Rekindle 2003

Chapter 138 Successful people like to lie to children
"Businesses boom and bust, stock markets boom and bust, wars and busts, all these things happen in cycles, but they always come when people are not prepared."

In the car that was slowly lining up in Yangcheng City, Eastern Guangdong Province, Qin Tianchuan was feeling emotional towards Qing Yun.

After finishing the affairs in the village, Qing Yun followed Qin Tianchuan to visit various bigwigs.

At the engagement banquet in Jincheng, Qin Tianchuan briefly met a bigwig in the Western Shu Province, and Qin Tianchuan took him out of Shu.

The first stop, Yangcheng.

Visit Li Ning.

A successful entrepreneur turned Olympic gymnastics champion.

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

"Xiaoqing, Li Ning, you should have heard of it too. What do you think is the benefit of this naming method?"

Facing Qin Tianchuan's question, Qing Yun pondered for a while, then replied,

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

In this way, a personalized and unique brand image can be established to distinguish it from other enterprises.

Even now, I think the two are mutually accomplished. "

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

These have been engraved in the bones after the experience of the society in the previous life.

Qin Tianchuan quietly rolled his eyes, this cheap son-in-law's stable character like an old dog made him dumbfounded.

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

However, the answer...

He was not very satisfied, but it was normal for Qing Yun not to understand.

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

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

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

Most people rely on the former state-owned enterprises and start their businesses under the affiliation of state-owned enterprises.

It’s good to lean against a big tree to enjoy the shade. The most typical example is the Fantasy Group, which was originally affiliated with the Chinese Academy of Sciences.

After growing, clear property rights will be realized through management buyout.

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

Up to now, the number of state-owned enterprises has dropped sharply by 40%, and some of them could not afford to leave and naturally disappeared.

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

Speaking of this, he winked at Qing Yun, "You may not know, but Li Ning was originally a state-owned enterprise."

Qingyun was stunned for a moment when he heard the words. He said that this is indeed a blind spot of his knowledge, and he looked at the cheap old man eagerly seeking knowledge.

Qin Tianchuan skipped this link in spite of himself, "Li Ning used his own name as the brand name, but in fact it was instructed by an expert.

From the very beginning, Li Ning, the founder, was bound together with the brand and even the company. He is the brand and the company.

The advantage of doing this is that in the era when property rights are not clear, you can avoid being swept out of the game to the greatest extent. "

"Sweep out?" Qing Yun was stunned.

But then he reacted.

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

It turned out to be the case.

No wonder Lin'an Ma was still the top figure after the country took over.

Lin'an horse = Ari, Ari = Lin'an horse.

Bind individuals and companies firmly.

Looking at him, Qin Tianchuan knew that he understood, so he didn't talk about it any more.
"Li Ning, his headquarters moved to Yanjing in 96, but the most important production base is still Yangcheng.

We are here today to see the production and operation status. "

Qing Yun pouted, "Dad, what can you tell? Li Ning is not a small company.

For a company of this size, how many problems can be seen from a factory area? "

Qin Tianchuan didn't think he was disobedient when he heard the words, and he was even a little happy. The most important thing is to have his own independent thinking.

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, safety issues, a production company like Li Ning, can cause them heavy losses if they get caught up in a fire;

Cleanliness issues, such as a cigarette butt on the production line, can directly reflect the company's management capabilities.

Another example is the number of trucks entering and leaving the gate of the factory, the traces of vehicles in front of the warehouse, and the food and clothing of employees..."

Qing Yun suddenly felt confused.

These are indeed things he has never touched before.

In his previous life, Qin Tianchuan's training for him was actually the way of holding high and fighting high.

Even if it starts from the grassroots, it starts from an office like the futures department.

Qin Tianchuan looked at his appearance, but raised his eyebrows at him again,

"I'm just kidding, but the real reason is because I started out as a businessman. I'm used to looking at the factory area."

After all, he laughed unscrupulously.

Qing Yun rolled his eyes speechlessly.

……

"Brother Qin! Welcome! Welcome!"

What surprised Qing Yun was that he didn't expect his family's cheap father-in-law to have such a high status in the world.

But thinking about it is relieved.

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

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

Instead, as a potential investor of Li Ning's stock, he came to investigate and listen to the report.

Li Ning Company plans to go public in Pearl Harbor next year, and invites Hopu Group to become a "cornerstone investor" for its listing.

In fact, it was 2005 that the "cornerstone investor" was clearly mentioned.

However, before 2005, domestic companies listed in Pearl Harbor needed capital to subscribe for shares in advance for credit endorsement.

Folks usually refer to this part of the capital that participates in the investment in advance as "cornerstone investors", which will be written as "cornerstone investors" later.

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

For private enterprises, the best cornerstone investors are tycoons like Qin Tianchuan who cross fields, do not seek company management, and support each other.

Li Ning took Qin Tianchuan for a stroll around the factory area, while introducing the current operating conditions.

Qing Yun followed silently, listening to the conversation between the bosses.

When he came out this time, Qin Tianchuan told him to 'just listen and watch without speaking'.

Li Ning's image at this time is completely different from the gymnastics prince seen on TV.

But the only thing that remains the same is the sharp eyes.

"The impact of the plague this year is still quite serious, but we are still confident in meeting the 10 billion revenue target set at the beginning of the year..."

"Xiao Li, are you being too optimistic? I remember the inventory problem we mentioned last time, and you seem to have not resolved it." Qin Tianchuan picked up a shoe by the production line and inspected it.

Lining's early expansion was rapid and brutal. After Chen Yihong, the first-generation professional manager, brought Lining to the top of the country, he also left a large amount of inventory.

The backlog of 60 pieces is basically equal to Li Ning's sales in one quarter.

"Mr. Qin, the clothing industry is facing the problem of overstocking, which is an unavoidable chronic disease in the industry." It was Zhang Zhiyong, Lining's second-generation professional manager who spoke.

Accompanied by him, he continued with a smile, "All clothing companies are in the wholesale mode.

Brand owners do not control retail channels.The entire industry is facing difficulties brought about by the "brand + wholesale" model. "

Qing Yun blinked his eyes, he understood that Zhang Zhiyong was actually criticizing the sales strategy of the Chen Yihong era:
As long as it is wholesaled and the tickets are sold out, sales have already been formed for Li Ning, a brand owner.

In fact, brand owners do not know the final sales situation, or in other words, they do not know it in time.

Therefore, what sells well and what does not sell well, the time for brand owners to get feedback is relatively lagging, coupled with the return of dealers, the backlog of inventory is just like this.

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 has not been in place, the economic situation has been greatly affected. Your 10 billion revenue is how come?"

Zhang Zhiyong continued to smile.

He couldn't help laughing.

In front of him is the investor's father, he is a professional manager, Li Ning asked him to accompany him just to make amends.

"Mr. Qin, we have rebuilt our channels this year. First, we have opened a large number of directly-operated stores and established direct-operated channels.

Second, the distribution channels have been sunk, and many new stores have been opened in third- to fifth-tier cities, and a large part of the backlog of inventory has also been digested. "

Qin Tianchuan nodded, it made sense.

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

"Xiao Li, it seems that you are right to stick to the idea of ​​a professional manager in charge of running the company."

Li Ning smiled, "Let professional people do professional things, this is what I learned when I was studying at Yanda."

Qing Yun from behind sneered when he heard the words, no wonder you will be in pain for ten years.

It turned out that I was disabled from reading.

Those who study economics can teach entrepreneurs?

The education idea of ​​Huaguo society is "Do what the teacher says, and listen to the leader when you arrive at the unit."

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

When is the discount?
How much should inventory be controlled?
Basically, professional managers still have to rely on the boss to make decisions.

When the company has a problem, the professional managers all look at how the boss is doing, and see what the founder can do.

Or it can be expressed as, I clearly see these problems, but I don’t say anything, I see what the founders will do.

The essential reason is that Huaguo has no real professional managers.

If a professional manager in Huaguo fails to meet the goals set by the board of directors, he may have to talk to you about the reasons and many issues.

In foreign countries, it is the elimination system for the last place. If you can't do it well, don't talk nonsense, you will be dismissed from get out of class.

And it's not that the boss fires professional managers, and the professional managers who fail to meet their goals propose to leave.

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

In Huaguo, the founders of most companies are still alive.

Another 30 years or so.

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 Qing Yun and opened his mouth.

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

Li Ning was a little stunned, when Qin Tianchuan introduced his son-in-law at the door to meet him, it turned out that was the case.

"Brother Qin, I think the rest is the communication between the financial and legal team. Why don't we stop participating and chat here first, and then go to my office for some tea?"

Li Ning was born as a gymnast, but that doesn't mean that being an athlete is his only label.

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 the main thing.

After the idlers left, Li Ning walked to the beginning of the wall's development process and suddenly laughed.

"Don't look at it as 1990, but it was actually two years earlier."

At this time, Qing Yun found that Li Ning's gaze became much gentler, as if with a hint of nostalgia.

"Xiaoqing, have you seen my last match?"

Qing Yun nodded honestly, "I watched the documentary on TV."

That was the moment when Li Ning fell from the pinnacle of being an idol in the 88 Seoul Olympics.

In the crucial ring competition, he accidentally missed and fell off, and missed the gold medal. This became the most disappointing event for the Chinese Olympic delegation.

The Chinese who couldn't accept it cursed the former hero one after another.

Li Ning said lightly, "Before the game, I was a prince, a hero, a hero who cannot fail, so after losing the game, I will no longer be a hero of the country.

When I returned home, there were no more flowers, applause, or pursuit from the media.

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. "

Qing Yun was taken aback when he heard the words, thanks to the well-developed network in his previous life, he knew that Li Jinwei was very supportive of Li Ning in the early days, but he never expected that the personal friendship between the two would be so good.

At that time, when the whole country scolded Li Ning, Li Jinwei went to pick up the plane at the risk of the world?
Li Ning patted the company logo on the wall, "I'm afraid you all don't know, I originally wanted to start a gymnastics school."

Qing Yun looked sideways, this thought...

Somewhat creative.

In this age of learning and excellence is..., to set up a gymnastics school...

It's also very thoughtful.

"Brother Li persuaded me at the time, 'You can't just rely on other people's sponsorship to engage in sports, why can't you build a sports business yourself?'

Half a year after joining 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 thought that all national team players could wear clothes produced by their own country's enterprises. "

Hearing this, Qing Yun picked her toes fiercely, do you need to persuade her?
What is the difference between this statement and simply producing fishing rods yourself if you want to fish?
It's all about making money, but it's just trying to make money.

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

Qin Tianchuan watched Qing Yun's foot movements, twitched the corners of his mouth, and then quietly smiled.

It's good if you don't get fooled.

"Brother Li accompanied me everywhere to lobby for investors. He said, 'If you can bring in foreign funds, don't use all of Jianlibao's money'."

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

Li Ning was silent for a while, then nodded, "Thinking about it now, it's true."

Qing Yun blinked his eyes, combined with the previous conversation in the car, he seemed to understand why Qin Tianchuan had to bring him here today.

In fact, according to the previous plan, he should be in Huating at this moment, together with Qin Manman, to watch the house with Chen Wan.

Qin Tianchuan was telling him the importance of clear property rights with vivid physical examples.

You have to listen carefully to this lesson.

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

"At that time, the company was not called Li Ning Company, but Zhongxinjian Libao Sportswear Company.

It was jointly established by Jianlibao, myself, and an enterprise in Lion City, with foreign capital and individuals, which prevented Jianlibao from being dominated by the state-owned shares.

My first battle in starting a business was to imitate Brother Li's sponsorship of drinks for the Los Angeles Olympic team.

At that time, when the Asian Games were about to be held, I snatched the right to host the torch relay from Nike with 250 million yuan.

On August 90, 8, on the plateau on the roof of the world, I, as a representative of athletes, wore a snow-white "Li Ning" sportswear, and took over the torch from Dawa Yangzong. Ning brand' was officially born.

During the entire Asian Games torch relay process, 2.3 million people directly participated, and 25 billion people learned about Jianlibao and "Li Ning Brand" from the news media.

In the first few years, the company developed very smoothly, and its annual revenue grew at a rate of at least 100%. "

Qing Yun, who was listening, was also thinking about that passionate era in his heart.

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

Li Ning didn't have anything, so he dared to spend money directly to win the right to host this kind of event, which was only possible in that era.

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

Whether the country felt that it owed the Prince of Gymnastics a decent end, so it was paid to the businessman Li Ning, is not known.

It was so easy to do business back then.

But the consequences are really serious.

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

When he made a preliminary diagnosis for us at that time, he said that the unclear property rights of Jianlibao Sportswear Company would bring a fatal negative reaction to the future development.

It was also at that time that he strongly advocated the liquidation of state-owned capital, which led to the formation of today's Li Ning Group."

Li Ning was very sad when he thought of what happened to Li Jinwei.

When he tentatively proposed to quit, Li Jinwei had no objection, and graciously fully supported him to set up his own company.

Li Ning repaid the 1600 million yuan that Jianlibao Group invested in the clothing company in three installments in cash, and did not even ask for compensation for the value-added part.

Li Jinwei has indeed done his best to Li Ning, and this kind of behavior is completely a model of "helping him on the horse and giving him a ride".

(End of this chapter)