Break The Low-Key Interpretation Of Lining's Amazing Life

In July, "12 men of bazaar", the exclusive original cover story of the 20 page, broke the low key for the first time, and interpreted Lining's creative life for the first time.

2008 China's first Olympic torch bearer and 1984 China's first Olympic gold medals.

In 24 years, from the international gymnastics prince, the world's greatest athlete in twentieth Century to the founder of the first sports brand in China, the philanthropist, "bazaar man", broke Lining's 20 years of low-key life and unscramble Lining's legendary life.

Lining achieved 24 great achievements in the past two years. Few people can match the word "greatness".

At the 1984 Losangeles Olympic Games, a Zhuang youth from Guangxi took up 3 gold, 2 silver and 1 bronze medals in six Gymnastics Medals.

His country, far from the other side of the Pacific, is boiling.

He is known as the prince. His story, together with the agitation, passion and ideals of that era, has become an immortal legend.

So 15 years later, on the last day of the last century, he was named "the greatest athlete of the twentieth Century" by the world's most authoritative sports news organization, the international sports journalists association. His name is tied with Jordan, Beckenbauer and boxing Ali to accept the worship of the world.

Today, "commercialization" has become the most popular keyword in China. His name has turned into a logo composed of six English letters. His dream has also turned into a fluttering banner. It appeared on the team of the Chinese Olympic sports delegation and appeared on the robe of the Argentina national basketball team. It appeared on the shoes of shark O'neal and appeared in the Wall Street commercial review article. He was called Lining.

This "greatest athlete of the last century" is continuing his greatness in another way.

Because he always had a great dream to make "Lining" the "greatest sports brand of twenty-first Century".

Lining: at the moment when the double great Be great in both ways entered Lining's office, I suddenly felt that the long time after 1984 was suddenly condensed into a brief blank, because the young couple who were called "gymnastic Princes" had already been fixed in my memory after the steady landing.

And when I saw the white man, his body fat and his tired, yet capable middle-aged man, the prince's back was gone. Behind him was a commercial empire built by himself. Through that huge window, the red letter "Anything is possible", which was interspersed among the grasslands, seemed to be the fable of his first life.

He smiled and nodded to me, gently closed his laptop and turned his BlackBerry phone into a mute.

The office is emitting a new smell.

Located in the outskirts of Beijing, it covers an area of 100 mu and costs up to 150 million of its headquarters base for more than six months.

Everything is new, as Lining CEO Zhang Zhiyong said, "the new Lining headquarters means a new starting point for Li Ning Co".

"I like it here, though I stay here very short every year."

Lining said.

The Office Park, designed by COX, a famous Australian sports building design company, looks like a sports theme park. 4 three storey office buildings run through the red runway. Through a huge glass curtain wall, we can see the swimming pools with blue waves; basketball courts, badminton courts, football fields and climbing walls can be seen everywhere.

Lining said: "because I am a person who does not like being bound, so I hope my staff can be in free and relaxed state at any time."

Therefore, it is named "the most internationalized office area in China" by a commercial magazine.

In Zhang Zhiyong's view, it bears the corporate image of Li Ning Co as China's first sports brand and the world's five largest brand.

In my view, the evolution of Li Ning Co to the world will be completed, because at this new headquarters, the two largest sectors are market and R & D.

Lining, who is away from the athletic field, is still jumping over 3 in difficulty.

It seems that everyone has a doubt about this: How did he jump from sports stars to business Wizards?

Faced with this problem, his answer was simple and unexpected, "luck," he said lightly. "I am just the most fortunate businessman."

Starting point, 19841984 years, this is a year that should be remembered by all Chinese people.

This year, the Chinese women's volleyball girls took the lead in the three round and defeated the US team to achieve the "three consecutive champions" grand undertaking. This year, new China sent the first sports delegation to the twenty-third Losangeles Olympic Games and miraculously won 15 gold medals, ranking only fourth behind the United States, Romania and the Federal Republic of Germany.

The country, which has been in poverty for a long time, seems to have made the whole world look at each other overnight. The Chinese national passion has been burned up at this moment, so that no one realizes that in this year, there is still a latent flow in this country.

In 1984, it was called the first year of Chinese companies. Haier, Lenovo, Vanke and other companies were founded in this year.

In a remote county town of Sanshui City in Guangdong Province, a director of the winery named Li Jingwei developed a yellow orange drink with a beverage formula. He gave it a name called Jianlibao, which was later heard in China.

At that Losangeles Olympic Games, Jianlibao, as the first choice beverage of the Chinese Olympic delegation, received unthinkable attention.

It was also at that Olympic Games that Li Jingwei, who had a heart in mind, met Lining who had just completed the gold medal enclosure in Losangeles.

Because of a like-minded attitude, this age difference of 24 years old man soon became a friend.

4 years later, the Seoul Olympic Games, in the key hoisting competition, Lining accidentally fell off, the whole stadium was silent. Lining, who got up, smiled and shook his head. The gold medal passed by, and suddenly fell from the idol. This 0.01 seconds seemed like a dream awakened by pain.

If there is no story behind, it will be a sad ending.

Lining, who returned to Beijing, had no flowers and applause from the masses. There was no media coverage and popularity. He didn't even dare to return to his country from the main entrance of the airport, but he could just walk out of a lonely narrow passageway alone.

At the end of the passage, only one person holds flowers and smiles and waits for him.

That man is Li Jingwei.

Perhaps 4 years ago, Li Jingwei's phrase "relying on the economy to develop sports" touched Lining. Maybe it was the cold of the world that made Lining feel the future. In December 16, 1988, Lining announced his retirement at the farewell party sponsored by Jianlibao.

That night, Noda's Shenzhen stadium was packed. People saw that the hero of the past resolutely left. People also saw tears of two men. When Li Jingwei gave a pure gold hand to Lining, the two people on the stage were already in tears.

At that time, Lining's idea was to set up a sports school in Shenzhen, and Li Jingwei's advice to him is that you can't rely on others for sponsorship in sports. Why can't you make a sports enterprise by yourself?

In April 1989, in the spring of Guangzhou, in countless myriad lamps and shutters, Lining took over the letter of appointment from the special assistant general manager of Guangdong Jianlibao Group Co., Ltd. from Li Jingwei.

With a natural instinct and the vision of many overseas competitions, Lining suggested that Jianlibao should take an impact and dynamic advertisement and play it by himself.

This proposal, together with the 600 thousand yuan advertising fee that was astronomical at that time, was fully supported by Li Jingwei.

After the broadcast of CCTV, the advertisement had a great effect.

This year, sales of Jianlibao increased by 30 million.

"This is my interest and my dream at the same time. I am very happy to realize his dream around him - to be a Chinese brand."

Lining recalls, "every time I compete in a foreign country, I am often mistaken for a Japanese, a Korean, or a Taiwanese or a Hongkong person because of wearing a sportswear in foreign countries. At that time, I was wondering when I could be in the international arena with Chinese sports uniforms."

Thus, Lining proposed to Li Jingwei that he would like to run a sports clothing factory and hope to invest in Jianlibao.

But perhaps Li Jingwei at that time had already realized that Jianlibao's own unclear property rights would leave behind sequelae (because of institutional reasons, although Jianlibao was founded by Li Jingwei, but still belonged to the state owned enterprises of Sanshui municipal government on assets, he tactfully suggested: "if we can introduce foreign funds, we should not use all the money of Jianlibao".

Later, he accompanied Lining to look for investment.

In 1990, a Singaporean company agreed to invest. In this way, the three Sino Singapore joint venture Jianlibao sportswear company was set up, and Lining became general manager.

After intense construction, less than eight months later, a 5000 square meter workshop was completed in Sanshui City.

On the roof, a huge sign consisting of three words is striking: Lining.

Since then, a myth belonging to the Chinese local sports brand has begun.

Luck did not meet with the disaster that allowed him to destroy himself. In August 1990, on the roof of the world, Lining, dressed in a white Lining sportswear as an athlete representative, solemnly took the torch of the Eleventh Beijing Asian Games from Tibetan girl Dava Ozon.

This is a landmark event. The Asian Games in Beijing is the first time that China has hosted the international large-scale comprehensive competition. Lining is the first local sports brand to sponsor international sports competitions in China.

In order to win the right to undertake the torch relay of the Asian Games, Lining brought out 2 million 500 thousand yuan, but he got the reward that 200 million people were directly involved, and 2 billion 500 million Chinese and foreign audiences knew Lining from the news media.

Since then, the development of Lining brand has gone smoothly, with annual turnover increasing at 100%.

At the 1992 Barcelona Olympic Games, Lining finally realized his dream. When the Chinese Olympic sports delegation appeared in the opening ceremony with the bright logo Lining sportswear, Lining burst into tears. He recalled: "at that moment, I realized the greatest honor in my life, which felt more than all the medals I had won."

Because of this wonderful appearance, the giants of Nike and Adidas realized the existence of Lining.

In the undeveloped virgin land of China's sports market, the 4 year old Chinese company, which still looks weak, will be their future rival.

Lining also realized this point soberly, so in early 1994, Lining found Beijing stock reform expert Liu Jipeng, asked him to make future plans for the company.

After careful analysis, Liu Jipeng pointed out that the unclear property rights of the company will have a fatal negative effect on the future development.

Therefore, he strongly urged Lining to break away from Jianlibao.

In Lining's mind, Li Jingwei knew him and remade his gratitude, so he hesitated. He kept asking Liu Jipeng: "if you break away from Jianlibao, will others say that I am ungrateful?"