"I do have some fate with Changning. My name is Li Ning, and there is also 'Ning' in my name.

On November 24, Li Ning "showed up in Shanghai as the chairman and CEO of Li Ning Group" Co-CEO, Chairman and Chief Executive Officer of Feifei China Holdings Co., Ltd., an important part of his trip to Shanghai was to witness the signing of the cooperation framework agreement between the Changning District Government and Li-Ning Group. On the same day, Li Ning Group's Shanghai headquarters and Yangtze River Delta global business headquarters were officially settled in Changning, Shanghai.

At noon on the day of the signing ceremony, Li Ning first inspected the Li Ning Shanghai "double headquarters building construction project" located in Haisu Cultural Plaza. After a simple working meal, he had some exchanges with the leaders of Changning District. At 2 p.m. At 15 minutes, he showed up at the signing ceremony on time, wearing black Li-Ning sneakers and black socks with a white Li-Ning brand logo.

Rendering of Haisu Cultural Plaza

From the former “Prince of Gymnastics” to today’s “Li-Ning of China,” Li-Ning himself and the “Li-Ning” brand have achieved extremely high national popularity. This time, the group's two major headquarters functions will be located in Shanghai, and Changning District, which is located in the Hongqiao International Open Hub and has the advantages of online new economy and fashion and creative industries, has already traced the company's own development blueprint.

The better the venues and facilities, the more people must use them

“I am deeply impressed by the Changning Gymnastics Hall. When Shanghai held the National Games, I served as the director of the gymnastics competition. Chief referee, Samaranch also came on the day of the finals, and I also met the old man backstage at the gymnasium.

While communicating with the leaders of Changning District, Li Ning expressed his views on the venues and projects closely related to his "original industry." The memory is still fresh, especially the Shanghai International Gymnastics Center, which was the only professional gymnastics center in Shanghai at that time. In his opinion, the construction of professional sports ground management obviously provides huge support for sports projects.

Shanghai International Gymnastics Center before reconstruction

Rendering of the gymnastics center after reconstruction

In 1995, the original Huxi Stadium in Changning District was transformed into Shanghai International Gymnastics Center, central swimming pool and other projects. After its completion in 1997, it became one of the important venues for Shanghai to host the Eighth National Games. For a period of time, it was the only public welfare comprehensive sports venue in Changning. In 2018, the gymnastics center started an in-situ reconstruction project and will build a comprehensive gymnasium with 3 floors above ground and 4 floors underground.

It is worth mentioning that the gymnastics center is open to the public all year round, providing surrounding residents with a well-equipped place to keep fit, and receives an average of more than 700,000 people for national fitness every year.

This is also related to the content of the contract signed between Changning District and Li Ning Group. After signing the contract, the two parties will establish a comprehensive exchange and cooperation relationship in various fields such as the hosting of sports events and the development of sports culture. Through the organic integration of industrial development and sports and cultural undertakings, we will promote the development of the regional sports industry and national fitness undertakings.

“We have sports park projects in Nanning, Yangzhou and other places. We mainly cooperate with local governments. If the government wants to develop community sports, our professional team will operate it and promote the development of community mass sports. In In Li Ning’s view, it would undoubtedly be a welcome thing for mass sports to have access to good facilities and equipment that are comparable to those used in professional events, because “the better the facilities and equipment, the higher the utilization rate.

In 1990, Li Ning founded a professional sports brand of the same name in his own name. In 2019, Shanghai Shaohao Sports Goods Co., Ltd., a subsidiary of Li Ning Group, settled in Changning District. What is gratifying is that in just three years, Shaohao Sports has become an enterprise with a tax contribution of 1 billion yuan, which is called "phenomenon" by the industry.

Signing ceremony site

The "Dual Headquarters in Shanghai" signed this time is a building project purchased by Li Ning Group this year. It is located on the 28th Neighborhood Cultural Plaza project site in Huayang Road Street, Changning District, close to Liu Haisu Art Museum. According to Li Ning Group, after the Shanghai headquarters and Yangtze River Delta global business headquarters are settled, it will bring together capital, technology, talents and creative resources in the fields of fashion creativity, sports and health for Changning District and Shanghai.

Li Ning Group’s headquarters is currently located in Beijing, and it also has related regional or business headquarters in Shanghai and Shenzhen. “China is huge, and talents from different regions have different expertise.

In Li Ning's view, Shanghai's talents are mainly concentrated in the fields of business, technology, design, etc., while Beijing has many talents from sports and culture, and Guangdong's talents are outstanding in production, technology, skills, etc.

Among them, Shanghai’s talents play an important role in enterprises in design, research and development, production, brand promotion, business management and other aspects. It is worth mentioning that the fashion and creative industries where the above-mentioned talents gather are precisely one of the key regional industries that have continued to develop in Changning District since the "13th Five-Year Plan".

Young people's "do not exclude, give local Brand development space

This signing coincides with the Changning District Party Congress. During the Party Congress, we still focused on the implementation of key projects, which also echoed the theme of the Changning District Party Congress report, "Seize new opportunities and create new situations. This is undoubtedly applicable to enterprises, and even more important.

Changning District Party Committee Secretary Wang Lan exchanged gifts with Li Ning. The picture above shows the gift given by Li Ning Group to Changning District, and the picture below shows the gift given by Changning District to Li Ning Group.

Photo provided by Changning District Government.

During the exchange, some people present mentioned that the Li Ning brand has enjoyed strong development momentum and outstanding performance in the past two years. Li Ning said that the company has made major adjustments in the past 10 years, regardless of whether it is a company. Whether it is transformation or increased investment, it will take time to adjust. “So, the market has shown some corporate development results in the past two or three years, which actually can be traced back to the investment made 10 or 8 years ago.

The "adjustment period" mentioned by Li Ning occurred approximately from 2011 to 2013. In Li Ning's view, the fluctuations caused by brand adjustment are, on the one hand, normal ups and downs in corporate development, because "economic development has cycles. , Enterprise development also has cycles. On the other hand, the sportswear industry in which the Li-Ning brand operates is an all-round competitive industry, which means that market demand is changing rapidly.

“Changes in demand cannot be controlled by everyone and in every period. Every company must constantly search and adjust in the market.” Li Ning said. When market demand suddenly changes, the previous The way companies operate is bound to seek changes and even restructure.

Li Ning’s new high-end series of products

Li Ning’s rebirth in recent years is indeed eye-catching. From its first appearance at New York Fashion Week in 2018, to the Chinese character logo printed with "China Lining" becoming a brand identity that is well-known in the streets, the new generation of "post-90s", "post-95s" and "post-00s" have supported domestic brands and national trends. It seems to give Chinese brands and Chinese companies a lot of room for development.

He described this support as "not exclusive."

This is reminiscent of the "Xinjiang cotton crisis" that occurred in March this year. Since then, a number of domestic sportswear products, including Li Ning, have Brands have received unprecedented attention, and young consumers have switched from "foreign brands" to "national trends". But as the helmsman of the company, Li Ning is very sober. In his view, "The Xinjiang cotton crisis is essentially an "event" for enterprises. If enterprises really want to develop, it is obviously not sustainable to rely solely on the catalysis of some "events."

"Enterprises need a lot of planning. , investment and ability improvement, these cannot be achieved in one day or in one moment.

“Since the Xinjiang cotton crisis, many local sports brands in China have developed fashion trends and increased investment in product research and development and channels, including frequently launching joint brands and signing traffic stars as spokespersons. Recently, Li Ning launched The high-end sub-brand LI-NING1990 has opened offline stores and its prices have increased compared with China Li-Ning's main line products. It is regarded by the industry as an exploration of the brand's value online and an exploration of the group's future sustainable growth. < /p>

For other domestic brands that have also gained attention and consumer market, Li Ning also admitted that the competition in the market is still fierce, and it is necessary to find out where the company's competitiveness lies at every moment. For the next three and five years, The company has not dared to let up on its development in 2017.

Li Ning Group has established “double headquarters” in Shanghai, especially in Changning District, which has a lot of fashionable elements. “Making the brand more fashionable is indeed in the company’s consideration. At the same time, as a sponsor of the CBA League, Li-Ning hopes to build the Shanghai headquarters into a sports, leisure and fashionable office environment, and combine Li-Ning's sports resources, sports experience, youth culture with basketball and other sports to make the brand "fun, Let the corporate headquarters be activated together with the surrounding environment.

“We hope to develop Chinese brands with the help of Shanghai’s international platform. This is our ideal and dream.