Anta Ding Zhizhong Won The Award Of The Man Of Fame Again

"China's new forces -2010 China's textile and garment industry ten major awards" opened the curtain. The ten "selection" will elect ten heroes, ten leading brands and ten outstanding network operators. The final winners will attend the awarding ceremony at the Diaoyutai State Guest House. The winner of the "Ten Heroes" is Anta Sports Products Limited chairman Ding Zhizhong.

Profile: in 1986, in an ordinary coastal town in Fujian Province, Chen Dai, a 16 year old ordinary boy Ding Zhizhong, his biggest wish is to go to the capital Beijing.

Holding 10 thousand yuan, Ding Zhizhong traveled to all the shoe factories in the town, picked out 600 pairs of shoes that he thought best to sell, took a car to Fuzhou, and spent 48 yuan on a train ticket to Beijing.

After two days and two nights, Beijing is in sight.

Ding Zhizhong plunged into a shoe store, a big shoe city, where he rented a counter, and 600 pairs of shoes were sold out quickly.

But the careful young man did not rush to get home, but began to figure out what kind of shoes people like to buy.

In his spare time, Ding Zhizhong ran to the sports shoes counter of the Beijing shopping mall to observe the international famous brands Nike and Adidas.

5 years later, Ding Zhizhong returned to his hometown and co founded Anta with his father and brother.

Do not be China's Nike, be Anta of the world.

Today, Anta has the highest market share for three consecutive years, and sportswear takes the first place.

The reason for selection: in the face of the smoke of China's sports shoes market, Anta, under his leadership, has always been in the lead.

Now, many people have begun to compare Anta with international brands, but Ding Zhizhong said Anta would not be China's Nike, but to be China's Anta and Anta of the world.

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.

In those days, Ding Zhizhong made a very big decision that surprised Chen Dai Zhen: Anta signed an agreement with the national table tennis team to hire the then world champion Kong Linghui, who was the most popular table tennis player, as the spokesman of Anta.

Anta set up the successful model of the brand, and quickly imitated the shoe makers in Chen Tai town. After half a year, the 5 set of the central set almost became the "Chan Tai sports shoes channel".

But the lack of follow-up is that the initial advertising effect is not obvious without a ready distribution network.

Ding Zhizhong said: "Anta has just done the right thing at the right time, and has won the market opportunity."