Interview with Li Ning: Business and Life

**Li Ning: From Olympic Champion to Business Visionary** “I’ve been reading *Zi Zi Tong Jian* recently,” he said, “and I feel really fulfilled. I don’t like being too utilitarian.” At one point, Li Ning even posed for a “Pop Art” photo—wearing red sportswear with a black suit jacket and holding an Olympic champion trophy. At the end of the 20th century, Li Ning was honored as the “World’s Best Athlete in the 20th Century” by the International Association of Sports Journalists. Only 25 athletes in history have received this prestigious award, and Li Ning was among them, alongside legends like Pelé, Muhammad Ali, and Michael Jordan. In 2006, Li Ning was named one of the 60 Asian Heroes by *Time Weekly*. The magazine praised him as “a legendary figure who demonstrated a flexible mind in both gymnastics and business.” At that time, Li Ning Sports Goods had already listed on Hong Kong’s main board, becoming the first Chinese sports brand to do so. As chairman, Li Ning personally owned 37% of the company’s shares, with his personal wealth reaching nearly 2 billion yuan. “Li Ning proved one thing,” *Time* magazine remarked. “In China, the glory of business can be just as valuable as an Olympic gold medal.” However, Li Ning wasn’t categorized under “businessman” in that issue—he was placed in the “Athletes and Explorers” section. Indeed, the “explorer” side of Li Ning is less known. In the early years of his career, he faced many challenges, including working as an actor. “That’s just my personality,” he admitted. “I love freedom.” Today, Li Ning rarely appears at the company’s headquarters in Hong Kong’s Causeway Bay. Instead, he lives in a luxurious neighborhood in Deep Water Bay. His acting roles in films like *Seven King Kong* and TV dramas such as *Wulin Supreme* still sell well in Hong Kong. At 18, Li Ning began studying Chinese painting under Wu Dongkui, while still training as a national gymnast. “He often came on weekends when there was no food in the canteen,” Wu recalled. “We’d just eat instant noodles together.” Li Ning’s favorite painting is “black bamboo.” “After painting, I became calmer during gymnastics,” he realized. “The way bamboo bends and sways reflects the movements in gymnastics.” Later, Li Ning’s career reached its peak. At the 1984 Los Angeles Olympics, he won three gold medals in free gymnastics, rings, and pommel horse. “When I returned to Guangxi, it was like a parade,” he said. “People were cheering everywhere. I enjoyed it, and I thought I couldn’t live that life again.” Four years later, at the Seoul Olympics, he fell from the rings. That marked the end of his competitive career. The public’s reaction to his fall was mixed. His smile after falling made him a “sinner” overnight. Some even sent him threatening letters. “I like to laugh,” Li Ning later said. “It’s part of who I am.” But in that era, China was still emerging from isolation, and people were eager for victory. “They needed championships, not just sports.” After retiring, Li Ning considered becoming a coach or an officer, but instead chose to start a business. “First get the money, then paint,” he once said. “I always admired him,” Li Jingwei, a former coach, said. “As an athlete, he never wore Chinese-branded clothes. He was smart, kind, and full of potential.” The transition from athlete to entrepreneur was challenging. “When we were athletes, everything was taken care of by the country,” Li Ning recalled. “But when I started on my own, I didn’t know how to write a project proposal or handle contracts.” “Sports has clear rules,” he said. “Business isn’t that simple.” At his first order meeting, no one bought his products. “I had to find ways to promote myself. I built a franchise system to stand out.” His breakthrough came during the 1990 Beijing Asian Games. By persuading officials to choose his sponsorship over a foreign company, he secured a deal worth 2.5 million yuan instead of $3 million. In August 1990, Li Ning took the torch on the Qinghai-Tibet Plateau, symbolizing the spirit of the Asian Games. This moment was broadcast nationwide and left a lasting impression on the public. Throughout the torch relay, 200 million people participated, and 2.5 billion viewers learned about Li Ning through the media. Leaders wearing his clothing further boosted his brand’s visibility. After the Games, “Li Ning” became a household name. Within the closing month, the company received a 15 million yuan order. For years, Chinese athletes wore only Li Ning gear at major events, proving the brand’s dominance.

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