Shoe Enterprise Anta: Four Rapid Development Of Enterprises Driven By Innovation

January 6th hearing

Brand innovation

Ding Shizhong believes that brand innovation is very important for sporting goods enterprises. It can be said that the popularity and reputation of the brand determine the scale and core competitiveness of the enterprise.

In the mid 90s of last century, he realized that without his own brand, the development of an enterprise would be more and more difficult.

So in the late 90s, the company invited Kong Linghui to be the spokesman of the image, and advertised all the profits of the company in the past ten million in CCTV, and pioneered the marketing mode of "sports star + CCTV advertisement" in China.

When enterprises enter the second 10 years, they begin to build up sports resources system and carry out brand building in an all-round way.

The company has carried out a series of sports marketing and has been praised as "China League engine" by the media.

When Anta was about to enter the third 10 years, Anta fully participated in the Chinese Olympic Committee's market development plan and became a partner of the Chinese Olympic Committee in 2009.

Technological innovation

Ding Shizhong introduced that for the sporting goods industry, technological innovation is mainly embodied in design innovation and scientific research innovation.

Ding Shizhong mentioned that Anta's research and innovation could even be forced by CBA.

"When we started sponsoring CBA in 2004, many athletes disagreed with Anta's brand and didn't want to wear our basketball shoes game."

He said.

To this end, in 2005, Anta set up the first sports science laboratory in China at a cost of about 30000000 yuan, developing sports technology and functional design based on Athletes' body data.

Today, the laboratory has contributed more than 40 state-level patented technologies.

CBA's athletes' satisfaction with Anta products has also increased from 70% to 97%.

In December 2009, the Anta sports science laboratory was recognized by the national development and Reform Commission as the "state-level enterprise technology center". This is the first Chinese sporting goods industry and the only state-level enterprise technology center recognized by the state so far.

Today, Anta's investment in R & D remains at 4 hundred million of the annual revenue of 5%.

Management innovation

The internal management innovation ability determines the operation level and comprehensive strength of the enterprise itself.

Ding Shizhong said that during the 20 years of Anta's development, he emphasized repeatedly on 4 aspects of management innovation: team matching, supplier matching, matching of distributors and matching of partners.

He believes that teamwork is mainly matched by team professionalization and management systematization.

For this reason, he began to regard team matching as the most important aspect of management construction.

At the same time, he also urged suppliers and distributors to grow together.

In the choice of partners, Anta is also trying to seek a high starting point.

Ideological innovation

A firm's Evergreen Foundation requires the managers of enterprises to continuously innovate in business ideas and business philosophy so as to ensure the long-term vitality of enterprises.

He thinks that it is easy to make good products, and it is easy to make cheap products, but it is very difficult to make products that are worth much.

Anta must be the most cost-effective product for consumers.

"At present, there are no Chinese enterprises in the world's top 100 brands.

Anta is determined to represent China's enterprises in the world's strongest brand camps, which requires our continuous innovation, and the firmness and persistence in innovation.

Ding Shizhong said.