25 Days After Jin Zhenjun Left, What Did Mr. Lining Do?

"BOSS is busy," wrote Li Ning Co's WeChat headline.

Sichuan, Jiangsu, Shaanxi, Hunan, Hubei, Dongguan, Shenzhen...

From November to December, Mr. Lining's tour of the shop was endless.

The 6 provinces, representing Mr. Lining while visiting shops, also visited 6 distributors, including Li Ning Co.

20 years old "old man".

They look forward to promoting themselves through their efforts.

Brand.

There is no lack of deep meaning.

In the era of Kim Kin Jun, because of the establishment of a new strategic direction, Jinshi dropped a large number of executives, intended to improve decision-making efficiency and improve executive power, which led directly to managers familiar with Lining culture and Lining dealer system to leave.

And some radical measures in monitoring and management of some channels also hurt the interests of dealers in a certain way.

From Tianfu city to Suzhou Jiangnan, from the northwest town to the coastal special zone, Mr. Lining and

We should go deep into the front-line position of retailing, understand the front-line sales situation, listen to the feedback from the fee makers, and visit every partner or distributor, and communicate with them thoroughly.

Such a phenomenon is not common in Li Ning Co, dubbed "no state owned enterprise, but the disease of state-owned enterprises".

Perhaps Mr. Lining himself was also touched by his increasingly powerful rival, Anta. During this year's national day, Anta's top executives were also arranged by Ding Shizhong to go around the country.

Are these communication and communication effective?

The company is not yet aware of its implementation on the whole level, but we can see from several distributors and Lining's WeChat public account that encouraged by Mr. Lining's personal charm and "Lining spirit", the distributor said, "it's full of confidence to expand Lining's market share."

The third stage of the "Renaissance plan" that has not yet ended

Although Jin Zhenjun had dismounted CEO, he did not go to the building empty.

The three Renaissance Lining plan announced when Kim took over Lining was still in progress.

The three plans are Lining's program of action. Kim's actions in Lining are all around the three plans in action and deployment.

After experiencing the first and difficult second stages, the current third stage plan is to pform the business model in the next two to four years to improve the profit structure of the company and the channel, and to meet the market demand on product and consumer brand experience, and to create a virtuous circle in improving retail efficiency and cash and return on investment.

In fact, from Mr. Lining's series of visits and visits, we can see that he is still carrying out this plan.

"What's the sales volume of the store recently? What kind of products sell best?" every time Lining enters a store, he asks such a question, and then puts the whole terminal image on the line.

In addition to the communication with distributors, Mr. Lining's voice is aimed at improving the efficiency of single store, product management and optimization, and further creating a first-class product experience and retail experience.

The image of "the savior" and the candidate behind it

As of December 7th,

The last stop for him is the scene of the Shenzhen marathon.

Take a group photo, an inscription, publish a newspaper, participate in the competition...

Accompanied by the patrolling process, it has to be described as the "inspiring show" of the gymnastic prince.

When Jin Zhenjun left his office for the first time, lazy bear wrote in his exclusive report: "it's better than doing anything."

After all, the company named after him can inspire his employees by his actions and feelings.

In this process, Mr. Lining's image of "savior" has been deepened again.

Although the industry is accused of "cold winter", it is undeniable that the process of reshuffling industry has eliminated a part of medium-sized sporting goods enterprises and made some room.

On the macro level, the sports industry and national fitness are guided by national policies.

Li Ning Co is in the window of this opportunity, and there are still opportunities.

Most people who are closely associated with the Li Ning Co believe that the company needs a manager who is familiar with Lining culture and dare to accept change, or even Mr. Lining himself.

But the media still came across the message that "Spanish people will take over CEO".

After Mr. Lining has done so much, will there be any candidate behind him? Suppose he has, how will he deal with Mr. Lining's "savior" aura? The I market expects Lining to be there.

New achievements have been made.