The Reason Li Ning Failed
As the CEO of Li Ning sports company, Zhang Zhiyong may be the most outstanding chief recruiter but not the most experienced detector of talented personnel
In the end of June, the general manager of ministry of personnel in Lotto – Wu Xianyong resigned after CMO Fang Shiwei and COO Guo Jianxin who are among the most significant leaders in Li Ning. Before Wu chose Li Ning, he worked in P&G, but as soon as he came to Li Ning he won the recognition of Zhang Zhiyong, then took over the shoes system and the new brand of Lotto. However, it turned out that the visualization of getting Lotto out of the situation of red figure in 28 months broke down.
Examples like this can be found from Yue Shuyu a few years ago to today’s Fang Shiwei and Wu Xianyong, it seems that Zhang tends to appreciate those who possess brilliant resume and excellent speech-craft ability, he believes that he will find nimble persons in this way. Nevertheless, the truth often goes against with what we think, the person we believe is always relegated to anther new department or sharing rights with other executes or no happy ending blesses everybody.
In the beginning, Zhang Zhiyong hoped that Lotto could parallel with Kappa by its new breakthrough, to made this come true, it only took three months for Lotto to be put in market from the design conception. But it turned to be a predicament that Zhang went to the wrong direction in which Lotto could only backed down to copy kappa’s inspiration since Kappa had already been the apples in the eyes of youth today for its trendiness in this newly updated society nowadays. Lacking the thorough consideration of its brand exploit, much of the Italian origin and the elements and committal fail to perfect the products in domestic firms.
Determined to give up copying the designing conception of Kappa, the Lotto Designing Group reposition their reference to the French brands of Alligator and Le Coq Sportif aiming at creating a calm-color and beautiful pattern style for the buyer of 30 years old. Wu still did not make it clear which way does Lotto choose, and the products were not fashionable enough nor do they shown any improvements now. The unforeseen perishing situation finally resulted in the real buyers of Lotto are those “coquettish men of the age of 40. One of the personnel even complained “when I begin taking over the sale work, I know that they will be congealed in the stocks, if I want to buy Lotto shoes, I may buy it for my farther but not my boyfriend.
In the year of 2008, Lotto had a deficit of 124 billion Yuan, 769 billion Yuan in 2009, and 112 million Yuan in 2010, the successive three years of disastrous loss is added up to more than 200,000,000 Yuan debts. This surprising and disappointing result immediately marked the termination of Wu Xianyong’s life in business, even he was regarded as one of the most likely receptors of Zhang Zhiyong by personnel resources system.
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