began to build a retail management system. "Retail orientation means that you have to lock in your customer groups first, then produce and sell products around the needs of your target customers, and manage their store operations according to their shopping habits."

It's easy to say, but to do this, Lining needs to accurately capture the needs of customers and ensure that the most suitable products are set up in every store to achieve quick response and quick replenishment.

before Jin Zhen's monarchy, Lining's production and marketing cycle was 15 months. Now, some products only need three or four weeks to identify demand and put them on shelves.

At present, Lining has selected 500 stores as a pilot, launching test products at these stores, collecting test results, and deciding whether to replenish the goods quickly or stop production according to the results.

Such a mechanism not only benefits the terminal, but also liberates the designers, so that they can design products according to the actual needs of the market, rather than trying to figure out what kind of styles will be popular after more than a year.

"LV, Hermes may not have to look at market trends and reactions, they have brand advantage and the market is behind their butts," Jin Zhenjun said. "But we need to pay more attention to market demand and consumer response."

Pan Yi P store in Dazhou, Sichuan is one of Lining's 500 pilot projects. After selling new products for a period of time, the Li Ning Co will conduct a systematic investigation of the store. He will also receive a random phone call from Li Ning Co asking how the new products will be listed and the need to add new ones.

He has already tasted the sweetness of quick reaction: the best selling shop is Lining's 10 and 299 yuan basketball shoes, which are released according to the quick reaction of the market.

But Lining's supply chain is far from perfect. Pan Yi told reporters that a product that had been quickly replenished in early May had not been delivered until May 20th.

If Pan Yi has the opportunity to communicate with Jin Zhenjun and Lining, maybe he will agree that the Li Ning Co concept is changing, but to make this huge machine more flexible, it needs to do many very detailed basic work.

"maybe Lining's problems were not fully exposed before, and many people did not know that, and those were what Kim really wanted to solve."

Ma Gang said, "the success of many changes started from tightening a screw.

If you want to disintegrate the machine in the process of high speed, first screw it up. "

Jin Zhenjun is playing the role of screw.

Less than P, but perhaps Kim Jin Jun will understand that his biggest opponent in Li Ning Co is not the heavy historical burden, but the time.

nowadays, Jin Zhenjun is racing against time every day.

Just after changing his business card, Jin Zhenjun picked up his iPad and showed his dense schedule to reporters: from 7 in the morning to 10 at night,

Jin Zhenjun P's schedule was so full that he didn't even have time for lunch.

This does not include the time to return to the mail. One day in April 17th, Jin Zhenjun came back with more than 150 messages. The last email was sent out at 3 o'clock pm, and the second day of life started at 8 o'clock meeting.

> a href= "http://sjfzxm.com//business/" > Jin Jun Jun < /a > is like a fast hamster. Under his driving force, the giant Ferris wheel of Li Ning Co begins to rotate, but its speed is somewhat slow.

is Lining not afraid to repeat the mistakes of NVC Wu Changjiang?

Lining P emphasized his control of the company from time to time.

Although Jin Zhenjun was responsible for more internal operations, Lining said that all decisions were made by the company's board of directors and top management team, and the operation team was also Li Ning Co.

After the departure of a large number of Lining executives after P 2011, one of the most important things for Li Ning Co is to find suitable alternatives.

Although Kim Chun Chun is the chairman of the nomination committee, Lining said, "all executives are selected by the Ministry of human resources, and then through the nomination committee and advisory committee, everyone and I are interviewed and confirmed together."

from the resume of TPG, at least in China, it has not yet acted as a barbarian at the door.

In 2009, when TPG proposed to Daphne chairman Chen Yingjie to join shares in the form of convertible bonds with warrants, it was revealed that "Chen Ying Jie suddenly became aware that he did not know what this was and did not know if it would be harmful to his control power." P

This scene also appeared in Lenovo and TPG negotiations in 2005.

in fact, TPG proved to be very happy with the two companies. After completing their mission, they immediately left.

One PE researcher said that Lining decided to introduce TPG quickly when he introduced strategic investors, which is probably one of the reasons besides resources and teams.

When describing the relationship with TPG, Li Ning Co used the word "sharing the same boat".

Lining doesn't like the word "mountain climbing". "That's what your media said. I have been outside the mountain and not in the mountains."

indeed, Lining rarely went to the operation center before going back to the mountain, but Li Ning Co employees met him every day.

On the open space in front of the office area, a statue of Lining stands on the pommel horse with a single hand support and 90 legs flying in the air. This action is officially called "cross turn 90 degrees by single lap, falling down into a riding support", but people are more familiar with its other name: "Lining cross".

P, even if you go to the bathroom, employees will meet with their boss. The sign on men's lavatory door is not a big beard head or a pipe, or a gymnast who is flying on a pommel horse.

P, no matter what the mountains are, it is undeniable that the link between Lining and the company he founded is indeed much closer than in the past ten years.

After the listing of the company in 2004, Lining's life gradually moved to Hongkong, where he almost retired. The company's daily management was handed over to professional managers such as Zhang Zhiyong, who devoted themselves to charity activities and golf.

but the leisurely life is obviously over. From the mountain up to now, he has returned to Beijing operation center for a number of times, almost becoming an office worker.

When he doesn't need to travel, he will arrive at the operation center at 9 o'clock every morning, park the car in the basement, take the elevator to the 3 floor of Building 1, enter the office and begin to deal with affairs.

his time in the office increased exponentially. "Because many of my official services were flexible in the past, I now need to participate in the rigorous process of the company.

Although I have been in charge of the company for nearly a year, I am still adjusting.

Lining said frankly.

P seems to have returned gradually.

The order meeting last October was his first participation in more than 10 years, and the last time it went back to the company's listing.

That somersault is actually a long tradition of Li Ning Co.

Zhang Qing told the "Chinese entrepreneur" reporter, Li Ning Co listed before the annual autumn order meeting, when everyone drinks hot, as a host, he always tidied up the participants to make a big noise, asked Lining to "come", Lining in most cases will get up, hold hands, to perform a few gymnastic exercises for everyone.

this tradition has disappeared for more than ten years, and now it is back to Li Ning Co.

however, the same movement is obviously not as easy as it looks.

In an interview with "Chinese entrepreneur", faced with the question of "performing later on in the meeting", Lining's bitter smile on the side of the temples showed a smile of self mockery: "I want to..."

there is a duty that Lining will never fake another company, that is the company's development strategy.

For a long time, Lining did not meddle in the affairs of the company. A former executive who did not want to be named told Lining: "he is the founder and spiritual leader of Li Ning Co, but he does not participate in daily management. He is not a businessman. He is always an athlete."

this evaluation is slightly harsh. But during Zhang Zhiyong's administration, Lining rarely said "no" to management. Even if he doubts and disagrees with the plan put forward by the management, he often chooses to compromise.

The most famous example is when the Li Ning Co decided to change its bid in 2008, the participants hoped that he would choose one of the many plans. Lining's answer was: "can I not choose?"

Although P hesitated, in June 30, 2010, Li Ning Co announced the brand remolding strategy in a high-profile manner, issued new logo and slogans, and adjusted the brand DNA, target groups, product positioning, etc., and put forward the .

Creating "Lining after 90".

Lining still claims that the new LOGO and slogan are "good", but most of the outside world thinks that it is this plan that lets Lining sink deeper into the mire.

Lining has lost a lot of customers over the age of 30 - according to the survey, 50% of Lining's consumers are 35 to 40 years old.

for Lining's role in management in the past, Professor Lining, a professor at Peking University Guanghua School of management's EMBA center at Peking University Guanghua School of management, explained: "Lining's personality is relatively plain, but in a sense it is not suitable for business. Can you imagine his pursuit of debt? But he can bring talented people to his side and use it for him."

Although some of Lining's former employees have a slight criticism of Lining's ability, he has no opinion of Lining's character. P

in the impression of Zhang Qing, Lining is generous and gentle, and is very considerate for his employees.

Once after finishing the activity in Henan, we discussed where to eat dinner. Lining pointed to Zhang Qing and said, "let's eat halo noodles and take care of Xiao Zhang. He is the Hui people."

Lining and senior executives have always been "common in the world" unless their abilities are no longer competent.

Even the release of military power will not embarrass the other party.

Chen Yihong is a pioneering brother, capable, but he can't lead Lining to break through the 1 billion year /p.

income threshold. Lining replaced Zhang Zhiyong with Chen Yihong for the sake of company development.

But the way is not to go out of the country, but to pfer Chen Yihong to China, and later sell it to the latter, which is also the achievement of Chen Yihong's own career.

Up to now, Lining is still saying, "Chen Yihong is good."

as for Zhang Zhiyong, he has remained in the board of directors of Lining as a consultant. "I also asked Zhi Yong to talk about work a few days ago. During his tenure, Zhi Yong set up a modern enterprise operation mechanism and made a good foundation for Lining's current change and future development."

Lining said.

Of course, you can also regard this expression as a courtesy. Not long ago, Zhang Zhiyong sold Lining stock for about ten million yuan. Lining was silent for a while, saying that it was his personal financial needs that did not mean that Zhang Zhiyong would leave the company.

> Lining operation center at < a href= "http://sjfzxm.com//business/" > Beijing < /a > Tongzhou Mechatronics base. It may be the most sporty office area in Chinese companies.

All conference rooms are unified to host the Olympic Games .

Named P, some are called "London". Some are called "Helsinki". The largest conference room on the west side of the third floor of Building 1 is the largest area where executives usually meet. It is called Olympia.

Walking in five interconnected office buildings, the newcomers sometimes can not help but urge their arms to move their feet, because there are several lines painted on the carpet, and the only difference from the regular runway is the lack of a starting gun.

Less than P, this inborn sport temperament has not been pformed into market resources in the past five or six years.

Inspired by the success of Adidas's "clover" and other sports leisure brands, Chinese sporting goods companies have also been keen to get a share in the casual wear market.

now, victory and defeat have been seen and judged.

Just as sporting goods companies have been shrinking their fronts, fast fashion has been extremely aggressive about sports brand markets. A little attention has been paid to the areas where Nike and Lining originally belonged to large shopping malls. Nowadays, many of them have changed to the lobby, belonging to H&M, ZARA or UNIQLO.

The rise of "P" fast fashion in China has forced the Chinese sports brand to rethink the problem of gathering professional sports, which has become the trend of the times.

An insider also pointed out that if Lining himself had made any mistakes in the past, he was an athlete, but he had not resolutely guarded the values of Li Ning Co.

In fact, in 2001, Lining made a decision to take the road of sports professionalization, but then swayed between fashion and focus sports, and finally led to the market failure in 2010.

After P > 2008, Li Ning Co's competitive resources and star athletes can be described as lacking compared with their competitors.

Nike and ADI and other international giants "/p"

"P," Anta is a sponsor of CBA and has signed a four year contract with the Chinese Olympic Committee; PEAK has a large number of NBA stars; and Lining, as the leader of the local sports brand, is the only sports resources that can be used for table tennis, feather ball, gymnastics, swimming and so on.

"P", not only that, Lining also avoided the football and basketball, the two most popular and relatively thorough mainstream big ball games, the badminton as the marketing focus.

Facts have proved that such a small ball sport of badminton is difficult to sustain the growth that Lining needs.

Lining had the chance to marry CBA as early as 2004. Before looking for Anta, Li Yuanwei, the former basketball center director, contacted Lining first, but was refused.

Li Yuanwei believes that this shows that the Li Ning Co is short-sighted and has not done enough homework for the domestic professional league matches and the future development trend.

Lining soon realized that he had missed a good opportunity.

According to Li Yuanwei recalls, in early 2005, Lining himself and company CEO Zhang Zhiyong asked him to eat. During the meeting, he asked if there was any chance to intervene in CBA, but obviously it was too late.

even though these limited sports resources are currently limited, Lining has not yet made good use of steel.

In the SUDI men Cup Badminton World mixed team competition held in Qingdao in May 2011, as the sponsor of China badminton team, Lining's carefully publicizing slogan is "winning the battle is holding hands", and the outside feels unaware.

Lin Dan won Li Zongwei's badminton men's single gold medal in the 2012 P Olympic Games. This is a great opportunity for Lining to carry out marketing, but Lining has nothing to do. Instead, Nike made a scratch on micro-blog.

To this day, Lining has few bright spots in new media marketing.

Lining did not evade these problems. His reflection was "in China (local brand), sports marketing did not exist in the past."

he pointed out that the Chinese sports brand, no matter which star or event they have signed, is only advertising. "Even if Reebok signed Yao Ming, how many Yao Ming products were created?" he admitted that Li Ning Co itself was the same. From the earliest Damon Jones to the "shark" O'neal, the utilization rate was very low. "The real value of marketing is to affect your consumption behavior, but we failed to do it."

heavy sponsorship of CBA and Wade is Lining's pioneering spirit in sports marketing. He intends to lay a road to the future of sports marketing.

generally questioned, the average amount of sponsorship is 400 million CBA per year, but Lining believes that the 400 million value is very high. This is the first time that Lining has publicly recognized the amount. It should even be so high, because Lining is willing to invest money to cultivate the market, "to give little money to help and earn money, but the platform is gone, or the platform is getting worse and worse. What is the value of it?" Lining strategy is to focus on the core brand, core business and core market, which requires a well developed platform for domestic competition. Moreover, although the level of competition of CBA is not equal to that of NBA, after all, it has been running for nearly 20 seasons and has accumulated very high commercial value.

Huge sums of money to sponsor CBA and Wade are Lining's initiative to make their own decisions instead of making choices in other people's answers as they used to be.

He put forward these two ideas, and then persuaded the other directors at the board of directors, "there is not so much democracy in the enterprise."

Lining said.

of course, this 2 billion yuan paved future road will not only make Lining achieve Nike's hegemony, but also become the risk of "bean curd residue project".

The first season has ended, Lining and CBA's cooperation has not had the big accident, but the small friction is unceasing.

At the beginning of the season, some players who wore other brand endorsement costumes did not want to wear Lining shoes and were fined by the Basketball Association, which led to a discussion on whether Lining's "overlord clause" was reasonable.

The media expected that Lining's huge sponsorship brought about an increase in the number of spectators in the CBA competition, and institutional liberalization.

Lining P himself is very satisfied with the results of the first season's cooperation. He cites several indicators: audience participation is obviously better than last year, and TV shows are also impressive.

Lining said that from the performance of new basketball products in the first quarter of 2013, the sales volume of sales turnover was the highest among all categories of Li Ning Co. The total sales volume was second only to running, while running was the largest category of Li Ning Co sales, and the sales rate of basketball new products was far higher than the average level of all categories of companies.

no matter it is a good trend or a bad impression, it is arbitrary to judge only the result of one season's cooperation.

But Lining did what the chairman should do - to specify the future direction for the company, and the right direction can only be tested by the market in the future.

Lining's change plan has been in operation for nearly a year. Jin's four year plan has been implemented 1/4, and the company is still crawling in the swamp. Lining said that it was not yet time to evaluate Kim Chun Jun's work.

Ma Gang pointed out that China's economy may not be able to maintain growth as Lining thought, and the growth space of sports brand 15% is likely to be spent in the water mirror.

but for Li Ning Co, at least one thing is certain now, that is, the direction will not be shaken again, will focus on sports again, focus on the Chinese market.

"do you think you are an entrepreneur?" we finally asked.

"is it not important for entrepreneurs?" Lining shook his head. "Is it important for athletes?"