Lining Changes Behind The Handsome Man: People Change "Focus On The Essence Of Sports" Unchanged

Recently, many people will

The losses resulting from these two years are attributed to Kim Chun Jun's head.

Zhang Qing, general manager of sports marketing company, is a bit unfair.

He said Jin Zhenjun, as a representative of the capital, acting as chief executive officer is a pitional role in itself, and he can not always perform this position.

In fact, Jin Zhenjun's strength lies in making strategies and finding countermeasures. "Revival plan" is the medicine he prescribed for Lining. After the medicine was finished, Kim's mission has ended. Next, Li Ning Co still wants to find a professional manager who understands the sports industry and has management experience.

From this point of view, Jin Zhenjun's time as CEO may still be a little longer.

Zhang Qing: so it seems that (Jin Zhenjun) is even a bit longer in office. In other words, it is better to find the right person now.

I think an interpretation of the outside world is that he didn't do well. I don't quite agree with this statement.

According to the information disclosed in the Li Ning Co annual report 2013, Jin Zhenjun is a partner of private equity fund in Dezhou Pacific Capital.

In 2012, Dezhou Pacific capital invested in the Li Ning Co, and he himself became an investor representative to become a Li Ning Co firefighter.

In the eyes of the media, Jin Zhenjun, a Korean American who speaks fluent Chinese, has more than twenty years of experience in managing global retail business and many successful cases of enterprise pformation. He had led the restructuring and management reform of Daphne, a large automobile dealer group Guanghui automobile.

A person familiar with the matter said that during the two years, Li Ning Co issued a major announcement, Lining and Kim Chun Jun must be present at the same time, including two performance interpretations per year.

The division of labor between Jin Zhenjun and Lining is Li's main business. Li is responsible for the strategic level. He is responsible for the specific affairs management of the company, and the two people share the same business.

Company.

After taking over Lining, "firefighters", Kim released a number of plans: focusing on core products and domestic market, stopping multi brand and multi category layout; channel revival to restore dealer confidence; improve supply chain management and expand direct business.

At the end of 2012, the Li Ning Co announced the implementation of a large-scale one-time channel rehabilitation plan, involving a cost of 1 billion 400 million to 1 billion 800 million yuan, to reduce channel inventory and ease dealer sales pressure.

The plan directly led to a loss of 1 billion 979 million yuan in 2012, and the first substantial loss in the 8 years since 2012.

At the same time, Anta, XTEP, PEAK and other domestic sports brand, after the winter of the industry, has gradually slowed down the gods and began to make profits.

Zhang Qing's explanation is that Lining is different from other sports Brand Company. It is a brand management company. It belongs to light asset operation. When the crisis comes, its digestion and anti risk ability will be slightly weaker than that of several other "heavy assets" sports brands.

Zhang Qing: as a light asset operation company, Lining is not easy to adjust.

Upstream, its control over upstream supply chain and downstream channel managers is relatively weak.

As an asset model, for example, enterprises like Anta can adjust easily in the pformation stage.

So it (Lining) is not easy to do, of course, I think the whole investment in the past, the difficulty of Lining pformation is estimated to be a bit optimistic, so in such optimistic background, for example, may have done too optimistic expectations and expression.

I think now is to say that, of course, it does not mean that Lining can solve all the problems after finding the right CEO, but at least I think this is the process of its gradual return to normality.

Li Ning Co said that after Jin Zhenjun left office, the company was fully taken over by founder Lining.

However, it is unlikely that the "Prince of gymnastics" will rejoin the company.

In response to Li Ning Co's sending to the world, the Li Ning Co said, "before the new chief executive takes office, the position of chief executive is fulfilled by the company's existing senior management team."

In fact, in Zhang Qing's view, the most important task of the Li Ning Co is to move forward on the road of "returning to sports".

Lining had made mistakes in 2008, but this time, they could not do it again.

Zhang Qing: sporting goods, we used to say that it is a field of "selling sheep's head and selling dog meat". It looks like sports brand.

But in fact, the growth in the past is based on the fact that Chinese consumers are upgrading from ordinary life to leisure life. In fact, our sports products are more satisfying with the coming of the wave of leisure life of consumers.

Profit from it.

However, in the process, new competitors are emerging, including fast fashion and the emergence of electronic business.

Constantly sharing the cake in this market.

From the perspective of the future, in fact, with the development of sports industry, including the State Council's various stimulant policies on sports consumption.

Therefore, to return to the essence of sports is really called "sheep head" selling mutton.