Lining Deng Xiaohua: Life Is Not Limited. Change Is Normal.

There is no limit to life.

In the interview of new employees, compared

Lining and CMO Deng Xiaohua are more concerned about what the other party wants to get from the work they are going to do.

"In my life philosophy, whether I can close my eyes tomorrow and whether I can open tomorrow, I have no idea.

So don't plan your life deliberately.

All you have to do is to be persistent and passionate about life, and you will get unexpected gains.

Deng Xiaohua said.

Deng Xiaohua, who has joined the Li Ning Co for over a year, is still enthusiastic about this new industry and new job.

Whether it's a new environment or a new challenge, she doesn't feel terrible, because in her opinion, life can always give a person more space than he can imagine. When he really takes that step, he will see unusual scenery.

If deliberately planning, life will be deliberately limited by its loss of wonderful.

"When you make a plan, you always think that life is the best you want and the best.

But life will encounter a lot of new opportunities and chance, or meet some new people, he will bring you some new "see", these "see" let you make the same choice as before, take you to different roads.

Deng Xiaohua, who had experienced "accidents" in his life, gradually made himself more open and became a sponge. He tried to absorb more information and absorb more opportunities instead of making urgent decisions.

"When I come to Li Ning Co, I never rush to find out what is different from my previous work life. I accept it openly, accept differences in eating habits, accept differences in working patterns, and accept communication and cultural differences."

The position of Li Ning Co CMO is obviously not planned by Deng Xiaohua.

From the cosmetics industry to the food industry, and now to the sporting goods industry, it seems that there is no intersection.

"Not planning deliberately does not mean that there is no goal in life," explains Deng Xiaohua. "Not planning deliberately is just saying that you should not deliberately plan which way to go in life, but you have to be clear about what you want.

I will keep asking myself, what do I do now that makes me happy? Is it meaningful to others? Is it consistent with my values? Will it bring positive effects to others? I think this may be something I would care more about, and I would never change any job.

Let Deng Xiaohua make up his mind to leave Taipei's life and join Lining in the strange Beijing. It is precisely because of the first interview that Mr. Lining, the founder of the company, talked about the purpose of establishing Lining brand and his mission to the company, so that Deng Xiaohua could feel the conjunction of a kind of value and the challenge of the company's infinite possibilities.

Deng Xiaohua's memory of that meeting is still fresh: "Mr. Lining didn't talk to me about how to do business, and didn't tell me how much money he would make in the future. How about stock right now?

He just told me that he set up the company's original intention in order to make outstanding Chinese athletes proud to wear national brand sportswear in the international arena.

He believed that sports not only changed his life, but also changed the lives of many people. He believed that through sports practice, more people could enjoy the joy of sports and let more people do what they thought they could not do.

After two hours of conversation, Deng Xiaohua decided to join Li Ning Co.

Change is a normal state.

Deng Xiaohua took over Li Ning Co

When it comes to this position, it can be said that the sporting goods industry is facing a downturn of adjustment, and there is also a lot of controversy about the Li Ning Co's reform plan.

However, in Deng Xiaohua's view, the cyclical adjustment of Li Ning Co's industry is now a growth opportunity for the future. As long as we face the challenge with a calm mind and a determination of change, we can find the next room for growth.

This is similar to her many previous work experiences, that is, leading companies in the adjustment period to face challenges and move forward from low to high.

Deng Xiaohua believes that any company has to change, but it is not for change, but because every company has its own cycle of growth, such as people's life, illness and death.

"When you think things are going well, they have buried their worries. A man eats bird's nest and abalone every day, but in fact, he has planted three high seeds.

Good days may be bad days. Bad days may be good days too.

When business is relatively low, people are more willing to open their hearts to listen, to listen and to review themselves.

this point

In the dialogue with Chairman Lining, he also had a deep understanding: "for an athlete, victory or defeat is a common matter for soldiers, and for an enterprise, the same is true.

So he will not value the loss or defeat now, or the next climax. This is normal.

Deng Xiaohua thought Lining was a very intelligent person. There was no such thing as winning or losing.

She can feel strongly that this is an enterprise leader with long-term vision. He conveys Lining's dream of building a world-class brand from a Chinese brand, which is also infecting Deng Xiaohua.

Speaking of a normal mind to deal with changes, Deng Xiaohua told a story of a classmate: this student was going to Germany to study literature Ph. D., when he arrived at Frankfurt Main Airport for an hour, all tuition fees were stolen.

He later called the local classmates to find ways to raise money before returning to Taiwan, and then did not go out for further studies.

But he is still a good school professor.

This makes Deng Xiaohua realize that there are many things in life that can not be expected. The difference is that difficulties can sharpen their will and inspire people to overcome challenges and realize dreams.

Bad environment is often a powerful motivator for human potential.

Sports bring change

When asked what the values are, Deng Xiaohua said, "everyone should be treated fairly and everyone should give them opportunities."

In Deng Xiaohua's opinion, everyone has their own advantages. They should be given good opportunities and good resources to help him grow.

Such an idea benefits from her experience in studying in the United States.

When he first arrived in the United States, Deng Xiaohua was very uncomfortable from diet to culture, and his life was very depressed.

At this time, her friends and classmates were very concerned about her. One of the American female classmates often chatted with her, and knew that when she was stressed, she went out with her.

The American student believed in Christianity, but what she did was not to preach, but to help others from the bottom of her heart.

This memory and all kinds of experiences in helping others in the future make Deng Xiaohua feel that when people need help from others very much, they are helped by others. When people feel that they can hardly go down, they are dragged by others, so that people can be happy because they can help others.

"Because people are treated well, they want to treat more people in the future and convey more positive will and hope to others."

Deng Xiaohua said.

The premise of being kind to others is to treat yourself well.

Deng Xiaohua said frankly that the biggest surprise to join the sports brand is that the spirit of sport in this industry has brought changes to life.

"Exercise can really make a person happier and make life more positive. Sports can stimulate people's desire and strength to break through."

Such thoughts and feelings also led Deng Xiaohua to change Lining's brand strategy.

The past Lining brand has not yet been able to make the outside world refreshing.

Not just Lining, but many sports Brand Company are not enough in terms of innovation.

And Deng Xiaohua said frankly, the reason why it is easy to be copied is that we can not make the brand impossible to surpass. The reason why we failed to do this is that we have neglected to emphasize the change and experience brought about by sports spirit to life.

"I do not think that spiritual things can be publicizing, it becomes brainwashing.

I hope that through experience, we can make consumers realize what Lining wants to advocate.

After Deng Xiaohua took office, she led a series of activities related to the brand experience, such as Lining's 10 kilometer road race, Lining's "take the tough the Great Wall" activities, and Lining's various activities in sponsoring the junior high school and College Basketball League.

In these activities, Deng Xiaohua once again truthfully learned that sport is a positive channel for treating ourselves and others well, and sports can positively affect everyone around us.

With this belief, Deng Xiaohua's brand image of Lining in his mind is becoming clearer and clearer.

She believes that with the spirit of Lining's sports spirit to inspire people's desire and strength to break through, to connect everyone around and let them feel the changes and breakthroughs brought by sports, it will surely create a sports brand that is constantly pcending.