Chapter 57 Chapter Twelve

3. Establish a modern enterprise production management model. It has a production enterprise and base with domestic advanced equipment and management level, and realizes the most scientific and perfect combination with design, development and marketing. -Li Ning Company implements "asset-light" operation, does not have its own factory, but entrusts processing.But in the supply chain, key indicators such as logistics and inventory turnover have reached the international level. 4. Establish a modern marketing and marketing management model. It has a complete set of market development, sales and management systems and operating procedures, and makes them scientific, standardized and easy to operate.

- Li Ning has sponsored NBA stars including O'Neal, and has been the sponsoring partner of the Chinese Olympic sports delegation in the past 10 years.In recent years, it has extended its sports sponsorship to the international scope. It has successfully sponsored the champion teams of Spain and Argentina men's basketball team, the Swedish Olympic sports delegation, and also sponsored the US table tennis team. 5. Establish a modern group financial management model. Strengthen financial management, strengthen financial management and auditing within the group and its subsidiaries, and rationally allocate funds to ensure the use of funds required by the group.

-Li Ning Company was listed in Hong Kong in 2004, and began to use reports to speak. Every month, the financial department will submit data to the management team to help them make judgments. 6. Establish a modern computer management model. Networking is carried out within the enterprise, and the internal networking in the sales and financial departments in 1996 is expanded to the whole group, and comprehensive computer management is implemented to improve work efficiency and the scientificity and accuracy of management. 7. Establish a modern data and information management model. The future era is the era of information. According to the development of the times, the group will extensively collect various information materials of the sporting goods industry at home and abroad, and strengthen the comprehensive analysis of information, and strive to be timely, accurate and provide information for the group's various business decisions. refer to.

- Regarding the above two points, Li Ning Company probably did not expect that the Internet technology was developing so fast, and their goals back then were obviously too small.Now, "Li Ning" has adopted technical means such as ERP and EPOS to carry out standardized management for many years. It is a model enterprise of German SPA and has cooperated with IBM and others for many years. 8. Establish an employee training program. Seriously deal with those who violate the group's rules and regulations, purify the working environment, establish a righteous atmosphere, purify the workforce, and strengthen employee business training, so that employees have a comprehensive improvement in morality, ideology, professional skills, and business quality.

9. Efforts to improve employee benefits. Strengthen the cohesion of the enterprise, increase the income level, expand the housing scale of employees, and solve the housing problems of employees with more than 5 years of service in turn. -Aiming at the above two points, Li Ning's professional manager system and organizational construction have been effective.As early as 2004, the company established a "Learning Training and Culture Center" to carry out a standardized and measurable company-wide talent training plan. In 2004, it was elected as the "Best Employer" by Watson Wyatt and has a complete set of effective employees. Training programs and fostering corporate culture through sports.

10. Invest in the construction of the office building of Li-Ning Sporting Goods Group. - After nearly 10 years of renting office buildings, Li Ning Company moved into a new office park at the end of 2007.The new park covers an area of ​​100,000 square meters. Its planning and facilities show that it is not only a building complex, but also reflects the ambition of a company that wants to gain a foothold in the world. In the comparison and re-examination, it can be seen that the goals set at the first meeting of all employees of Li Ning Company, after a long 10 years and several economic development cycles in China, despite adjustments, each items are realized.

In such market changes, "Li Ning" was able to achieve these 10 detailed goals, not out of luck or accident.The reason for its management has been introduced in the previous chapters of this book. In addition, one thing is certain: Li Ning has passed on the characteristics that have put him on the podium hundreds of times to the enterprise. Efforts have shaped the culture and soul of the enterprise. Standing at the beginning of 2008, Li Ning Company once again put forward new corporate goals: Before 2008, take advantage of the opportunity of the Olympic Games to intensively cultivate domestically and lay a solid foundation; from 2009 to 2013, transform from brand internationalization to market internationalization, Focus on the development and development of the international market; from 2014 to 2018, in the same industry, it will achieve the market structure of No. 1 in China and No. 5 in the world.

This time, Li Ning faces even greater difficulties and challenges: 1. Li Ning's brand positioning is between Nike and Adidas, which focus on the high-end market, and Anta, which focuses on the middle and low-end market.How can we accurately implement product positioning? 2. As a result of the organization of Li Ning's internal management structure, the company has more managers, and it faces a "wolf" market; at the same time, Li Ning, which has a history of 18 years, is already a mature enterprise compared to Anta and other companies , began to show signs of bureaucracy and bloat.How will it maintain rapid development in the fierce competition in the Chinese market? 3. Zhang Zhiyong has resigned several times. How does this young CEO maintain his ability to learn and challenge himself for a long time? Does "Li Ning" need new leaders in the future?Is there such a talent training plan?How can the management team develop steadily and at a high speed? 4. After the major changes in the sports goods channel in 2007, how to maintain the channel advantage, and what new thinking and methods to face the new channel competition? 5. In terms of sports marketing, "Li-Ning" currently has many sports marketing resources, but the effect of each sports marketing resource is worthy of further improvement. How will it establish an effective and measurable sports marketing program in the future? 6. The multi-brand strategy started by Li Ning Company in the past two years is rapidly developing, and the company is facing more uncontrollable risk factors during the implementation process.How to control risks and maintain a balance between rapid development and enterprise stability? 7. In 2008, my country adopted a tight monetary policy, and enterprises are about to face a winter. Li Ning Company, which has been living relatively comfortably, is well prepared for the "winter"?How does "Li Ning", which has gone through several economic cycles, turn its previous experience into an advantage?Can it use winter to "overtake" on competition tracks?What the future holds, no one can predict.