Eleven Enterprise Playback: Lining Creates Dreams

although Bid change The event was praised, but the bid was over. Lining Now there are more important things to do, to dream - to find a potential star to grow up with the brand, just as Jordan and Nike grow up. Now Lining regards Turner as "The one". For Lining, this is a time to change the game.

Wang Xinning is one of the most steadfast supporters of Lining's bid change. The reason is very simple, the new standard will provide better support for the side of the sports shoes, "in the future, you can use it to make many large LOGO products, more dynamic." But just a few days before he changed the bid, he left Lining.

Wang Xinning came to Lining for a dream and left for the dream. Wang Xinning's home has nearly 500 pairs. Gym shoes "Enough to buy a Audi." Before leaving Lining earlier this year, Wang Xinning was the product planning manager responsible for basketball product line. His favorite work is based on the graduation exhibition of the Central Academy of fine arts, a shoe which was adapted by the proud General of Tang Bo's work "plain combat" and "China Japan animation role campaign". "It is said that it is collected by many people."

But what really changed him was the boss of a shoe factory in Jinjiang that he saw at the beginning of the year. The other side talked to him about his shoes and said he wanted to make a pair of shoes. "No farm work will be done if you wear the floor." "we sit here talking about design, but you never imagine what China's three or four tier market needs. Lining's today is the future of these Jinjiang shoe companies.

There were more and more overseas troops in the company. Wang Xinning felt that he would soon meet the ceiling of his career and quit his job. Wang Xinning, who has been studying in the mud of Fujian's countryside for more than half a month, has not thought about what he wants to do. The only thing I know is that what I want to do next is "making shoes".

Xu Na's departure has more realistic factors. After the Spring Festival this year, Lining redefined the concept of value, reformed the sales system, and established the corporate culture of "company interests first, system interests second, department interests third, and personal interests Fourth". She felt that this request was a little high on her own.

After 3 years of shopping guidance at Lining store, she hinted that Lining should give more dividends to ordinary employees. "Our store has a large volume of traffic, which is often several times the size of Nike and ADI in the next day, but the monthly income from shopping there is several times that of ours."

More skepticism comes from Lining supporters after the 1980s. Fans complain that when they are just 20 years old, they can't even wear sportswear.

Lining seems to feel the strong rebound of "post-80s" to a certain extent. After entering the middle of 8, the high-profile "post-90s" series propaganda is becoming low-key. According to sources, Lining is also watching the effect of "post-90s" publicity. "It is true that Lining had a high age group in the past. Post 90s publicity is a powerful medicine, and the effect remains to be seen. " The source said.

Despite the fact that the bid change event has been praised, there has been an end to the bid change. At the moment, Li Ning Co has more important things to do.

For Lining, to create a "Jordan" of her own, it is difficult to have a better choice than Evan Turner, number two.

This 22 year old young man who likes pizza, video games and Lady Gaga has almost all the qualities of a quality Idol: young, weak, sick, and confused speech, but through his own efforts, he grew up to be a polite, confident and highly skilled basketball player. In addition, he is good natures and treats his mother who committed suicide as a mother.

More importantly, his agent, David Falk, helped himself to a great young man 25 years ago. This young man is Michael Jordan.

Two months ago, Li Ning Co CEO Zhang Zhiyong described his expectations in Lining's "bid change": "what is the strongest brand? We must find a potential star to grow up with your brand, just like Jordan and Nike grow up." This athlete should grow up in line with our brand tone, develop our products and help us grow. "

Turner is the "The one" that Zhang Zhiyong is looking for. In September 7th, Turner, who had just signed Lining less than a week, appeared in the basketball court of Lining Park in the twinkling of an eye, and participated in the Evan Turner swing training camp specially organized for him. He also visited Lining's flagship store in Wangfujing.

"This is a game changing moment for Lining." Brian Cupps, director of basketball category of Lining's brand strategy department, said, "signing a young star like Turner has conveyed such a message to the world basketball world: Lining will be on the world stage from now on."

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And Lining's own dream action is continuing.

In April of this year, through a series of dazzling equity transactions, Lining injected all his Li Ning Co shares into his holding energy saving. After that, he invested 400 million yuan in energy saving to acquire the extraordinary China in sports promotion business, and bought Shenyang Industrial Park real estate project for 700 million yuan. Interpretation of the incident, the media used most of the title is "Lining into real estate."

It is not overnight. Sports industry involves not only a competition, a sportswear that people see, but also a lot of industries involving the use of real estate and new technologies. " Lining said he hoped to find opportunities to promote sports business and establish a "big sports industry", including brand, product and program sponsorship, rather than just sporting goods.

In contrast, the pace of Li Ning Co's progress has given people the feeling of "seize the day". In August 25th, Lining announced the 2010 China Daily, the net profit in the first half of this year was 582 million yuan, an increase of 23.1% over the same period last year, with a total revenue of 4 billion 505 million yuan, an increase of 11.2% over the same period last year. This sales figure has surpassed the sales volume of Adidas Greater China market again. This is also after 2009, Lining's domestic income surpasses Adidas. The latter in the first half of the year in the Greater China region revenue of about 3 billion 460 million yuan, down 16% over the same period. In its global market, the Greater China region is also the only region with declining revenues.

In September 9th, Li Ning Co began working with SKINS to launch LI-NING SKINS professional gradient compression sports equipment in the Chinese market. Lining's chief market official Shiwei said that the cooperation is still a continuation of Lining's strategic transformation. "We hope Lining will go back to the professional sports brand and return to the sport itself."

Prior to this, Lining worked with Michelin, DuPont and 3M, but the cooperation with SKINS is different. Lining is the exclusive partner of SKINS global. Obviously, this kind of professional sports equipment that can strengthen muscle strength, reduce muscle tremor and strengthen blood circulation, effectively prevent lactic acid accumulation, and obviously improve the performance of wearers, is another important piece of Lining's march toward professionalism. In Lining's six generation store, this series of professional sports equipment has been put on shelves at an unprecedented speed. Fang Shiwei's attention to this series is obviously not only confined to the professional field, but he hopes this series can be "crossed" to non professional fields, such as slimming pants for girls, fatigue relief for public servants who travel long distances.

Another huge project is slowly spreading. Lining will work with SKINS as soon as possible to set up the Chinese sports database within three months. Through the "3D body scan plan", we will make an accurate scan and measurement of the body shape and muscle characteristics of Chinese athletes and sports people, and set up a special database combining the special needs of Chinese athletes in light, sensitive, flexible and other aspects, so as to lay the foundation for the production of equipment that is more suitable for Chinese people.

A map of the Empire of sports far bigger than Lining's territory is appearing in front of people.

Standing on the looker's point of view, Zhang Ying felt that Lining's big turn of Make The Change in late July has been very successful so far, and she has finally done what she always wanted to do.

"Nike has spent 20 years educating China's 70 and post-80s consumers, why do we need to go all out? It's just a way of life after 90. If you think you're young, what's wrong with installing 90?" Zhang Ying, 33, who worked for many years in Lining, is Lining's first product planner. Now she has left Lining to work for a foreign sports brand.

Zhang Ying said, "Lining is definitely the company standing at the forefront of China's sporting goods industry". At that time, there was no product planner in the domestic sporting goods industry. For example, in the domestic brand, Anta did not have a product planner's position until this year, and other brands have not even yet. "

Zhang Ying still remembers the shock of the transformation from sales management to product planner in 2003. At the beginning, I didn't know what the product planner should do. I only knew that the Department was called the product marketing department (later changed to the product planning department). What should I do? I don't know how to do it. I don't know.

It was not until I went to Hongkong that I suddenly realized that "clothes can still be worn like this." Zhang Ying came back from Hongkong, and designed a two piece removable outdoor windbreaker, which set the highest price in Lining's history of 598 yuan and placed it at the order meeting.

This product is more expensive than Nike and Adidas. Zhang Ying thought that the product could not be produced at all. As a result, the wind proof Sunglasses provided by the matching sales were not enough, and had to be added again. "At that time, the dealers wore clothes, they were all sportswear and leather shoes. I didn't expect them to accept so quickly." The next change is even more daring: turn the original single color sports shorts into a full version of the beach style. The original positioning is just as a fashion highlight to decorate the store. The male consumers must think too much to wear it.

Another time, Zhang Ying used Japanese design to transform the cotton fabric from woven to knitted. It was also whispered that consumers might feel that winter was not windy enough, nor did they have much hope. A few years later, when Zhang Ying, who had already left office, saw the dress accidentally in a shop and listened to the boss's "special sale", tears welled up.

There was also a time to lose the Mai City. The "90 series" was later made, but the original idea was to make a costume that represents Lining's culture. In 2006, Zhang Ying designed a high-end commemorative leather coat, Mao Mao main body, buffalo leather sleeves, "design elements contain high gold content", priced at 1990 yuan, is also a cost more detailed calculation. But the dealer said it was so expensive that our store could not carry it. Later, Puma also produced a similar leather clothing, the price tag is 3999 yuan, the owner said that it is also very good to sell. "Looking back now, if you put it out now, there will be no problem. At that time, we encountered the bottleneck of digestion of high-end products and two or three line urban channels. Zhang Ying said.

　　 Now Zhang Yingran still respects Lining, and she has a feeling that Lining is helping her accomplish the dream that she did not realize. "The market needs guidance."