Why Does The "Lining" Brand Become "China Lining"?

If it weren't for sharing fewer bicycles with fewer colors, it would be difficult for consumers to feel the life cycle of enterprises so intuitively. In order to survive the cold winter of enterprise management, Ren Zhengfei had played ious for employees, and Wang Jianlin spent the night in order to apply for loans.

Since business enterprises have to carry out "a narrow escape from death", we can not help asking, "those become"

How does the "gold lettered signboard" survive doggedly and break through in the changing market environment at home and abroad?

In the brand legend, created by the "Prince of gymnastics".

The brand is particularly eye-catching. The Lining brand, which had lost 3 billion yuan, turned into a deficit in the year after the return of the founder. In 2017, it continued to fight in the front line of "China Lining" on behalf of China. The founder of this indomitable spirit firmly believed that "everything is possible". Where does his "stubborn" spirit come from? "Lining"

How did it become "China Lining"?

The founder spirit of Lining's "must win" in China

According to the world clothing and shoe net, in 1981, Lining, the athlete, played the main role of the national team to participate in the world championships in Moscow.

Unfortunately, three days before the competition, Lining sprained his ankle in training, and his bruise spread from his wrist to his knees. Lining didn't give up. He told the doctor, "if I feel it, I will be able to play. As long as I feel it, I will be able to turn around."

Lining, who was barely able to stand at that time, conquering the injury with harsh self requirements, and completed 6 projects on the court with a fixed ankle protector to help the Chinese team win the match.

In the early days of reform and opening up, Chinese people need to build self-confidence, and also need the international environment to understand China. No matter in 1981 World Championships or the 1984 Losangeles Olympic Games, for Lining and this generation of athletes, history has entrusted them with the mission of the country to win the competition and win the competition. It is also a breakthrough for the Chinese to achieve spiritual integration into the world.

Lining's initial heart and breakthrough in China

On the one hand, Lining fought for the international arena to win honour for the motherland. On the other hand, Lining was also troubled by the fact that Chinese athletes could not wear their country's brand.

Talking about the original intention of establishing Lining brand, Lining said that he especially wanted to be a Chinese sports brand that could inspire himself and promote sports spirit, that is, "let Chinese athletes stand on top of the world's podium with their own brands."

In 1990, at the beginning of the establishment of Lining's brand, he joined hands with the Chinese Olympic Committee to promote the development of Chinese sports through sporting goods business, and spared no effort to sponsor sports events.

In August 1990, the "Lining" sportswear was selected as the Eleventh Asian Games torch relay designated clothing, the Chinese national team participated in the Asian Games award dress, and the Chinese and foreign reporters designated clothing, "Lining card" with the Asian Games torch spread throughout the country.

From the beginning of the 1992 Barcelona Olympic Games, Chinese Lining came along with the Chinese sports Legion and supported China's gold medal dream team, such as diving, shooting, table tennis and badminton for a long time, providing equipment for the sports team.

At the 2016 Brazil Olympic Games, the Chinese shooting team sponsored by the Li Ning Co won the first gold medal and the four gold medal dream team, and it handed over 14 gold, 4 Silver and 5 bronze medals.

Lining, a Chinese athlete with the athlete's genes, has been able to accompany the athletes to the highest podium, creating infinite possibilities.

From "destroyed" 001 to exclusive sneaker culture in China

In 1991, Lining's first shoe product 001 was ordered to be destroyed by Lining reluctantly because the glue problem had not yet been sold.

For a newly established Li Ning Co, 200 thousand is not a small number, but stubborn Lining said "Lining's product quality is my quality and the quality of Lining's people". Lining is determined to do the product well. The insistence behind this sentence has been commemorated in the 001 repeated paragraphs of Lining, which has been extracted from the familiar stories of the Chinese people, designed Lei Feng, Chibi, history, the whole country, and so on, and began to create a sneaker culture that belongs exclusively to China.

Since the beginning of the establishment, the Li Ning Co attaches great importance to original design and scientific research.

Lining did not copy, imitate, not Shanzhai or cheap, and concentrate on making original domestic products. In 1998, he founded the first Chinese clothing and footwear product design and development center, and became the first Chinese sporting goods company with independent development capability.

In August 2004, the Hongkong design and Research Center was set up to focus on the design of Lining brand clothing products. In the 2008 year of the year, the overseas shoe product R & D center was set up in Portland, and the Lining Sports Science Research Center was set up in Beijing.

Lining made products and originality become their own "home" and "backstage" and become a well deserved "national goods Lining".

No order will be sent to more than 6300 stores.

Lining's first order will not be smooth. The founder Lining told everyone about the idea and products, but no one ordered after the appreciation. Lining recalled: "after dinner, everyone said goodbye. It was a great blow to me.

At that time, Lining decided to do it himself. Lining opened the first store in Beijing, and then began to have second stores and third stores. As of the first half of 2017, the number of Lining stores was 6329. Lining brand experience shop has also become a channel bright spot. Its order in 2018, the second quarter, has recorded an annual growth of 10%-20%.

Breaking through homogenization competition, China Lining uses "experience" to go to another city.

In 2012, the domestic sports industry downturn appeared frequently in the first half of 2012. The homogenization of products and limited domestic market made many brands difficult to manage. Many brands experienced malnutrition after the rapid expansion from 2008 to 2009.

Lining's brand is facing the mass market, shifting from brand wholesale to retail oriented business mode. It has made an active and thorough change. In the process of continuously consolidating the three pillar strategies of products, channels and retail operations, it has continuously improved the product experience, sports experience and consumption experience, making "experience" a part of brand equity, making the brand more attractive and enhancing the profitability of the company.

Lining's efforts were also confirmed in figures. As of the first half of 2017, the income of Lining group reached 3 billion 996 million yuan, up 11% over the same period last year.

Gross profit increased by 14% to 1 billion 904 million yuan from 1 billion 678 million yuan in the same period last year.

Lining, who can't beat China, has been on the ups and downs for many years, continuing the spirit of athlete who strives for China. In his bones, he has "breakthrough", "no fear of difficulties", "to win" and "do the best" DNA. For 27 years, Lining brand has made the most solid guarantee for athletes and consumers with professionalism and technology, and formed their own unique product culture, and can represent the level of China's sports industry to compete with European and American brands on the whole line of products.

Under the tide of nationwide movement, "China Lining" has driven its own brand value with "experience". "China Lining" is constantly moving towards its next stop.

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