Lining: In 25 Years, The Original Intention Has Never Changed.

From the dream of "champion wears the national costume" to the establishment of a brand belonging to the Chinese sports gene, and then the establishment of a business model to nurture the sports industry, the amount of performance has not been enough to measure Lining's value. "I want to promote the hometown society with the spirit of sports, and provide a kind of physical education for the society and young people. At the same time, sports is 360 degrees and can create many business opportunities, including Obtain employment Therefore, I hope to invest in this field and try hard.

In October 2014, the state issued the "opinions on speeding up the development of sports industry to promote sports consumption", raising the national fitness into a national strategy, taking the enhancement of the people's physique and the level of health as the fundamental goal, and supporting the sports industry as a green industry and sunrise industry, emphasizing the need to reform the market and the vitality of the market. Strive to 2025. sport industry The total scale is more than 5 trillion yuan, and has become an important force to promote sustained economic and social development. And this is exactly what the Lining team expects.

"Sports should be socialized, and governments, enterprises and families need to consume sports. Only in this way can we improve the efficiency of sports industry. The development of sports industry needs the strength of all sectors, because Sports It is of great value and significance to young people's physical and mental development, the improvement of people's physical quality, the pursuit of honor and the observance and respect for rules. Lining said.

In addition to sports parks and sponsorship competitions, Lining is still trying to get through the context of the whole sports industry, cooperate with the stadiums and gymnasiums, provide venue design, site materials, training of sports equipment production skills, such as Lining's training for badminton racket training, joint running group, volunteers running the group to do product evaluation tests, participating in the design of sports mascots, fans' liaison communication and so on.

As the first private sporting goods company listed on the market, as the only brand created by its own name and the leader of the domestic sports brand, what Lining wants to do is to synchronize sports products with sports, technology and R & D, and upgrade sports elements into sports intelligence through products.

"From sports, feedback sports, sports development. In 25 years, I am very lucky. I am still working hard. " Lining said.

Related links:

"Since I started gymnastics at the age of 8, I have had an indissoluble bond with sports. I am very lucky to have received good physical education during my youth, so that I can get some successes and Lining's sports brand."

Although China has trained many sports champions, the investment in youth sports education and social support for sports commonweal are far from enough to be avoided. Especially in recent years, the decline of physical fitness, myopia, obesity and immunity decline of Chinese teenagers are common. It is particularly urgent to strengthen the physical quality of adolescents.

The Lining team has long been integrated into the practice of youth sports development, and has worked hard with the education department to develop campus basketball. Over the years, Lining, as the official strategic partner of the four level campus League of College Basketball League, College Basketball Super League and junior high school basketball league, has long been bound up with Chinese basketball through this way to "blood transfusion" for Chinese basketball and let sports return to education. In addition, in 2006, Li Ning Co jointly launched the "Sports" sports public welfare project with the central Poverty Alleviation Office and the China Youth Social Service Center, aiming at promoting the development of physical education in primary and secondary schools in poverty-stricken areas, raising the level of physical education in rural areas, and helping rural physical education teachers improve their professional skills. The project has benefited hundreds of thousands of rural primary and secondary school students in poverty-stricken counties.

In the early 90s, Lining worked in Jianlibao to participate in the selection of a group of young players such as Li Tie to Brazil for training. Many of them became elite players and coaches in Chinese football after that. As the most charismatic group sport, Lining believes that Chinese teenagers will play a great role in football. Lining team is planning the youth football training business, using its own professional football resources at home and abroad, seeking to meet the Chinese social environment and conditions to develop youth football business.

"In sports, Chinese people understand sports better than before. In the past, we simply won glory for our country, but in fact, physical education is a kind of education, which is an important and beneficial education for youngsters. A very important point of modern sports is to open up exchanges, fair competition, and finally achieve self transcendence through competition. This is also the basic quality required by the young generation.

As Coubertin praised by Lining, "physical education is effective at least in two aspects of body and mind. When a person develops muscle strength, he is also developing his quality and will." In a word, it is shaping human beings.