Chen Yihong s resume, Chen Yihong s personal profile

In 1991, Chen Yihong resigned from the top ten sports shoes companies under the State Sports Commission and joined Li Ning Company, from the deputy general manager, general manager and chief executive officer of Li Ning Sporting Goods, to the executive director of Li Ning after its listing in Hong Kong.

In 2001, due to differences of opinion, Chen Yihong resigned from Li Ning Company, but was recalled by Li Ning Company a year later and asked him to set up Beijing Dongxiang, a subsidiary of Li Ning Company in Beijing.

In 2005, Beijing Dongxiang was established, the main business is the first Italian sportswear brand kappa, and obtained the exclusive franchise rights of kappa in Chinese mainland and Macau. At this time, Chen Yihong held 20% of the shares of Beijing Dongxiang, and Li Ning Company held 80% of the shares of Beijing Dongxiang. Due to the squeeze of well-known brands such as Adidas, Puma and Nike in the international market, and the domestic market was competing for share by local brands such as Anta, KAPPA's sales have not been ideal, and for the sake of risk prevention and strategic adjustment, Li Ning Company finally decided to abandon Beijing Dongxiang and give 80% of its equity to Chen Yihong.

After that, Beijing Dongxiang changed its name to China Dongxiang, and Chen Yihong completely ended the 15-year relationship with Li Ning Company.

In 2006, China Dongxiang introduced Morgan Stanley as a strategic investor, and then spent 300 million yuan to buy out the ownership and permanent operation rights of Kappa's Chinese mainland and Macau brands.

In 2007, China Dongxiang was listed in Hong Kong, with a total market capitalization of HK$100 million on that day, far surpassing Li Ning. Chen Yihong saw the blank spot of the lack of fashion elements in the sports brand market, and embedded fashion trends in Kappa clothing, so he was called the "godfather of fashion sports brands".

At the end of April 2008, Chen Yihong acquired Phenix, which owns the rights to own and operate Kappa in Japan, so he also obtained the Phenix brand and Phenix's sportswear design team, and the Phenix brand of ski and sportswear ranks first in the corresponding market share in Japan.

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In 2001, Li Ning Company entered the stage of comprehensive strategic adjustment, and the fast-growing Chinese sporting goods market formed a large number of opportunities in the process of segmentation, and Chen Yihong once again seized the opportunity.

In February 2002, Li Ning Company signed a contract with the Italian KAPPA company (back-to-back brand), and established Beijing Dongxiang Sports Development Group, becoming the general manager of KAPPA in China.

Chen Yihong was formerly the general manager and CEO of Beijing Li Ning Company, and has been rooted in Li Ning Company for 14 years. In June 2005, Chen Yihong invested in the purchase of 80% of the equity of Beijing Dongxiang and officially became the boss of Beijing Dongxiang Sports Development; On September 1, 2005, Chen Yihong officially resigned from the board of directors of Li Ning Company.

Chen Yihong, who has successfully transformed from a business operator to a business owner, admits that his biggest advantage is that he knows the mentality of the two roles and knows what they really need. He said that in fact, the relationship between the owner and the operator is very delicate, because the position and angle of consideration are different, the contradiction will always exist, and the key to resolving the contradiction is whether the two sides can compromise and make concessions to each other. "There are too many differences between me and Li Ning in the past 14 years, and it is with such a principle that we can go all the way to today.

At a time when young people from all over China began to take pride in wearing the kappalogo – making it the most popular sports brand in China today, he led the China movement to be officially listed on the Hong Kong Stock Exchange on October 10, 2007. At 16 o'clock on the same day, China Dongxiang, which was listed on the Hong Kong Stock Exchange on the first day, closed in Hong Kong dollars. At this price, the total market value of China Dongxiang reached 100 million yuan, far exceeding that of Li Ning and Anta, which were listed in Hong Kong earlier.

The wealth of the Chen Yihong family, which controls the shares of China Dongxiang, then reached 19.3 billion Hong Kong dollars, and the value of Chen Yihong, who holds shares by individuals, reached 15.9 billion yuan. It far exceeded the 65th place (10 billion yuan) of the old club Li Ning.

Before Chen Yihong started business, he had the opportunity to become a professional table tennis player, but because the physical examination did not meet the strict physical examination standards, he signed up for the People's Liberation Army and experienced a full 5 years of military camp life. Growing up in the barracks, Chen Yihong, a top 10 sneaker salesman and footwear manager at Li Ning, is now known as the godfather of China's fashion and sports brands, and he once single-handedly built three brands because he knew very well what young Chinese people liked to wear. In fact, from a soldier to a working boy, and then to an entrepreneur with an international famous brand, Chen Yihong has relied on surprising success for more than 20 years.

In this way, in less than 20 years, Chen Yihong went from an ordinary salesman to the 36th place on the list of China's richest people.

Chen Yihong was born in 1958 and holds a master's degree in business administration from Lincoln University. Chen Yihong is the chairman of Beijing Dongxiang Sporting Goods Co., Ltd. 2007 Hurun Report, No. 50; Ranked 36th on the list of China's richest people.

1986 1994 Associate Professor, Huazhong University of Science and Technology 1994 1998 Research Fellow, Institute of Manufacturing Technology, Singapore 1998-2000 Research Fellow, Institute of Manufacturing Technology, Singapore Ph.D. supervisor, Nanyang Technological University; 2001 In September 2005, he was the general manager of Wuhan Dahua Laser Technology; In October 2005, he was the general manager of Singapore Xinte Optoelectronics Technology Co., Ltd. and Guangzhou Ante Laser Technology Co., Ltd.