Lining's Headquarters Transfer To Chicago

At the end of last year, Lining, China's largest sporting goods company, worked with the US Acquity company to announce the launch of the "DigitalLi-Ning" business website in the US, becoming the first Chinese business enterprise in the US market. Recently, Ray Grady, vice president of Acquity company (RayGrady) told the media that as early as last August, Li Ning Co had quietly designated Chicago as the US headquarters. After the news broke out, local netizens immediately questioned Portland's poor business environment. Local Chinese think Portland has not created a tolerant cultural environment for Chinese cultural enterprises.

Lining set up Oregon design and Research Center in Portland pearl area as early as 2007. In 2010, Li Ning Co's first brand experience shop in the United States officially opened downstairs in its R & D center. In August of the same year, Lining worked with Champs, the largest sports brand marketer in the United States, to sell Lining on the west coast. Gym shoes 。 The company employs more than 30 people in 2008, including design, marketing and sales. In early 2011, Lining's R & D department developed to 50 full-time and part-time employees.

By the late 2011, the company's business in China had declined sharply, and its profit fell by 50% in the first half of 2011. In an analysis report, the operation of Li Ning Co over the past 4 years has been summed up as "unsuccessful." However, before the deadline, Lining, a small number of employees in the R & D center, refused to be interviewed by the media. They said the company did not authorize anyone to respond to the public. But Grady has made it clear that the Lining running shoes series, originally planned by the Portland headquarters, has been transferred back to Beijing headquarters.

Li Ning Co secretly moved to Chicago, gradually shrinking the business strategy of R & D headquarters in Russia, and reporter Allen made a series of follow-up reports. The netizen named Couv commented after his article: "it seems that Portland has lost another big fish. Maybe it is only possible that Portland's business environment is bad."

Many commentators believe that Lining chose Portland as the headquarters of R & D center. That is the advantage of sports brand centralization. Nike, Adidas, Columbia and other sports brand design departments are set up in Portland. "I believe Lining believes that the shoe design will help to concentrate on its brand design. At the very least, a good designer can dig a corner if he has a high salary." Mr. Li and reporters who are familiar with Chinese and American cultures have been doing business in Chinatown for many years. Mr. Li did not agree with the reporter Allen. He pointed out his different opinions: "I sent him an email, telling him that Lining would choose to transfer to Chicago and the culture here." Portland's Chinatown rejuvenation plan has been struggling for so long. An important reason is that the vagrant shelters are located next to Chinatown. So many places where the vagrants are rejuvenated? "Mr. Li feels that Portland is not as tolerant of other ethnic cultures as they think they are. Other Chinese pointed out that Lining's biggest mistake in choosing Portland is that "even if the designer is a good designer, Lining's products are just Nike's Lining, with Lining Logo's Nike shoes." They believe that thorough westernization is contrary to the purpose of Mr. Lining's "Lining is the world's Lining, not China's Nike".

Perhaps Lining also realized that copying the American design is not a good way out. Grady said, "the products of Li Ningxin's company will focus on the body and mind of Eastern philosophy, and achieve the effect of balance by achieving the agreement of body and mind. These products will bring a brand new vision and choice to the consumers of the United States." The slogan of "digital Lining" is "the biggest brand you have never heard of." Acquity staff believe that the use of digital sales channels will enable Lining to expand the US market while minimizing risks.