How Does The Gymnastics Prince Turn A Big Deal When He Starts A Big Loss?

A reporter once asked Lining why he didn't open micro-blog. Lining's answer was: "I'm neither good at it nor interested."

Obviously, he did not keep pace with the mobile Internet, and suddenly discovered that sina micro-blog was launched in 2015.

Today, the father has accumulated about 2000000 fans. He also used millet mobile phone, from camera to sell Meng, and NBA basketball star Wade to discuss the design details of basketball products, met with Jackie Chan in Beijing to release suspense, and set Lining together.

To Panshiyi, "fully armed", almost every few days, Lining himself will make a little surprise on micro-blog, only to say that the old man really broke the heart to save the company.

19 years of gymnastics career, won 14 world champions and 106 gold medals, and became the torch bearer of the opening ceremony of the Beijing Olympic Games.

In the sixth World Cup Gymnastics Competition held in Zagreb, Yugoslavia in 82, he won 6 men's 7 gold medals, and won 6 Championships in horizontal bar, floor exercise, vault, pommel horse, rings and omnipotence.

In 1984, twenty-third men's gymnastics, 3 men's gymnastics, pommel horse and rings were won in the men's gymnastics competition at the Losangeles Olympic Games in 1/5. They won three gold, two silver and one bronze at one stroke, close to the total number of medals of the Chinese delegation, and became the most medals in the Olympic Games.

At the age of 26, he announced his retirement.

When Lining retired, he did not know where to go. Once he was at a loss. At this time, he appeared in the business. This man was Li Jingwei, the chairman of Jianlibao. Li Jingwei liked Lining's simplicity and ingenuity. Lining admired Li Jingwei's business vision and the rich experience of running the company. Two Li soon became an old friend.

At first Lining wanted to run a gymnastic school, and Li Jingwei suggested that he should rely on the economy to develop sports. Lining, accompanied by Li Jingwei, went out to lobby for investment.

Soon, Singapore KINGE Industrial Co., Ltd. went to Sanshui site inspection, the two sides signed a contract.

The Sino Singapore joint venture Jianlibao sportswear company was established, mainly engaged in the production and operation of Lining brand sportswear. Lining served as general manager.

The first shot of Lining, who just took office, was the sponsorship of the Asian Games in 1990. At that time, he lobbied with the National Sports Committee in the capacity of sports celebrities. The name of the 3 million US dollar was eventually won by 2 million 500 thousand yuan. Finally, 2 billion 500 million Chinese and foreign audiences knew Lining's card.

After a small test, Lining gained more trust and favor from Li Jingwei. In 1991, he invested 16 million in Jianlibao, and the Guangdong Lining sporting goods company was formally established. Lining was responsible for the operation of Lining brand sportswear and sports shoes.

At the end of 1994, Lining carried out the shareholding system reform of the company, separated the Guangdong Lining sporting goods company from Jianlibao group, and 16 million of Jianlibao's investment, and Lining paid three times in cash.

By the end of 1995, Lining group was established and chairman and general manager of Lining Pro Group.

We all know the drawbacks of family businesses. Everyone has great rights. In the end, they do not know who to listen to. Finally, the company is killed.

When the Li Ning Co was first founded, its founding team was Lining and several retired teammates, as well as Lining's family members such as brother, sister-in-law, cousin, etc. Lining was a full family business at that time. But Lining's family business was not a problem of power disputes, but rather a lack of professionalism.

Due to the lack of professional talents, Lining's first shoes were produced by OEM. After 700 thousand, he found that all of them were unqualified. Lining, who was so heartache, immediately destroyed the unqualified products. He began to consciously invite professional talents to join him. He then invited the top ten companies from the famous sportswear production company to Chen Yihong and made him director of production. Finally Chen Yihong went up to the position of general manager.

The accession of Chen Yihong and a group of professionals has created the first glories of Li Ning Co, and its turnover has increased by 100% annually.

Lining said: "when I am an athlete, my efforts determine whether or not everyone's wishes are realized. When we are businessmen, we need everyone's efforts to fulfill my dream."

At the end of the 90s, there was a popular movement.

With a suit of sportswear, you can see a similar figure in the street.

The annual sales volume of Lining sports equipment complying with the market trend is loiter, and in 1996 it set a record of 670 million.

Unfortunately, the Asian financial crisis hit in 1997, and the joy of growth stopped abruptly.

Lining's products began to sell, and the market position declined year by year. The plan for listing in Hongkong was temporarily shelved by this storm.

It was not until the third general manager Zhang Zhiyong carried out a series of reforms in 2001 that his turnover continued to rise. He finally went public in June 28, 2004 in the main board market of Hongkong in June 28, 2004, and issued 247 million shares publicly. In July 9th, 36 million 976 thousand new shares were issued, while Lining and his family owned assets of more than HK $1 billion.

"Let's start over."

Often love to say this.

Every gold medal starts from scratch, and from athletes to businessmen, it is a new start for Lining.

It is with a return to zero mentality that Lining can go beyond himself and surpass the past.

After the listing of the group, Lining delegated power to professional managers, gradually fading out of company management. From its inception, although the company was bumping along all the way, its revenue grew steadily, and its turnover increased to 9 billion 478 million yuan in 2010.

What I did not expect was that from 2010, the performance began to land in a straight line like a roller coaster. In the second half of 2012, the Li Ning Co lost 2 billion yuan and lost 743 million yuan in 2014.

Another main reason for the Li Ning Co to turn losses into profit is that administrative expenses are cut by half, and all kinds of management and marketing costs are cut down. Lining hopes to increase the efficiency of the group's operation and reduce unnecessary expenditure, and he himself uses the celebrity effect to make a sound and saves a lot of money for the public.

In 2015, Lining's electricity supplier's net profit after tax was over 100 million, and maintained a very substantial profit margin and turnover. The power in the field of electricity supplier is another reason for turning losses into profits.

The strategic cooperation between Li Ning Co and millet ecological chain enterprise and the founder of millet bracelet is based on the agreement. The two sides will work together to build a new generation of intelligent running shoes and begin to explore the health field of big data. This announcement has declared Li Ning Co from the traditional sports shoes and clothing brand to the field of intelligent sports.

Beginning in 2012, Lining, who lost 3 yuan in total and lost a total amount of 3 billion 100 million yuan, finally announced the loss of profit in March 17, 2015. This is Lining's first loss of profitability after three years of consecutive losses.

Lining's annual income in 2015 was 7 billion 89 million yuan, an increase of 17% compared with 2014, and the net profit of the company was 14 million yuan, while the previous year's loss was 781 million yuan.