Chapter 25 Chapter 8 The World Is Flat (10)

"She has a very good sense of design, and she attaches great importance to popular elements in color." Li Hailong, a designer of Li Ning's accessories department, said, "The way of cutting through the mess quickly can make Li Ning's products look brand new, and the company can get a rapid improvement. The backpack design as an example Example. When Le Shuyu joined the company, a backpack mainly aimed at male consumers had already been designed according to the original idea, and it would be launched at the order meeting in March 2007. Le Shuyu asked the designer to use more colors Bold, taking the needs of female consumers into design considerations. Therefore, the accessory design team began to try to add milky white PVC material to the brown canvas fabric, and then matched it with pure silver electric embroidery patterns." Get extra stylish, smell great, and feel great. "Li Hailong said.

However, Le Shuyu soon faced an old problem: how to coordinate sports and fashion in one brand?Le Shuyu is a firm promoter of the fashion line. She hopes that the Li-Ning brand can add more modern elements in addition to professionalism.However, Le Shuyu's colleagues think: "Le Shuyu, who is more familiar with the field of casual clothing, can manage Li Ning, a professional brand of sporting goods, which is difficult for her." Le Shuyu needs to adjust her products according to her understanding of fashion and sports She believes that sweater products are closer to consumers and can better reflect fashion, so under her strong support, "Li Ning" quickly launched a sweater series, but it was seriously unsalable, and was eventually distributed as employee benefits.On the racing series, "she cut off nearly 100 million yuan in business".An internal employee criticized.The sports underwear series was a decision made by Zhang Zhiyong and Zhang Xiaoyan, who was originally in charge of the clothing system, after an inspection of the Japanese and Korean markets, but it was stopped in the hands of Le Shuyu after only making samples.But then, Nike came out with a similar product, and it sold pretty well.

Regarding Le Shuyu's various attempts to grasp the elements of sports fashion, "Global Entrepreneur" asked: Another rehearsal of an airborne disaster, or a good start of "creative destruction"?Zhang Zhiyong's answer to this is: "This does not bother me. Change must become the normal culture of a company. Li Ning has grown up like this for 15 years." Zhang Zhiyong showed confidence in meeting the challenge: "From Since China had its first local sports brand in 1985, how many are still alive? "However, shortly after Zhang Zhiyong spoke with confidence, Le Shuyu's own management style, rather than the content of exploration itself, became a bigger point of controversy in the company. Le Shuyu has the decisiveness of a top manager. She seems to have She decided to overthrow everything and start over: After she took office, she announced that all the work of the past year would be "zeroed out" and everything would have to be re-elected. This means that the employees of the product system will complete 12 months in the next month Moreover, she publicly denounced the work of some designers as "too rubbish", some designers began to resign, and their vacant positions were filled by designers from multinational companies, and the new chief designer came from Nike.

"Global Entrepreneur" article "The Price of Running Away" in February 2007 said: "If you talk about it from a certain angle, Le Shuyu will remind people of Carly Fiorina, the former CEO of HP. Le Shuyu also She is not incompetent, and has a very high professionalism. Even those who oppose her will respectfully mention her hard work overtime and attention to process details; even everyone has to admit that the Li Ning The business philosophy of brand fashion and management internationalization is exactly what Li Ning is going for in the future. But just like Carly’s mistake, Le Shuyu overconfidently chooses a company that is difficult to achieve perfect performance and will damage the In the process, she made high-profile enemies." In the end, Le Shuyu resigned due to health reasons after a year of airborne. "The Price of Running Ahead" commented on this: "The most controversial person in the company is out, which makes Li Ning's radical internationalization route more and more unfounded." As a company eager to break through, the risk brought by airborne soldier Le Shuyu is " Li Ning "must bear it.As a company with a mature development, a complete structure, and long-term talent reserves, Li Ning Company can also bear this price, and its ability to avoid risks is quickly reflected: after Le Shuyu left, Zhang Zhiyong re-assumed the position of "brand general manager" , added the positions of chief operating officer and chief marketing officer, and the chief operating officer was appointed by Guo Jianxin, the former vice president of the operating system who joined in 1997. "Global Entrepreneur" said: Guo Jianxin presided over the "Quick Copy System" in 2006, which enhanced Li Ning's ability to quickly replenish dealers in different regions. This move was considered "to avoid the fall of the entire clothing system" and also The department under Le Shuyu's supervision has avoided the embarrassment of not being able to complete the annual target.Xu Weijun, who joined in 2001, took the post of chief marketing officer.