Three Of Domestic Products: The Brand Of National Brands In Sports Circles.

　 Back force and leap

There is almost a similar experience in the history of growth. They were all founded by the patriotic industrialists in the Republic of China. They all became state-owned in the 1950s when they were public and private. In the 1970-1980 era, they were almost the most luxurious sports brands in China. Both of them encountered serious fakes. In 1990s, because of the reform of market economy, both of them were almost bankrupt by the impact of international sports brands and domestic private enterprises. After 2008, they returned to the mainstream market through a series of reform measures and domestic products getting more attention from young people.

The predecessor of Huili factory was "Yichang rubber articles factory" founded by Liu Yongkang and others at 41 Tangshan Road, Shanghai in 1927. In early times, the shoe factories were developed by rubber companies. For example, the VANS company in the United States started out as a rubber factory. And the leap also started in rubber companies. This is because the early sneakers are rubber soles. Compared with the more complicated design and Technology (big bottom, middle sole, shoe upper, shoe tie, etc.), the technology of early sneakers mainly depends on the hardness and wear resistance of rubber soles, so rubber technology is the core technology of sports shoes at that time.

Liu Yongkang is not an ordinary businessman. The official website of Shanghai local records office records the process of the birth of Huili, and what kind of Patriot Liu is.

At the beginning of Liu Yongkang's business, he realized the importance of technology and management. So in 1934, he sent people down to Guangzhou to hire Xue Ming, a rubber expert, to help himself run a rubber factory. Xue Mingsan graduated from the Department of economics of Tsinghua University, and is well versed in the importance of business management. After he took office, he did two important things for Hui Li.

One is to invite Yuan Shusen of Xingning, Guangdong, to design the LOGO. The LOGO is a "strong man bending the bow". Drawing on the myth of "Hou Yi shooting sun", the design represents the urgent desire of Chinese youth to yearn for national prosperity in the oppressed environment of the Chinese people at that time. Liu Yongkang, his founder, did show a promising young man's role in the future. For example, rubber is strategic material in the wartime (making tyres, affecting transportation). Liu was aware of this and made his own tire products to help the Anti Japanese army.

The second meaningful thing Xue did is to create the "rubber shoes forming line operation method". Before that, the production of rubber shoes (actually not just rubber shoes) was basically done by a person from the beginning to the end. And Xue has transformed the molding process from the "independent" operation to the "division of labor line" production, thus greatly improving the work efficiency and reducing the cost.

In order to make the design and quality more competitive, Huili shoe factory sent a person to the United States in 1940s and completed a master's degree in shoemaking design and technology.

Almost the same period was born in the 1930 Zhaofeng rubber plant. They mainly made rain boots, soles and raincoats at the beginning. In 1931, the Limited by Share Ltd of Dafu rubber factory was established. In 1944, Xu Zhonghe and other Limited by Share Ltd set up the Daofu rubber factory, transforming the original Zhaofeng rubber factory into a big Fu factory. The original Daofu rubber factory was changed to the two factory of Dafu. These factories are the predecessors of the leap factory.

Like Liu Yongkang, Xu Zhonghe is also a patriotic and loving people. According to the Yangzhong County chronicles, during the war of resistance against Japan, Xu Zhonghe helped the democratic government against Japan many times. For example, the purchase of Western medicine and munitions, the protection of Anti Japanese democratic government personnel, and the support of the poverty-stricken family members.

After the joint operation of public and private enterprises in 1950s, both strength and leaps have become state-owned enterprises. Before 1990s, the two maintained their high influence in the hearts of the nationals. Not only that, they also helped the Chinese sports team win the world championships many times.

When time entered the tunnel in 1990s, both the force and the leap came from the challenge of the market economy.

Because of the long-term operation under the planned economy system, from management to employees almost neglecting the market that is changing gradually. It was not until the early 1990s when the state announced the abolition of the government's unified mode of wholesale procurement.

But at this moment, domestic private enterprises and international brand giants have begun to enter the market. Because of the lack of competitiveness, the two brands have almost disappeared into a state of extinction.

However, the government did not give up these two brands that once were the hearts of the people. Finally, with the cooperation of the government and enterprises, the force and leap began to return to the market. Finally, with the influence of the 2008 Olympic Games in Beijing and the influence of some star events, the government returned to the mainstream market.

At the same time, they did a lot of innovation and reform inside the enterprise. In September 2014, "Shanghai state owned" magazine interviewed the party secretary Gui Chenggang of the then Hui Li shoes industry Co., Ltd., and introduced the reform road of Huili.

The first thing they did was to severely crack down on the low-end market, which was full of fake products at that time, so as to make full preparations for the genuine products entering the market.

Secondly, in terms of positioning, the "three phase positioning method" of "fashion sports, healthy sports and professional sports" is adopted. Make your brand positioning clearer and clearer.

At the same time, we should increase investment in technology research and develop patent technology cooperation. In this mode of cooperation, the "reflective shoes" made from nano reflective materials have been produced, and the "magic shoes" and other new products with a special zipper structure can be changed every day.

In the past two years, with the wave of domestic goods, the power and the leap have become the meat and potatoes.

In this wave, both efforts and leaps have launched cooperation with the Internet giant Jingdong. Similarly, they were stationed in the Jingdong in 2018. In June 2018, the GMV flagship store was opened by the Huili brand. By the end of October 2019, the brand of GMV has increased by more than 300% over the same period last year. As early as the beginning of 2018, the flagship store of Da Fu jump shoe shoes had been located in Jingdong. Relying on the advantages of Jingdong's technology service and precision marketing, it effectively accelerated the rapid popularization of the trend culture to mass consumption. The performance of this year's 618 period jumped 5000%, and achieved a historic leap in performance.

In the 11.11 Jingdong global good things day in 2019, both the Huili and the leap were selected as the "domestic goods tide" plan, which was co sponsored by the people's daily, the people's daily culture media and Jingdong group, and Jingdong fashion. Combined with the powerful resources of Jingdong, we have launched a new upsurge in domestic products and launched a series of precise promotion activities for the fashionable youth. This marks the opening of a new home for good products in the annual 11.11 Jingdong global good thing Festival.

　　 Lining

Also included in the "domestic goods tide" plan, is talking about the Chinese sports must be around the brand, Lining.

From 1980 to 1990s, "Lining" represents Lining's individual.

Lining took part in the Losangeles Olympic Games in 1984. The 1984 Losangeles Olympic Games is of great significance to China. It was in this Olympic Games that China achieved a breakthrough in the zero gold medal of the Olympic Games. Lining personally won 3 gold, 2 silver, 1 bronze and 6 medals at the sports meeting, close to the 1/5 of the total number of medals of the Chinese delegation. He also became the athlete who won the most medals in the Olympic Games.

In his career, Lining won 14 world gold medals. The number of gold medals has made it difficult for most athletes in the world to keep their eyes on it.

After Lining retired in 1989, he did not go directly to sports officials or coaches as most athletes did. Instead, he went to Jianlibao, Guangdong, and eventually founded the Lining brand in 1990 by taking advantage of the Asian Games.

Lining's original intention to create the brand of the same name is also very simple. The ninth phase of Shanghai and Hong Kong economy in 2008 recorded the complete dialogue between Yang Lan and Lining at that time. When asked why he created the brand of the same name, Lining said: "in the past, when the Chinese team played, I didn't wear the clothes made in China, so I wanted to be a Chinese brand at that time."

The sports brand market from 1990 to 2010 has begun to show the smell of smoke.

At the beginning of Lining's pioneering work, Nike has entered the Chinese market and started selling. Lining and Anta started business in the same period. But the background of Anta is different from that of Lining. In other words, in the Chinese sports brand matrix, Lining is a very unique sports brand, while Anta is a very typical sports brand.

Anta is a typical representative of the Jinjiang department. Fujian Jinjiang is the hometown of Chinese sports shoes. It is through the early opportunity of the world famous brand foundry for Nike, Adidas, Puma, Reebok and so on. Jinjiang has produced the most sports brand in China. Such as Hongxing Erke, XTEP, PEAK, and 360 degrees. To be exact, they all come from a region, basically a trench brother, and they shifted from ODM processing to brand mode in early 2000.

But Lining started by positioning himself in brand mode, and he was not born in Jinjiang. Before starting this career, he has never done any related production or sales experience. Therefore, from this point of view, Lining appears very special in the Chinese sports brand matrix.

Although there is no relevant industry experience, Lining has the characteristics of ordinary entrepreneurs, that is, "sportsmanship".

"Sportsmanship" is a phrase commonly used by sports giant Nike. Although in China, especially in 1990s, athletes are often regarded as "well-developed limbs and simple minds". Even today, physical education is a course that is always at the main course. Many people have neglected that the success of companies like Nike is due to their great respect for "sportsmanship".

Nike founder Phil Nate (Phil Knight) has described in many times how much he admires the great athletes spirit in his book "shoes and dogs". These athletes are great because they never accept defeat, but insist on achieving things! In Nike, you can often hear stories of athletes who have failed repeatedly, fought repeatedly, and finally made a comeback.

And this spirit of "never say die" is most vividly reflected in Lining's personal and brand.

When Lining first opened his company, he met with almost zero scores. Although there are many people who are reluctant to attend the order meeting due to their faces, there is no final order.

Lining said in his interview with Yang Lan that he was "not a standard businessman", but "a target man", and once he set his goal, he would "go there resolutely".

This sentence has the same connotation with Nike's "never say die" sportsmanship.

The first zero report card did not stop Lining from moving forward.

During the period from 1990 to 2010, although there was fierce competition from the international brands Nike and Adidas in Jinjiang, Lining occupied the top spot of the annual sales of domestic sports brands for a long time. At the peak of Lining's time, the market of Nike and Adidas in China was just following.

Whether it is personal or brand, Lining's peak moment appeared in 2008 when Lining held the torch to fly. It is this moment that makes consumers and dealers confident. In 2009, Li Ning Co's annual sales volume was 8 billion 387 million yuan, an increase of 25% compared to 2008. In the same period, orders from franchisees also increased rapidly. At that time, Lining did not seem to have been affected by the financial crisis. But ignoring the market situation and anticipation of the prospect is too optimistic, which will lay a hidden danger for the future.

In June 2010, Li Ning Co held a "20th anniversary and brand remolding strategy press conference" in Beijing, announcing the change of the original Lining logo. "The new logo uses the" LN "deformable body, abstracts the original Lining's" Lining crossover "movement, and interprets the sports values by the word" person ". And announced the use of "Make The Change" to replace the original slogan "anything is possible". The new slogan is intended to encourage everyone to "dare to change and break through".

Today's China news network can still see detailed reports on this news event. Lining explained at the conference site: "I am proud to have gone through a different life. Regardless of the peak or trough, I keep telling myself: I am an athlete. Athletes always take the initiative in the arena, and only by seeing further will they have more chances to become winners.

At the same time, Lining announced that it will start implementing the internationalization strategy in 2014, making use of 8 years to become the top 5 brands in the world, and striving to exceed 20% in the global market share.

However, this series of revolutionary measures brought Lining too radical growth and too fast positioning change. The final market feedback to Lining is that 90% of consumers are "ungrateful", after 70, and after 80 consumers think Lining "abandoned themselves" embarrassed situation.

Lining fell into a long-term deficit for nearly 8 years.

Looking at media reports from 2010 to 2015, the title of Lining company is almost the following:

"Lining brand: heroes are late, can they still eat?"

"Sale" Prince "

"Can Lining save Lining?"

"China's first sports brand standing on the edge of a cliff"

Lining: change the label to "lose fat".

"Lining's midlife crisis"

Lining: are you still saved?

Lining is no longer concerned by the media. And the news about "Lining" that can enter the public view by chance is basically the fact that Li Ning Co constantly changing CEO, so that Lining, who had already retired, had to return to his own business again.

In this time when almost no one is watching Lining, Lining once again showed his spirit of "never say die" to the public.

In December 29, 2015, Lining signed a strategic cooperation agreement with Jingdong. Jingdong provided Lining with the overall logistics solution for products to stores, and helped Lining optimize the inventory allocation and operation efficiency. At the same time, he provided logistics support chain for Lining's O2O strategy.

The cooperation between the two sides is getting better and better. In December 19th of 2016, Lining's grand ceremony of Jingdong super brand lasted for a whole day. Lining's all kinds of products are selling well in Jingdong's whole network, and sales all day are 12.4 times the day of 2016 618, creating a breakthrough sales miracle.

Then, in 2018, Lining landed in New York fashion week and relied on a series of refreshing tidal brand designs to become the media darling and become the leading role of China's tide brand.

In August 14, 2019, Lining released the first half of 2019. In the six months ended June 30, 2019, the revenue reached 6 billion 255 million yuan, up 32.72% from the same period last year, and the gross profit was 3 billion 108 million yuan, an increase of 35.49% over the same period last year.

The "Lining" is back!