“The rise or fall of companies, the prosperity or collapse of the stock market, wars and economic depressions, everything actually happens over and over again, but they always happen when people are unprepared The time has come."
Qin Tianchuan sighed to Qing Yun in the car slowly lining up in Yangcheng City, eastern Guangdong Province.
After finishing the affairs in the village, Qing Yun began to follow Qin Tianchuan to visit various big bosses.
After briefly meeting the big boss of Xishu Province at the engagement banquet in Jincheng, Qin Tianchuan took him out of Shu.
First stop, Yangcheng.
Visit Li Ning.
A successful entrepreneur who was an 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, which mainly sells sporting goods.
"Xiao Qing, Li Ning, you should have heard of it. What are the benefits of this naming method?"
Faced with Qin Tianchuan's question, Qing Yun pondered for a while. , and then replied,
“Li Ning’s own reputation as a gymnastics prince can be introduced into the brand to the greatest extent,
thus establishing a personalized and unique brand image to distinguish it from other companies. Come on.
Even now, I think the two are mutually beneficial."
The answer is naturally familiar, but answering slowly will give people a feeling. A sense of calm.
After all the hard work in society in my previous life, these have been engraved in my bones.
Qin Tianchuan rolled his eyes quietly. This cheap son-in-law's character as stable as an old dog made him dumbfounded.
It was like facing a middle-aged man about the same age as himself.
However, the answer
He was not very satisfied, but it was normal for Qing Yun not to understand.
“There is something deeper that you haven’t seen.
As our country begins to develop a market economy, there are actually very few large-scale enterprises like Hopu that have been built from scratch.
After all, under specific historical conditions, many things need to be done with an identity.
Most people rely on former state-owned enterprises and start their careers under them. .
The most typical example is the Fantasy Group, which was initially affiliated with the Chinese Academy of Sciences.
After it grew, it used management buyouts. Achieve clear property rights.
I wonder if you have noticed that since 1996, the country has begun to implement the strategy of retreating the state and advancing the private sector.
To date, the number of state-owned enterprises has increased. The number 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. ”
< p>At this point, he winked at Qing Yun, "You may not know, but Li Ning was actually a state-owned enterprise at the beginning."Qing Yun was stunned for a moment after hearing this.He said that this was indeed a blind spot in his knowledge, and he was eager for knowledge and looked at the advantage of his father-in-law.
Qin Tianchuan skipped this link in a playful manner, "Li Ning used his own name as a brand name, but it was actually guided by an expert.
It was from the beginning. Binding Li Ning, the founder, to the brand and even the company, he is the brand and the company.
The advantage of this is that in an era when property rights are unclear, it can minimize the risk of being betrayed. "Sweep out."
"Sweep out." Qing Yun was stunned.
But he reacted immediately.
He suddenly remembered that when Yahoo was bidding to invest in Ali, there was a clause in it. Yahoo promised to ensure that the management rights of Lin'an Horse would not be shaken for n years.
That’s right.
No wonder Lin'an Ma was still the top figure after the country took over.
Lin'an horse Ah Li, Ah Li Lin'an horse.
Tightly bind individuals and companies.
Qin Tianchuan knew from his look that he understood, so he stopped talking about it.
"Li Ning, his headquarters moved to Yanjing in 1996. But the most important production base is Yangcheng.
We are here today to see the production and operation conditions.” Qing Yun curled his lips and said, “Dad, you can tell. Lining is not a small company.
How many problems can be seen in a company of this size?"
Qin Tianchuan did not feel dissatisfied when he heard this, even he I'm still a little happy. Being able to think independently is the most important thing.
He laughed, "Actually, we can still see a lot of things. Starting from the details, we can get a glimpse of the leopard.
For example, regarding safety issues, manufacturing companies like Li Ning , a fire can cause them heavy losses;
Cleaning problems, such as a cigarette butt on the production line, can directly reflect the company's management capabilities.
Another example is the truck at the factory gate. The number of entries and exits, the vehicle marks in front of the warehouse door, and the food and clothing of the employees."
Qing Yun suddenly felt unclear.
These are indeed things he has never been exposed to before.
In his previous life, Qin Tianchuan’s training for him was actually to hold him high and beat him high.
Even if we start from the grassroots level, we still start from an office like the futures department.
Qin Tianchuan looked at his appearance, but raised his eyebrows at him,
"I'm just teasing you, but the real reason is that I started in the industry. Yes, I’m used to it when I look at the factory area.”
After saying that, he laughed unscrupulously.
Qing Yun rolled her eyes speechlessly.
"Brother Qin welcomes you"
What surprised Qing Yun was that he did not expect that his cheap father-in-law had such a high status in the world.
But I feel relieved when I think about it.
Although Li Ning’s reputation in China can be directly equal to that of a national hero, in the business worldIn terms of performance, it is still much inferior to Qin Tianchuan.
At this moment, they came to Li Ning Company not to visit business bosses as Qin Tianchuan said.
But as a potential investor in Lining Company's stocks, I came to inspect and listen to the report.
Lining Company plans to be listed in Pearl Harbor next year and invites Houpu Group to become the cornerstone investor of its listing.
In fact, it was 2005 that cornerstone investors were clearly proposed.
However, before 2005, domestic companies listed in Pearl Harbor needed capital to subscribe for shares in advance for credit endorsement.
The private sector usually refers to this part of the capital that participates in early investment as cornerstone investors, and later it is written down as cornerstone investors.
Cornerstone investors generally include four types: 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 help each other.
Li Ning took Qin Tianchuan around the factory while introducing the current business conditions.
Qing Yun followed silently, listening to the conversation between the bosses.
When he came out this time, Qin Tianchuan asked him to listen, watch and say nothing.
Li Ning's current image is completely different from the gymnastics prince seen on TV.
But the only thing that remains unchanged is the sharp eyes.
“The impact of the plague this year is still quite serious, but we are still confident that we can achieve the 1 billion revenue target set at the beginning of the year.”
“Xiao Li, are you too optimistic? I remember It seems that you haven't solved the inventory problem we talked about last time." Qin Tianchuan picked up a shoe next to the production line and inspected it.
Li Ning’s early expansion was rapid and brutal. After the first-generation professional manager Chen Yihong brought Li Ning to the top in the country, he also left behind a large amount of inventory.
The backlog of 600,000 pieces is basically equal to Lining’s sales in one quarter.
"Mr. Qin, the clothing industry is facing the problem of inventory backlog. This is an inevitable chronic disease of the industry." The person who spoke was Zhang Zhiyong, Lining's second-generation professional manager.
Accompanied by him, he smiled and continued, "All clothing companies adopt a wholesale model.
Brand owners do not control retail channels. The entire industry is faced with " Difficulties brought about by the "brand wholesale" model."
Qing Yun blinked, and he understood that Zhang Zhiyong was actually criticizing the sales strategy of the previous Chen Yihong era
As long as the wholesale is sold, the tickets As soon as it is opened, sales have already been formed for the brand owner Lining.
In fact, the brand owners do not know the final sales situation, or in other words, they do not know it in time.
So what is easy to sell and what is not easy to sell? The feedback time brands receive is relatively lagging. Coupled with dealers' returns, the backlog of inventory is released.
Qin Tianchuan is hereInterested, "Isn't that right? Last time you were still saying that the backlog of inventory was taking up your funds. Now that financing has not been in place, the economic situation has been greatly affected. How did you get your revenue of 1 billion?"
Zhang Zhiyong continued to smile apologetically.
He couldn't help but laugh.
The person in front of him was the investor's father, who was 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 large-scale direct-sales stores and established direct-sales channels.
Second, we have sunk Distribution channels, many new stores have been opened in third- to fifth-tier cities, and a large part of the backlog has been absorbed." Qin Tianchuan nodded, which made sense.
When brand owners establish direct sales channels, it tests the management and control capabilities of professionals.
"Xiao Li, it seems that you are right in insisting on the idea that professional managers are responsible for running the company."
Li Ning smiled and said, "Let the professionals do it. Professional things, this is what I learned when I was studying at Yan University."
Qing Yun in the back sneered inwardly when he heard this, no wonder you have been in labor for ten years.
It turns out that I am disabled from reading.
Those who study economics can teach entrepreneurs
The educational philosophy of Chinese society is "just do what the teacher says, and listen to the leader when you get to the unit."
This kind of bureaucratic system that crushes people at the official and university level is not conducive to innovative thinking, and people's sense of responsibility will be much weaker.
When to offer discounts
How much inventory should be controlled
Basically, professional managers still have to rely on their bosses to make decisions.
When a company encounters a problem, professional managers look to see how the boss is doing and what solution the founder has.
Or it may be reflected in the fact that I clearly see these problems, but I don’t say anything about them. I just want to see what the founders will do.
The essential reason is that there are no real professional managers in China.
If a professional manager in China fails to achieve the goals set by the board of directors, he may have to talk to you about the reasons and many issues.
In foreign countries, there is an elimination system for the last place. If you don’t do well, don’t talk nonsense. You will be kicked out of class.
And it’s not just the boss who fires professional managers. If the goals are not achieved, the professional managers themselves will ask 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, it has not yet reached that stage, and the founders of most companies are still alive.
It will be about the same in another 30 years.
The group of people walked to the company's honor room again. Looking at the company's development history displayed on the wall, Qin Tianchuan pointed at Qing Yun and spoke.
"Xiao Li, I brought him out this time just to open his eyes. Find someone to introduce him to the history of your company."
LiNing was a little surprised. When he was greeted at the door, Qin Tianchuan introduced his son-in-law. It turned out to be this.
"Brother Qin, I think the rest are just discussions between the financial and legal teams. Otherwise we won't participate. Let's chat here first and then go to my office for some tea."
< p>Li Ning is a gymnast, but that does not mean that athlete is his only label.In fact, at this time he was already an entrepreneur with more than 10 years of business experience, and he knew very well what was important.
After the crowd left, Li Ning walked to the wall and suddenly laughed.
"Don't look at it, it's 1990, it was actually two years earlier."
At this time, Qing Yun noticed that Li Ning's eyes had become much gentler, as if with a A little bit of remembrance.
"Xiao Qing, have you seen my last competition?"
Qing Yun nodded honestly, "I watched the documentary on TV."
< p>It was the 1988 Seoul Olympics, when Li Ning fell from the peak of idol status.In the crucial ring competition, he accidentally fell down and missed the gold medal. This became the most disappointing incident for the Chinese Olympic delegation.
The Chinese people could not accept it and cursed this former hero.
Li Ning said calmly, "Before the game, I was a prince, a hero, a hero who cannot fail. Therefore, after losing the game, I will no longer be a hero of the country.
When I returned to China, there were no more flowers, applause, or media pursuit.
At that time, there was only one person waiting for me at the end of the aisle, and that was Li Jinwei, the chairman of Jianlibao. ”
Qing Yun was stunned when he heard this. Thanks to the 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 relationship between the two would be so good.
At that time, when the whole country was scolding Li Ning, Li Jinwei went to pick up the plane at the risk of the world's disapproval
Li Ning patted the company on the wall, "I'm afraid You all don’t know that I originally wanted to start a gymnastics school.”
Qing Yun looked at me a little, this idea was somewhat creative.
In this era where excellence in learning is the key, it is quite an idea to set up a gymnastics school
“Brother Li persuaded me at that time, if you engage in sports, you can’t just rely on sponsorship from others, why can’t you build a sports company yourself
After joining Jianlibao Group for half a year Later, I proposed to him that I wanted to open a sports clothing factory.
At that time, our sponsors were all foreign, and I wanted all the national team members to wear clothes produced by their own country’s companies.
p>
Qing Yun picked her toes hard when she heard this, but she still needs advice
What is the difference between this statement and simply producing fishing rods by yourself
What they say is fancy, but actually they just want to make money.
However, successful people like to lie to children like this, and he has no choice but to show admiration for his lofty vision.
Qin Tianchuan looked at Qing Yun's foot movements, twitched the corners of his mouth, and then quietly showed a smile.
It’s good that you didn’t get deceived.
"At that time, Brother Li accompanied me everywhere to lobby for investors. He said that if we can bring in external funds, we should not use all Jianlibao's money."
Listen At this point, Qin Tianchuan intervened, "I think at that time, Mr. Li might have 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."
Qing Yun blinked, and combined with the previous conversation in the car, he seemed to understand why Qin Tianchuan had to bring him here today.
Actually, according to the previous plan, he should be in Huating at the moment, watching the house with Qin Manman with Chen Wan.
Qin Tianchuan was using vivid physical examples to tell him the importance of clear property rights.
You must 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 Lining Company, but it was called Zhongxin Jianlibao Sportswear Company.
It was jointly established by Jianlibao, myself and a company in Lion City , with foreign capital and individuals, this prevented Jianlibao’s state-owned stocks from being dominated by one share.
My first start in entrepreneurship was to imitate Brother Li’s sponsorship of drinks for the national team at the Los Angeles Olympics. < /p>
At that time, when the Asian Games were about to be held, I used 2.5 million yuan to grab the right to host the torch relay event from Nike.
In August 1990. On the 7th, on the plateau at the roof of the world, as an athlete representative, I wore a snow-white Li Ning brand sportswear and received the sacred fire from Dawa Yangzong. On this day, the Li Ning brand was officially born. < /p>
In the entire Asian Games torch relay process, 2.3 billion people directly participated, and 2.5 billion people learned about Jianlibao and Lining brands from the news media.
In the first few years, the company developed. It went very smoothly, with annual revenue growing at a rate of at least 100%." Qing Yun, who was listening on the side, was also thinking about that passionate era.
When Jianlibao was selected as the drink of choice for the Olympic delegation, the o of this drink had not even been designed yet.
Li Ning didn’t have anything, so he dared to directly spend money to win the right to host such an event. It was only possible in that era.
Of course, it is undeniable that it is also due to the dual celebrity effects of Jianlibao and Gymnastics Prince.
It is unclear whether the country felt that it owed the gymnastics prince a decent end, so it paid the debt to the businessman Li Ning.
Doing business at that time was really simple.
But the consequences are really serious.
"About 1993At the end of the year, I met Liu Jipeng, an expert in shareholding 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 have a fatal negative reaction to future development.
It was also his insistence on clearing out state-owned capital that led to today’s Lining Group.”
Li Ning was very sad when he thought of Li Jinwei’s experience.
< p>When he tentatively proposed to quit, Li Jinwei had no objection and generously supported him to start his own business.Jianlibao Group’s previous investment of 16 million yuan in the clothing company was made by Li. Ning repaid Li Ning in cash three times without even asking for compensation for the increased value.
Li Jinwei was indeed extremely kind to Li Ning. This move was a perfect example of "helping the horse and giving him a ride". . Please remember to collect it. The latest and fastest website without anti-theft is free to find and add books. You can join the qq group 952868558