Lining'S Reform And Innovation, Leading To Sustainable Development In China'S Market

Jin Zhenjun, executive vice president of Li Ning Co, China's leading sports brand enterprise, held in Chengdu, Sichuan, at the occasion of the "fortune forum", participated in the "Harvard China China: consumption new power" forum and published the keynote speech of "pformation and pformation of Chinese Enterprises: measures and impacts".

He pointed out that in the current economic situation, the pformation of Chinese enterprises is the only way for further development of enterprises. The most important thing is the pformation of business mode and pformation of management mode.

In his speech, Jin Zhenjun shared his pformation experience in DELL, Guanghui, Daphne and Li Ning Co, and discussed the initiatives and effects of enterprise pformation, which was welcomed by more than 200 participants.

< /p >

< p > when it comes to the pformation that Li Ning Co is undergoing now, Jin Zhenjun pointed out that from the overall situation of the sporting goods industry, the rapid growth of the industry in the past has brought challenges to the development of the whole industry. Transformation is imperative. The belief and courage of Li Ning Co in the first place has also been recognized by the industry.

After a period of change, the Li Ning Co has made some progress. The company has gradually entered into the medium and long-term reform stage aimed at improving supply chain, marketing and product planning, and establishing a retail oriented business mode. This stage aims to create more first-class products and customer experience, and ultimately consolidate Lining's position as the leading brand in China's sporting goods industry through world-class brand building and retail capabilities.

< /p >

Mr. Jin Zhenjun, who helped Daphne and Guanghui automobile successfully pform, also shared his rich experience in helping other enterprises to successfully pform and pform P.

Speaking of his past experience, he said that the development time of China's consumer market is still short. Guanghui automobile has developed a unique market strategy and management system in pition to achieve a leap profit growth in a short time.

The pformation of Daphne's supply chain management and the upgrading of its rapid retail operation platform are also of great reference to the pformation of Li Ning Co.

< /p >

< p > in the sub forum of "how Chinese brands stimulate the growth of domestic consumption industry", Ms. Deng Xiaohua, chief marketing officer of Li Ning Co, tells about how enterprises should deal with the importance of building brands, the era of big data and the sources of consumers' access to information. With the experience of many leading consumer goods companies in the world, Ms. Deng Xiaohua also shared her experience in understanding how consumers today, creating links with them through innovative means, and how Li Ning Co can create brands and promote consumption growth.

< /p >

< p > Deng Xiaohua said that Li Ning Co has been committed to making Li Ning Co a great sports brand in China for more than 20 years.

At present, the company actively promotes change, focusing on sporting goods business, focusing on the domestic market, focusing on the Lining brand, and formulating the four strategies of operation in terms of channel efficiency, brand and product, operation capability and business mode reform.

At present, the company's reform initiatives are progressing smoothly and are moving towards the established goals.

In a third party consumer survey data, Lining is in second place in the two indicators of "the first mentioned brand" and "favorite brand". No matter comparing domestic or foreign sports brands, Lining still has an advantage. This competitive advantage comes mainly from Lining's brand assets.

< /p >

< p > Deng Xiaohua said that in terms of brand building, Lining always aims at becoming a professional sports brand target, linking up with sports, returning to the essence of sports, and truly achieving a brand that is essentially loyal to sports value and sports connotation.

After years of accumulation, Li Ning Co has unique brand assets with competitive advantages. It not only has a unique commitment and understanding to Chinese consumers, but also has distinctive competitive advantages in terms of innovation, technology, sports and brand heritage.

< /p >

< p > since its establishment, Li Ning Co has been committed to becoming a professional sports brand which is essentially loyal to sports value and sports connotation.

With the integration of China's consumer market and the expansion of domestic demand, sports brand development still has long-term driving force.

Today, Li Ning Co's innovation in pformation is also aimed at seizing the new round of business opportunities. Under this innovative and positive effort, it will continue to lead the sustainable development in the Chinese market.

< /p >