The editor once heard a saying, "Everything that exists in this world has its own reason." So every time I face some celebrity scandals or negative news about the brand, my first idea is that since it can stand in our sight, it means that it must have advantages that we cannot match.
In the past two years, the national trend has been booming, and as a domestic brand, Li Ning has been criticized the most. Many people accused Li Ning of excessive use of the national trend. In fact, no reason is given to Li Ning whether Li Ning has used it or not.
Rather than saying that Li Ning takes advantage of the national hot trend, it is better to say that Li Ning has appeared with the country from the beginning.
1, character
Who is Li Ning? That is the athlete we once proud of, and is praised by the Chinese as the Olympic champion of " Gymnastics Prince ". He once won 6 gold medals in the sixth World Cup gymnastics competition. You should know that there were only 7 gold medals in that prosperous era, and he created a myth in the history of gymnastics.
Not only that, Li Ning is also the founder of Chinese sports stars. The first advertisement endorsed by China's sports stars was filmed by Li Ning. He has won 14 world championships and 106 gold medals in gymnastics competitions throughout his entire athletic career, which is a historical pride!
In the editor's impression, Li Ning is a myth without any dust, but in fact Li Ning is not a god, and he was once pulled down from the altar. 988 Seoul Olympics , Chinese gymnastics team lost to the Japanese team with 0.1 points, ranking fourth.
After that game, Li Ning blamed himself and 6 people hugged their heads and cried in the lounge. At that time, none of them expected that the person who held them to the altar with his own hands would turn around and take their knife.
After the Olympics, Li Ning received a blade and a rope, and some people even called him the "dead son of gymnastics". Perhaps Li Ning has always had such a good image that people have finished it. What does it mean to be a sage? Who can do without mistakes?
But what I admired was that during that period, Li Ning did not look disappointed at all. Instead, he quickly retired and founded Li Ning Company , and stood up again.
Li Ning himself is a very subtle and resilient person. He knows more than anyone what national honor represents. It is precisely because of his founder that Li Ning has almost no moment of being unrelated to the country since then.
2, Li Ning
After Li Ning retired in 1989, he joined Guangdong Jianlibao Group and founded the "Li Ning" sports goods brand. The first advertisement for sports stars back then was Li Ning filmed for Jianlibao. Perhaps fate revealed something at that time.
89 was not a good year for Li Ning. The prouder he was before, the more he was now. Many people even think that Li Ning is a "national sinner." However, Li Ning has something that many people don’t have, that is, he never sticks to the past.
After Li Ning retired, he took the opportunity of the Asian Games Chinese delegation clothing for the 1990s to open the first pot of gold for Li Ning Company of up to 15 million. At that time, all the relay athletes wore Li Ning's sportswear. Since then, Li Ning Company has completely entered the public's sight, and Li Ning has started to hook up with the country from here.
In fact, if you push forward, Li Ning has been hooking up with the country since he joined the national team at the age of 17.
92 "Li Ning Card" was selected as the special awards ceremony for the Chinese sports delegation. Since then, Chinese athletes have never worn foreign sports brands in the Olympics.
Li Ning's brand is based on the spirit of "original from sports and used for sports", and Li Ning himself also has an extremely passionate love for the sports industry, so Li Ning's company quickly became the leader in China's sports goods industry.
As an athlete, Li Ning knows more about what kind of clothing athletes need more than most corporate leaders, which is closely related to his success.But Li Ning has a entrepreneurial heart, but no management heart, so after the company got on track, he retired from the world.
08, Li Ning ignited the "Bird's Nest" Beijing Olympics main torch platform in the form of "flying people in the air". That moment was the climax of the whole audience and Li Ning's climax. As the saying goes, the prosperity will lead to decline, and Li Ning began to go all the way.
13 was a hit hard for Li Ning. Anta won the sponsorship rights of the National Gymnastics Team at a price twice as high as Li Ning. Li Ning's morale instantly fell from the top of the mountain back to the ground.
At this time, Li Ning still did not serve as CEO. He used 3 professional managers, but no one could win the building. Even the company's employees and CEO had many conflicts. By 2014, Li Ning's company had lost 3.1 billion yuan.
But Li Ning's company is the same as Li Ning himself. What they are most afraid of is to start over. Li Ning eventually took over the position of CEO. Li Ning once said that the company's business management affairs may be two meters high for him, and other things are also 1.9 meters tall.
Li Ning used to believe in professional managers, so Li Ning's company did not have Li Ning's family members. After returning this time, Li Ning entrusted an important task to his nephew who studied finance, and also exchanged a large number of company veterans, promoting Hong Yuru to vice president.
Li Ning Company Vice President Hong Yuru later recalled that he and Li Ning were standing at the door chatting. He asked Li Ning, "Have you thought about it?" Li Ning said, "I thought about it." He said, "I thought about it and do it after thinking about it."
At that time, Li Ning was like a child who studied hard. He was willing to listen to a teenager telling him about his love for basketball shoes with an excited look on his face, and was willing to pay attention to fashion, news, etc. that he had never paid attention to before. He even opened Weibo under the persuasion of his nephew.
It seems that Li Ning became particularly friendly overnight. He laughed at himself, acted cutely, and wrote chicken soup on Weibo...
In addition to facing transformation, Li Ning also has another problem that many people think that "Li Ning is very rustic", which may be related to his first appearance at the Asian Games. Therefore, many people think that Li Ning may disappear after losing the Chinese Olympic Committee as a partner.
But Li Ning, who is not afraid of being over again, is not only active on Weibo, but also constantly holds meetings with company employees, drinks with dealers, adjusts the company structure, cleans up inventory, and improves channels... It's like a startup company starting little by little.
2 February 18, Li Ning appeared on New York Fashion Week without warning. Although the response was good, there was inevitably a "lemon essence" and said: When will Li Ning appear on Paris Fashion Week be considered to be truly walking.
Li Ning remained silent until June of the same year, when Li Ning appeared at Paris Fashion Week with the 2019 spring and summer series products. Whether it is the color matching or the national trend, Li Ning has been playing with it for 10 years and has been silent for 10 years. Once he appears, he will be a contender for hundreds of birds.
Even the red and yellow color scheme that was disliked by most people at the time has become a trendy product that modern people are rushing to pursue. Someone once asked Li Ning, you are 55 years old, can you still win the likes of young people? Li Ning asked back: Ninety percent of modern fashion items are made by the elderly. Have you ever seen the designer of that luxury brand be a young man?
10 years of reincarnation, Li Ning walked through those dark troughs with difficulty and tenacity, and returned to the public's sight. "China Li Ning" was printed on the gymnastics suit , T-shirt, and sweatshirt in red and yellow colors. This time Li Ning easily aroused the interest of the post-90s generation, and this is the best proof of Li Ning's strength!
After that big show, Li Ning company appreciated by nearly HK$30. In this difficult 10 years, no one has seen any change in Li Ning's expression, and his emotions have always been calm and restrained. The brand of Li Ning is like him. He does not speak or do his own thing seriously. If he succeeds, he will make a big splash. If he fails, he will get up and start over.
In the past two years, Li Ning's joint signature has almost never been interrupted. Whether it is with Debang, Hongqi, or even the People's Daily a while ago, although it has been criticized, it has to be said that every joint signature of Li Ning has never disappointed. He is still a myth, an ordinary myth that depends on one's own efforts.
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