Lining Ups And Downs: The Reshaping Power Of Entrepreneurs

After the listing of Li Ning Co, Lining served as chairman and executive director of the group, while CEO was the employee manager Zhang Zhiyong who joined in 1992.

In 2010, Zhang Zhiyong changed the company's refreshing slogan, "anything is possible," to "lifeless change".

Under the employee manager system, Lining failed to stand out in the increasingly competitive market of domestic and foreign brands, but made it go downhill.

Persistent heavy losses led Zhang Zhiyong to step down as CEO and take over Jin Zhenjun, a professional manager of TPG group, which subscribed to Li Ning Co convertible bonds.

Even so, no notable results were achieved. The loss in 2014 was still 780 million yuan, and Kim Chun Chun also left office.

As a result, Lining had to shoulder heavy responsibilities of chief executive officer.

He continued to reduce operating costs, add shops and increase sales revenue.

If this is a conservative prescription, it is also implemented in different degrees in Zhang Zhiyong and Jin Zhenjun. Then, as a traditional sports product enterprise, it actively complies with "Internet +".

The strategy of "professional equipment + intelligent hardware + Mobile Internet + data analysis" is put forward. Cooperation with Xiaomi to provide intelligent running shoes and follow-up services for consumers, and take it as a breakthrough point, to develop "offline experience online purchase" O2O sales mode, is to break the traditional strategic innovation.

Today,

Sweeping across all walks of life, the new industry is attacking traditional enterprises.

It is imperative for entrepreneurs to re-examine their business connotation and value proposition, make good use of the advantages of the Internet, and carry out cross-border cooperation and reform.

Although Lining's electricity business income accounts for only 6% of the company's total revenue, the market prospect of intelligent running shoes is not yet clear, but this is the tradition.

A challenging first step.

In 2015, Li Ning Co's interim financial report showed a 16.1% increase in turnover and a sharp decrease in losses.

It has to be said that the Lining case represents the possibility of the gorgeous V turn of the sports clothing.

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Not afraid of change and keeping pace with the times is a necessary condition for the sustainable development of enterprises.

Entrepreneurs can lead the rapid growth of enterprises during the start-up period, and professional management team is essential.

However, the entrepreneur is the DNA of the enterprise, and also the spiritual pillar to rekindle the vitality of the enterprise, which can lead the enterprise to go out of the trough.

In 1997, Jobs returned to the dying Apple Corp, and launched innovative products continuously to make apple a world-class company. Liu well was giving birth to a "staff manager" in 2002. However, for three consecutive years, the situation of "increasing profits and reducing profits" has made Liu Jing, the 2005 important CEO, make bold reforms and launch popular products every year to make UNIQLO leap into the top rank in the world.

Company.

The above examples show that when an enterprise falls into a growing dilemma, the entrepreneur who takes ownership and management rights together will reduce the agency cost of opportunistic behavior and moral hazard, and often have more internal cohesiveness than the professional manager, dare to innovate and take the risk of internal motivation and social identity.

In the US hearing on TOYOTA's quality and safety issues in 2010, President Akiotoyoda answered with tears in her eyes. "I am the descendants of entrepreneurs. All TOYOTA cars are my surnames.

For me, the damage to TOYOTA is nothing to do with myself. "

For Lining, the same is true.

Although there are many worries about the ownership and management rights of a single person, it is not difficult to find that capable entrepreneurs and enterprises are innate destiny communities. The sense of mission, appeal and reshaping of enterprises is difficult for professional managers to match.