Shoe Enterprises 361 Degrees Chinese Succession: More Creativity

September 20th news 361 degrees is the Jinjiang family.

Chen Dai Town, Jinjiang.

The 361 degree sports shoes production line is full of young workers over the age of 20, who are busy with their work: cutting raw materials, sewing upper, pressing sole, gluing the bottom and packing the finished products.

69 year old Ding Jiantong occasionally picked up the finished shoes, and found that there was a slight difference between the left and right feet of the pair of shoes.

Although the old chairman is semi retired, he still looks like a great parent waiting for his own business.

Xiamen Huli district.

The 361 degree new operation center is full of modern flavor, and the young employees are dressed in different colors.

One side is old-fashioned.

"Whether or not creativity is an important criterion for me to look at people and candidates, whether they are partners, distributors, or internal and family members,"

Ding Jiantong said.

He took out a full box of Suona whistles wrapped around copper wire and bamboo slices, explaining that they were different from the bought ones, and each had different sound effects when playing.

In fact, more than 20 years of entrepreneurship has highlighted Ding Jiantong's own creativity.

He was only 42 when he was born in suona.

In 1983, he watched his neighbors get rich by sports shoes. He also borrowed 2000 yuan to buy tools and raw materials, and began to make shoes.

In the first few years, in order to save costs and confidentiality, Ding Jiantong, a self-taught man, painted shoes and styles himself.

He can even stare at other people's shoes while walking, and come home to paint and cut out when he meets the desired style.

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The "shoemaker" had brand awareness very early. From Huafeng to everything and then to Buick, it was the predecessor of the 361 degree brand.

He also pioneered the Chinese badminton team and put a lot of advertising fees on CCTV sports channel.

At the world-class shoe making base in Jinjiang, Ding Jiantong and his family stand out from tens of thousands of small workshops and develop into a listed company in Hongkong.

From the scale of revenue, 361 degrees is second only to its old friend and old rival Anta, ahead of PEAK, Jordan, and other brands.

The meaning of 361 degrees includes the two meaning of pcending perfection and restarting.

In fact, it needs to start at 1 degrees, besides the brand of the company, and the second generation members of the Ding family.

"Children are grown up, and I must give them opportunities."

Ding Jiantong said.

Tokio Toshinaga has two sons and two daughters in the Hui village of Chen Dai town.

In the difficult period of starting a business, the big son-in-law, Ding Wu, has been the general manager, responsible for the overall work, especially the market development and other external affairs. The eldest son Ding Huihuang focused on the production process, the second son Ding Huirong focused on financial management; the little daughter and son-in-law set up factories independently and did not work in the company.

IPO accelerated the handover of the company's management power in the two generation.

Last June 30th,

Prior to IPO, Ding Wu was the largest shareholder through Ding's international holdings of 361 degree 25%. Ding Huihuang and Ding Hui Rong each held 24%, tied for second place; many years' partners Wang's brothers shared 25%; Ding Jian Tong only reserved a small share for himself, but this small 2% was enough to balance the overall situation.

After listing, Ding Wu became president and director, and Ding Huihuang became chairman of the board.

361 degrees failed to get IPO at the best time, like Anta, with a total difference of 1 billion Hong Kong dollars.

But this does not affect its gradual movement of "de familial" movement after the IPO in Hongkong.

After the 361 degree of introduction, a large number of professional managers were introduced, and the other members of the Ding family gradually withdrew from management, including two daughter-in-law.

At this point, 361 degree has been out of the original family business appearance, management team more diversified and socialization, they even do not want to mention the founder's name and story.

But the Ding family is still the largest shareholder, and the 3 family members occupy the top management positions and other important positions.

The first thing for the second generation of managers headed by Ding Wu is to speed up the brand and channel construction. They aim at the November Asian Games in Guangzhou this year.

Two years ago, it invested 350 million yuan in 361 yuan to become a senior partner of its sports apparel, and has become the official partner of the 7 Asian Olympic Committee and the 6 official sponsor of China's team.

At present, the 361 degree is also a partner of China University Basketball Super League (CUBS), Shenzhen World University Summer Games 2011, China Ping Pong Super League and other sports partners sponsored by CCTV-5 presenters and reporters.

While competing for sports events resources, they are also developing rapidly in the second tier and three tier cities, and built 9 361 degree TOWN and flagship stores in Zhengzhou and other places.

By the end of June 30th, the 361 year long listing had produced a good report card: the turnover reached 4 billion 331 million yuan, of which 2 billion 574 million yuan was in the first half of this year, and the number of stores increased to 6927, a 872 increase over the same period last year.

Last year, Anta launched a multi brand strategy through the acquisition of FILA. 361 degrees chose to extend the layout of children's clothing longitudinally.

In the first tier cities with stronger purchasing power, Nike, Adidas and other international brands have entered the field of higher profit children's clothing, but the second and three line markets are still blank, which is the opportunity of 361 degree.

Now, 236 children's wear shops have been set up at 361 degrees.

Behind a series of new changes, 361 degrees always adhere to the "heavy asset mode", all aspects of design, production and brand operation are all caught in their own hands, and Nike, Adidas, Lining and other peers "light asset mode" completely different.

This is the industrial advantage that Jinjiang enterprises have accumulated over a long period of time, and it can also increase the ability of enterprises to resist risks.

Even when the economic environment declines, industry growth slows down and brand appeal decreases, production and processing can still bring profits to enterprises.

The second generation of leaders are still expanding their production scale.

In February this year, the 361 degree five mile Industrial Park was put into operation.

It is located in Jinjiang, covering an area of 323 mu. The first stage includes the exhibition hall, the clothing and footwear base, the modern logistics center, the staff living area and so on.

Now, there are more than 4000 employees in the five Li Industrial Park and the old factory in Chen Dai.

If we say that the three carriages composed of Ding Wuhao, Ding Huihuang and Ding Huirong are fighting against the front line and constantly upgrading the brand image and competing for the channel market, then Ding Jiantong, who retire behind the scenes, is their strong support, ensuring that products are not wrong in the rear.

The third generation of the Ding family has a large lineup.

Ding Jiantong has 8 grandchildren, granddaughters, grandchildren and granddaughters. 5 of them are studying in relatively innovative America, while 3 girls are studying in relatively conservative Britain.

They were between 18 and 24 years old, and did not work at 361.

Ding Jiantong said they are very good, not only do not spend money, but also work abroad to make money.