“公司正处于二次创业阶段,从品牌经营到企业制度方面都在进行改造。”作为中国体育用品行业的龙头老大,李宁居安思危。二次创业的目的就是把李宁公司发展成一个体育用品产业的国际化、专业化公司。进行品牌经营是其中最重点的部分,也是摆脱中国体育用品产业发展怪圈的根本办法。李宁说:“国际市场有65％的体育用品在中国制造,但我们所获得价值是最低最少的。我们只是最大的加工基地,李宁公司要作自己的品牌。” “The company is in the second stage of business, from brand management to the enterprise system are undergoing transformation.” As China’s sporting goods industry leader, Li Ning in time. The purpose of the second venture is to develop Li Ning into a sporting goods industry, international, specialized companies. To carry out brand management is one of the most important part, but also get rid of the fundamental method of development of China’s sporting goods industry circle. Li Ning said: “In the international market, 65% of sporting goods are made in China, but the value we get is the lowest and the least. We are only the largest processing base and Li Ning is our own brand.”