Can Lining Come To Save Lining? Old Trees Grow New Shoots?

There are indications that Li Ningzheng, founder of Li Ning Co, has decided to use the old Lining people to save Li Ning Co.

In December 12th, the news of the interface reporter got the news that senior Lining had already known Lining.

General manager Hong Yuru will be promoted to vice president of the company.

On the same day, Lining shares stopped trading during the trading, and the shares fell 4% after the suspension.

At present, it is not possible to confirm whether the suspension will be related to personnel appointment. In November 14th, Lining announced Kim Jen Chun's resignation as acting chief executive officer.

Hong Yuru was a member of the former national badminton team. He joined Li Ning Co in 1990 and was the first batch of veteran staffs who grew up with Li Ning Co.

In 2009, when Lining bought the feather equipment maker Kaisheng, Hong Yuru also took charge of Lining badminton and Kaisheng brand.

After many management changes and a large number of professional managers' leaving, Lining will go out in person and hope to revive Lining by the old Lining people.

And hearsay.

The new president may not join Lining.

After Zhang Zhiyong resigned as chief executive in July 4, 2012, Lining himself and the representative of TPG, Kim Kim Chun, jointly performed the position of chief executive. Since March 21, 2014, Jin Zhenjun has been appointed as the acting chief executive officer.

After Kim Jun Chun resigned in November 14th, the company began to look for new candidates.

In 2012, Lining lost 1 billion 979 million yuan for the first time, a loss of 392 million yuan in 2013, and a loss of 586 million in the first half of 2014.

In the first half of 2014, other sports brands were losing their jobs, which made the managers of the outside world talk about Lining.

The industry generally believes that Lining pioneered the wholesale mode to retail oriented rapid response business mode pformation, the strategy is correct.

But Lining's time-consuming and costly changes are also considered "not easy to execute".

Beginning in July 2012, Jin Zhenjun and Lining led a large-scale pformation, including strengthening management team, improving channel efficiency, upgrading Lining brand, and strengthening product research and development.

Execution is not easy to allude to the executive power of Li Ning Co.

For a long time, frequent high-level substitution is one of the important factors that affect employee morale and team execution.

Lining has gone through many large-scale events.

In 2012, when Kim Chun Chun joined Lining, he changed the whole management, including chief product officer, chief sales officer, chief supply chain officer, chief marketing officer and chief financial officer.

A departing employee thought that Lining had someone but no core team. When the enterprise encountered problems, the corporate culture should play a role, but the new team could not integrate Lining culture, and the old employees lacked the right to speak.

Lining's change plan is in urgent need of funds, while continuous losses lead to shortage of funds, brand strength still needs to be strengthened, inventory problems still exist, and dealers can lead to conflicts among dealers, and so on can not be solved by changing leaders.

But at the same time, the general view is that only Lining can drive Lining's morale, while the old Lining is the one who integrates Lining culture.

Hong Yuru is the representative of the old Lining people.

He was an athlete as Lining, and was the first follower of Lining when he started his business.

Interface news learned that hung Yu Ju will be mainly responsible for international business, including Spain and other markets.

This will become an important strategy for Li Ningxin.

Lining first proposed the internationalization strategy and set up the design center in the Nike base of Portland, but with the backlog of inventory backlog, Lining gradually withdrew from overseas expansion. In 2012, Lining's authorized dealer in Spain declared bankruptcy.

After that, the Hongkong store closed, and in 2013, Lining closed the electronic commerce section of its US website.

However, outside the highly competitive overseas market such as the United States, there are still great success in Chinese sports brands.

In the first half of 2014, another local sports brand PEAK's overseas market revenue increased by 67.5% over the same period, accounting for 22.6% of the total turnover.

In 2013, after the NBA star Parke was taken as spokesperson from Nike, PEAK's sales in the European market increased by more than 4 times in less than a year and a half.

Competition is fierce in the domestic market.

In addition to continuing to sit in the first and second positions of Nike and Adi, Anta, PEAK and others all grow rapidly, Anta has surpassed Lining to become third.

For Lining, overseas markets will have big opportunities.

Hong Yuru, as an old Lining, began to undertake this important task.