Chapter 59 Chapter Twelve

Thanks to Ms. Hu Shuli, the founder and editor-in-chief of Caijing magazine, who founded the "Caijing Magazine Journalist Scholarship" project 10 years ago with the vision to promote the development of the financial news industry.When I was exploring on the road of business journalists, I also received strong support from this project. This time, she wrote a recommendation for this book. I would like to thank Mr. Mao Yushi for his support and help over the years. He made me believe in a more pure and beautiful spirit and demeanor, which I rarely get from this era.This time, he wrote a recommendation for this book.Thanks to Mr. Zhou Qiren, the economic analysis methods and ideas he taught have benefited me a lot, some of which have become one of the tools I use most in the analysis of this book, and he wrote a recommendation for this book.

Thanks to one of my editors, Cui Cui of "Blue Lion" for her seriousness and responsibility, I am very happy to share with her my new discovery of Li Ning Company and the joy of writing with her from time to time throughout the writing process; thanks to my other two Two editors - Jiang Lei and Shen Jiale from CITIC Publishing House, they are very good collaborators. Thanks to many reporters who have interviewed and reported on Li Ning Company before. Their in-depth interviews and accurate descriptions of the company allow me to conduct a more comprehensive observation of Li Ning Company at this moment.

Year after year, there are people I talk to, laugh with and lean on.The writing of this book has also become smooth because of them.Thanks to Ke Xisong and Qu, who are currently far away in Norway. They have an optimistic and positive attitude and strong ability to act. They have always given me strong support and care over the years; thanks to Qian Min, who once helped me when I needed the most Thanks to Zhu Yanan in Hangzhou for giving me support from time to time, so that I can embark on the path I like; as a successful modern entrepreneur, he and I have benefited a lot from the discussions on business issues. During the writing process of this book The support and encouragement he gave me is irreplaceable; I am grateful to Chen Dongyan in Chongqing. Her care and support helped me to embark on the road of professional journalists. This kind of support is especially valuable when I am far away from her. ; Thanks to Mr. Li Zhiheng, whether it was 6 years ago or now, his advice and encouragement to me have helped me clarify what I think in my heart and give me strength; thanks to Cheng Lingfeng, who made me realize myself with his insight and serious attitude The key points that need to be perfected in business; thanks to Chen Huan, who gave me care and support with a brave and fair style, and provided interviewees for this book; thanks to Wen Ronghui, who used his professional management knowledge to guide the book The creation provided theoretical suggestions and a lot of help; thanks to Liu Yanjun, who provided help for the interview of this book with his consistent serious attitude; Waiting for the support and concern of good friends.

I want to place the coordinates of the considered company on a global scale.Gao Jian, a 2006 graduate student from the Journalism Department of Renmin University of China, helped me complete the interview with the German headquarters of Adidas, and he also put forward useful suggestions for this book; In India and Brazil, I helped me complete the interviews on the sporting goods markets of these two countries; Gao Xu, a 2006 undergraduate student from the History Department of Peking University, helped me complete part of the data collection, sorting and tabulation work; Guanghua School of Management, Peking University Dr. Wei Dan used his professional knowledge to provide suggestions and assistance for the analysis tables involving financial statements in this book.There are many others who I have interviewed who would not even give their names here.These friends above have provided valuable support and help for the creation of this book for more than half a year, thank you!Finally, I would also like to thank my grandmother, Ms. Zhang Naiheng. She is still an independent person at an octogenarian age. She is kind, strong, lovely and open-minded.Her love and the precious character condensed in the long journey of life have given me great strength and support at all times.

Thanks to my mother Deng Yanping, she is a smart, strong and optimistic woman, she has always supported my choices and actions.Thanks to my father Yu Jinhang, he is humorous, upright and optimistic, and he is still a role model for me to learn from.They have given me endless love and support.Everything is better because of their presence. On April 9, 2008, Yu Liqi was 8 years old in 1971 and entered the gymnastics training team of Guangxi Zhuang Autonomous Region. In 1980, at the age of 17, he was selected into the National Gymnastics Training Team; he was awarded the title of "Sports Master".

In 1981, the 11th World University Games won the championship of floor exercise and pommel horse, and the fifth place in all-around. In 1982, he became the first athlete in the history of world gymnastics to achieve such a good result in the 6th World Cup of Gymnastics, including floor exercise, horizontal bar, vault, pommel horse, rings and all-around. ; The 9th Asian Games gymnastics all-around and rings champion, parallel bars runner-up, men's team champion. In 1983, the 22nd World Gymnastics Championships men's team champion, runner-up on vault and third in floor exercises and rings; in the same year, he was selected as one of the "National Top Ten Athletes".

In 1984, at the 23rd Olympic Games, he won three gold medals in floor exercise, rings and pommel horse, a silver medal in the vault, a bronze medal in the men's team, and a silver medal in the men's team. The title of special model worker awarded by the government; the movements of "hanging rings, hanging arms, hanging, front swinging, upright support" and "parallel bars, turning 180 degrees into handstand", were named after him by the International Gymnastics Federation in 1984 , and included in the men's gymnastics scoring rules. In 1985, the 23rd World Gymnastics Championships ring champion, pommel horse, floor exercise and team runner-up; joined the Communist Party of China in the same year.

In 1986, he won the all-around gymnastics, floor exercise and rings championships at the 10th Asian Games; he was selected as one of the top ten national athletes and won the title of "International Sports Master"; he was the champion of all-around gymnastics, pommel horse and floor exercises at the 7th World Gymnastics Championships. In 1987, he was accepted as a member of the International Olympic Committee Athletes Committee and became the only representative of the Asian region. Lost at the Seoul Olympics in 1988 without a medal. In December 1988, he announced his withdrawal from the sports world in Shenzhen. In his 17-year gymnastics career, he has won 106 gold medals and 14 championships in century-level competitions.This record is still unmatched in China.

After retiring in 1989, Li Ning tried to get an electric shock and played a martial artist in the Hong Kong Kung Fu film "The Battle of the Great Wall". Since then, he has participated in filming many times; in the same year, he joined Guangdong Jianlibao Group and founded the Li Ning sports goods brand. In 1991, Guangdong Li-Ning Sporting Goods Company was formally established. In 1992, the "American Li-Ning International Gymnastics and Dance Academy" was established in Los Angeles, USA.In the Barcelona Olympic Games, "Li Ning brand" was designated as the special award-winning equipment for the Chinese sports delegation, thus ending the history of Chinese athletes wearing foreign sports brand clothing to receive awards at the Olympic Games.

In 1993, she married Chen Yongyan, the former captain of the Chinese Women's Gymnastics Team, who had been in love for 10 years; Li Ning Company became profitable that year. In 1994, Li Ning Sports Industry Co., Ltd. was formally established, separated from Jianlibao Group and turned into a private enterprise, with Li Ning and his family members holding most of the shares; in the same year, Li Ning was named one of the "45 Sports Heroes in the 45th Anniversary of the Founding of the People's Republic of China". At the end of 1995, Li Ning Group was established, and Li Ning personally served as the chairman and general manager of the group.

At the beginning of 1997, the turnover of Li Ning Company experienced a high growth of more than 100% every year for 4 years; the "Li Ning Gymnastics School" built with an investment of tens of millions was put into use in Foshan City. In 1999, he was selected as the "World's Best Athlete in the 20th Century" by the World Sports Journalists Association; Li Ning, who was already 35 years old, went to Peking University to study for an undergraduate degree in law; his son Li Xiaoning was born. In 2000, he was included in the "International Gymnastics Hall of Fame" by the International Sports Federation, becoming the first world gymnastics celebrity among Chinese athletes. In 2001, he successfully graduated from Peking University School of Law; in December, he served as the "Ambassador of Love" of the China Bone Marrow Bank, and the "China Athlete Education Fund" chaired by Li Ning was established in Hong Kong; Li Ning's company's sales failed to break through the ceiling of 1 billion yuan after 4 years , gave up the opportunity to further study in the History Department of Peking University, and devoted himself to the company and family. In 2002, he personally bid for the 2008 Olympic Organizing Committee, hoping to become an Olympic sponsor, but failed; successfully graduated from the EMBA class of Guanghua School of Management, Peking University; Li Ning Company introduced strategies and entered a new stage of development. In 2004, he went to the Hong Kong Stock Exchange to strike the gong, and Li Ning Company was listed; organized the "First China Athletes Education Fund Golf Charity Invitational Tournament" to raise funds for Hope Primary School. In 2006, the "Sports Together" national public welfare training for sports teachers in impoverished rural areas was launched, and the Olympic champions were continuously led to various athletes' hope primary schools to encourage children with the spirit of champions. In 2007, Li Ning Company moved into a huge new park located in the suburbs. Li Ning personally announced the 2008 Olympic strategy to the outside world, vowing to play the Olympic card well. In 2008, Li Ning announced the cooperation with the US National Table Tennis Team, which will wear Li Ning jerseys during the Olympic Games; the former gymnastics prince is doing his best to carry out non-Olympic marketing as a mature businessman and understanding of sports.