From 65438 to 0995, Li Ning Company became the leader of sporting goods industry in China.
From 65438 to 0998, Li Ning established the first design and research center of sportswear and footwear in China in Foshan, Guangdong. For most China manufacturers who were still satisfied with OEM production at that time, this was a valuable decision-not everyone was willing to make such a huge investment, and not everyone could bear the pain that the payback period might be in the foreseeable future.
This is the beginning for Li Ning to learn from Nike, Adi and other multinational sports brands to cultivate internal strength. Before that, more study was limited to advertising and marketing.
The most important significance of this center is that Li Ning has decided to operate this brand named after himself as a brand, not just a product.
1998, Li Ning stepped down as the general manager of Li Ning Company, entrusted the important task to Chen Yihong, who started a business together, and chose to study in Peking University. For a long time, this decision was regarded as a compromise to Chen Yihong by Li Ning Company after clearing the traces of family business.
Before making this decision, Li Ning persuaded all relatives who worked in Li Ning Company, even the comrades of the gymnastics team, and asked Chen Yihong's relatives and friends to leave the company.
Now it seems that Li Ning's courage in making this decision is unparalleled, and the transformation of a family business into a modern enterprise has also begun to appear since then.
Chen Yihong is a very suitable entrepreneur. Under his leadership, Li Ning Company grew at an annual rate of more than 50% in the first few years, and achieved sales of 650 million yuan in 1996.
However, the years after 1998 were the low tide of Li Ning's development, and the company's performance never exceeded the threshold of 10 billion yuan.
Li Ning began to rethink the future of the brand and the company. The two basic principles have not changed-building a global sports brand and establishing a modern enterprise system managed by professional managers. Only people need to change.
In 200 1 year, 35-year-old Zhang Zhiyong succeeded Chen Yihong as the general manager of Li Ning Company. The chief financial officer who has been working in Li Ning Company since graduation is steady and practical, and is regarded as "persistent pursuit of systems and regulations".
In the next two years, Zhang will make the company's annual sales exceed 654.38 billion yuan, which was once the sales bottleneck of Li Ning for many years.
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Li Ning's Honor and Achievements in the Field of Sporting Goods
65438-0990 Li Ning Sporting Goods Co., Ltd. cooperated with the Chinese Olympic Committee at the beginning of its establishment to promote the development of sports in China and sponsor various sports events. Li Ning Company became the first sporting goods enterprise in China to sponsor the China sports delegation of the Asian Games.
1992, Li Ning Company provided equipment for the China Olympic delegation to receive the prize, becoming the first sporting goods enterprise in China to sponsor the Olympic Games.
From 65438 to 0993, Li Ning Company took the lead in establishing a franchise marketing system in China.
From 65438 to 0995, Li Ning Company became the leader of sporting goods industry in China.
In 2004, Li Ning Company was successfully listed on the main board of the Hong Kong Stock Exchange, and its sales reached a record high, becoming the first China sporting goods enterprise to be listed overseas, striving for the goal of a world-class brand.
In 2005, Li Ning Company became an official partner of NBA.
In 2006, Li Ning Company became the official market partner of ATP China.
Reference source; Baidu encyclopedia-Li ning sporting goods co., ltd.
Reference source; Baidu Encyclopedia-Li Ning (a famous male gymnast in China)