At the end of this year, many nice things happen to Zhang Zhiyong, CEO of LiNing. Recently, he announced that LiNing merged 57.5 percent stockholder’s rights of famous table tennis brand "Double Happiness".
"This merge makes us very excited. Double Happiness is world’s famous indoor sports equipment manufacture of table tennis and badminton". Zhang Zhiyong said "And the merge enhances LiNing’s market status in the field of table tennis and badminton" From CFO to CEO in 2002, Zhang Zhiyong always wears LiNing clothes, he also asks his son to wear LiNing. In 2004, LiNing was open in Hong Kong. Mr Zhang was very moved, then LiNing was operated as a public company. As to today’s LiNing internationalization significance, this kind of standardized operation is extraordinary.
China table tennis and badminton projects are first-class in the world. With numerous sport enthusiasts and the coming of 2008 Olympic Games, this merger will play enormous impetus role. And all staff feel very happy because LiNing moved to the new headquarters. The headquarters is in industrial area, outskirts of Beijing, there are not only swimming pool and gymnasium, but a theme park. In addition to Administrative Center, but Research and Development Department and Marketing Department are also in the new headquarters.
Oriental Wisdom and World-mind
-Exclusive Interview with Zhang Zhiyong, CEO of Lining
"Business Watch Magazine": What kind of LiNing products do usually wear? As a special consumer, How do you feel about it?
　
Zhang Zhiyong: LiNing clothes, shoes, backpacks and so on and I used lots of LiNing products. I regard myself as an ordinary consumer, and I will tell all consumers my comfortable or uncomfortable feeling. From the perspective of ordinary consumers, I feel very comfortable when I wear LiNing clothes. And the comfortable is from improvement in technological content of products and products design.
"Business Watch Magazine": Your slogan is "Everything is possible" and how does LiNing interprets and conveys this idea?
Zhang Zhiyong: As China leading company in the field of sports goods, LiNing impels Chinese sports enterprise, and we try our best to be first-class internationalization brand. That is the interpretation and exploration of "Everything is possible". As to convey "Everything is possible", we try many successful ways . And most important one is to improve the brand cognition through sports resources, ie China shooting team, diving team, table tennis team and gymnastics team, Argentina basketball team and Spain basketball team. With the coming of Beijing Olympic Games, they will show their lofty sport spirit and convey "Everything is possible".
"Business Watch Magazine": In propaganda, how do you distinguish LiNing connotation from Adidas, Nike and ANTA, and make China consumers accurately accept "Everything is possible"?
Zhang Zhiyong: Comparing with Adidas, Nike and other international brands, we have kept a perfect integration between ancient oriental wisdom and modern technology over the past years. Today, the domestic and abroad professional athletes and consumers generally recognized it. The modern aesthetic "Oriental characteristics" is most important advantage which distinguishes LiNing from competitors.
"Business Watch Magazine": After Belle was listed in the market, does LiNing feel some kind of pressure? How is LiNing channels construction getting on?
Zhang Zhiyong: They have their respective advantages, and we have never felt pressure. LiNing is very popular in China, we have only 10% of direct sale, and give others to our partners.
As to channels construction, one of most important strategies is to build flagship stores in big cities. We invest more in the flagship stores and image stores, narrow the distance between brand and consumers. The flagship stores can improve the brand image and make a room for consumers to experience LiNing products. In the major cities, our consumers can enjoy LiNing culture when they enter into LiNing store, they can also touch and experience LiNing products technology characteristics, ie design, technology and materials.