Chapter 49 Chapter 11 Extraordinary 2007 (11)

It can be seen that although different countries with many consumers are facing the same powerful opponents - Adidas, Nike, and Reebok, each country faces different market and consumption environments, forming different living environments for local sporting goods brands. . For "Li-Ning", China's rapid economic development, the prevalence of consumerism, the government's support for the national fitness project, and the early development of the brand itself make it a unique product and a lucky one in a good market development environment. Simply put, if there is a world-class brand in the sporting goods industry of a large consumer country, it is more likely to be the Chinese market.

In the new park, the lucky one who looks at the world obviously also positions himself as a world-class company. In November 2007, Li Ning's new office park was put into use.Stepping into it, visitors will find that it is not just an office space.In the Li-Ning Operation Center, which covers an area of ​​100,000 square meters, everything from site design to internal management of the company demonstrates the company's ambitions. Outside the Fifth Ring Road in the southeast of Beijing, when you walk into the gate of the new headquarters of Li Ning Company, you will see a group of buildings full of modern atmosphere: air corridors, open-air coffee bars, stone seats, red runways, walls like piano keys, large The sports field... the whole exterior space is very lively and seems like a place where ideas can be stimulated.The external structure is not only lively. The article "Li Ning, Taking Creativity as the Fulcrum" published in "Beijing Business Daily" in November 2007 commented on part of the environment of this center, saying, "The machine-cut granite and dark gray steel structure match the ground. The square floor tiles paved with cracked textures create a space with a strong sense of history.” In addition to being beautiful, these buildings have far-reaching considerations.Considering the longer term, most of the building materials in the park have a long service life and can last forever.It takes 30 years for the color-changing copper plate and titanium-zinc plate wall to stabilize from the initial to the final color, and the color varies every year.The passage of time will leave a mature accumulation of Li Ning Group and the entire park on these materials, which is a process of growth. "In fact, this park is exactly what Li Ning himself expects from the company in terms of buildings: timeless and fresh.

More importantly, the comfort of the office environment and the arrangement to help improve work efficiency can be seen everywhere in Li Ning's office environment.Li Ning hopes that the company will be a company with a sports soul. Therefore, the park has swimming pools, running tracks, gymnasiums, and courts, all of which are open to employees at any time. "Li Ning" does not stipulate the time for employees to go to and from get off work, but implements a flexible working system, and employees can exercise at any time when it is convenient for them. "Li Ning, Taking Creativity as the Fulcrum" depicts such a work scene: when employees come to the base in the early morning, they can run on the runway in the park, take a walk in the "texture" garden, exercise in the gym, or go to the coffee shop in the exhibition center Sit down.As long as you turn on your computer, you can surf the Internet wirelessly anywhere in the park.After work, you can swim in the swimming pool, play football on the court, or go to the fitness center for fitness, outdoor rock climbing, and 22 people can compete in rock climbing at the same time.When everything is calm, facing the light and elegant buildings illuminated by the floodlights, the water overflows silently from under the feet and gathers into the square, reflecting the surrounding environment on the water surface. This is undoubtedly the most pleasant moment of the day.

The factor of the wall is reduced to the minimum. The 200-meter-long landscape street is one of the bridges to communicate with the outside world. Customers and even ordinary citizens can visit the landscape street.Project director Weng Shichao said: "Li-Ning is a brand, and the brand needs to be understood, familiarized, recognized and loyal to you. The brand company cannot be a deep house compound. At first glance, people will feel a sense of distance, thinking that you are unattainable and cannot get close to you. The creative design of Li Ning should express the harmonious communication between people and the good relationship between the brand and the audience. In fact, the Li Ning operation center is the position of Li Ning brand communication, and it is the place for the media, the public, global suppliers, dealers, A carrier for partners to spread Li-Ning culture." In Li-Ning headquarters, creativity is everywhere, such as the spiral corridor abstracted from the ribbons of rhythmic gymnastics, the unique Chinese lanterns and so on. The 900-square-meter pool in the "Garden of Thinking" is boundlessly combined with the entire square. The water volume changes with time, rising and falling like tides.When the water falls, it can be used as a sports venue and a square for various activities. "Unlike those rich companies that make very tall fountains and big rockeries, Li-Ning wants to make things with quality and design sense. Only with creativity can we have quality and design sense, and only then can we achieve our brand .” Weng Shichao summed it up like this.