Pure Influence Can't Make A Brand.

Chinese style Recently, the reporter interviewed Lining, the former champion of the world. What is the personal brand magnate now? Lining How can we face the future in the predicament?

7 years ago, he was in the spotlight. He took the torch and took off in the air.

He is indeed a lucky fellow. In his field of professional sports, he won 14 World Championships and won more than 100 gold medals.

However, his misfortunes are numerous. After the Olympic Games in Seoul, someone sent a razor blade and a long rope (let him hang himself). He could not afford to die for Li Jingwei, who had the knowledge of his kindness. His business was in the downside, losing money.

Today, he is watching light and practicing Buddhism. His physique is still powerful, but his heart is softer and stronger. He wore a shirt with his own brand name. His feet were the company's newly launched 199 yuan intelligent running shoes rabbit. He used to take photos with all kinds of people. He had no spare words but was not cold. Despite the fact that they are generally qualified for business and Buddhism, companies and practices eventually become the main contents of their present and future life.

His ambition is still there. Before this life, there is a peak, but also a low return; there is joy, there is also confusion. He did not like to look back, but he still liked to look forward, hoping to be the champion of sports enterprises again.

Since he became the honorary chairman of the neighbouring agency of Guangxi Island, we had a talk. A simple question and answer, it is difficult to enter this young man's heart. The most impressive thing I still remember was watching him lighting up on TV. I asked curiously, did you have anything in mind?

His answer is surprising, but it means: "don't fall down!"

Chinese style Pure influence can't make a brand.

Chinese style Reporter: You are recognized as the earliest self brand. What kind of benefits do you think personal fame brings to business? Are there any bondage?

Chinese style Lining The advantage is that when athletes are a little bit famous, they are OK. My personality and the principle of doing things are like this. There is not much conflict or conflict. There is only one thing to do with your own name, that is, you should do it by yourself, which is not very compatible with my own interests, so I am doing worse in self marketing.

Chinese style Reporter: Later, you consciously retreat.

A kind of Lining: Almost, at the beginning, I was more involved. Now they are basically general managers.

Chinese style Reporter: From the user's point of view, do you think that the first driver of many people buying products is not directed at you personally?

Chinese style Lining: This is not necessarily. Usually, maybe he will become a lemon (a fan of Lining's brand). This will only happen later. Most people will not consider my personal factors. I want to tell you something. 10 years ago, someone bought a pair of shoes at the store. I was opposite to him at that time. He didn't know me. Then I chatted with him and told him that I was Lining. He asked me what Lining did, and later responded, oh, it is the brand of this shoe. It's interesting. I bought my product but didn't know me.

This thing also enlightens me. If I sell products solely on my personal influence, the brand may not be able to work.

A kind of Reporter: Is Lining now restarting the slogan of "everything is possible" because he did not think of a better slogan?

Chinese style Lining: First of all, the slogan "everything is possible" was put forward many years ago. When it comes to it, most people will think of Lining, who would like to see the return of this slogan. Second, the value of "everything is possible" is deeply related to the genes of our company. The establishment of the company is also based on my sports experience. This brand embodies my ideals, and this slogan can also arouse the resonance of brave pursuit of dreams.

Chinese style Reporter: Many industries have such a phenomenon, it is clear that the product may be almost the same as foreign countries, but the price is not up to the price, only to do some brand empowerment, like Luo Yonghao (selling mobile phone) is the main feelings, how do you think the national brand can catch up with foreign brands in this way?

Chinese style Lining: With such a large population, such a long history, I am convinced that Chinese people have the ability to create world-class brands, and Chinese people have the need to consume their own brands. Of course, brand is not nothingness. Behind it is the product, which is related to the value of a company's genes. Therefore, the brand needs time to polish and precipitate, and then fully embodies it through product, service and operation.

I always think that time is very important. After all, we have gone through a backward historical period, and lost in the modern industry in the starting line, and the users feel that the products abroad are better. When a brand's product and service can make more people yearn for it, and Chinese people will become more and more recognition of their own products, capabilities and culture, which will generate more world-class brands. A kind of

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Chinese style In the future, we need to work like this. Chinese style

Chinese style Reporter: Before the Li Ning Co put forward the slogan of "post-90s Lining", it wanted to infuse the brand into the concept of "younger generation".

Chinese style Lining: The movement itself is the same for everyone, regardless of age. The youth we advocated before is actually focused on the vitality of life, rather than only after 80 or 90 is younger. Our target group includes all those who love sports and are able to challenge themselves and inspire vitality. This is what we call youth. This is the concept. On the other hand, in the face of users of different ages, different products and marketing strategies are slightly different, which is also aimed at users and targeted services.

Chinese style Reporter: Some entrepreneurs feel that after 90 is not very good management, do you feel the same?

Chinese style Lining: My son is 90, I do not feel bad communication, there is no such a situation in the company, our work environment is also very relaxed, rather than to manage them, it is better to motivate and motivate them to self-management, so more active.

A kind of Reporter: company today There should be no doubt about the year's losses. What specific measures have you taken to reverse the situation?

Chinese style Lining: Our loss is more because of the adjustment made three years ago. At that time, we also made money, the purpose of adjustment is to open up a way to make the brand develop better, because in the past ten years of rapid development in the past, the market is full of homogenized products, and the same mode of operation. On the one hand, it makes competition worse and worse. In the second aspect, blind scale is not my ideal. I do not want to simply make products, but want to make it more associated with sports.

Ten years ago, many companies entered. Leisure products This industry has made a lot of money, too. But when the market becomes bigger, we still need to have core competitiveness if we want to win. So the challenge is to let Lining brand focus more on the sport itself and even on specific projects, such as football, basketball and badminton, and subdivide the field, so you will have targeted products to create, or personality customization. After all, sports fans are more passionate and their needs are clearer. In such a process of adjustment, the old method should be laid aside, and the new method should be constructed.

In the past three years, we will have problems in operation and finance. In the future, we still need time to rebuild, but this year's financial objectives are very clear. That is to turn losses into profits. This is affecting a series of adjustments, such as how to innovate products, how to optimize channels, how to locate the direction of operation, and we are changing, including the smart running shoes we launched with millet.

Besides, we also actively offer users new experience through online and offline interaction. At present, it reflects pretty well.

Chinese style Reporter: Which direction will we focus on in the next step?

Chinese style Lining: Just mentioned, football, basketball, badminton and running are the core. Among them, we must fully collect user feedback and demand, and integrate the product function with our brand concept deeply. This is our strategy and has invested a lot of energy in it. A kind of

A kind of Two inspirations from Lei Lei Jun

Chinese style Reporter: Now many enterprises are learning millet, and you talked with Lei Jun. Looking back, what real advice do you think he gave you?

Chinese style Lining: The first is to make the product the best and the best. After all, we are making products, and products are not necessarily made of gold, but to achieve the ultimate goal. The extreme I think is the ultimate in function, design and use, which is very inspiring to me.

How can I improve my mind? I think first of all, let this spirit be the gene of an enterprise and the characteristics of industrial products, so that we can really do well in quality. I saw a watch in Switzerland. I could see the situation in a microscope. I looked through the lens, and the parts in the watch were clear. The parts were closely integrated, and the operation was very smooth and beautiful. You would feel that this product was not a product, but a flesh and blood. This is the Seiko produced by the advanced industrial production. The Chinese people are very good at carving. But in industrialization, we have to learn a lot from the developed countries.

In addition, we are trying to do this. In the past, we are also trying. In the past, we had a lot of good products, but because they did not deliberately pursue explosions, they also sell well, sell badly and sell them. There is no concrete reason to think about why they explode or why they fail.

Now we are thinking about these and actively experimenting. You see, this red rabbit on my feet is an example. We sold more than one hundred thousand in a month, and now we are still accumulating experience.

Chinese style Reporter: You often say "Internet +" is an opportunity. How are you going to land it?

Chinese style Lining: We co operated with millet bracelet. Smart running shoes It is a product of landing. Intelligent products must be a draught. If we combine sports to enhance experience, this will bring a lot of fun to users. But this needs a lot of professionalism, so we need partners to do it. I believe that with the continuous improvement of technology, the experience of intelligent applications will become better and better. We are also spared no effort to promote the development of such a trend. We will use the Internet, especially the mobile Internet, to create business and enhance user experience from product design, purchase and so on.

In addition to online sales, we also have experience shops on line. Anyone can put forward suggestions and comments after trying on them. We also have community for you to discuss and exchange experience, which can also conveniently collect users' potential needs and boost our research and development. These are all so-called Internet + applications. In addition to the intelligent movement just mentioned, digitalization is also a very important part of our strategy, including digital operation of products, design and operation.

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Chinese style I have great respect for Li Jingwei. A kind of

Chinese style Reporter: How did the new CEO look? What are the criteria?

Chinese style Lining: Now looking for it, this person should be able to lead the company to new success in the new environment, which requires leadership.

Chinese style Reporter: What do you think of the previous long term and short board?

Chinese style Lining: Chen Yihong is more sensitive to products and strategies. Zhang Zhiyong is very good at financial management. They do well. But the market is changing, everything is changing, and people's capabilities should be promoted and optimized. Some people can go from tens of millions to one billion. Some people can go from one billion to tens of millions. Some people can work from ten billion to fifty billion, which has the difference of ability. In the future, our goal must be over 10 billion, so we need people with such ability.

On the other hand, CEO's continuous 5 to 8 years is an ideal time. Chen Yihong and Zhang Zhiyong are far beyond this age. Like Zhang Zhiyong, who has been in the company for more than 20 years, basically does not have much opportunity to contact other industries, and it will also affect his career development. After all, he is still very young. Of course, how many years it takes for CEO to be more suitable is not absolute. But after all, we are faced with a fast changing market. You need to learn outside of accumulation. That is why we need someone who has new ideas, new methods and new skills to help promote the development of the company.

Chinese style Reporter: What do you think of Kim Chun Jun?

Chinese style Lining: In fact, Jin Zhen was first invited to help us. The original identity was not CEO. At that time, the company wanted to change, and wanted to use six months to a year to find CEO, but there was no suitable person. So we asked Jin Zhenjun to take part in it for a long time.

Chinese style Reporter: What is the goal of the company in recent years?

Chinese style Lining: Our goal is to be the first in China, just how to do it, as we need to grasp from the strategic aspect. This is also a matter of time.

Chinese style Reporter: Li Jingwei has played a particularly important role in your business starting stage, but lonely. What do you think Mr. Li's experience has given to private entrepreneurs?

Chinese style Lining: I don't know what the revelation is. But I think their entrepreneurs and their sacrifice and dedication played an irreplaceable role in the development of China's industrialization throughout the early years of reform and opening up. Many things they did was the first time in China. Their efforts and development led to the development of private enterprises, and I respect them very much from the bottom of my heart.

Chinese style Reporter: Li Ning Co's cooperation with the government is generally quite smooth.

Chinese style Lining: It can not be said that because the government has the purpose of the government, I have my purpose and there will be contradictions. I think every enterprise has encountered such a situation. But we are not state-owned enterprises, nor need approval to do business, so there will not be too many contradictions. A kind of

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Chinese style There are four things that make me very anxious.

Chinese style Reporter: How do you evaluate your past experience?

A kind of Lining: I think I am very lucky. As an ordinary family out of the child, lucky to be trained by the state, but also fortunate to win the championship, there is such an opportunity to start their own business, so far, and the industry has not been away from sports. But the past is gone forever, and I prefer to pursue the future.

Chinese style Reporter: You are a Buddhist. What changes do you think Buddhism brings to your personal and company management?

Chinese style Lining: It seems that there is not much (change) to the company, but I feel that to the individual, Buddha gives people strength and wisdom, which enables me to understand more about career and understand myself. After all, people have seven emotions and six desires, how to make them look at them positively, and then learn to let go. That's a very happy experience. If you can be without me, you will be more courageous, more energetic and more relaxed.

Chinese style Reporter: Some entrepreneurs feel that they are not too concerned about the company.

A kind of Lining: I care very much. Many entrepreneurs are too strong, and making money is not the first demand for them. For me, since I am an enterprise, I am still responsible for the enterprise. This is also my pursuit.

A kind of Reporter: How much do you think the proportion of talent is in business? Are you satisfied with your talent?

A kind of Lining: I think talent is still a big proportion. Doing business requires talent and luck and hard work. I have a gift in this respect. Something happened to me was very random or even very strange. For example, when I first went to Jianlibao, I didn't do any life planning at that time. So you ask me about my talent for business, and I have no comment on myself.

Chinese style Reporter: Who do you admire in the entrepreneur?

Chinese style Lining: I admire many of them, like Liu Chuanzhi, Ma Yun and Ma Huateng.

Chinese style Reporter: In terms of management methods, some people read Inamori Kazuo's book, some people read Drucker's book, which one do you like to read?

Lining: management thought is very important, but I think it is more important for our generation to practice. You can introduce a management method, but do you really understand its essence, otherwise it will increase the cost. So I prefer the business oriented approach to find the method according to the business, and then design management framework based on this, that is, the so-called mode.

But the market will not wait for you to adjust slowly. You have to develop the habit and ability to seize opportunities and respond quickly, and at the same time warn yourself that haste is not enough. This is not easy in the actual operation of the company, and the result of management and reality can not be matched by 100%, so it is difficult to practice.

Chinese style Reporter: Is there any anxiety or headache at the moment?

A kind of Lining: There is still anxiety, that is, how can we make the brand more personalized, how to integrate with the potential consumer groups more deeply, how to find potential business opportunities to create your products, how to do well in operation, such as these, this piece poses a great challenge to me.

Chinese style Reporter: Have you envisaged the possibility of having a subversive opponent?

Chinese style Lining: We are not a pure Internet company. People can say that they do not use computers, but they can not but wear shoes. The experience that materials can bring to shoes is different, because each company's understanding of these problems is different, and their understanding of sports is different, and the products they come out will be different. For example, light weight, better shock absorption, intelligent experience, and basketball wear, running wear and outdoor wear, the products created by the company will certainly be different. There will be innovations, but not subversion. It's hard to say that everyone's understanding of sports is different. After all, it is not a product with uniform standards, but a standard product will be subverted. An updated grade product will completely subvert the other products, because the technology is up to date, which is called subversive. Wearing shoes is a rigid demand. It's just about what shoes to wear and when to wear. But you can also see the importance of the product.

Chinese style Reporter: Now many companies are talking about transformation. For example, like Korean home, the efficiency of amoeba management is very high. Have you ever thought about organizational adjustment?

Chinese style Lining: Be on the cards. As I said just now, I have adjusted the organization now. Originally, we built functional blocks, and now it is business oriented.

A kind of Reporter: Project team?

Chinese style Lining: Yes.

Chinese style Reporter: Has it been implemented for some time?

A kind of Lining: We started at the end of last year, just like our smart running shoes. But the adjustment of this organizational structure also needs to be perfected constantly.

Reporter: what did you think of the moment when you lit the torch at the Beijing Olympic Games?

A kind of Lining: (thinking) don't fall. (laughter) At that time, in particular, it was hanging in the air, and the training time was very short. With so many people to cooperate, it was easy to make mistakes, so not only was I, but the whole director group was very nervous. We tried to make no mistakes and finally succeeded in lighting the torch.

Chinese style Reporter: Did you make any mistakes in the dress rehearsal?

A kind of Lining: Mistakes. The opening ceremony was lit according to the expected way. It was done in a variety of ways before. It has been constantly training and adjusting. To the last minute, we are still discussing how to finish this.

Now it's dangerous to think about it. The torch has two Jin, you hang in the air, your arm doesn't make any effort at all, let alone run the torch with you. The director group tried to do something, even gave me a prosthetic arm, tied the real arm, planned to use a prosthetic arm to hold the torch, and later said no, finally decided to hang Wei Ya on my arm to help me to support all my actions, but the audience could not see it. It's crazy, because Zhang Yimou is a movie director. He wants the picture (effect). It looks very shocking. Only the people who do it know how hard it is.

In fact, compared with the regular competition, this is just a symbolic performance, but as long as everyone thinks it is very interesting, I will be satisfied, OK.