Tradition + Internet Pformation "Half Dead" Lining Still Full Of Blood Resurrection?

"25" is a magic number. In life, there are always striking similarities.

No one had ever thought that the "Lining" who had been the only one in the gymnastics world before the 1988 Olympic Games in Seoul was "defeated" and "retired" in the accusation of the whole nation.

At that time, he was 25 years old. In 2008, as the torch ignite of the Beijing Olympic Games, Lining let Lining sports company limelight temporarily overshadowed "Nike, Adidas". No one could have foresee that after the Li Ning Co encountered Waterloo's "half dead" state, August 8, 2015, Lining restarted, it is possible to "pform the Internet sports life", at that time, it was just 25 years since Lining founded Li Ning Co.

Just like Lining's retiring low profile and slightly sad, Lining announced in August 8th that "everything is possible" brand slogan, which is a bit of a hero for Lining, who witnessed the ups and downs of Lining's personal and company. For the future Li Ning Co pformation of Internet sports life, many people did not ask questions of love from the bottom of their hearts.

First, spirit: restart, "everything is possible", calling the dragon is hard to go up!

It's easy to go from 0 to 1, from -1 to 1.

Lining, who just founded 25 years ago, from the brand to the product, and then to the marketing, almost copied the Adidas Impossible is nothing, and the selling price was much cheaper than the latter. At that time, the domestic sports brand was very few. Relying on Lining's popularity and resources, it became the first sports brand in China in just 10 years. 2008, with the help of the Olympic Games in Beijing, it took the advantage of heaven, earth, and people to grab the lead of Nike and Adidas. Once the annual sales volume was nearly ten billion, Lining also sat on the top of Forbes sports rich list.

At present, Lining is planning to enter the international market, build an international brand, invite the world renowned consulting companies and 4A companies to create "international Lining", which has the brand remodeling plan of "the Make the Change" at the end of June 2010 (let the change take place), positioning the post-90s, and taking the middle and high-end line, and never thought it was like a curse. In the end, the faithful consumers lost a lot after 70 and 80. After 90, they did not buy it. They started the Waterloo mode, and now Lining's market value plummeted to only 10 of the Anta. At the peak of people's life, it is also the most dangerous moment. Lining, who thinks he can really compete with Nike and Adidas, at the same time, sports brands such as bamboo shoots are springing up later.

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Now Lining, who has undergone many vicissitudes, restarts "everything is possible" and hopes to recreate the former glory. "Behind the slogan change is the determination of the return of value," said Lining, an executive.

Times have changed. This dream is Impossible nothing.

In the early days, "everything is possible" is very close to Lining's personal image, experience and spirit, so he has won the favor of consumers. Now, people are not satisfied with everything. Once, 60, 70 and 80 have become rational high-end consumer groups. They care more about quality and taste. After the 1990s, they know little about Lining. What they want is personality, fashion and trend.

25 years later, "everything is possible" is just Lining's own unyielding heart and a beautiful prayer. For consumers, there is no spirit appeal and consumption persuasion.

Two, strategy: Transformation of Internet sports life, lack of confidence, where is MAP?

Everyone is talking about the Internet.

All are seeking to break the Internet.

At present, the sports industry is at a low ebb, and for Li Ning Co, it is even worse. It is expected that the draught of the Internet can make pigs fly. But besides millet, who do you see?

Lining himself, referring to the "Internet" view, said: "the production of products should be changed from manufacturers to more consumers. Enterprises need to start with the preferences and needs of consumers. Li Ning Co has made many attempts in the Internet sports experience, such as smart running shoes, badminton, soccer, Wade and China bank. At the same time, it opens up a new O2O selling mode of offline experience and online purchase, and interact with consumers.

In the future, the company will integrate the electricity supplier into the core business of the company, construct new products, new channels and new ways of operation, and create a foundation based on the existing basis.

Efficiency, information efficiency, new "digital" mode of operation, and in this way of operation to create a new Lining experience.

Internet is the trend of the times. Everyone is doing this. What is the difference between Li Ning Co and its competitors? Where is Lining's USP? How do we develop the detailed MAP? What resources, teams and channels can lead to Support's Internet sports life? From Lining's speech, there is no convincing Online answer, but the line is still expanding. It is learned that the Li Ning Co line has 5626 stores by the end of 2014, and the future will only increase.

From this point of view, perhaps inspired by the "UNIQLO fitting room" incident, Li Ning Co is still not thorough enough on the Internet, but still lacks confidence.

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Three, products: lack of innovation, poor quality, high price, your arrogant consumers do not Diao

Whether you tell a story like McDonald's or Coca-Cola, or feel like a hammer cell phone, the product is the soul. If your product can't bring consumers good experience, use, service, satisfaction and moderate price, let alone the added value of luxury goods such as Hermes, Patek Philippe and Rolls-Royce, the brand Empire you build is a "dead city".

Looking back for 25 years, we found that Lining went farther and farther on the road of "ordinary products and high prices".

Many 70, 80 after miss their original buy Lining shoes, durable, logo like

Just like that, it is not bad to wear a few years, and at that time, the price is not expensive, and the price is not the same. Lining is just like a cottage product. Logo is like a paste. The quality is not very good. It can not crack long after it wears, and the price is much higher than that of other domestic brands. Plus 200-300, you can buy Nike and Adidas. Why should I buy you Lining foolishly, and the consumer is not SB.

In addition to difficult to make consumers accept cost-effective, product itself research and development, design is the largest Bug.

Like NEW BALANCE, PUMA, Jordan, UA and so on, the market is broken through, and through high-tech and original design, a piece of world has broken through. However, the domestic 361 degrees, Hongxing Erke, Anta and so on have also got a slice of sports in the subdivision area. In contrast, Li Ning Co, apart from "Wade," has a reputation for its products, there are hardly any products that are ringing. When it comes to Lining, we don't know whether your clothes are good, or your shoes are more cattle, or your equipment is stronger. Everything has everything and everything is general. If you have to say that everything is strong, consumers can only send you a "I service YOU".

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Personally, Lining feels that if he wants to return to the glory of "everything is possible" in the next 10 years, he must make great efforts to develop and design products. Although Lining's design is quite good compared with many domestic brands, but with international brands and innovative independent brands, it is really a bad catch.

In the future, in the field of football equipment, basketball equipment, winter snow sports equipment, mass fitness equipment and other sub fields, Li Ning Co should launch its own powerful products with its own or joint industry players.

In particular, the successful bid of the 2022 Winter Olympic Games is an opportunity for the Li Ning Co in Beijing, Tianjin and Hebei. Although there are many professional ice and snow sports equipment giants, the market capacity is large enough to see whether you have this diamond pass.

Four, talent: Lining is a legend. Where is your death squad?

In order to enter the so-called international market, Lining once retired behind the scenes, but in fact, it is a retreat. Many important decisions are all used to rely on Lining's final approval, because everyone is afraid of taking the risk of failure. Where can a team of high flying teams who fear failure and habit shirk responsibility can innovate? What combat effectiveness can they have?

The struggle within the group and inheriting the traditional enterprise's inherent political and political flavour, serious internal friction, crowding away a lot of real talents, and competitors also laughed and took the opportunity to dig out a lot of backbone. You didn't feel important. When they arrived at other people, they became meat and potatoes. You think they could not do that. They went to their competitors and worked hard, and the result was that their competitors grew stronger and stronger, and almost destroyed Lining's inherent advantages.

What is sports? It is the power to change the world. Companies and people engaged in sports industry should be energetic and wolf like. But many people who have been to Li Ning Co may not feel this kind of "blood" at all, nor can they see the innovative, timely and technological sense of following the trend of the times.

This is a team and culture of an enterprise.

Now Lining is inspiring.

The team has no Internet gene, no Internet spirit, no wolf, no innovation and enough powerful fighting force, no death squad, everything is "empty talk".

Such a long talk does not mean to depreciate Lining himself and Li Ning Co. On the contrary, I respect him very much. I sincerely hope that Lining and Li Ning Co will look at the problem from another angle, face up to the difficulties and challenges faced by the company, make good internal efforts, serve the outside world, and attract talents on the side. Just like you were the only one to win 6 gold medal in the Olympic Games, if you achieve the ultimate goal, "everything is possible".

The master of the nebula said, "life is to let go!" but from the present performance, Lining, a Buddhist, is a little anxious, a little eager for quick success and instant benefit, and has not put down and subverted thoroughly enough.