After the establishment of overseas shoe product R & D center in Portland, the United States , Li Ning not only won the talent, but also with the local material providers, university organizations have a lot of contact and cooperation.
"Lenovo Lenovo, BYD BYD, Li-Ning Li Ning ..." SAN FRANCISCO At 10 o'clock on the August 24, when the portrayal of Portland's sustainable development and hope that more Chinese enterprises to come to Portland mayor - - Sam Adams When asked about the current Chinese brands have deep into their hearts, lost in thought.
"And ... everythingonphone." After a long pause, Sam took out his cellphone. The audience laughter, here is the Portland Municipality Sam Adams office.
Located in the northwestern part of Oregon, USA, Portland is famous for its creative industries and design-friendly sports such as design, where the prestigious Nike headquarters and Colombian sportswear companies are entrenched. On the very day, the awkwardness of Mayor Sam was an embarrassment of the impulse of internationalization of Chinese enterprises and the lack of international influence of Chinese brands.
As the first "absorption" large-scale Chinese enterprise in Portland, January 1, 2008, Chinese sports brand boss Li Ning 02331.HK extended its tentacles to Portland - establishing the first overseas shoes product development center. Prior to this, Li Ning set up the first fashion design center in Hong Kong in 2004.
Interestingly, and Li Ning brand culture "everything is possible," the courage to behave differently, more than a year, Li Ning Portland gesture can be described as cautious, low profile. Earlier, foreign media has been highly praised the move - "China put the" red flag "into the backyard of Nike, but they have few interviews with any opportunity, or even in the town can not find traces of Li Ning office.
However, Li Ning infiltration in Portland and the United States, but in real truth is increasing.
According to our reporter's exclusive knowledge, on October 9, at the "ChinaDesignNow" exhibition held in the Portland Museum, three pairs of concept shoes by designer Li Ning - "Lei Feng", "Red Flag of the Motherland" and " Banpo "will be assigned to them, Guangzhao global public; and January 1, 2010, Li Ning, the first overseas concept stores will also officially landed in Portland, began a small-scale marketing activities.
One side is silent "internal strength" practice, one side is carefully measured overseas markets. Behind the growth of Portland footwear industry, Li Ning is a case study of the internationalization of Chinese enterprises. At the same time, it also shows Portland as a famous creative industry city with unique and quirky guiding logic and ideas.
Why Portland
The latest interim report released by Li Ning shows that in the first half of 2009, the company's revenue increased by 32.4% to 4.052 billion yuan and its net profit increased 41.6% to 473 million yuan. In terms of profit, Li Ning has overtake the world's second-largest sports goods business Adidas.
Li Ning Company revealed that the company actually already had the idea of ​​oversea layout very early and that the footwear industry, as one of its most technologically functional products, is not as fashion-oriented as the fashion industry and is strongly influenced by the local culture. Be the first to overshadow Li Ning overseas layout.
"For overseas markets, only the costs and the supply chain that Chinese enterprises can usually control are actually unnaturally going to the bottom of the industry chain. You do not know what is going on in the outside market. What is the difference between the U.S. market and the European market? , So go directly to the brand of internationalization is a terrible thing. "August 25, Li Ning, chief sports representative of the United States Li Ning told reporters.
Based on this understanding, Li Ning's strategic intentions of the overseas layout of the company reached an unexpected agreement from the very beginning: as the internationalization of Li Ning, it is necessary to realize the goal of "internationalizing one's own capabilities" Own product design ability and sports function.
In mid-2007, when the time was up, Li Ning started the first stage of its overseas layout: site selection.
Li Ning people must make a choice between the two plans - the R & D center located in Boston as the center of the East Coast traditional New Grange footwear industry center, or landing on the west coast of Portland.
First of all, from the geographical location, Portland is located in the Columbia River tributary Willamette River, near the confluence of the two rivers, water, land and air traffic; Second, Portland cost of living is low; again, due to waves Portland government role, Portland in the United States with a good public transport system is known, a short bus, between the urban and suburban light rail links.
And most importantly, the Portland love sports, Nike two founders Phil Knight and his track and field coach Bill Ballmer at the University of Oregon that is, Nike's start-up plan in a garage in Portland .
"To develop the brand in the United States, it is very important to choose which city to cut in. From this perspective, the combination of Li Ning and Portland is a kind of 'powerful alliance.'" On the 24th, Sam told reporters that " Many of the green economy-related businesses will choose Portland as the starting point for the product, with Portland as the first American city to plunge into Li Ning and will also help Li Ning to penetrate the nationwide brand. "
In addition, he also disclosed: "The Portland government does have a deliberate emphasis on creative industries and oppression of heavy industry because our strengths are not production-intensive industries, but high value-added industries. But this is complementary and a large influx of talent As well as the various systems that serve the creative industries, finally formed an intensive economic system with economic growth. "
In early 2007, Li Ning CEO Zhang Zhiyong made the final decision - Portland won.
But this victory not only resulted from Portland's geography, cultural environment and talent pool, but also its advantage with Asian time lag - a difference of 15 hours from Beijing and a 12-hour difference between Boston and Beijing.
I've seen how the Chinese executives in 2006 after their acquisition of IBM first participated in the international management of how to work more than ten hours a day, full of bloodshot eyes, chaotic time lag, the frequent cold frequent tragedies, each Chinese business will not ignore This three-hour weight.
For Li Ning, love affirms Portland also means - when Beijing at 12 noon, Portland is 9 pm, the company may open a meeting; and at this moment of Boston, has entered the night dreams .
PDC service
As the general manager of the preparatory work for the Li design center in the United States, recalling the hardships more than two years ago, Li Jiaming still quite feeling.
"At that time, I was the only one commander in chief," Li said. "PDC has helped me a lot so that resources can be scrolled faster."
If the good geography and cultural environment and ample talent pool are an objective advantage accumulated over the long term in Portland cities, the Portland Development Commission, PDC Portland DevelopmentCommisiion, can be seen as a rather active initiative in attracting foreign investment in Portland An executive body.
On the 24th, PDC CEO Bruce A. Warner revealed in an interview with reporters: PDC was a regulatory agency established by the citizens of Portland in 1958 to restore the urban construction of Portland after World War II, , Semi-commercial nature Each year about 200 million PDC budget, to help and support Portland's urban development. This source of funds, mainly from the Portland government on the value of real estate tax budget.
And specific to the overseas business of China Merchants attract investment - when a company is interested to go to Portland investment and development, PDC will perform as a government agency in the city try to help them find the most suitable office location, even when necessary to provide financial support.
If there was a software company that wanted to land in Portland and moved in from New York City with only three people, PDC provided it with a loan. At present, the company is the third to PDC loan, the company has developed rapidly, has reached the size of more than 150 people. Even the journalists collapsed at the hotel, have also received the PDC's loan support.
"We have a lot of tools to attract expansion, mainly lending, direct money and flexible property taxing," said Bruce, who also said the Vestas Vestas, the world's largest wind turbine supplier, On Portland's support, "In addition to lending, we've taken the first payment of a 10-year property-value-added tax before we allow it to be repaid differently in the future."
Li Jiaming revealed that the first 18 months of Li Ning Portland's office, which is to help find the address of the PDC; In addition, PDC also provides a lot of external industry consulting, talent and other resources. And all these services, all for free.
Of course, as a government executive, what kinds of businesses to help and in what ways to help, PDC is not without choice.
"This is where we differ from similar institutions in other cities," Bruce said. PDC has its own set of limits, and what else can not be developed. "Often, we determine whether a project is related to a city in Portland Style positioning consistent with a project whether it can drive around the whole piece of the hotel such as the impact on the surrounding retail consumption, and whether with high added value, whether there is sustainable development.
This is exactly why PDC originally recommended Li Ning to China Town for its preferred office and would like to give it a discount. However, taking into account the relatively depressed Portland Chinatown, Li Ning declined this recommendation.
In the meantime, PDC has its own built-in risk assessment system to balance pure philanthropy with the return on investment.
"We do not think we are more like government agencies, but private companies," Bruce said. PDC never invests in the company as a whole. It usually uses the leverage effect and uses a small sum of money to get loans from other agencies.
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