This is a company with the number one local brand in the domestic sporting goods industry, and its sales in 2007 have reached 4.35 billion yuan. This is a company that occupies a place among the world's sporting goods brands. This is a healthy local company with a 19-year corporate history that has experienced multiple economic development cycles in China. In this book, we observe and record the following issues: Compared with other local-grown Chinese companies, this company has a well-established modern enterprise operating mechanism.Its founders left the day-to-day management of the business more than ten years ago.In terms of management, it has ushered in "airborne troops" on a large scale several times, and successfully integrated them with corporate culture.Now it has established a professional manager system, a complete assessment system and a talent training mechanism.How is this process done?This is a company with the number one local brand in the domestic sporting goods industry.It does not have a factory, it only operates a brand.How does it determine its own brand strategy?How does it constantly adapt to changes in the market environment and consumers, and embark on the road of "Created in China"?In this process, what experience and experience did it have?This is a company that values ​​"Chinese elements".Through several years of practice, it has discovered the "Chinese element" in the brand and integrated it with the product.How does it understand and use "Chinese elements"?What methods do you plan to use to make "Chinese elements" a magic weapon?This is a company that is still high-spirited when it comes face to face with multinational corporations.In the fierce market competition environment, it never shows signs of fatigue in the face of many multinational giants that are hundreds of times larger than itself. Instead, it strives to open up the market and always maintains the top three in the industry.How does it face multinational giants in terms of brand positioning, market operations, and talent recruitment?This is a company with the "genes" of sports marketing.Since its birth 19 years ago, it has been continuously carrying out sports marketing in combination with the environment of the Chinese market. It is the company that has carried out the most sports marketing activities in China. It has successfully sponsored sports for many Olympic Games, Asian Games, World Championships and other events. , and also the first sports goods company in China to sign NBA stars.In addition, it has done more sports marketing to ordinary consumers.How is it equipped with resources for sports marketing?How does it deepen and improve its thinking on sports marketing step by step?What practical experience does it have in sports marketing?How does it intend to conduct sports marketing in the future?This is a company that has actively internationalized since the 1990s.It has continuously adjusted its internationalization path according to environmental changes in the past 8 years.This book shows many detours, twists and turns, and even huge failures, as well as its experience and gains, as well as the company's understanding of internationalization.

This is a company with deep national sentiment.How does it allow the national emotion to truly integrate into the company's development and blood, without being trapped by it, continue to advance internationalization, push the company forward, and become a company where internationalization and national emotion coexist?This is a company that has laid the foundation for a healthy industry.How does it actively guide the development of the industry from the perspective of the local industry leader?This is a company with innovative qualities.It has time and time again created industry-wide firsts.How can it continue to innovate in 19 years?How does it find opportunities and methods for innovation?

More importantly, this book tries to explore, what kind of internal corporate culture and characteristics enable Li Ning Company to achieve all the above?What makes it develop for 19 years, and still stick to its original intention after going through ups and downs?What enables it to create a healthy industry atmosphere and become a healthy company in it?This book describes the detailed work and life experience of Li Ning, the founder of this enterprise, the prince of gymnastics, as well as his personal character and qualities.These qualities are invisible and intangible, but have truly had an important impact on the development of the company, making the company eventually grow into its current shape.How is this process of interaction between founders and business growth accomplished?What factors are at play?It is worth mentioning that Li Ning Company still has its obvious weaknesses: its sales growth and profit margin have been lower than its main competitors in the Chinese market in the past three years; People are understaffed... This book tries to address as much as possible what is wrong with the business.In fact, what we need to observe is, what price should be paid to realize the above-mentioned advantages of the enterprise?Why do you need to pay these prices?More importantly, all problems have their phases, and a disadvantage can turn into an advantage in a certain period of time. The key is, what are the conditions for it to transform?This book describes the transformation process of the strengths and weaknesses of the enterprise in different periods and the results that have been presented.

It is these unique characterizations that form the current Li Ning Company.After 2008, the competition in the sporting goods industry will become more intense.With the convening of the Beijing Olympic Games, a good sports marketing will not only be the patent of sporting goods companies, but will also become the daily marketing means of more companies.History can reveal the future. In the last few chapters of this book, we try to interpret the development of the entire sporting goods industry, especially the possibility of Li Ning's future development, and mention the trend of sports marketing development.In addition, we have summed up the development law of Li Ning Company as much as possible through the description of all the phenomena and the logical advancement step by step.At the end of the book, we'll answer the ultimate secret to the company's health.