1994, the Ding Zhizhong with his father and brother co-founded the ANTA 15 years ago, foreign brands who have done OEM, did wholesale business, called the brand, sponsorship of professional sports events, the establishment of a sports science laboratory, to do retail, listed in Hong Kong, signed Francis, Scola, Virginia Sri Lanka, a strategic alliance with the Rockets, so Anta shoe stand out from the country. Anta Sports Products is now the third consecutive year on the share of the market share of the first, apparel accounted for first.
for the ideal small business
Ding Zhizhong grew up in the shoe-making workshop, full of interest to the business, hoping to make money themselves to be independent, to make life even better. He told reporters,
Fujian Jinjiangchendai town where he is an easy place to initiation of commercial cells. Local people have a tradition of living sea, making money from overseas nationals, will transfer the capital back, and bring market information and order, so gave birth to the local manufacturing industry.
1980 early,UGG boots cheap, Jinjiangchendai town has been the rise of a group of shoe-making workshop. Jinjiang nationals abroad has brought to these workshops the first order. Ding Zhizhong
local farmers and wood involved in the mid-1980s, a village-run shoe factory Chendai founder of the town. Around 1991, he sold the family's corn, chickens, ducks and all the things you can change money and funding from pro-family, five or six million raised money, set up a shoemaking workshop alone, and that is security Tap the predecessor.
According to information provided by ANTA as early as 1987, the son of Ding Ding Zhizhong and wood gave 10,000 yuan of money, and 600 pairs of shoes from each workshop in Chendai bought shoes, so that he checked into the Beijing sales. At this time, Ding Zhizhong only 17 years old, graduated from junior high school yet.
Ding Zhizhong and they will become the eighties and nineties to hundreds of Beijing Jinjiang shoe one of the people. Some of his most important shopping malls in Beijing, such as Wangfujing, Jinjiang shoes counters opened, the business is hot. It is said that from that time began Ding Zhizhong marketing consciousness, he learned to study consumer types, pay attention to what kind of shoes have more sales.
Anta, according to a person familiar said Ding Zhizhong with Beijing in 1994 earned 200,000 yuan back to Jinjiang, when shoe factories have been created by the Ding's father and brother in the operation. Jinjiang back after Ding Zhizhong, director of marketing and became vice president. In 1994, after changing the make after a few, Ding and his son decided to the make and brand unification is According to Ding and Wood recalls, the brand with
Two years later, Ding Zhizhong get family business ownership. He became general manager of ANTA, the father formally relegated to second-line D and wood; Gege Ding family and man, . sources said. New boss
grassroots exploration
enterprises. Anta able to develop to the present, the industry environment, many enterprises are the key to the development of the node. turning-point opportunities.
the mid 90s of last century in China, Double Star, back in a large number of state-owned sporting goods brands have fallen, the huge China is only Li Ning. In Jinjiang, almost all of the sporting goods companies are doing international brand OEM business. Anta OEM export orders to abandon the line, began to enter the domestic market and seize a good market opportunity. Ding Zhizhong as this is the first major turning point Anta of opportunity.
place, the ANTA to adjust the target for entry into the domestic industry, the top few. Is not highly competitive in the domestic market, when many companies do not brand awareness, but at the time of the Ding Zhizhong view, China's market potential, companies want to expand, so that the top few industry must fight brand.
1999, the Ding Zhizhong on the board against all the odds, eventually speak with the ANTA Linghui 1.60 million to sign, along with Kong Linghui and the words Kong Linghui fought win, Anta nationally known overnight.
now, still very grateful to Linghui Ding Zhizhong, ANTA specially when it comes to listing go to Hong Kong Linghui.
signed at the time however, did not now look so perturbed. Ding Zhizhong withstand the advertising investment is opposition within the company made. Advertising broadcast, no significant effect, Ding Zhizhong also a little trepidation. But two months later, across the country began to rush toward Jinjiang Retailers, Anta sales overcrowded.
shoes Jinjiang China, where many companies to make shoes for a living. Anta is also the single most shoes start businesses. Now Anta, Anta, according to chief operating officer Lai Shixian introduced first half of 2007, apparel and other products in the production of various types of sports products Anta share of about 44%, ANTA has become a truly integrated sporting goods company. This strategic transformation, is formulated in 2001, Ding Zhizhong. This has become another important node in Anta. ANTA
fame began after the way of sports marketing. From 2002 to 2005, the ANTA began sponsoring a professional sports league, known as
through sponsorship and participation in professional events, professional sports products ANTA has been greatly improved. In this process, Ding Zhizhong has gradually worked out how to enhance the core competitiveness of enterprises doorway.
2005, the ANTA first in the country set up a sporting goods industry's first sports science lab, dedicated to sports mechanics research, professional sports products for the ANTA to provide evidence.
Now, not only the CBA, Anta's basketball shoes with the recent signing of the Rockets players Steve Francis, Luis Scola fighting arena in the NBA, can not say no when the
Anta celebrity endorsements advertising success led to brother's trying to copy the same city, Jinjiang city government to promote the experience in other companies who Anta For a time, the local emergence of a A number of well-known shoe, such as special step, Jordan, Del benefits, Erke, which began in the shoe stand out from many.
and Kong Linghui of According to data provided by ANTA, from 2001 to 2006, ANTA from 1 billion yuan in sales revenue to 1.25 billion yuan. Ding Zhizhong said: 2009-2012 Chinese Olympic Committee partners, which means that Chinese players set foot on the Vancouver 2010 Olympic Winter Games and 2012 London Olympic Games and other 11 major events, they will put many years of Li Ning, Anta installed. As a result, ANTA received a comprehensive product design and corporate culture to enhance an important opportunity, but also became the first to receive the Chinese Olympic Committee as a whole package of the This is another Ding Zhizhong marketing gamble. According to the first half of 2009 showed a profit, net profit of 608 million yuan Anta, an increase of 40.1%.
sailing capital markets because of healthy development, before 2004, Ding Zhizhong companies do not always feel short of money, and therefore never considered the company to enter the capital markets, and even refused to foreign investors. But in the year, the company's successful listing of Li Ning to make him change his mind. He began to realize that not only can raise funds listed, you can also enable standardization of corporate governance, family business management to eliminate shortcomings and easier to attract talent.
standardized management for the enterprise, Ding Zhizhong adopted a Headquarters in Anta, 60% of the director or deputy director are from like Wal-Mart, P & G that multinational companies. Today, multinational corporations Anta no doubt where people often meet. JWT, Ding Zhizhong employment plan for advertising, employment do strategic consulting for AT Kearney, hiring Morgan Stanley to do its underwriting services listed ... ...
implementation of the new management, the Ding Zhizhong bring their liberated from the affairs of the company out, said his company is now less than 5 a day to sign documents, participate in 3 monthly internal meetings only. He will be a lot of time to absorb useful information to communicate with employees, and clearly think the company's strategy. With the depth of thinking
, Ding Zhizhong increasingly realized, with the rapid growth of enterprises, private enterprises developed to a certain size is only two paths: either a small, continue to maintain family control; and do Great, we need to formalize and systematize the operation, do great, must be listed. This became the ANTA quality growth jumped to the present.
2007 年 7 10 May,UGG bailey button, ANTA Board on the first day the company listed in Hong Kong to raise capital of 3.168 billion Hong Kong dollars, setting a local Chinese sports brand in the overseas capital market fund-raising records.
even more powerful after the listing of ANTA, ANTA Sports in 2008 a turnover of more than 4.63 billion yuan, up 66.4%; to achieve a net profit of 894 million, up by nearly 2 percent, its sales revenue and profit growth ranking counterparts.
Now, in the Anta factory on every street, have a banner hanging high up: ambition.
innovation never stop
Ding Zhizhong often said: de la phrase - . The spirit of sport is a continuously exceeded, the constant pursuit of the limit, constantly updated record of innovation. Ding Zhizhong
in view, a truly successful sports brand behind it there must be a successful sports power. Like Nike, Adidas and other leading world brands, and its spiritual content and the United States, Germany, is consistent with the sporting spirit, a national sports brand sport in this country will be as strong and powerful force. The Ding Zhizhong, and I strive Anta ultimate goal for many years, it is the Chinese athletes have sought, that is, innovation and hard work, and never stop.
In fact, China has more than 99? Yan 9% of the athletes are ordinary people, they are not very talented from an early age, or have a world-class talent coaches, so many of them they were able to defeat those who are referred to as extraordinary efforts.
Ding Zhizhong said that China will become world sports power, the Chinese sports brands will be able to become a strong brand. He believes that the same with the Chinese athletes have extraordinary dreams and never stop Anta,cheap UGG boots, will be able to become a respected brand in the world. One day, foreign sports fans will be proud to wear the shoes of ANTA. He said: established in 1999, led his team Ding Zhizhong, bold innovation, pioneering spirit, to overcome the technical, financial, experience, and a series of difficulties, which lasted 9 years,UGG shoes, and finally to Since 2000, China for 5 consecutive years Anta shoes comprehensive market share of the first brand.
in many enterprises are still trying to imitate the other product, Ding Zhizhong already invested heavily in the establishment of independent research and development for the Chinese sports science laboratories and a large number of feet by extracting data, to establish China's first Mechanics of the foot of a database to produce the most suitable for Chinese people foot the sports shoes. According to him, in the R & D Anta patent and egg shells in the case of non-destructive high 1 meter be considered up to standard.
to innovation in product development, the Ding Zhizhong more focus on most of ANTA brand development and maintenance. He said the technology can be copied, equipment can be updated, you can buy, style can imitate, but it takes a long time brand success of the maintenance and accumulation. Anta core competitiveness should be the brand positioning, not sales or product. To improve the ANTA brand influence, Ding Zhizhong to focus on this year's work to enhance the brand reputation. Focus on brand management sent to the distributors, dealers provide guidance to dealers and distributors to do the brand, to help them serves decent products, but also good service, so that dealers can reduce inventory pressure, implementation
addition to the 22 self-built footwear production lines and two garment production base, ANTA also active with the Windsor foundry giant enterprises such as outsourcing, subcontracting production by way of a flexible large-scale organized production capacity, and in this way can be achieved Anta
Anta listing, Ding Zhizhong would be able to create a brand to avoid those times, Jinjiang
As one entrepreneur said, the wealth here, and sometimes represent a number. When a corporate finance a sum of money, or market, and we will listen, listening, and buried dry your own.
here, there are many entrepreneurs such as Ding Zhizhong, they are always quietly work hard, develop their own career, self-confident and assertive, and their low-key and pragmatic, not only full of Zen comfortable, but also embodies a unique smart. Ding Zhizhong
About
1970 12 Born in Jinjiang, Fujian, Xiamen University, EMBA, is currently chairman and CEO of ANTA. Leather shoes 1987 workshop, July 1994, joined the Anta, as consecutive years of similar products in the country ranked first wing. Department of Jinjiang Footwear Industry Association, honorary president of Jinjiang Charity Federation. Has won the (Published in
No comments:
Post a Comment