Anta, A Shoe Maker, Is Willing To Take The Road Of Corporate Culture Construction.

In the shoe industry,

The clothing industry is a high knockout industry. Dealers have strong influence from Anta brand, from vendor mode to exclusive mode, and even many dealers have become the leader of the local sports apparel industry.

But many dealers do not agree with some Brand Company's business concepts, such as why they need to report accurate sales reports to distributors, why they need to expand, why they need to be reformed, and so on, which requires an effective communication carrier.

First of all, we need to talk about the terminal.

Stage one, make a living.

Dealers at this stage are in the initial stage of operation, and their business objectives are based on the accumulation of material wealth.

Stage two, management position.

Dealers at this stage have accumulated material wealth and have a certain voice in the local sportswear industry. They are changing from the accumulation of material to the accumulation of spiritual wealth.

This type of dealer hopes that through these accumulations, he will turn himself, at least the next generation, into a "nobleman".

This type of distributor has greater influence in the local market, and even some dealers monopolize the high-quality resources of the local sportswear industry and have a certain gaming ability with Brand Company.

At present, most of Anta's distributors are in the pition stage from the first stage to the second stage. At this time, what role can Anta's corporate culture play? {page_break}

The author thinks that the penetration of corporate culture into terminal distributors can play the following roles.

1, enhance brand reputation and distributor's brand reputation effect.

2, improving brand loyalty is in line with the fundamental interests of Anta in the past century, and is the guarantee for Anta's sustainable development.

3, become a bridge between brands and distributors, distributors and distributors, distributors, help dealers improve their business capabilities, and encourage distributors to shoulder more social responsibilities.

Not long ago, a colleague asked me, "do you know Anta's corporate culture?"

There is such a fable: there is an old Chinese lady and an old lady in the United States. The old lady of China said that after I worked for a lifetime, I finally saved enough money to buy a house, and the old lady said that after I worked for a lifetime, I finally paid off the mortgage of the bank.

Some people say, look how smart Americans are and how much they enjoy life.

And some people say that this is not about Americans' intelligence. The key is that the financial system in the United States is advocating this way of financing to the common people.

Corporate culture also needs effective publicity and continuous dissemination, so that culture can be effectively passed down.

The author believes that the corporate culture of Anta is divided into two parts. The first part is "putting the spirit of" pcending oneself "into the life of everyone. This is a never stopping spirit of struggle. The second part is the Anta people's management criterion of" brand supremacy, innovation and change, focus on pragmatism, honesty and gratitude ".

The spirit of never stopping struggle is known through television advertising, print media and Internet.

But the "brand supremacy, innovation and change, focus on pragmatism, honesty and gratitude" Anta people's business guidelines also need to start by publishing distributors, distributors, distributors, Sharon and other ways to distributors.

In this way, the business philosophy of the enterprise can be soaked and rooted in the terminal dealer, and it will be molded into Anta people who believe in Anta. Anta's base business will remain 100 years old.

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Finally, I hope readers can enlighten us from the case analysis of Anta's corporate culture and create a century old brand with the power of corporate culture.