Anta Brand Navigating Sports Goods Marketing Culture

As we all know, Anta brand's household name begins with Kong Linghui's sentence "I choose, I like". Hiring sports stars as spokesmen for products also gave Anta an opportunity to enter the era of brand marketing dominated by sporting goods. Anta sports shoes Rich for sportswear and sports accessories, Anta is moving towards a comprehensive sporting goods company.

This is an active transformation of self transcendence and foresight. In 1990s, it has been the seller's market of sports shoes industry. Almost all shoe factories in Jinjiang have orders, and how many shoes can be quickly digested by the market. Keeping the "well-off" state of enterprise operation is not a problem at all. But Ding Zhizhong and Anta people did not satisfy the status quo. Instead, they realized that if an enterprise was satisfied with the status quo, it was destined to be transformed into a merciless market when it came to the edge of life and death.

Compared with Nike, a world-renowned sporting goods company, he led management to seriously analyze Anta's challenges and opportunities at that time. Footwear industry in Jinjiang It is the first to put forward the idea of shaping the "Anta" brand in the whole country and complying with the requirements of market development, transforming the marketing mode into a monopoly system represented by the establishment of exclusive stores and flagship stores.

So, under the guidance of the basic strategy of sporting goods marketing, Anta began a series of big moves. In 2001, the establishment of Anta Oriental sporting goods company in Beijing marked the transition of Anta from a single sports shoes to a comprehensive sporting goods brand. In the same year, the first Anta sporting goods store opened in Beijing Lisheng sporting goods store, which meant that the Anta monopoly system was fully launched; in 2002, Anta began to sell clothes; in 2003, Anta began to sell sports accessories; in 2004, the sales outlets were distributed throughout the provinces and cities; in 2005, the first sports science laboratory in China was established, and the road of technological development was opened up.

The development of Anta is exceptionally smooth, and the order is too much to be done. Seeing that profits are turning upwards, Ding Zhizhong has a famous saying at that time: if an enterprise wants to achieve a turnover of 1 billion, and all the staff will work hard and work overtime, it can definitely achieve it. But if we want to do business 2 billion, we must break the original thinking and raise the management level to a higher level. In this way, Anta, a typical family business brand, began to introduce professional managers in 2004. It took about two years to complete the professionalization of top level managers, and promoted and trained a large number of young and promising middle managers.

In 2006, Anta worked with the world famous enterprise strategy consultant, Kearney, to identify the company's market positioning, core values and development goals, and finally to integrate the sports spirit of transcending itself into everyone's life. It is determined to be the mission of Anta. At this point, the vague image of "bigger and stronger" in Anta's mind is clear and clear for the first time.

After 2007, Anta Bearing in mind the mission of the enterprise, turn the business focus to "brand first". On the basis of the brand concept of "Keep Moving, never stop" put forward before, it will further extend Anta's solemn promise to the future and China's sports industry, and strive to convey the spirit of sport to every consumer.

At this point, after years of tempering, Anta's enterprise culture has gradually formed its own system, and runs through its recruitment, training, and incentive links in its human resource management. At the level of values, it includes:

Brand supremacy: firmly believe that brand value is the benchmark of business decision-making and the core of Anta people's efforts to maintain.

Innovation and change: never fear the risk of change, conform to the pattern of foresight, innovate on demand, create customer lifetime value;

Focus on pragmatism: uphold the essence of "fine, thin, solid and strict" and strive to grow together with sports.

Honesty and gratitude: we believe in honesty and integrity and abide by the principles of commitment.

What is particularly worth mentioning is that the values of Anta's "sincerity and gratitude" are not hanging on the wall, writing on paper and talking on the lips, but on the support of charity and education for many years -- from donation of 10 million yuan to Charity Federation in Jinjiang, to 2 million yuan in the center of the Communist Youth League, to the cost of more than 100 yuan, to launch "Green China -- to save the most beautiful wetland grassland in Ruoergai"; to hold "CBA hope" activities, to create "CBA hope primary school", and to set up a "Anta love relay student fund" with Fujian hope project, to participate in the establishment of Quanzhou light industry Career Technical College. After the "5. 12" Wenchuan earthquake, Anta held an urgent meeting of the board of directors. At the end of the employee donation, the company first donated 10 million yuan in the name of the enterprise.

As a national enterprise with a strong sense of mission, Anta has long been accustomed to examining itself with higher, farther and more advanced standards, and hopes to be comparable to world-class enterprises in many fields. The practice of actively engaging in public welfare undertakings and practicing corporate citizenship is a good way for Anta to establish a reliable and high reputation brand image and achieve long-term and steady development.

In July 10, 2007, Anta listed on the main board of the Hongkong stock exchange and began to develop rapidly. In the same year, Anta achieved about 3000000000 Yuan of sales and consolidated its leading position again. Then, on the basis of fully considering its own circumstances and capabilities, Anta made "dream further" and clearly put forward the 2012 vision target, "double first, compete for the top ten", becoming the first Chinese sports brand in the Chinese market brand reputation and market share, and become the top ten sporting goods companies in the world.

By reviewing the development process of corporate culture, we can see that Anta has long recognized that to achieve the goal of sustainable business and resist the invasion of market by detached position, it must be supported by a strong corporate culture. And the way of development of Anta also shows that if an enterprise can build a unique and suitable corporate culture at the beginning of its creation and continue to complement, perfect and sublimate it in its subsequent development, it will have a profound and beneficial impact on its production and operation, and fully nourish the healthy growth of the enterprise tree.