Author: A willow tree in the eternal blue sky

"Businesses rise or fall, the stock market booms or collapses, wars and economic depressions, everything happens over and over again, but they always come when people are caught off guard."

In the cars slowly lining up in Yangcheng City, eastern Guangdong Province, Qin Tianchuan sighed to Qing Yun.

After finishing the affairs in the village, Qing Yun began to follow Qin Tianchuan and visit various big bosses.

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

First stop, Yangcheng.

Visit Li Ning.

A successful entrepreneur who became an Olympic champion in gymnastics.

Li Ning, the personal name 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 do you think are the benefits of this naming method?"

Facing 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.

Thereby establishing a personalized and unique brand image to differentiate it from other enterprises.

Even now, I think the two achieve each other."

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

After many struggles in society in my previous life, these have been engraved in my bones.

Qin Tianchuan quietly rolled his eyes. This cheap son-in-law's character was as stable as an old dog's and made him dumbfounded.

It was like facing a middle-aged man about the same age as myself.

But, the answer is...

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

"There's something deeper that you don't see.

When our country began to develop a market economy, there were actually very few large-scale enterprises like Hopu that started from scratch.

After all, under specific historical conditions, many things require an identity.

Most people rely on former state-owned enterprises and start their careers by being affiliated with state-owned enterprises.

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

After it grows, the property rights will be clarified through management buyouts.

I don’t know if you have noticed that starting in 1996, the country began to implement the strategy of withdrawing from the country and advancing by the people.

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

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

Having said this, he winked at Qing Yun and said, "You may not know that Li Ning was originally a state-owned enterprise."

Qing Yun was stunned for a moment when he heard this. He said that this was indeed a blind spot in his knowledge. He was eager for knowledge and looked at the advantage of his father-in-law.

Qin Tianchuan skipped this step in a playful manner, "Li Ning used his own name as the brand name, but it was actually because of the guidance of an expert.

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

The advantage of doing this is that in an era when property rights are unclear, you can avoid being kicked out to the maximum extent possible."

"Kicked out?" Qing Yun was stunned.

But then he reacted.

He suddenly remembered that when Yahoo was bidding to invest in Ali, there was a clause in it, whereby Yahoo promised to ensure that the management rights of Lin'an Horse would not be shaken for N years.

I see.

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

Lin'an horse = Ahli, Ahli = Lin'an horse.

Firmly bind the individual to the company.

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 still Yangcheng.

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

Qing Yun curled his lips and said, "Dad, what can you tell from this? Li Ning is not a small company.

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

Qin Tianchuan didn't feel dissatisfied when he heard this. He was even a little happy. Being able to think independently was 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, for manufacturing companies like Lining, a fire can cause them heavy losses;

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 exiting the factory gate, the vehicle scratches in front of the warehouse door, the food and clothing of employees..."

Qing Yun suddenly felt confused and uncomfortable.

These were indeed things he had never come across before.

In his previous life, Qin Tianchuan's training for him was actually the same as holding high and beating 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 and raised his eyebrows at him.

"I'm just kidding you, but the real reason is because I started out in industry, and I'm used to seeing factories."

After saying that, he laughed heartlessly.

Qing Yun rolled her eyes speechlessly.

…

"Brother Qin! Welcome! Welcome!"

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

But when I think about it, I feel relieved.

Although Li Ning's reputation in China can be directly equal to that of a national hero, in the business world, 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.

Rather, 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.

Folks usually refer to this part of the capital that participates in early investment as "cornerstone investors", which is later 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 'just 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 hasn't changed is his sharp eyes.

"The impact of this year's plague 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 the inventory problem we talked about last time. It seems that you haven't solved it yet." Qin Tianchuan picked up a shoe next to the production line and inspected it.

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

The backlog of 600,000 pieces is basically equivalent to Lining's sales in one quarter.

"Mr. Qin, the clothing industry is facing the problem of inventory backlog, which is an inevitable chronic disease of the industry." The speaker was Zhang Zhiyong, Li Ning's second-generation professional manager.

Accompanying him, he smiled and continued, "All clothing companies adopt a wholesale model.

Brand owners do not control retail channels. The entire industry is facing difficulties caused 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 it is wholesaled and the tickets are sold out, sales have already been formed for the brand owner Lining.

In fact, the brand owner does not know the final sales situation, or in other words, does not know it in time.

Therefore, what is easy to sell and what is not easy to sell, the feedback time that brand owners get is relatively lagging, coupled with dealers' returns, the backlog of inventory is released.

Qin Tianchuan became interested, "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. Your revenue of 1 billion is

how come?"

Zhang Zhiyong continued to smile apologetically.
To be continued...