Ding Shizhong: not to do China's Nike to be the world's ANTA
Anta Sports Ding Shizhong, the actual controller, holds 59.7% of the shares with a market capitalization of 12.849 billion yuan.
In 1987, Ding Shizhong, 17, came to Beijing with 600 pairs of sports shoes brought from his hometown of Jinjiang and sold it out by himself. Although the business is hot, but he also realized that, compared with their peers, the same quality Jinjiang shoes, can only sell a lower price, the reason for this difference is that Jinjiang products without brand, and no brand shoes The competition must be at a disadvantage.
In order to find out the answer to this question, in 1994, the Ding Shizhong family founded Anta Sporting Goods Co., Ltd. and began to build its own sports brand belonging to Jinjiang. Put forward the dream of "not making China's Nike, to be the world's Anta".
Beginning in 2005, Anta was relying on the strategy of smashing the market with a huge investment in the short term by the city brothers have to follow suit. Ding Shizhong realized that it is imperative to inject more fresh and lasting answers to the question "Who is the Anta?" In spring 2006, Shizhong business to the brand advertising agency business JWT.
JWT helped Anta lock up the real consumer groups: a group of ordinary young people living in tier-2 and tier-3 cities, some undergraduates suffering from academic pressure, some undergraduates who are in urgent need of self-fulfillment, and hard working at the bottom of the workplace, eager to make head start New career. Their common feature is "grassroots."
As a result, Anta hesitate to grassroots locked, determined to achieve its goal of seamless docking with consumers, and put forward the "never stop" slogan. Since then, Anta has been focusing on professional sports and has started to strategically look for athletes who have not yet become famous and who are always struggling to endorse.
From the channel construction to the gradual "decentralization" within the company, every step of internal development in Anta is seeking new answers to the question of "who am I". Among them, including Ding Shizhong's persistence in facing the temptation of the "virtual business model" Anta its own production capacity of the building.
"Must have a certain self-production capacity to quickly respond to changes in demand from the market or channel, while getting some cost advantages." Ding Shizhong said. Even in the material price rise today, Anta gross margin can still maintain a rate of 5.5% per year increase. At present, Anta is still in the process of expanding its production line, accounting for about 40% of its total production.
Anta is currently the largest sports brand in China sales: In 2008, it sold more than 26 million pairs of shoes and over 33 million pieces of clothes in the Chinese market.
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