The International Plot Behind Lining's "Changing Face"

According to the voice of China "news crossword" 8:50 report, behind the red Lining brand new logo, the gray hairs of the temples are sitting back to back with Li Ning Co CEO Zhang Zhiyong, smiling face to the lens.

In June 30th, Li Ning Co officially announced the launch of the new LOGO and slogan. Behind this "change face", it is a company with a distinctive brand made in China, hoping for more international conspiracy.

What is the difference between Lining's internationalization and his predecessors, Haier, TCL and Lenovo? Over the years, what progress have been made in the internationalization of Chinese enterprises? The cover story of the latest issue of "China Weekly" is a concrete case analysis for readers. CCTV reporter Xu Jiefeng interviewed Xu Yilong.

Moderator: the cover story of the latest issue of China Weekly gives a detailed account of the internationalization of Li Ning Co. What do you think is the reference of Lining's "changing face" to the internationalization of Chinese enterprises?

Xu Yilong: we know that Li Ning Co's sales in China are higher than those of Nike and ADI. Their trademarks and LOGO's popularity is very high in China, so they have to change LOGO this time.

The title of our news story is called "change of face", which means that Lining's LOGO needs to be changed. As a matter of fact, the governance mode of Li Ning Co has changed, and his sales pattern has changed. These changes can be understood as transformation. But the most important thing we think is to change our mind. From a relatively simple domestic manufacturing enterprise to a large company with international vision and brand culture export, we think this is the most important thing. Of course, whether Li Ning Co can succeed in this change will take time to test, but this kind of attempt and method is different from the way of internationalization of large enterprises in our country before, so we think it has special reference value.