Anta Boss Ding Zhizhong's Entrepreneurial Life

Ding Zhizhong is a person who pursues conscientiously and wants to do well. As one of the candidates to select Fujian's business hero, Ding Zhizhong expressed great concern for the progress of this newspaper. Ding Zhizhong believes that every successful entrepreneur has a history of development from scratch, and he joined the WTO for three years under his leadership. Anta group Three years of vigorous growth and maturity.

As the first sports shoe enterprise in China to advertise with sports stars, Anta President Ding Zhizhong is called "the first one." crab "In the next few years, China's footwear industry has become a stage for sports stars and entertainment stars to compete. "Star Wars" and "advertising campaigns" make the Chinese sports shoes Market smoky. In this war and the subsequent brand war, Anta has always been in the leading position.

Ding Zhizhong said Anta would not be China's Nike, but to be China's Anta and Anta of the world.

　　 [entrepreneurial path]

　　 The 17 year old boy went to Beijing alone.

Poverty gives rise to the desire for change.

In the 80s of last century, when Ding Jiaqiong saw that people lived well, he thought he must be better than others. When he saw others driving motorcycles, he also wanted to own them. But if we want to get these, we must make money in business. This is the original starting point for Ding Zhizhong to embark on the road of businessmen.

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.

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 and began to disagree with others. He said to him, "how old are you, and 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.

In just two years, Ding Zhizhong opened up the most authoritative and difficult sales channel in Beijing, Wangfujing shopping mall in Beijing.

Ding Zhizhong summed up two reasons for success: legs and sweet lips.

　　 The first one to eat crabs.

The market is open. On the one hand, Jinjiang is a rich source of goods. On the other hand, it is a broad sales channel. Can not we make a profit on this?

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. {page_break}

There is no brand in Jinjiang.

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 an enterprise. 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.

　　 To be both a father and a mother.

Ding Zhizhong laughs, "when the boss wants to be a father, he can be a mother." when Ding Zhizhong came along with Anta, although there were no subversion or fatal setbacks and difficulties, there were still some small difficulties every day, which made Ding Zhizhong break his brains.

"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.

"At that time, I did feel 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 the brand problem in the next step.

"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.

　　 51% and 49%: Ding Zhizhong's business experience

In Anta, a theory has spread widely.

Ding Zhizhong said that he was a man and a man.

"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 had not been able to understand that this was not a clear loss. How did he do business? Later, he slowly understood that this seemed to be a temporary loss, but he had won long-term cooperation with customers. Let customers identify, respect and trust more. This principle is still very deep in today's Anta. Infiltration 。 {page_break}

　　 Not developing overseas markets

The domestic market is also not guaranteed.

Ding Zhizhong is determined to make the world shoe industry "shuffle" again.

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, starting in 2003, Anta began sponsoring the Lithuania professional basketball "young guard" sea god basketball club, Anta became the first Chinese brand to sponsor overseas professional basketball teams.

In March 2003, Anta's first overseas store was located in Singapore, which laid a solid foundation for Anta brand to expand its overseas market to the world.

"In the face of economic globalization, enterprises always have to start their own businesses and not keep their jobs. If we can't take the initiative to go out and open up the "second battlefields", and quickly improve our international competitiveness, we won't even be able to keep up with the Chinese market. Ding Zhizhong is always walking on thin ice in the commercial development.

　　 [entrepreneurial experience]

Clear objectives

March forward courageously

"No matter what you do, you must have a clear goal and go forward."

Ding Zhizhong said frankly that since he started his business, he has always been walking along this road unswervingly. "It is not enough to have a clear goal, and when faced with setbacks and difficulties, we must be brave enough to uphold this goal. Facts have proved that all my years of persistence are correct. " Ding Zhizhong told reporters proudly.

Ding Zhizhong always insists that the market for domestic shoes abroad is nothing but Eastern Europe and South America. Moreover, in foreign markets, domestic shoes do not have the financial strength to brand, nor do they understand foreign cultural practices. It's much easier to concentrate on the domestic market.

In October 2004, Anta signed a sponsorship agreement with CBA. From 2004 to 2007, it became the "only designated sports equipment for CBA" for three consecutive years. This marks that the national brand has broken the monopoly pattern of international sports brands monopolized at home and abroad. This indicates that the national sports brand represented by Anta has won the first opportunity in the competition with international brands.