Chapter 55 Chapter Twelve

This is not a simple research and development and improvement. Each sport has different requirements for sports equipment, and even each athlete will have his own preference for sports equipment.In addition to research and development in the laboratory, designers and developers also need to maintain communication with athletes. Guo Jingjing, a well-known member of the Chinese diving team sponsored by "Li Ning", is a relatively good communicative athlete. The designer Ma Xun introduced: "When Guo Jingjing talks to the designer about the colors and patterns she likes, she will even put her favorite competition clothes on the table. Show me." In this way, the designer is easy to grasp, and Guo Jingjing likes dark competition suits.The choice of male athletes is different. "Male athletes are more interested in the functionality of sportswear, and their opinions on design are relatively low-key." Ma Xun said.Usually, "Li Ning" will provide athletes with many styles for them to choose from.However, the opinion of the athletes is not the final word.Due to the need to consider functional and other reasons, "Athletes' opinions are an important reference for our design. We will respect their opinions, but we will definitely not design completely according to their opinions."These R&D and design processes, as well as the exchange of ideas, are a complex process.

These meticulous processes cannot be promoted with money.Zhang Zhiyong repeatedly emphasized one point to his employees: money is only one aspect, and the most important thing is products and services. "You have to truly create with the people and teams you sponsor, and you have to combine the product with the life and emotions of sports stars more deeply. When a star speaks for you, it comes from the heart, and this is the truth of the product. "According to this principle, Li Ning Company does not make sponsorship first every time, but first checks whether the follow-up products can meet the requirements of stars.

In this process, the understanding of stars is particularly important.In Li Ning Company, besides Li Ning and some early entrepreneurs who are athletes, the company also has many retired athletes. They can better understand the needs of athletes. They also help Zhang Zhiyong understand how to provide high-quality services other than products according to the characteristics of athletes. There are highs and lows. "At the Athens Olympics, the Chinese gymnastics team suffered setbacks, and the coaches and players were under tremendous pressure. At this time, as a partner, I immediately sent a message to the public relations staff and told them that I would like to express condolences to the coaches and players. After they returned from Athens, When we met each team member, we said, it’s okay, you are capable. Let them find that Li Ning is their partner, this is service.” Zhang Zhiyong explained, “In this way, they will recover, and they will create value. Time is when Li Ning creates value." In the 2008 Olympic Games, "Li Ning" will continue this spirit of service to athletes.

And all of them are part of the huge preparation work for Li Ning Company.It was not until November 8, 2007 that Li Ning Company officially held a grand and grand 2008 Olympic strategy conference in its new industrial park, announcing the overall framework of the company's 2008 Olympic strategy.At this press conference, even Li Ning, who hadn't appeared in front of the media for a whole year, also participated in person.Li Ning, whose temples are beginning to turn gray, has been accompanied by a foreigner, Jose Luis, president of the Spanish Basketball Association. At this press conference, Zhang Zhiyong announced that a series of detailed Olympic strategic plans with the theme of "heroes" will be presented in succession in 2008, and three important plans, "hero team", "hero gestures" and "heroes' return" will be the first to emerge. out of the water.

When the word "hero" was mentioned, Zhang Zhiyong seemed a little excited: "In the history of Olympic development, countless exciting moments are written by Olympic heroes from the past, present and future. They continue to pass on and carry forward the Olympic spirit, fight tenaciously, Go beyond yourself. Li Ning Company was founded by a Chinese Olympic hero, so when the Olympic Games came to China, we used the more humane and emotional word hero to express our support for the Olympic Games and sports. The respect of people who have made great contributions also represents our determination to regard the 2008 Beijing Olympics as a new starting point for the company's development, to keep forging ahead, to surpass ourselves, and to become a hero." It can be seen that in the Olympic strategy, "Li Ning" plays the emotional card , to impress consumers more from sportsmanship and Olympic feelings rather than marketing plans.For example, the hero's return plan was launched by Li Ning Company in cooperation with the China Athletes Education Foundation and the China Youth Development Foundation. For the gold medal, the above institutions will jointly donate to build a Sports Hope Primary School named after the athlete in his hometown.The original meaning of sports is to keep people healthy and self-improving. This spirit is consistent with the hope primary school to give more children who are eager to learn the opportunity to receive education.On the one hand, this plan is to commend the contributions made by the Olympic heroes to the country. On the other hand, it also inspires athletes and others to do more meaningful things to repay their hometown and society after success.