"Businesses boom or fall, stock markets boom or crash, wars and recessions, everything happens in cycles, but they always come when people are caught off guard."

In the slowly lined car in Yangcheng City, eastern Guangdong Province, Qin Tianchuan sighed to Qingyun.

After finishing the township affairs, Qingyun began to follow Qin Tianchuan to visit the bigwigs from all walks of life.

After meeting a big man in Xishu Province at the engagement banquet in Jincheng, Qin Tianchuan took him out of Shu.

The first stop, Yangcheng.

Visit Li Ning.

A successful entrepreneur turned Olympic champion in gymnastics.

Li Ning, the name of the person is the brand name, and now it is also the name of the company, mainly engaged in sporting goods.

"Xiaoqing, Li Ning, you should have also heard of it, what are the benefits of this naming method?"

Faced with Qin Tianchuan's question, Qingyun pondered for a while, and then replied,

"It can maximize the reputation of Li Ning's self-gymnastics prince into the brand,

Thus establishing a personalized and unique brand image that distinguishes it from other businesses.

Even now, I think the two are mutually reinforcing. ”

The answer is naturally familiar, but answering slowly will give people a sense of calmness.

After the social trials and tribulations in the previous life, these have been engraved in the bones.

Qin Tianchuan quietly rolled his eyes, this cheap son-in-law, as steady as an old dog, made him cry and laugh.

It's like facing a middle-aged person who is about the same age as yourself.

But what's the answer......

He wasn't too satisfied, but it was normal for Qingyun not to understand.

"There's a little bit deeper, you don't see.

In the process of developing a market economy in our country, there are actually very few large-scale enterprises like Magnolia officinalis that started from scratch.

After all, under certain historical conditions, many things can only be done with an identity.

Most people relied on the previous state-owned enterprises and started to start under the state-owned enterprises.

The most typical example is the Fantasy Group, which was originally attached to the Chinese Academy of Sciences.

After the growth, the property rights are clarified through the management buyout.

I don't know if you have noticed that since 96, the country has begun to implement the strategy of retreating from the country and advancing the people.

Up to now, the number of state-owned enterprises has plummeted by 40 percent, and some of them cannot afford to move away and have disappeared naturally.

However, a considerable number of enterprises have changed their property rights and are no longer state-owned enterprises. ”

Speaking of this, he squeezed his eyes at Qingyun, "You may not know, in fact, Li Ning was originally a state-owned enterprise. ”

Qingyun was stunned for a moment when he heard this, he said that this was indeed his knowledge blind spot, and he looked at the cheap old man with a thirst for knowledge.

Qin Tianchuan skipped this link with a bad taste, "Li Ning uses his name as a brand name, but in fact, there are high-ranking people who are instructing.

From the very beginning, the founder of Li Ning has been bound to the brand and even the company, he is the brand and the company.

The advantage of this is to avoid being swept out of the market to the greatest extent possible in the era when property rights are not clear. ”

"Sweep out?" Qingyun was stunned.

But then he reacted.

He suddenly remembered that when Yahoo voted for Ahri, there was a clause in the middle, and Yahoo promised to ensure that the management of Lin'an Ma would not waver for N years.

I see.

It is no wonder that after the country became the owner, Lin'an Ma was still the top player.

Lin'an Ma = Ahri, Ahri = Lin'an Ma.

Firmly bind the individual to the company.

Qin Tianchuan looked at him and knew that he understood, so he didn't talk about this anymore.

"Li Ning, his headquarters moved to Yanjing in 96, but the most important production base is Yangcheng.

Today we are here to see the status of production operations. ”

Qingyun pursed his lips, "Dad, what can you see here?" Li Ning is not a small company.

How many faults can be seen in a factory area for a company of this size? ”

Qin Tianchuan didn't think it was angry when he heard this, and even he was a little happy, it was the most important thing to be able to think independently.

He laughed, "Actually, you can still see a lot of things, starting from the details, you can get a glimpse of the leopard."

For example, when it comes to safety, a production company like Li Ning can make them lose a lot of money if it starts with a fire;

Cleaning issues, such as a cigarette butt on the production line, can be a direct reflection of a company's management capabilities.

Another example is the number of trucks entering and exiting at the factory gate, the vehicle marks in front of the warehouse, and the food and clothing of employees......"

Qingyun suddenly felt unclear.

These were indeed things he had never been exposed to before.

In his previous life, Qin Tianchuan's cultivation of him was actually the one that fought high.

Even if it starts from the grassroots level, it starts from an office like the Futures Department.

Qin Tianchuan looked at him like this, but raised his eyebrows at him again,

"I'm kidding you, in fact, the real reason is because I started in industry, and I'm used to seeing the factory."

With that, he laughed unscrupulously.

Qingyun rolled his eyes speechlessly.

……

"Brother Qin! Welcome! Welcome! ”

What made Qingyun a little stunned was that he didn't expect his cheap father-in-law to have such a high status in the rivers and lakes.

But it's a relief to think about.

Although Li Ning's reputation can be directly equal to a national hero in China, in the commercial field, it is still much inferior to Qin Tianchuan.

At this moment, they came to Li Ning Company, not to visit the business tycoons as Qin Tianchuan said.

Instead, as a potential investor in the stock of Li Ning Company, he came to inspect and listen to the report.

Li Ning Company plans to list in Pearl Port next year, and invites Hopu Group to become the 'cornerstone investor' of its listing.

In fact, it was in 2005 that the term "cornerstone investor" was explicitly proposed.

However, before 2005, domestic enterprises listed in Pearl Port needed to have the capital to subscribe for shares in advance for credit endorsement.

The private sector usually refers to this part of the capital that participates in the investment in advance as 'cornerstone investors', and later becomes 'cornerstone investors'.

There are generally four types of cornerstone investors: sovereign wealth funds, international institutional investors, war investment companies, and tycoons.

For private enterprises, the best cornerstone investor is a tycoon like Qin Tianchuan, who is cross-sectoral, does not seek to operate the company, and helps each other.

Li Ning took Qin Tianchuan to walk around the factory while introducing the business situation at this time.

Qingyun silently followed behind, listening to the conversation between the big guys.

This time when he came out, Qin Tianchuan asked him to 'just listen and watch without saying a word'.

Li Ning's image at this time and the gymnastics prince he saw on TV are completely two different looks.

But the only constant was the sharp eyes.

"The impact of the plague this year is still quite serious, but we are still confident that we will complete the revenue target of 1 billion yuan set at the beginning of the year......"

"Xiao Li, are you too optimistic? I remember the last time we talked about the inventory problem, you don't seem to have solved it yet. Qin Tianchuan picked up a shoe on the side of the production line and looked at it.

Li Ning's early expansion was rapid and brutal, and Chen Yihong, the first generation of professional managers, also left a large amount of inventory after bringing Li Ning to the first height in China.

The backlog of 600,000 pieces of inventory is basically equal to a quarter's sales of Lining.

"Mr. Qin, the garment industry is facing the problem of inventory backlog, which is an inevitable disease in the industry." It was Zhang Zhiyong, the second-generation professional manager of Li Ning, who spoke.

Accompanying him, he continued with a smile, "All clothing companies are in a large wholesale model.

Brands do not control retail channels. The whole industry is facing the difficulties brought about by the "brand + large wholesale" model. ”

Qingyun blinked his eyes, he understood that Zhang Zhiyong was actually criticizing the sales strategy of the previous Chen Yihong era:

As long as the wholesale is out and the tickets are opened, sales have already been formed for the brand owner of Li Ning.

In fact, the final sales situation is not grasped by the brand owner, or in other words, it is not timely.

So what is good to sell and what is not good to sell, the feedback time that the brand owner gets is relatively lagging behind, coupled with the return of the dealer, the backlog of inventory is just out.

Qin Tianchuan became interested, "That's not right, last time you were still saying that the backlog of inventory squeezed your funds, and now that the financing is not in place, the economic situation has been greatly affected, how did your 1 billion revenue come from?" ”

Zhang Zhiyong continued to smile.

He couldn't help but laugh.

In front of him is the investor's father, he is a professional manager, and Li Ning asked him to accompany him to be responsible for compensating for the smile.

"Mr. Qin, we have rebuilt the channel this year, first, we have opened a large-scale direct store and established a direct channel.

Second, it has sunk its distribution channels, opened a lot of new stores in third- to fifth-tier cities, and digested a large part of the backlog. ”

Qin Tianchuan nodded, this makes sense.

The establishment of direct sales channels by brand owners is a test of the management and control ability of professionals.

"Xiao Li, it seems that you are right to insist on the idea that a professional manager is responsible for running the company."

Li Ning smiled, "Let professional people do professional things, which is also what I learned when I was studying at Yan University." ”

Qingyun in the back sneered in his heart when he heard this, no wonder you will have ten years of labor pain in the future.

It turned out that he was disabled from reading.

What kind of people who study economics can teach entrepreneurs?

The educational idea of Chinese society is "you will do what the teacher says, and listen to the leader when you arrive at the unit".

This kind of bureaucratic system that crushes people at the level of officials and universities is not conducive to innovative thinking, and people's sense of responsibility will be much weaker.

When are the discounts available?

How much inventory should I have?

Basically, professional managers still rely on their bosses to make decisions.

When there is a problem in the company, the professional managers look at the head and see what the founder does.

Or it is reflected in the fact that I have clearly seen these problems, and I don't say it, I see what the founder will do.

Essentially, the reason is that Huaguo does not yet have professional managers in the true sense of the word.

If a professional manager in Huaguo does not meet the goals set by the board of directors, he may have to talk to you about the reasons and many questions.

In foreign countries, it is the last elimination system, don't talk nonsense if you don't do it well, you will be out of class.

And it's not that the boss fires the professional manager, and if the goal is not reached, the professional manager himself will propose to leave.

This cannot be in line with international standards, because European and American companies basically have no founders, and companies must now use professional managers.

In China, before that stage, most of the company's founders are still alive.

In another 30 years, it's about the same.

The group walked to the company's honor room again, looking at the company's development history display on the wall, Qin Tianchuan pointed to Qingyun and opened his mouth.

"Xiao Li, I brought him out this time to open his eyes, you can find someone to introduce him to the history of your company."

Li Ning was a little surprised, when he greeted the meeting at the door, Qin Tianchuan also specially introduced his son-in-law, it turned out to be like this.

"Brother Qin, I think the rest is the exchange of the financial and legal team, why don't we participate, chat here first, and then go to my office for some tea?"

Li Ning is a gymnast, but it doesn't mean that an athlete is the only label on him.

In fact, at this time, he is already an entrepreneur with more than 10 years of business experience, and he knows very well what is important.

After the idlers left, Li Ning suddenly laughed when he walked to the beginning of the development process on the wall.

"Don't look at the year 1990, it's actually two years earlier."

At this time, Qingyun found that Li Ning's gaze had become much gentler, as if with a little nostalgia.

"Xiaoqing, have you seen the last time I played?"

Qingyun nodded honestly, "I watched a documentary on TV. ”

It was the 88 Seoul Olympics, the moment when Li Ning fell from the peak of his idol.

In the crucial rings competition, he accidentally missed and fell down, missing the gold medal, which became the most disappointing event for the Chinese Olympic team.

The Chinese people who couldn't accept it cursed the heroes of the past.

Li Ning said lightly, "Before the game, I was a prince, a hero, and a hero who couldn't fail, so after losing the game, I would no longer be a hero of the country."

When I returned home, there were no more flowers, applause, and no media chasing.

At that time, there was only one person waiting for me at the end of the passage, and that was Li Jinwei, the chairman of Jianlibao. ”

Qingyun was stunned when he heard this, thanks to the blessing of the developed network in his previous life, he knew that Li Jinwei was very supportive of Li Ning in the early days, but he didn't expect that the personal relationship between the two would be so good.

At that time, it was the time when the whole country scolded Li Ning, and Li Jinwei braved the world's disapproval to pick up the plane?

Li Ning patted the corporate logo on the wall, "I'm afraid you don't know, I originally wanted to start a gymnastics school. ”

Qingyun was a little sideways, this idea ......

It's a little creative.

Learn and excel in this...... In the days of building a gymnastics school......

It's also quite thoughtful.

"At that time, Brother Li persuaded me, 'If you are engaged in sports, you can't just rely on other people's sponsorship, why can't you make your own sports company?'

Half a year after joining the Jianlibao Group, I proposed to him that I wanted to set up a sportswear factory.

At that time, our sponsors were all foreign, and I wanted all the national team players to wear clothes made by their own national companies. ”

Qingyun picked his toes fiercely when he heard this, do you still need to persuade her?

What is the difference between this statement and simply producing your own fishing rod if you want to fish?

The bells and whistles are actually just trying to make money.

However, successful people like to deceive children like this, and he has no choice but to show admiration for his lofty vision.

Qin Tianchuan looked at Qingyun's foot movements, the corners of his mouth tugged, and then quietly showed a smile.

It's good that you're not fooled and lame.

"At that time, Brother Li accompanied me everywhere to lobby for investors, and he said, 'If you can bring in foreign funds, don't use all the money of Jianlibao'."

Hearing this, Qin Tianchuan interjected, "I think, at that time, maybe Mr. Li had already noticed the sequelae of unclear property rights." ”

Li Ning was silent for a while and nodded, "Now that I think about it, it's true." ”

Qingyun blinked his eyes, combined with the conversation in the car before, he seemed to understand the reason why Qin Tianchuan had to bring him here today.

Actually, according to the previous plan, he should be in Huating at the moment, and follow Chen Wan to see the house with Qin Manman.

Qin Tianchuan is using vivid physical examples to tell him the importance of clear property rights.

You have to listen carefully to this lesson.

But at this time, Li Ning was obviously still immersed in the memories of when he first started his business.

"At that time, this company was not called Li Ning Company, but Zhongxin Jianlibao Sportswear Company.

It was jointly established by Jianlibao, myself and a company in the Lion City, with foreign capital and individuals, which avoided Jianlibao's state-owned shares.

My first battle in entrepreneurship was to emulate Brother Li's sponsorship of the Los Angeles Olympics national team drink.

At that time, when the Asian Games were about to be held, I used 2.5 million yuan to snatch the right to host the torch relay from Nike.

On August 7, 90, on the plateau on the roof of the world, I, as an athlete representative, wore a snow-white 'Li Ning brand' sportswear and received the flame from Dawa Yangzong, which was the day when the 'Li Ning brand' was officially born.

During the entire Asian Games torch relay, 230 million people participated directly, and 2.5 billion people learned about Jianlibao and 'Li Ning brand' from the news media.

In the first few years, the company grew smoothly, with annual revenue growth at a rate of at least 100%. ”

Qingyun, who was listening on the side, was also thinking about that passionate era in his heart.

When Jianlibao was selected as the preferred drink of the Olympic team, the logo of this drink had not yet been designed.

Li Ning didn't have anything, so he dared to directly spend money to win the right to host this kind of event, and it could be done at that time.

Of course, it is undeniable that it is also due to the dual celebrity effect of Jianlibao and the Prince of Gymnastics.

It is not known whether the country felt that it owed the gymnastics prince a decent end, so it was made up for the businessman Li Ning.

At that time, it was really easy to do business.

But the consequences are also really serious.

"At the end of about 93, I met Liu Jipeng, an expert in Yanjing specializing in share reform.

When he made a preliminary diagnosis for us at the time, he said that the unclear ownership of Jianlibao sportswear company would bring a fatal negative reaction to future development.

It was also his strong advocacy at that time to clear the state-owned capital, which led to today's Li Ning Group."

Li Ning thought of what happened to Li Jinwei and was very embarrassed.

At that time, when he tentatively proposed to retreat, Li Jinwei did not have any objection, and he was very generous and fully supported him to set up his own door.

The 16 million yuan invested by Jianlibao Group in the garment company was repaid by Li Ning in cash in three installments, and there was no request for compensation for the value-added part.

Li Jinwei has indeed done his best to Li Ning, and such a move is completely a model of "helping the horse and giving it a ride".

(End of chapter)