Lining: The Persistence Behind China's Sports Brand

"Brand should play a leading role in sports and inject vitality into it. The difference between brand and company is not only to make money, but also to promote the development of Chinese sports. " Lining said.

The underdeveloped sports industry has a deep sense of responsibility for Lining, a sportsman. Since the establishment of the Lining brand, Li Ning Co has been committed to nurturing public awareness and habits of sports, making contributions to the establishment of sports venues, provision of sports facilities and sports guidance. Under the environment of China's economic level and the continuous improvement of urbanization, it has brought opportunities for the development of the sports market. The Li Ning Co is ready to show its talents.

Over the past 25 years, Li Ning Co has accumulated billions of people's money for China's gymnastics team, shooting team, diving team, table tennis team, badminton team, China Olympic sports delegation, Asian Games sports delegation, Chinese basketball and various mass sports, and has contributed 6 billion RMB in the past 7 years.

Healthy exercise is the trend of the times. Lining once said, "sports consumption is a behavior of" full support. " A joke tells the truth that the industry came into being after the improvement of the living conditions of the residents.

In recent years, despite the obvious development of sports industry in China, the overall scale is still small and the vitality is not strong enough. On the one hand, there is an increasing number of sports and fitness groups, while the other is the serious shortage of the national fitness grounds. The contradiction between the growing demand for physical fitness and the more intense public sports venues, the lack of coaches and the lack of sports management personnel surfaced.

After realizing this problem, a few years ago, the Lining Foundation donated nearly 200 million yuan to build a public welfare Sports Park in Nanning. When it was put into operation, it received more than 3 million people in the year, totaling more than 10 million people. Later, he also worked with two governments in Henan to build the Lining Sports Park in Nanyang, Henan, and the Yangzhou Sports Park in Jiangsu, which was under construction. In addition, Lining also invested in the establishment of Foshan Lining gymnastic school in 1991, and trained many excellent sports talents. For such a huge investment, Lining also said frankly, "the cost can not be recovered at all, and I have never wanted to recover it." But society and family are sure to get more benefits from it.

Lining sports park is based on sports services, including sports training, mass sports events, sports culture, sports tourism and sports health industry, which has added vitality to the local municipal construction and the development of urban sports industry. It not only meets the increasing demand of urban residents for sports and fitness, but also integrates sports training, sports tourism, sports rehabilitation, sports culture and so on. In line with the state's policy of vigorously developing sports industry, tourism industry and pension industry, it has deeply cultivated the requirements for sports in China's urbanization construction, and improved the urban functional supporting measures. Sports After organizing the investigation, the general administration believes that the Lining sports park model provides a good reference for the development of the national fitness sports industry and recommends it to the whole country as a demonstration project.

Lining himself also said that he was happy to be involved in sports, but it was only limited by his own strength. He hoped that other enterprises, such as finance, other consumer goods or service providers, would be involved, because sports is a part of the whole city life and a healthy way of life for future people.

"Since I started gymnastics at the age of 8, I have had an indissoluble bond with sports. I am very lucky to have received good physical education during my youth, so that I can get some successes and Lining's sports brand."

although China Many sports champions have been trained, but the investment in youth sports education and social support for sports commonweal are far from enough to be avoided. Especially in recent years, the decline of physical fitness, myopia, obesity and immunity decline of Chinese teenagers are common. It is particularly urgent to strengthen the physical quality of adolescents.

The Lining team has long been integrated into the practice of youth sports development, and has worked hard with the education department to develop campus basketball. Over the years, Lining, as the official strategic partner of the four level campus League of College Basketball League, College Basketball Super League and junior high school basketball league, has long been bound up with Chinese basketball through this way to "blood transfusion" for Chinese basketball and let sports return to education. In addition, in 2006, Li Ning Co jointly launched the "Sports" sports public welfare project with the central Poverty Alleviation Office and the China Youth Social Service Center, aiming at promoting the development of physical education in primary and secondary schools in poverty-stricken areas, raising the level of physical education in rural areas, and helping rural physical education teachers improve their professional skills. The project has benefited hundreds of thousands of rural primary and secondary school students in poverty-stricken counties.

In the early 90s, Lining Jianlibao participated in the selection of a group of young players such as Li Tie to Brazil for training. Many of them became elite players and coaches in Chinese football after that. As the most charismatic group sport, Lining believes that Chinese teenagers will play a great role in football. Lining team is planning the youth football training business, using its own professional football resources at home and abroad, seeking to meet the Chinese social environment and conditions to develop youth football business.

"In sports, Chinese people understand sports better than before. In the past, we simply won glory for our country, but in fact, physical education is a kind of education, which is an important and beneficial education for youngsters. A very important point of modern sports is to open up exchanges, fair competition, and finally achieve self transcendence through competition. This is also the basic quality required by the young generation.

As Coubertin praised by Lining, "physical education is effective at least in two aspects of body and mind. When a person develops muscle strength, he is also developing his quality and will." In a word, it is shaping human beings.