Chapter 58 Chapter Twelve

Pull your eyes back to history again. Li Ning was not a daring person when he started his gymnastics career 20 years ago. He only dared to do difficult movements with a coach by his side. In the competition field, he would make mistakes or even fail completely at critical moments.It can be seen that no one is born invincible.But he has been learning, and step by step.And as a victorious general, he is used to being on the highest podium, and he knows in his heart: the champion must be me.He also understands what efforts he should make and what price he should pay for this. Li Ning Company also experienced ups and downs in the previous 18 years.

However, Li Ning himself and the company named after him have: the courage to face setbacks; the perseverance to persevere to the end; beliefs and ideals; own spirit; and the determination to achieve victory. Although the company once lost the number one throne, they still have the courage to adjust quickly, meet the challenge for their own goals, and have the spirit of never giving up to achieve their wishes.For Li Ning and his team, the first trophy may not be in their hands for a period of time, but the mentality, spirit and soul of the champion are always stirring in their hearts. They have used these qualities to win the challenges of history in the past, and they still believe that anything is possible.

This is the heart of a champion. Postscript This book is published under the current economic situation, which has a special meaning for me: With the emergence of domestic inflation and deflation, and the slowdown of economic development in Europe and the United States, my personal views on the future macroeconomic situation of China tend to be such a point of view : Sustained high growth in the past will partially slow down, and enterprises will face "winter".But despite this, I don't think it is necessary to be too pessimistic.From the perspective of the microscopic situation, companies like Li Ning in the market, including Anta, China Dongxiang and other companies mentioned in this book, are constantly innovating, aggressive, diligent and down-to-earth, cohesive corporate culture and giving back to the society. It has grown and accumulated in the rapid development, forming its own corporate characteristics and entrepreneurial spirit.More companies in the market should continue to learn and learn from the excellent skills of other similar companies to enhance their own management and development capabilities; entrepreneurs can also learn from Li Ning's own experience and forge their entrepreneurial spirit to win the championship.These enterprise management, market judgment skills and entrepreneurial spirit are the preparations for enterprises to "overwinter", and can be used as a starting point and foundation to derive better skills and entrepreneurial spirit in the future market baptism.

In this book, my focus is: During the period of transformation and construction of the market economy, as the protagonist of the market economy, what shape did the enterprise take and what characteristics did it possess?What factors and how did they work to bring them into this shape?The writing process of this book is also the process of me interpreting the "what" and "why" of Li Ning Company.I hope to keep clarifying the position and weight of this company in different coordinate systems.To this end, I used a variety of analysis methods, and tried to use data to make certain analysis and judgments on Li Ning Company from the perspectives of strategy, management, and finance.In the process of writing, I try to hide these boring analysis and a lot of numbers behind the story.

At the end of this writing, I have to admit that the healthy development of Li Ning himself and Li Ning Company are good observation specimens. As a business reporter, I have had the opportunity to continuously observe and interview Li Ning Company in the past few years, participate in their internal discussions, participate in some major events and press conferences of the company, and follow their development process at any time.During this process, I interviewed Mr. Zhang Zhiyong and some senior managers and ordinary employees of Li Ning Company many times, and had conversations with Mr. Li Ning.At the same time, I also continue to report and pay attention to the development of China's sporting goods industry and major companies in the industry.The above work has reserved a lot of first-hand information for the creation of this book.At the beginning of writing this book, I conducted a lot of investigative interviews as a reporter, including private interviews with some employees of Li Ning Company, professionals in sports marketing consulting agencies, marketing and brand strategy, and other companies in the industry. Interviews with other companies, athletes, consumers, etc. in the relevant chains such as the manufacturing end and the sales end of the sporting goods industry, these two parts constitute the first-hand information of the book at the same time.At the same time, I also consulted millions of words of secondary sources, including reports, professional articles and books.

The above is the basis for writing this book.This book is completed independently, and the manuscript has not been reviewed by Li Ning Company in any form. Although the actual progress of this book has been delayed than I originally expected, my publisher "Blue Lion" has been full of confidence in this book from beginning to end.First of all, I would like to thank my publisher, Mr. Wu Xiaobo from the "Blue Lion" Financial Publishing Center, for his valuable support, encouragement and advice, which made the completion of this book possible.His judgment and professional opinion show that he is not only an excellent business history writer, but also an excellent publisher.