Chapter 56 Chapter Twelve

Generally speaking, this was a bright pearl in the market at that time: the national enterprise founded by the former world champion became the number one in the industry, all of which seemed to be a legend. Then focus the lens on a specific occasion at that time. In August 1999, published by Guangming Daily Publishing House and written by Bian Dengwei, "I Am Wang-Li Ning: From Gymnastics Prince to Business Hero" recorded such a scene: 7:00 pm on January 28, 1997. On Chang'an Avenue in Beijing, the Chinese Women's Activity Center. The lights are bright and the voices are noisy.

Li Ning Company held a large-scale group summary and commendation meeting here.Since its establishment in 1990, it was the first time that Li Ning Company held such a meeting. More than 250 employees came from Beijing and Sanshui. The new and old faces gathered together, which was naturally lively.At this meeting, Li Ning not only invited his old friends Xu Haifeng, Li Xiaoshuang and old coach Zhang Jian, but also invited many friends from the media.With the cooperation of the slides, Li Ning spent two hours making the most detailed work summary report in the history of Li Ning Company. From this scene, we can see the ideals and ambitions of Li Ning himself and the company.

At this conference, Li Ning put forward a detailed development goal for the company: "Realize the company's business goal of reaching 2 billion yuan by the end of the 20th century, and firmly establish the absolute position of Li Ning brand as the number one brand in China's sporting goods industry." However, as we all know, the development of the enterprise since then is not what Li Ning expected, and the good days are over soon.Li Ning Company instantly fell into the trough of negative growth. Few companies can develop in the way they imagined.Since then, Li Ning has embarked on a path that it could not have expected.Then, it encountered the challenges of the times: China's accession to the WTO, and domestic companies began to compete head-on with multinational companies.As a pioneer in the industry, Li Ning needs to start from scratch in terms of systems and talents.It used to take a lot of detours in internationalization and market competition, consumed resources, and lost the opportunity to sponsor the Olympic Games held at its doorstep. It watched Nike and Adidas surpass itself to become the boss in the Chinese market, and saw Anta, etc. Businesses are catching up fast.

It can be seen that enterprises are like small fish in the big river of the market, less able to resist the changes of the market.The market sales target set by Li Ning back then was not realized, and since then, the dream of being the first in the market has become farther and farther away. Li Ning Company is moving forward in the interweaving of rationality and chaos. In 2008, after a long road of more than ten years, the lofty goal of "the industry's first" put forward by Li Ning at the first grand staff meeting and meeting in that year has become like the picture on the rearview mirror of a car. The line fades away and gradually blurs into a small dot that no longer reappears.At that time, the naive, reckless, and ambitious company had changed internally, and the external market it faced had also undergone earth-shaking changes.

At this time, to go back to that moment again, it is necessary to take the trouble to list the 10 detailed goals announced by Li Ning at the conference that year.Although it failed to become "the first in the industry", these 10 detailed goals have basically been achieved today. "I Am King - Li Ning: From Gymnastics Prince to Business Hero" introduced in detail that in order to achieve the goal of 2 billion, Li Ning envisages that the company will also accomplish the following goals in the next few years. 1. Establish a modern group management model. Complete the overall layout of the enterprise management structure framework, free from the daily complicated transactional work, and become a simple and efficient command organization.

-This is what Li Ning Company has achieved now, and the founder Li Ning has already withdrawn from the daily management of the company.At this time, Li Ning Company has become a company with a sound professional manager system, and the company's operation is systematic and organized, and its talent development strategy and system organization structure are sound.Compared with other Chinese companies, Li Ning Company has already gone ahead. 2. Establish a modern product development management model. With modern development equipment, large-scale sample workshop, high-quality design team, and international cooperation outlets, the design of Li-Ning brand products has become professional and international.

-Since the establishment of its own R&D center in 1998, Li Ning has established an excellent design team with more than 100 people in Beijing, Hong Kong and the United States.The Li-Ning brand has 6 registered trademarks applied to clothing technology platforms.Among them, the general-purpose AT series include: ATDry (moisture absorption and perspiration technology platform), ATUV (anti-ultraviolet series), windproof series, anti-static series and other domestic leading technology platforms that are in line with international standards.In terms of the design of sports shoes, the designers of Li Ning Company won the iF China Design Award, which is known as the Oscar of the industry, in 2006 and 2007 for their "Flying Armor" and "Banpo" basketball shoes respectively. The use of "Chinese elements" in "Li Ning" products has been at the forefront of Chinese companies.Moreover, "Li-Ning" implements a multi-brand operation strategy. At present, its brands include: Li-Ning brand, AIGLE brand, Xindong brand and Double Happiness brand.