Once, Li Ning was in the gymnastics world, and his name was closely linked to countless honors.
However, at the pinnacle of his sporting career, he chose an unusual path – a career in business and another saga. This decision was undoubtedly full of suspense and uncertainty at the time.
No one could have predicted how the gymnastics champion would carve out a niche in the competitive business world.
After years of hard work and perseverance, Li Ning has not only created his own brand with his wisdom and courage, but also promoted it to the international market, achieving a world-renowned Chinese sports brand.
But behind the success, there are countless challenges and difficulties, and there is continuous exploration and innovation.
The Li Ning brand has experienced ups and downs from glory to trough and then back to the top.
Every transformation and reform is full of suspense and challenges.
Another way to return to the sports world: Li Ning's entrepreneurial road
In the world of sport, there are many paths for retired athletes to transition, and there are many examples of those who choose to stay in the world of sport and continue to contribute as coaches or sports agency workers.
However, Li Ning, a well-known Chinese athlete in the gymnastics world, did not choose this well-known path after retiring.
His choice, for many people at the time, was both unexpected and new – entering the business world, which was full of unknowns and challenges.
After retiring, Li Ning faced a major turning point in his life.
For him, who once shined on the gymnastics stage, retirement not only means leaving the field he is familiar with, but also symbolizes the beginning of a new life.
At this critical moment, his heart was full of contradictions and uneasiness.
On the one hand, he was uncertain about whether he would be able to find a foothold in the business world, and on the other hand, he was eager to find a new direction and meaning in his life after retirement.
Just as Li Ning was full of ambition on the road ahead, his girlfriend Chen Yongyan became an indispensable supporter in his life journey.
Chen Yongyan is not only Li Ning's spiritual support, but also pointed out the direction for him at a critical moment.
She is well aware of Li Ning's potential and ability, and firmly believes that he can find his place in any field.
It was Chen Yongyan who, with her encouragement and trust, resolved the confusion and uneasiness in Li Ning's heart, and let him see another sky besides sports.
Encouraged by Chen Yongyan, Li Ning began to seriously consider his future path.
He began to realize that although he didn't know anything about the business world, it was a new field full of possibilities. He decided that he would no longer make retirement the end of his life, but the beginning of a new life.
So, with the support of Chen Yongyan, Li Ning began to embark on a journey to learn and explore the business world.
In the process, Li Ning met Li Jingwei, an experienced business person.
Rather than working behind closed doors, Li Ning decided to learn from Li Jingwei's experience and learn from him how to gain a foothold in the business world.
Learn from mentors to build the foundation of your business
Under the guidance of Li Jingwei, Li Ning received a series of training in business strategies and business philosophy.
For Li Ning, this period is not only the accumulation of skills, but also the cultivation of insight into the business world.
Through in-depth market analysis, he found that although China is a big sports country, there is a lack of sports brands that represent China in the international market.
This discovery inspired his determination to create his own brand, and he was eager to fill this gap and create a brand that would not only represent the spirit of Chinese sportsmanship, but also compete in the international market.
However, the road is not smooth.
As a retired athlete with no business experience, Li Ning faced a huge challenge.
Lack of funding was one of the initial obstacles.
At this critical moment, Chen Yongyan's support has become the most solid backing for Li Ning.
She not only used her savings to support Li Ning, but also encouraged him to stick to his dreams, which made Li Ning see hope and motivation to move forward.
In the past two years, Li Ning and his team have experienced countless attempts and failures.
They delve into the market to understand the needs of consumers, but they are also constantly looking for innovations in the hope of making breakthroughs in product design and technology.
Behind all these efforts is Li Ning's insistence on the brand concept: not only to manufacture sports products, but also to convey a positive attitude towards life.
In 1990, after two years of arduous preparation and hard work, the Li Ning brand was finally officially unveiled.
Making its debut was a well-designed range of sportswear and footwear products.
These products not only have high quality standards, but also integrate Chinese elements in their design, showing the charm of Chinese culture.
The launch of the Li Ning brand not only fills the gap of Chinese sports brands in the international market, but also opens a new chapter for Chinese sports brands to go global.
Create a brand and realize the dream of domestic products
The birth of the Li-Ning brand marks a new attempt and challenge, especially in the international sports brand market. This market has been dominated by foreign brands for a long time, and it is difficult for local Chinese brands to gain a foothold.
However, with Li Ning's personal influence and the deep brand story behind it, the Li Ning brand quickly established a unique brand image in the hearts of consumers.
The starting point of all this is Li Ning's thoughtful and meticulous planning of the brand.
As a former Olympic gymnastics champion, Li Ning himself has a wide reputation and a good public image, which provides strong support for the promotion of the Li Ning brand.
He knows that in order to stand out in a highly competitive market, he must create products that are both high-quality and culturally significant.
Therefore, the product design of the Li Ning brand integrates elements of traditional Chinese culture and modern sports technology, aiming to convey a positive attitude towards life and sportsmanship.
In 1992, the Li Ning brand ushered in an important turning point.
At the Barcelona Games held that year, Li Ning brand sportswear was selected as the official clothing of the Chinese delegation. This event is not only a milestone in the history of the Li Ning brand, but also an important display of Chinese sports brands on the international stage.
The athletes of the Chinese delegation appeared in front of the world wearing sportswear printed with the "Li Ning" logo, which not only provided high-quality equipment for the athletes, but also allowed the world to witness the strength and charm of the Chinese brand.
Behind this success is the hard work and meticulous preparation of Li Ning and his team over the past few months.
In order to ensure that the quality and design of the products can meet the requirements of top international competitions, the Li Ning brand has invested a lot of manpower and material resources in R&D and testing.
They work closely with athletes, listen to their feedback and suggestions, and constantly optimize and improve their products. In the end, Li Ning brand sportswear won the recognition of the Chinese delegation with its excellent performance and unique design, and also won the attention of the world.
The success of the Barcelona Games has opened the door to the international market for the Li Ning brand.
Subsequently, the LI-NING brand began to actively expand overseas markets, and continuously enhanced the brand's international popularity and influence by participating in international sports events, sponsoring international sports teams and holding various marketing activities.
Li-Ning brand products have gradually been accepted and loved by consumers in more countries, and have become a model for Chinese sports brands to go global.
When faced with challenges, insist on innovation
With the advent of the new century, the Chinese market has ushered in unprecedented changes.
The entry of internationally renowned sports brands into China is accelerating, and at the same time, a number of dynamic young brands have emerged, and these emerging brands have quickly won the market with their fashionable designs and marketing strategies that are close to the consumption habits of young people.
In the face of this change in the competitive landscape, the Li Ning brand had to re-examine its market positioning and brand strategy to adapt to the increasingly young and diversified market demand.
In this process, the Li Ning brand encountered unprecedented challenges.
Sales began to plummet, market share was gradually eroded, and brand influence was significantly weakened.
What's more serious is that Li Ning Company has suffered huge losses for several consecutive years, and its brand development seems to have fallen into a trough. This series of challenges is a severe test for the Li Ning brand, and it is also a real test for the brand spirit of "anything is possible".
In the face of the predicament, Li Ning and his team did not choose to give up.
They know very well that only by continuous innovation and reform can they find a way out of the predicament.
Therefore, the Li-Ning brand began to conduct a series of in-depth self-reflection and market research, aiming to comprehensively understand the changes in consumer demand, especially the preferences of young consumers.
Based on these studies, the Li-Ning brand embarked on an all-round transformation and reform.
First of all, in terms of product design, the Li Ning brand began to introduce more elements that meet the aesthetic and functional needs of young consumers, emphasizing the combination of technological innovation and fashion trends.
At the same time, Li Ning also began to cooperate with domestic and foreign designers and fashion brands to launch co-branded collections to enhance brand image and market competitiveness.
Secondly, in terms of marketing strategy, the Li-Ning brand actively embraces digital transformation and uses social media and e-commerce platforms to strengthen interaction and communication with consumers.
By holding a combination of online and offline marketing activities, Li Ning has successfully attracted the attention of a large number of young consumers with the help of the influence of KOLs and influencers.
In addition, the Li Ning brand has also adjusted its brand positioning, transforming from a pure sports brand to a more diversified lifestyle brand, emphasizing the concept of "trendy sports", aiming to create a positive, healthy and fashionable attitude towards life.
Through this series of efforts, the Li Ning brand has gradually come out of the predicament.
In 2015, the Li Ning brand began to show signs of recovery, with sales stopping the decline and rebounding, and the brand image and market influence have also been significantly improved.
What's more, the Li-Ning brand has successfully attracted a large number of loyal young consumers, and the brand's social media attention and consumer engagement have increased significantly.
The national tide rises and goes to the world
The transformation of the Li Ning brand was full of ups and downs and challenges, but the ultimate success proved the perseverance and innovation of the Li Ning team.
Behind this successful transformation is Li Ning's deep understanding of brand image and market positioning, as well as its keen grasp of the trend of the times.
Through a series of well-planned design innovations and marketing strategies, Li Ning has not only reshaped its brand image, but more importantly, successfully promoted the brand to the international market, realizing the leap of Chinese sports brands from local to global.
In terms of design, the Li Ning team dug deep into the elements of traditional Chinese culture and integrated them into the design of modern sportswear to create a unique "national tide" style.
This design not only retains the essence of traditional Chinese culture, but also conforms to the pursuit of fashion by contemporary young people, and has successfully attracted the attention of consumers at home and abroad.
Especially when participating in New York and Paris Fashion Week, this unique style of Li Ning brand has been widely recognized by the international fashion industry, and Li Ning's fashion show has become a highlight of the fashion week, making the concept of "national tide" widely spread around the world.
In addition, the establishment of the official partnership between Li Ning and the NBA marks a significant increase in the international influence of the Li Ning brand.
This cooperation not only means that Li-Ning products will be further integrated into the world's top sports events, but also represents the recognition and respect of Chinese sports brands in the global sports field.
Through the cooperation with the NBA, the Li Ning brand has successfully promoted Chinese design and innovation to the world, allowing global consumers to witness the power of Chinese brands.
While the brand influence continues to expand, Li Ning has not forgotten its social responsibility.
While his career has been successful, he has been actively participating in and promoting various public welfare activities, especially in supporting China's sports development and youth sports education.
Li Ning is committed to stimulating the enthusiasm of the younger generation for sports and promoting the development of sports culture by setting up foundations, sponsoring sports events and equipment, and providing sports training.
The successful transformation of the Li Ning brand and Li Ning's personal public welfare behavior jointly demonstrate an entrepreneur's deep understanding of social responsibility and cultural inheritance.
His current situation was exposed by the media and attracted widespread public attention.
Now Li Ning has reached the age of 60 and is worth an impressive tens of billions.
The years have passed, making him full of gray hair and wrinkles on his face, while his wife Chen Yongyan is well maintained, still so young and beautiful.