Behind Jin Zhenjun'S Departure As Executive Director And Executive Vice President Of Lining

Recently, Lining The executive director and executive vice president of Kim Jin Jun, who led the Li Ning Co, completely withdrew from Lining. In this regard, there are many external speculation: Kim Chun Chun because of the poor results of Lining's reform and leave behind? Is the main shareholder behind Jin Zhenjun TPG going to quit Lining?

Although Lining has been acting as chief executive officer since March of this year, he has officially been in charge of Li Ning Co. However, since 2012, Lining has been looking for "the right candidate for chief executive officer" has not appeared.

Li Ning Co announced that since July 4th, Jin Zhenjun has resigned as executive director and executive vice chairman of the company for pursuing other business commitments. Li Ning Co said that in fact, since last November, Jin Zhenjun has begun to manage handover with Lining and the board of directors, and has been appointed Li Ning Co CEO for the same time.

In fact, from the perspective of investor TPG, Jin-Goon Kim The departure was earlier than expected, and the management problems of the Li Ning Co had not been solved if Jin Zhenjun, the Li Ning Co acting chief executive officer, had seen it.

This can be traced back to the departure of Zhang Zhiyong, former chief executive, in 2012. It is understood that in July 5, 2012, the Li Ning Co announced that the group chief executive Zhang Zhiyong immediately retired from the group's chief executive officer, and said that before hiring the new chief executive, the founder and executive chairman Lining and executive vice president Jin Zhenjun will lead the group, Lining focuses on foreign affairs and relations, and Kim Kim Chun is committed to the group's internal affairs and operations. Meanwhile, Li Ning Co said it would continue to look for the right person for CEO.

Just as the outside world guessed the successor candidate, in March of this year, Li Ning Co announced the executive chief executive candidate, and Lining became the acting chief executive officer. At that time, Lining still told the outside world that he had not yet found a suitable chief executive candidate and would continue to look for it in the future. The position of CEO has been a difficult problem that has plagued Li Ning Co.

Since 2012, under the leadership of Lining and Kim Chun king, the Li Ning Co has begun to implement a comprehensive spanformation plan, from wholesale mode to retail oriented and sports marketing as the guide. Facts have proved that although this series of reforms has improved slightly, the effect is not as great as expected. Although operating indicators are getting warmer, in 2014, Li Ning Co net profit still lost 781 million yuan, far behind its competitors.

At the same time that Jin Zhenjun left, TPG nominated Wu Renwei as a non-executive director and executive committee member since August 12th. In this regard, Li Ning Co said that Mr. Wu Renwei has more than 30 years of experience in the field of consumption, and has made great achievements in the operation of platforms at home and abroad. His accession will surely bring great value to Lining's board of directors.

It is understood that Wu Renwei is currently a member of Johnson China Chairman and Johnson Management Committee. He worked in Procter & Gamble and PepsiCo Inc. According to the report, Johnson's domestic sales in 2014 dropped by 1.3% compared with the same period last year, especially in terms of infant care, while sales fell by 2.4% over the same period last year.

Can Wu Renwei's accession really speed up Lining's development?

CEO Zhang Qing, a key sports consultancy company in Beijing, believes that to some extent, there are advantages and disadvantages in the change of the top level. The disadvantage is that the continuity of strategy can not be maintained and the stability of the middle and low level teams. The advantage is changing hands, such as changing the knives. If a person's decision-making or management style is not suited to or can not lead to a pattern of business, then a new business leader, new cause or new approach is needed.

In Zhang Qing's view, Lining is in the initial stage of slow upward climb from the bottom of the valley, and needs great efforts. Compared with previous challenges and changes, its climb rate is not slow, because in the past Lining's burden was heavy, and the turnover of personnel was also great. Now, Lining himself has made great efforts to adjust himself, and has seen some achievements both in product development and brand. But if you want to have a change, it will take some time. He further said that from the development path, Lining is no problem at present, but it depends on implementation.

For the management of Li Ning Co, he analyzed that in the past few years, Lining's internal management problems had led to the contradiction between "paratroopers" and local employees. The contradiction between Lining's internal staff and the number of veterans from outside was not so sharp recently. But if we want to develop, Lining must straighten out his internal management, discard the old boss's mentality, and start again as an entrepreneur.

What kind of team do we need for Lining's future development? Footwear industry Expert Ma Gang recommends that if the team that ensures that the strategy is landing is not a local team, it can not guarantee the effective implementation of the strategy. He believes that the most important problem of Li Ning Co is that the frequency of executives turnover is too high. If one thing is not right or wrong, and how to do it, people will be changed.