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Brief Analysis Of Shoe Enterprise Anta Creates Brand New Miracle

2011/9/26 16:29:00 38

This year, because of Lining's decision making mistakes, the market has been shrinking. At the same time, Anta has gone all the way to become the leader of China's footwear industry.

And what Anta's boss Ding Zhizhong is like is what most people want to know.

Ding Zhizhong, the 37 year old president of Anta (China) Limited, is a native of Chai Dai Town, Jinjiang City, Fujian province.

As the first sports shoe enterprise to advertise with sports stars in China, Anta President Ding Zhizhong is called "the first to eat crabs".

In less than 10 years, Ding Zhizhong has thrown thousands of competitors around the town of Anta behind him.

"Anta is bigger now, and Ding Zhizhong is not good at it now."

A stone lion businessman who began making sportswear in 1983 said.

His annual sales volume of "Ho Kin" brand sportswear is about 1 hundred million.

Ding Zhizhong became the shoe king in the name of the place, but he did not become the president of the local Footwear Association.

"He has a kind of domineering in his bones, and he can't deal with it."

A local media reporter said.

He also did not want to compromise with others. According to local people, if a thing that he did not want to do and could not do, another XTEP shoe owner, XTEP founder Ding Shui Bo, would choose to do it, while Ding Zhizhong would simply refuse it.

Perhaps because of this, in 2006, when Quanzhou (Jinjiang affiliated to Quanzhou) elected president of the footwear association, Ding Zhizhong, who was the boss of Jinjiang footwear industry, was the best candidate for the presidents. However, she attracted a lot of objections. Finally, Ding Shui Bo finally took the seat.

"Ding Zhizhong is an inner closed person from personality, and only a few good friends can understand his inner thoughts. Most people, even the directors of his company, may not know what he is thinking."

A person who worked for Ding Zhizhong for many years said.

Why can this "bad deal" businessman surpass more than 3000 Jinjiang shoe companies and become a fortune star in this labor-intensive industry?

In the summer of junior high school, Ding Zhizhong, 17, proposed to develop in Beijing.

His father told him why.

Ding Zhizhong said, every day, foreigners get money to buy things, almost everything can be sold. Why don't we take the initiative to sell the goods in Jinjiang?

Ding Fu's shoe factory was also just built up at that time, and the economy was not well-off, but it was persuaded by his son to take out more than 10 thousand yuan, so that Ding Zhizhong bought 600 pairs of Jinjiang shoes to sell in Beijing.

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In order to put the goods of Jinjiang in the counter of Xidan shopping malls in Beijing, Ding Zhizhong went to the mall every day. At first, the others disagreed, and he said to him, "how old are you, and you run out to do business?"

Ding Zhizhong insisted that he was 20 years old and no one believed it.

He also doesn't care about the complexion of others. He especially introduces the advantages of Jinjiang's products. He has been there for more than a month, and the people in the mall have promised to go to Jinjiang.

Ding Zhizhong was so happy that he hurried back to Jinjiang to prepare.

Finally, in all the big shopping malls in Beijing, Ding Zhizhong got a special counter for the shoe factory in Jinjiang.

But in 1991, Ding Zhizhong returned to Jinjiang.

It turned out that the cheap sale of Jinjiang shoes in Beijing deeply stimulated Ding Zhizhong.

At that time, the famous "Qingdao double star" and "Shanghai torch" shoes in the market were already produced in Jinjiang, indicating that there was no problem in the quality of Jinjiang goods.

With the 200 thousand yuan earned in four years, Ding Zhizhong started his business in Jinjiang again. At that time, his idea was very clear: we must make the enterprise bigger and start the brand.

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.

1 million 600 thousand, "I choose, I like", Kong Linghui became Anta's image spokesperson for two years; 5 million, the budget price of advertising on CCTV.

As a result, with the excellent performance of Kong Linghui in the Olympic Games and his individuality, "I choose, I like", Anta quickly completed the brand establishment and dissemination, and greatly stimulated the growth of the market.

From 2000 to 2004, for 4 years in a row, the market share of Anta sports shoes ranked first in the country.

Despite this, Ding Zhizhong still denied that Anta's success was due to advertisements.

Because he believes that advertising strategy is only part of the marketing strategy of Cye enterprises. Advertising can enhance brand awareness.

To truly win the hearts of consumers, brand needs unique brand connotation and stable and powerful market network.

These are all cumulative processes. A successful brand must undergo years of market testing.

Ding Zhizhong laughs, "when you are a boss, you must be able to be a father, but you can be a mother." Ding Zhizhong accompanied Anta all the way, though not yet.

subversion

Or fatal setbacks and difficulties, but there are still some small difficulties every day, which makes Ding Zhizhong lose his head.

"More serious", Ding Zhizhong recalls, when Anta asked Kong Linghui to be a celebrity spokesperson, "the one or two months of advertising went out without any effect". At first, Ding Zhizhong was persuaded against the sports stars as spokesmen for products.

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"At that time, I really felt a bit nervous. After all, the money invested at that time was almost half a year's profit from Anta." but Ding Zhizhong did not waver or doubt his decision. Indeed, third months later, dealers began to take cash to the factory gate to pick up the goods. Anta shoes were greatly welcomed in the market, so that all of Anta really felt the charm of advertising. At this time, Ding Zhizhong pondered on how to do well in the next step.

brand

The problem.

"Doing business is not just about making money, but also accomplishments and honor," Ding Zhizhong told reporters. "It's fine now. It only works ten hours a day, but every day there are new things that make me busy. The busier, more fulfilling and sense of accomplishment, the more I can enjoy the joy of occasional leisure.

Just like now, I've been busy all morning, and I can sit down and chat with reporters while I'm drinking tea. It's also a very enjoyable thing.

"My father taught me how to behave.

I am so impressed that he told me very early that you should make others benefit 51% of everything, and you always have 49%.

Ding Zhizhong told reporters that he could not understand at that time. Is this not a clear loss?

How can we do business like this?

Later, he slowly understood that this seemed to be a temporary loss, but he had won long-term cooperation with his clients.

Let customers identify, respect and trust more.

This principle still penetrated deeply in today's Anta.

By the end of 2002, Anta had taken the largest booth in the "Jinjiang Street" in the Hungarian Asian center.

This is a valuable booth, but Ding Zhizhong thinks it is "very popular".

Instead of competing with Nike and Adidas in the developed markets in Europe and the United States, Hungary was not selected to join the European Union. In 2004, Hungary joined the European Union and set up a ready springboard for Anta to enter the European market.

Then, from 2003 onwards,

Anta

Began sponsoring Lithuania professional basketball "young guard" sea spirit basketball club, Anta became the first Chinese brand sponsoring overseas professional basketball team.