Ding Shizhong: Innovation Is The Life Of An Enterprise. The Strategic Direction Of The Government Is Very Clear.

Ding Shizhong, chairman and President of the board of directors of the National People's Congress and Anta (China) Limited, said in his report on the work of the government, Premier Wen Jiabao said that we should persist in promoting independent innovation as the central link in changing the way of development.

How to inject innovative elements into the development of private enterprises?

Around this topic, recently, our correspondent visited Ding Shizhong, chairman of the NPC and chairman of the board of directors of Anta (China) Limited, in the Fujian Hall of the Great Hall of the people.

[reporter] Ding, hello.

How many times have you been elected deputy to the National People's Congress?

Ding Shizhong, this is my first time.

[reporter] after listening to Premier Wen's report, what specific measures do you think the enterprise has in innovation?

How does Anta go out?

Going to the world?

[Ding Shizhong] Prime Minister mentioned in his report that we should guide and encourage private enterprises to become bigger and stronger. I think this is the biggest encouragement of our government to private enterprises.

There is a very central problem. First of all, the government is positive for private enterprises. This is the best support for private enterprises.

I think as a Chinese enterprise, innovation is very important.

In recent years, the government has increased the intensity of enterprise innovation, and the strategic direction is very clear.

Anta has invested a lot in innovation in recent years.

In 2004, our company's innovation investment accounted for only 0.5% of the total expenditure, and by 2007, this proportion had reached 3%.

Innovation is the life of an enterprise. It includes not only technological innovation, but also the innovation of enterprise management mode.

For example, in recent years, we have attached great importance to the innovation of integrated management, especially the innovation of product development.

Now Anta headquarters has R & D centers, and there are R & D centers in Beijing. We are ready to set up a R & D center in the US.

This series of measures need to make breakthroughs in management innovation.

We should also innovate in brand, especially in the aspect of brand internationalization.

At present, we have expanded from traditional advertising marketing to sports marketing.

We not only sponsor China's sports industry, but also go abroad to sponsor NBA in the United States, which are part of our basic innovation and brand innovation.

In terms of enterprise innovation in the future, we will also adhere to technological innovation and management innovation. In particular, there is a very core issue, that is, personnel innovation.

Personnel innovation is the internationalization of talents.

If an enterprise wants to be bigger and stronger, business management must keep pace with it.

Therefore, we propose that enterprises should pay attention to the "five modernization" construction of internationalization, enterprise, systematization, informationization and specialization.

[reporter] this year's Olympic Games will be held in our country. This is also the best opportunity for Anta to promote itself. Do you have any marketing plan?

[Ding Shizhong] actually, we formulated a complete Olympic marketing plan from August 2007. The Olympic marketing plan is to publicize Anta's "grassroots spirit". Its connotation is that an ordinary person can realize his dream through his own efforts, so we signed with many Chinese athletes who participated in the Olympic Games, and now a series of activities are in progress.