Out Of The Mire! Over The Past Four Years, The Market Rose By Over 1000%, And Lining'S Market Value Of Lining Was 57 Billion 400 Million.

The prince of gymnastics was defeated.

In September 1988, at the Seoul Olympic Games, Lining, the most hopeful gold gymnast, dropped his foot in the hoisting ring and fell on the Horse Vaulting Competition. The two mistakes led him to a crushing defeat.

The failure of the stadium failed to get the understanding of the audience. When he returned from South Korea, he deliberately left the reception hall and walked through an unmanned passageway. Even though he was recognized by an airport staff, he murmured in a low voice, "where not to fall, where to go and fall", which made Lining sad for a long time.

1 Li Jingwei threw olive branches to Lining.

When Lining was disheartened, his fans Li Jingwei threw olive branches to him.

In 1989, physical factors made Lining determined to retire. At that time, the state gave him the best arrangement to let him choose a position between the deputy director of the Guangxi Sports Committee and the coach of the national gymnastics team. However, he did not choose. In the public's doubts and puzzles, he chose Jianlibao, a township enterprise in Sanshui, Guangdong. The general manager of the township enterprise is Li Jingwei.

Stepping out of this step, Lining's life changed radically.

When he first came to Jianlibao, he sent a gift to Jianlibao. At that time, he personally played a very dynamic advertising campaign, which was immediately broadcast to CCTV and brought 30 million orders to Jianlibao.

Lining's advertisement effect soon let Li Jingwei realize that the name "champion Lining" is a huge gold mine. At that time, he wanted to register a sportswear brand under the name of Lining, and was appointed general manager by Lining.

For Li Jingwei's proposal, Lining was very entangled at that time. On the one hand, he had not yet come out of Seoul's failure. On the other hand, he was worried that his high-profile business conduct would trigger public opinion attacks.

After repeated insistence by Li Jingwei, Lining finally agreed to his proposal, so that "Lining" was born.

2 the birth of Lining brand

Everything is difficult at the beginning. After the Li Ning Co was founded, no one paid for his brand. The first order, dealers will face his face, but no one orders.

In order to get out of the predicament, Lining, who was a sportsman, quickly locked his eyes on the torch relay right of the Asian Games, but Lining could not afford to pay enough money at that time. In the face of the $3 million price of the sports committee, Lining could only get 2 million 500 thousand.

In desperation, Lining can only go to the National Sports Committee, and constantly describe his entrepreneurial dream to the sports committee and his determination to become China's own sports brand. The sports committee finally decided to give Lining the right of transmission.

When Lining wore the "Lining" sportswear on the snow mountain to carry the torch, CCTV's footage recorded this scene. As a result, Lining began to embark on the fast track of development.

One day in 1994, Lining met Professor Liu Jipeng of Capital University of Economics and Business. Liu Jipeng suggested that he should hurry out of Jianlibao, or else it would be great. It turned out that Jianlibao belonged to the state capital at that time. Liu Jipeng told Lining that if there was no separation of shares, there would be endless trouble after the big scale in the future.

Lining was very reluctant at that time, because it would make him feel betrayed Li Jingwei. What he did not expect was that when Li Jingwei heard this statement, he was very supportive of Lining.

Subsequently, Lining bought shares of Li Ning Co four times in cash. However, Li Jingwei ended up with hatred because of the problem of Jianlibao equity.

3 Lining's fade out

In 1996, Lining moved his headquarters to Beijing. In the same year, sales of "Lining" reached 670 million, and the company became bigger and bigger. Lining felt more and more of his own shortcomings. A year later, he gave the company to a professional manager and he chose to go to Beijing University to study.

Lining's luck was good. The two men he came to Chen Yihong and Zhang Zhiyong jointly laid the foundation for Lining's "Kingdom of motion" today.

In 2004, Lining, who had already faded from the company's management, appeared in the Hong Kong stock exchange. From the youth's success to the greying of the temples, Lining sounded the Gong Gong listed. Since then, signs of "Lining" can be seen in various sports venues and athletes.

In 2008, when Lining circled the nest and lit the Olympic flame, the name "Lining" was lit to the brightest.

Although Lining did not want to commercialize his company at that time, in 2009, Li Ning Co still pressed 8 billion 380 million of its revenue to become ADI as the second largest sports brand in China.

In 2010, joyful Lining decided to make a great transformation to the company's logo. Not only that, but also its brand advertising changed from "everything is possible" to "let change happen". The change of brand has not happened, but what should not happen is coming. With the industry's "winter", Lining plunged into a crisis, and the share price plunged 5 billion Hong Kong dollars in a week.

4 Lining went out again.

In 2012, Li Ning Co CEO Zhang Zhiyong resigned and Lining introduced TPG, an American Private Equity Fund. However, this did not pull Li Ning Co out of the quagmire, and Li Ning Co lost two years in 2013 and 2014. No doubt, Lining can only take the mountains personally.

After Lining returned to the front line as the company's CEO, the dispersed "hearts of the people" began to gather. He also announced the re opening of the original slogan "anything is possible". On the product side, Lining began to return to the cheap and cheap track.

Lining's "return" saved Lining. In the four years from 2015 to 2019, Lining's share price rose from a minimum of 2.69 Hong Kong dollars to a maximum of 27.65 Hong Kong dollars. The increase of over 1000% made Lining a real bull market.

Today, Lining has been completely out of the mire, the company's market value has reached 57 billion 400 million.

Looking back on Lining's life, if it hadn't been for the failure, Lining's brand might not have been born. From athletes to businessmen, Lining has done the best. For Li Ning Co, it still has a long way to go. For Lining himself, he has become a symbol.