106 Gold Medals, Worth Ten Billion, The Richest Olympic Champion Is A Chinese.

Not only has he won 106 gold medals, but he is also the richest Olympic champion in the world.

He is the founder of Lining.

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At the age of 26, he won 106 gold medals.

In March 10, 1963, Lining was born in a teacher's family in Liuzhou, Guangxi. He entered the national gymnastics team at the age of 17.

In 1981, Lining, 18, won the three titles of men's floor exercise, pommel horse and rings in the World University Games. Since then, he began to create an unprecedented "Lining era".

In the sixth World Cup Gymnastics Competition in 1982, Lining alone won 6 of the 7 gold medals of men, creating a myth in the history of world gymnastics. Lining, 19 years old, was praised as the gymnast prince by the world.

From 1970, he entered gymnastic school and began to learn gymnastics to retire in 1988. During his 18 years' sports career in Lining, he won 106 gold medals in major gymnastic competitions at home and abroad, including 92 national championships and 14 World Championships.

The International Gymnastics Federation named Lining parallel bars, pommel horse Lining, Lining 1 and Lining 2 with his actions.

In 1999, Lining was selected as the best player in the world in twentieth Century. His name and 25 sports stars, including Ali, Bailey and Jordan, reached the summit of sports in the century.

Before 1988, Lining was full of glory and glory. He is the star idol of the whole nation. Flowers, applause, glare, and five star red flag, national anthem, and of course sweat and injury training.

But in 1988, Lining's gymnastics road was rewritten.

In that year's Seoul Olympic Games, Lining accidentally lost in the last match and fell off the ring.

Although he walked down the field as usual with a smile, but returned to the capital airport, Li Ningjin, who lost the gold medal, could not help but feel sad and lonely.

Subsequently, Lining announced his retirement. That year, he was 26 years old.

With the pressure of public opinion, join Jianlibao.

As Lining was at a loss, the founder of the group, Li Jingwei, appeared: I think you should take a long look, think deeply, and jump out of the athlete's retirement, not to go abroad or to be an official.

A road, and make it a pattern!

If Lining was lucky to be recognized by the national team coach Zhang Jian at the age of 17, he chose Lining to the national team and sent Lining to the Olympic podium. Zhang Jian was the noble of Lining's life, and after he left the army, he was also the most important coach in his life.

Li Jingwei invited Lining to join Jianlibao, and promoted Lining's personal star effect to enhance Jianlibao and produce Lining sports products with the financial strength of Jianlibao.

In 1989, Jianlibao, like zhongzhongtian, was the only one able to communicate with Coca-Cola.

The competing sports drink is also a designated beverage for Chinese athletes. It has the name of China's magic water and its annual sales volume is nearly 50 tons.

Perhaps such things do not seem to be very important today, but at that time, we need not only vision but also courage.

Especially for the body prince with 106 gold medals, it takes a bit of courage and courage to go to Guangdong, such an unknown town such as Sanshui.

Although the public opinion at that time had criticized the body Prince's business, Lining had no hesitation.

In May 1989, Lining joined Jianlibao.

Since then, Lining has embarked on a new and arduous road.

How did Lining's clothing come out?

First arrived at Jianlibao, Lining mainly manages public relations publicity, market planning, and organizing sports clothing factories.

With a natural instinct and the vision of many overseas competitions, Lining proposed a new advertising campaign with strong impact and sporty sports, and he himself played it.

This proposal, together with the advertising cost at the time of astronomical figures of 600 thousand yuan, was fully supported by Li Jingwei.

After the broadcast of CCTV's golden time, the advertisement got a huge social response. In this year, sales of Jianlibao increased by 30 million yuan.

Diligent and diligent, quick thinking, simple and kindhearted, and have a strong dedication.

This is Li Jingwei's evaluation of Lining in those days, and the foundation of his trust and support for Lining.

Not many months after joining Jianlibao, Li Jingwei encouraged him to take the clothing factory's plan.

But where did the money come from? Although Jianlibao was famous at that time, the initial advertising cost of Jianlibao was entirely supported by borrowing money, and even borrowed money to sponsor sports journalists to go abroad with the group.

Without the money to open the factory, Lining and Li Jingwei decided to find some foreign manufacturers to form Sino foreign joint ventures, and foreign businessmen could help open up overseas markets.

Accompanied by Li Jingwei, Lining went out to lobby for investment.

Because of the celebrity effect of the gymnastic prince, they soon signed three cooperation intentions with foreign businessmen.

Lining himself did not expect things to go so smoothly.

Soon, Singapore KINGE Industrial Co., Ltd. went to Sanshui site inspection, the two sides signed a contract.

The Jianlibao sportswear company, a Sino Singapore joint venture, was established, mainly engaged in the production and operation of Lining's sportswear. Lining served as general manager.

After intense construction, less than eight months later, a 5000 square meter workshop was completed in Sanshui City.

On the roof, a huge billboard is very striking: Lining.

A brand is definitely not enough. How can we make you understand and accept this brand? After all, there have been 17 years of athlete career. Lining immediately thought of the Eleventh Asian Games to be held in Beijing, and thought of the remarkable Asian Games torch relay.

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However, the torch relay Office of the Asian Games has set a high price of 3 million dollars for buying the torch relay of the Asian Games, no matter whether Lining or Jianlibao can afford it.

At this time, Lining's public relations ability and celebrity effect once again played a role. He mobilized his old relationship with the National Sports Committee, and infected the leadership of the work place with a patriotic emotion. If the torch relay's right to fall into the hands of foreign companies, it would be a shame for the 1 billion 200 million Chinese.

After some negotiations, the torch relay relay of the Asian Games is finally sponsored by Jianlibao, which costs only 2 million 500 thousand yuan.

On August 1990, in the Qinghai Tibet Plateau on the roof of the world, Lining, as an athlete's representative, dressed in snow-white Lining sportswear, solemnly took the torch of the Asian Games from the Tibetan girl Dava Ozon.

200 million people were directly involved in the process of the torch relay throughout the Asian Games. 2 billion 500 million Chinese and foreign audiences learned about Jianlibao and Lining from the news media.

From this moment on, Lining was really born.

From Lining's commercial savvy, his boss Li Jingwei appreciates: Lining's commercial talent and his talent in gymnastics are excellent, and Lining's confidence is multiplied by his first win.

Thus, in 1991, 16 million invested by Jianlibao, the Guangdong Lining sporting goods company was formally established, and was responsible for the operation of Lining brand sportswear and sports shoes independently.

At the end of 1992, Li Ning Co set up three companies in Beijing and Guangdong respectively, engaging in production and operation of sportswear, casual wear and sports shoes.

The Lining series has gradually won many honors. It has become a special equipment for Chinese sports delegation to participate in major international competitions since 1991. The brand of Lining's clothing and sports shoes has been selected as the star product of China, and has been rated as one of the ten famous brands in the national garment industry.

Star effect will undoubtedly enhance brand awareness.

However, from the perspective of market reaction, not all star brands can be as successful as Li Ning Co, even though their founders also have great achievements in sports.

In the early days of the Li Ning Co, there was a good partner such as Jianlibao, which enabled it to have the prototype of a successful company at the beginning, which is different from the current sports companies established by personal resources.

Lack of experience, the first shoe smashed!

At the beginning of the business, Lining took the OEM OEM to produce Lining shoes, but because of lack of experience, the first shoes were smashed. At that time, the development cost of Lining's sports shoes was only 500 thousand yuan, of which 200 thousand yuan was used for the production of 001 series shoes.

Knowing that all the shoes were unqualified, Li Ning flew back to Beijing to convene a meeting of the relevant departments.

This is Lining's first battle in production control. The first battle is folded. Lining's mood is so painful that he can imagine it. But he resolutely decided to destroy all the products.

Let's start all over again! He said to his subordinates, holding his fist.

That year, Lining was less than 28 years old.

Since then, Lining has realized the importance of professional talents.

Never allow yourself or your own people to become an obstacle to company development, Lining said.

When the Li Ning Co was first founded, it was Lining and several retired teammates, and Lining's family, such as brother, sister-in-law, cousin and so on, were working together. Lining was a full family company.

In 1992, Lining began to consciously recruit professional talents to join.

Chen Yihong, the second general manager who has played a key role in the development of Li Ning Co, was invited by Lining, the top ten sportswear manufacturer at that time.

Chen Yihong first joined Lining in 1991, and started from the director of production, and gradually rose to the position of general manager.

Lining is a very well managed man. He knows how to know people and how to use them.

For professional managers, he is very trusting and very empowered.

Liu Jipeng, a stock reform expert who once participated in the Li Ning Co's share reform, recalled that every time he went to negotiations or talked about cooperation, Lining would bring Chen Yihong, and he could see that he trusted Chen Yihong very much.

Since he went to Beijing University in 1998, Lining has faded out of the daily operation of the company and handed over his business to the general manager, Chen Yihong.

The accession of Chen Yihong and a group of professional talents created the first brilliance of Li Ning Co from 1993 to 1996, and the turnover of the company increased by 100% annually.

Leaving Jianlibao and moving towards China

If Li Ning Co did not move from Sanshui to Beijing, there would be no today.

Lining said with deep feeling.

In fact, in Lining's mind, the other thing he did not say was that if Lining did not get away from Jianlibao, he would not have today.

During the period from 1991 to 1994, Lining continued to take the route of sponsoring sports activities, and began the trial of diversified products. Lining sportswear, Lining shoes, Lining belt and Lining tie were all produced.

Although Li Ning Co has made a profit in 1993, the annual turnover has increased by nearly 100%, but in Lining's mind, there is a permanent knot, that is, the identity of the child - Li Ning Co is a wholly-owned subsidiary of Jianlibao, while Jianlibao's controlling shareholder is Guangdong Sanshui county government and state-owned assets.

In Lining's mind, he also hoped that the company would develop towards the modern enterprise mode.

It did not seem easy at that time. At least two core problems must be solved. One is to pform the company into shareholding system, the other is to separate Lining's trademark from Jianlibao.

Under the strong suggestion of Liu Jipeng, Lining made up his mind to showdown and divide the family with Li Jingwei and Sanshui municipal government.

Li Jingwei is generous enough to support Lining's independence.

In September 1994, Lining sports industry company was formally established, mainly as a holding parent company, initially to achieve docking with the capital market.

By the end of 1995, Lining group was established and chairman and general manager of Lining Pro Group.

In early 1996, the group headquarters moved northward from Guangdong to Beijing.

While Jianlibao invested 16 million of all times, Lining paid three times in cash.

According to Liu Jipeng, this compensation is still paid on the historical cost, and there is no such a dreadful increase in value.

Planning for 7 years, finally listed in Hongkong

From 1993 to 1996, the sales revenue of Lining group increased by more than 100% a year, and in 1996 it set a record of 670 million.

The growth is so rapid that the development is so exciting that even Lining, who is calm in character, can not help but be ambitious. He has set a sales target of 1 billion in 1998 and 2 billion in 2000.

Unfortunately, the joy of growth stopped abruptly in 1997.

In the wake of the Asian financial crisis and the deflation of China's economy, Lining's products have not been sold.

Over the next few years, Li Ning Co's sales revenue has been hovering around 700 million, and the market position has been decreasing year by year.

Lining, who was in trouble, sprouted a strong impulse to go public and selected the listed place as Hongkong.

With the continuous increase of company turnover and the entry of foreign capital, the listing process is once again mentioned on the agenda.

After 7 months of planning, the Li Ning Co finally went public in June 28, 2004 on the main board market in Hongkong, issuing 247 million shares publicly, and issuing 36 million 976 thousand new shares in July 9th, while Lining and his family owned assets of more than HK $1 billion.

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Plunged into a continuous huge loss, overtaken by Anta!

Due to the change of marketing strategy in 2010, Li Ning Co changed LOGO and slogan, and put forward a new concept to lock users in after 90.

Unexpectedly, Lining stock surged, in order to deal with inventory has appeared "closed shop tide" and "discount tide", seriously damaged the brand image.

Looking at other domestic sports brands in the same period, they have achieved good results.

In the first half of 2014, the net profit of Anta sports was 803 million yuan, the net profit of 331 degrees increased by 28.3% to 263 million yuan, and the net profit of PEAK increased by 34.6% to 121 million yuan.

These brands, with the image of Shanzhai, the low price and the strategy of encircling the cities in the countryside, rose overnight and shook the foundation of Lining in the domestic market.

Anta sports, once rolled out by Li Ning Co, began to earn more than Lining in revenue for several consecutive years since its actual revenue of 6 billion 723 million yuan in 2012.

Lining once again came out of the mountain and turned into a deficit year after year.

In November 2014, founder Lining returned to the mountains to take over the Li Ning Co.

Lining, who is over 50 years old, can be said to be the most favorite uncle in 2015 to brush micro-blog.

After re taking over the Li Ning Co, Lining launched micro-blog to improve his exposure.

Brush micro-blog, sell Meng and write chicken soup. This Chao uncle never loses young people. Lining, who is struggling to follow the trend of Internet, has released 90 micro-blog and captured nearly 2 million fans.

Hand in hand over Lining's micro-blog, Zhou Yi see, Duang, wall Dong, black pineapple, lumber tired these network hot words can be seen everywhere, from these micro-blog, enough to see Lining's vision and determination to the company, as he said, "obviously can rely on face value, but it depends on the products of technology".

On the occasion of the 25th anniversary establishment of the company, Lining changed the slogan of the company back to "everything is possible". Once the famous Chinese brand name Lining returned to the public's vision, Lining's micro-blog can also see the sincerity of being full of consumers. "As long as you have the support, I believe, Lining, everything is possible!"

In the 2015 CBA finals, Lining's champion T-shirt was affixed with black tape, which was the black tape that helped to stir up the champion T-shirt for Lining.

After the exposure of the "B" and "cut him" with the regional characteristics under the black tape, the fans soon became boiling.

Chao uncle seized the cultural advantage, and the design of the ground gas ignited the champion T-shirt incident.

The spread of the virus on the Internet has made Lining have an amazing brand influence in the short term.

Champion T-shirts are selling well in the cold winter season. Outside the Lining store in Beijing, a large number of people are queuing up to buy champion T-shirts, which sell tens of thousands of items in one day.

Before returning to the company, Lining began to visit Internet Co frequently, hoping to learn from their experience.

Kungfu technology actively found Lining to explore the possibility of cross-border cooperation.

It was this opportunity that led to the development of intelligent running shoes jointly developed by Lining and China. The price advantage reduced the threshold of user experience for intelligent running. In less than a year, sales volume accumulated 400 thousand pairs.

In addition to smart running shoes, Li Ning Co has launched smart soccer, intelligent badminton racket and children's smart positioning shoes, and will also launch smart clothing products in the future.

In addition to working with technology companies, Lining also found basketball player Wade to participate in the design. At the end of October, WOW Wade 4 (Wade Road 4) was created for Wade. This is Wade's fourth generation basketball shoes, which has been designed by the chief brand officer of Lining Wade.

This allows Lining brand to be more international.

Lining vigorously develops online business, bypasses traditional channels, and establishes a more efficient supply chain system. The importance of electric business has enabled Lining to seize the new generation of consumption.

In 2015, the sales of e-commerce channels increased from 5% in 2014 to 25%-30%, and reached a cooperation with Jingdong, which provided the overall solution of Lining's e-commerce business by Jingdong.

Li Ning Co also has very good results in 2015 pairs of 11.

Tmall Lining official flagship store sales amounted to 1 billion 250 million yuan, the whole network sports industry single day single store sales third; Tmall platform Lining brand overall paction volume exceeded 200 million, two data all ranked the top of the domestic sports brand sales.

In the 6 months ended June 30, 2016, the company achieved an income of 3 billion 596 million yuan, an increase of 13% over the previous year, and a net profit of 113 million yuan attributable to shareholders of listed companies, a loss of 29 million yuan in the same period last year.

In the 2015 annual performance conference, Lining said "very tired".