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Anta Ding Zhizhong: Clear Target To Be World Shoe King

2008/8/22 10:59:00 6

Ding Zhizhong is a person who pursues conscientiously and wants to do well. As one of the candidates to select Fujian's business hero, Ding Zhizhong expressed great concern for the progress of this newspaper. Ding Zhizhong believes that every successful entrepreneur has a history of development from scratch, and joining the WTO for three years is exactly the three year when Anta group, which is under his leadership, thrives and continues to mature.
As the first sports shoe enterprise to advertise with sports stars in China, Anta President Ding Zhizhong was called "the first to eat crabs". In the following years, the Chinese shoe industry has become the arena of sports stars and entertainment stars. "Star Wars" and "advertising campaigns" make the Chinese sports shoes Market smoky. In this war and the subsequent brand war, Anta has always been in the leading position.
Ding Zhizhong said Anta would not be China's Nike, but to be China's Anta and Anta of the world.
[entrepreneurial path]
　　 The 17 year old boy went to Beijing alone to tide over his poverty.
In the 80s of last century, when Ding Jiaqiong saw that people lived well, he thought he must be better than others. When he saw others driving motorcycles, he also wanted to own them. But if we want to get these, we must make money in business. This is the original starting point for Ding Zhizhong to embark on the road of businessmen.
In the summer of junior high school, Ding Zhizhong, 17, proposed to develop in Beijing. His father told him why. Ding Zhizhong said, every day, foreigners get money to buy things, almost everything can be sold. Why don't we take the initiative to sell the goods in Jinjiang?
Ding Fu's shoe factory was also just built up at that time, and the economy was not well-off, but it was persuaded by his son to take out more than 10 thousand yuan, so that Ding Zhizhong bought 600 pairs of Jinjiang shoes to sell in Beijing.
In order to put the goods of Jinjiang in the counter of Xidan shopping malls in Beijing, Ding Zhizhong went to the mall every day. At first, the others disagreed, and he said to him, "how old are you, and you run out to do business?" Ding Zhizhong insisted that he was 20 years old and no one believed it. He also doesn't care about the complexion of others. He especially introduces the advantages of Jinjiang's products. He has been there for more than a month, and the people in the mall have promised to go to Jinjiang. Ding Zhizhong was so happy that he hurried back to Jinjiang to prepare. Finally, in all the big shopping malls in Beijing, Ding Zhizhong got a special counter for the shoe factory in Jinjiang.
Ding Zhizhong summed up two reasons for success: legs and sweet lips.
　 The first one to eat crabs.
The market is open. On the one hand, Jinjiang is a rich source of goods. On the other hand, it is a broad sales channel. Can not we make a profit on this?
But in 1991, Ding Zhizhong returned to Jinjiang. It turned out that the cheap sale of Jinjiang shoes in Beijing deeply stimulated Ding Zhizhong. At that time, the famous "Qingdao double star" and "Shanghai torch" shoes in the market were already produced in Jinjiang, indicating that there was no problem in the quality of Jinjiang goods.
There is no brand in Jinjiang.
With the 200 thousand yuan earned in four years, Ding Zhizhong started his business in Jinjiang again. At that time, his idea was very clear: we must make the enterprise bigger and start the brand. In 1999, a war of advertising and sports star wars were born in the domestic shoe industry. Ding Zhizhong became the first person to eat crabs. 1 million 600 thousand, "I choose, I like", Kong Linghui became Anta's image spokesperson for two years; 5 million, the budget price of advertising on CCTV. As a result, with the excellent performance of Kong Linghui in the Olympic Games and his individuality, "I choose, I like", Anta quickly completed the brand establishment and dissemination, and greatly stimulated the growth of the market.
From 2000 to 2004, for 4 years in a row, the market share of Anta sports shoes ranked first in the country.
Despite this, Ding Zhizhong still denied that Anta's success was due to advertisements. Because he believes that advertising strategy is only part of the marketing strategy of an enterprise. Advertising can enhance brand awareness. To truly win the hearts of consumers, brand needs unique brand connotation and stable and powerful market network. These are all cumulative processes. A successful brand must undergo years of market testing.
To be both a father and a mother.
Ding Zhizhong summed up two reasons for success: legs and sweet lips.
(2)
51% and 49%: Ding Zhizhong's business experience
In Anta, a theory has spread widely.
Ding Zhizhong said that he was a man and a man.
"My father taught me how to behave. I am so impressed that he told me very early that you should make others benefit 51% of everything, and you always have 49%. Ding Zhizhong told reporters that he could not understand at that time. Is this not a clear loss? How can we do business like this? Later, he slowly understood that this seemed to be a temporary loss, but he had won long-term cooperation with his clients. Let customers identify, respect and trust more. This principle still penetrated deeply in today's Anta.
Not developing overseas markets
The domestic market is also not guaranteed.
By the end of 2002, Anta had taken the largest booth in the "Jinjiang Street" in the Hungarian Asian center. This is a valuable booth, but Ding Zhizhong thinks it is "very popular". Instead of competing with Nike and Adidas in the developed markets in Europe and the United States, Hungary was not selected to join the European Union. In 2004, Hungary joined the European Union and set up a ready springboard for Anta to enter the European market.
Then, starting in 2003, Anta began sponsoring the Lithuania professional basketball "young guard" sea god basketball club, Anta became the first Chinese brand to sponsor overseas professional basketball teams.
In March 2003, the first overseas exclusive store of Anta settled in Singapore, which was a firm foundation for the Anta brand to expand its overseas market to the world.
"In the face of economic globalization, enterprises always have to start their own businesses and not keep their jobs. If we can't take the initiative to go out and open up the "second battlefields", and quickly improve our international competitiveness, we won't even be able to keep up with the Chinese market. Ding Zhizhong is always walking on thin ice in the commercial development.
[entrepreneurial experience]
　　 Clear goals and forge ahead
　
"No matter what you do, you must have a clear goal and go forward."
Ding Zhizhong said frankly that since he started his business, he has always been walking along this road unswervingly. "It is not enough to have a clear goal, and when faced with setbacks and difficulties, we must be brave enough to uphold this goal. Facts have proved that all my years of persistence are correct. " Ding Zhizhong told reporters proudly.
Ding Zhizhong always insists that the market for domestic shoes abroad is nothing but Eastern Europe and South America. Moreover, in foreign markets, domestic shoes do not have the financial strength to brand, nor do they understand foreign cultural practices. It's much easier to concentrate on the domestic market.
In October 2004, Anta signed a sponsorship agreement with CBA. From 2004 to 2007, it became the "only designated sports equipment for CBA" for three consecutive years. This marks that the national brand has broken the monopoly pattern of international sports brands monopolized at home and abroad. This indicates that the national sports brand represented by Anta has won the first opportunity in the competition with international brands.