In the 2008 Olympic Games, Li Ning, as the focus of the torch, once again won the world's attention after many years. After that, more than 10 years have passed, and Li Ning has once again disappeared from people's vision. In recent years, if it is not some controversial topic, many people have forgotten that China still has Li Ning, a sports brand. With the strong rise of ANTA, Li Ning's trademark seems to have rarely appeared on the clothes of Chinese athletes, is this brand completely out of the ordinary? Li Ning's 2021 financial report shows that the total revenue exceeds 22.5 billion, of which the net profit reaches 4 billion, which shows that on the brand effect and income-generating ability, the gymnastics prince sword is not old.
As the most well-known figure in the history of Chinese gymnastics, Li Ning is known as the "Prince of Gymnastics", mainly because of his excellent performance in the 1984 Olympic Games. That year, Li Ning was only 21 years old, and it was his first time on the Olympic stage, and the Chinese team was also the first time to participate in the Olympic Games. Under great pressure, Li Ning won three consecutive gold medals, a record that was not equalized by Zou Kai until 2008, and no one has broken it so far. Before the 1984 Olympic Games, Li Ning had already won 6 gold and 1 bronze at the World Championships, showing amazing strength, it is worth mentioning that Li Ning won a total of 106 gold medals in domestic and foreign competitions in his lifetime.
Just when people thought that Li Ning would rule for an era, he quickly fell. In the 1988 Olympic Games, Li Ning made consecutive mistakes, resulting in unsatisfactory results. In that era, participating in the Olympic Games was easily given other meanings, and in the eyes of many people, athletes could only lose and could not win, otherwise they would lose the face of Chinese, especially top athletes like Li Ning, and they could not fail. Subsequently, Li Ning became a sinner denounced by the national audience, and he was no less criticized than Liu Xiang in 2008.
In desperation, Li Ning had to quit the arena and transform into a businessman. At that time, the hottest beverage brand in China was Jianlibao, and Li Ning was not only invited to shoot advertisements, but also served as the company's general manager. Li Ning's superstar effect soon came into play, and after Jianlibao made a big profit, it took out 16 million yuan to help Li Ning open a clothing sports brand, which is today's Li Ning Company. At the 1990 Asian Games, Li Ning became a clothing sponsor advertiser for the Chinese team, and coupled with his own participation in the opening ceremony as a torchbearer, the company took the opportunity to become a hit.
At the 2008 Beijing Olympic Games, Li Ning lit the main torch in mid-air, allowing Li Ning to usher in a vigorous development and rapidly increase offline stores. But the negative impact of overextending is also very large, with the rise of the logistics express industry, online shopping seriously squeezed the living space of physical stores, resulting in a huge loss of Li Ning company, Li Ning had to find a way to cut expenses, after several years of efforts, finally turned a loss into a profit. In 2018, Li Ning saw the opportunity and personally went on the catwalk, through the fashion week activities, launched an international reputation. In fact, before that, Li Ning maintained cooperation with European sports teams such as Spain and Italy, and this time it was considered to usher in the "second spring".