Ding Shizhong CEO: Money Spent By The President Of "Stingy"

November 15th, Xie In a conference room, a firm entrepreneur told reporters repeatedly: Management Enterprises must understand both management and business, and we should be able to accurately grasp whether investment can have corresponding benefits. He is Ding Shizhong, chairman and CEO of the 40 year old Sports Limited board. Just 3 years ago, he led him in the army. list It has set a record of the shortest time for overseas enterprises to operate overseas, and last year, he repelled international and domestic sports brands in one fell swoop, becoming a strategic partner of the Chinese Olympic Committee, providing a full range of award winning equipment for Chinese sports delegations in more than ten Olympic competitions such as the winter Olympics, the Asian Games and the London Olympic Games.

Why did he spend so much money on such a marketing? Some international movements were affected by the financial crisis. brand It is getting rid of inventory problems and so on, and its development in the Chinese market has not stopped. But it is not the same. It went against the market in the financial crisis. According to the mid 2010 earnings report, in the first half of this year, the turnover increased by 22.6% to 3 billion 453 million yuan, and the profit increased by 26%.

"In terms of cost control, we strictly control every cost on the industrial chain, for example, 50% of the suppliers of shoes are supplied exclusively, and the sole is made by ourselves. The cost of each link will be strictly controlled. In addition, we can manage dealers through futures, so that we can strictly control costs and not waste them. Ding Shizhong told reporters.

This sense of cost control is deeply rooted in his mind, and the value of "unnecessary waste" has long been a common consciousness. "Employees should be economical. For example, on the issue of employee travel, some international businesses are bound to live in five-star and four-star hotels on business trips, but in the case of everyone, there is a sense of ownership, and there is nothing wrong with a business oriented and economical hotel, "added Zheng Jie, vice president of executive office.

However, this saving must not be based on Jerry building. Many workers still remember that when Ding Shizhong tested a pair of substandard shoes, he threw them into the crusher nearby, and the staff told reporters: "every day Ding Zong comes to inspect the products, and when he finds out the problem is over, even a little bit of dust on his shoes will not work."

It is precisely this kind of careful calculation of price and quality that, while accumulating wealth, it has embarked on the route of strong marketing. With the increasing market coverage of China's two or three tier cities, there seems to be greater ambitions for those who consistently follow the populace route.

The industry recognized that Olympic marketing requires at least 2~3 times the amount of sponsorship. In September last year, he signed the water sports management center and 5 national teams. Before the Winter Olympics, the Group signed the first gold medal of the Chinese Winter Olympic Games, the couple on the ice, 10 couples of winter snow, and so on. "Spokesperson advertising, store theme display and other aspects should be coordinated with the sponsorship rights of the Chinese Olympic Committee, so as to achieve an integrated effect, so as to enlarge our rights and interests." Ding Shizhong said.

The "generosity" of Mr Yu also shows concern for grassroots employees. Every year, a large sum of money is required to conduct physical examinations for all the staff, and 4000 yuan of clothing cards are issued annually. There are air-conditioners and water dispensers in the dormitories. There are gyms, libraries and Internet bars in the living quarters. "Skilled workers in our production line can get nearly more than 2000 pieces a month," which is not inferior to some of the newly graduated college students, "he said." the salary is three thousand.

In the face of the acquisition of LOTTO's franchise in China, China moved to acquire PHENIX, which owns KAPPA brand in Japan in 2008. Last year, it purchased HK $600 million for the permanent right to use FILA China trademark. As a high-end brand with a history of over 100 years, FILA will complement each other's brand effectively, thus providing more abundant product choices for consumers at all levels in China. At this point, Ding Shizhong will never be stingy.