Chapter 26 Chapter 8 The World Is Flat (11)

The departure of Le Shuyu, an airborne soldier with high hopes, does not mean that "Li Ning" needs to change its fashion line. On the contrary, Zhang Zhiyong decided to carry it forward. As a reflective company, "Li Ning" has gained more benefits in this attempt.According to the report of "The Price of Running Away": "After 4 months, Zhang Zhiyong wrote a special article on the 16th anniversary of the establishment of Li Ning Company to discuss the current problems encountered by the company. He also frankly mentioned that the current problems of Li Ning Company, It is not the industrial environment and strategic choice, but strategic execution and organizational culture have become new shackles. When a large number of middle and high-level managers are introduced due to business needs, and their original culture and behavior models differ from the company's values, All employees will inevitably have confusion and doubts about the company's original values; if the results of such doubts are not clarified in time, it will inevitably cause confusion and ambiguity, resulting in low performance." Therefore, Zhang Zhiyong began to reflect on the previous employment strategy, and also began More mention of the importance of internal training and selection mechanisms.However, this does not mean that "Li Ning" refused to join the airborne troops. At the end of December 2006, "Li Ning" had just hired a research and development director from Levi.

However, the price paid by "Li Ning" and the confusion caused are the inevitable exploration on the road of internationalization. "What we are doing now is just phased work, and we have to do things step by step." Zhang Zhiyong said. "Who would have thought 30 years ago that Nike could overtake Adidas and become the world's largest sporting goods company?" Zhang Zhiyong asked confidently. After groping all the way to the beginning of 2007, Li Ning's product specialization and fashion had a certain foundation. Zhang Zhiyong announced the three strategic stages of Li Ning Company in a high-profile manner.The first phase will end in 2008, and the second phase will be from 2009 to 2013.In these two stages, Li Ning Company will regard the Chinese market as the most important strategic market, and it is expected that the turnover will maintain a growth rate of 35% to 40% every year. 2013~2018 is the third stage, when Li Ning Company will become the top 5 sports brand companies in the world.

This is an ambitious goal, and Zhang Zhiyong also understands that the competition will become more and more fierce.But "we had the misfortune to have the best brands in the global sporting goods industry, but were fortunate to be able to compete with them".Zhang Zhiyong believes that "Li Ning", which has a local advantage, can learn more from its international competitors. In addition, Zhang Zhiyong's confidence also comes from one thing: from the end of 2005 to 2006, "Li Ning" finally found a "sharp weapon" that could differentiate its brand from Nike and Adidas, as well as from domestic brands.