Anta CEO Round 2012 Olympic Marketing Dream

Almost all the famous brands in the city come from the county-level city of Jinjiang. In the Anta's leading domestic sporting goods industry, Ding Shizhong inevitably becomes the iconic figure in the entrepreneurial circles of shoes and clothing industry in Jinjiang.

Jinjiang is a county-level city affiliated to Quanzhou, Fujian. From a high-speed intersection, you can see a slightly faded billboard written on the brand capital.

Almost all the brands that call names in the footwear industry of China are from the county level city, the seven wolves, nine Mu Wang, Anta, XTEP and so on.

In 2011, the GDP of Jinjiang was about 100 billion yuan, while the total GDP of Fujian province was 18500 billion yuan, about 1/19.

The most expensive property in Jinjiang is more than ten thousand, which is close to the price level of the provincial capital of the mainland.

In the sporting goods terminal, there are 6 listed companies in Jinjiang, 360 degrees, Anta, PEAK, XTEP listed in Hongkong, Jordan listed on A shares, Hongxing Erke listed in Singapore.

Anta's headquarters is in Chi Dian Town, Jinjiang.

A century avenue crosses the whole town, and pedestrians on the roads know the location of Anta headquarters.

Tall buildings are as common as vacant old houses.

He doesn't always work here. He runs between Jinjiang and Xiamen.

The operation center of Anta is located in Xiamen. This is not the practice of Anta. Most of the garment enterprises from Quanzhou choose to set up an operation center in Xiamen after their strength is strong enough.

The distance between Xiamen and Quanzhou is only one hour, and infrastructure and other conditions are different.

A small arch bridge connects Anta's factory on both sides of the river.

And this stream flows through the small town of the pool town with all kinds of rubbish floating, and the river is muddy and yellowish.

At noon break, young employees wearing Anta uniforms smoked under the shade of trees.

A T shaped 12 storey office building, a factory building and an employee dormitory is the main building of Anta headquarters.

The fountain in front of the office building is very clear, creating an environment with the green trees that have not yet grown into towering trees.

Ding Shizhong himself often wears Anta's casual wear, and the western-style clothes that attend formal occasions are mostly domestic brands, or Jinjiang brands.

Ding Shizhong, who was born in 1970, is only 42 years old. He belongs to the young school in Jinjiang.

According to Anta's annual report, in 2011, Anta's operating income was 8 billion 904 million yuan, while Lining's earnings showed that its operating income was 8 billion 929 million yuan.

But in terms of net profit, Anta's net profit is 1 billion 730 million yuan, while Lining's net profit is only 386 million yuan.

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While Anta is leading the domestic sporting goods industry, Ding Shizhong inevitably becomes a symbolic figure in the entrepreneurial circles of Jinjiang's clothing industry.

Lining is also in it. The red sports clothes on them are all from Anta.

Ding Shizhong

Ding Shizhong stayed in London for more than a week, but he had to go home because he had something to do.

He watched the opening ceremony, and Chinese athletes wearing red and yellow tone entered the stadium.

Anta has become a partner of the Chinese Olympic Committee in 2009. Once Chinese athletes win medals in the Olympic Games, they will receive awards in front of the world in Anta sponsored clothes.

On the afternoon of July 28th, the first finals of the Olympic Games.

The women's 10 m air rifle final was launched at the Royal Artillery Battalion in London.

Ding Shizhong sat on the screen and his sense of participation may not be inferior to that of the athletes themselves.

Finally, Yi Siling won the first gold medal of the Chinese delegation and the first gold medal of the London Olympic Games.

For the first time, Anta's custom tailored Olympic dragon clothing appeared on the podium.

In the future, people waiting in front of the TV will see this suit again and again, and the logo of Anta.

Ding Shizhong registered the symbol of Anta in 1991, and has never changed in twenty years.

ANTA the four letter above is a variant of the word "A". At that time, Ding Shizhong thought the symbol was like a soaring eagle, so he chose this design.

The 19 day London Olympics is only a part of Anta's Olympic marketing, and Ding Shizhong's dream of Olympic Games can be traced back to a few years ago.

In 2009, the contract between the Chinese Olympic Committee and Adidas expired, requiring new tendering partners.

For the entire sporting goods industry, it was a smoke before the war.

In 2008 Beijing Olympic Games, although Adidas was a partner of the Olympic Committee, it sponsored the sportsmen's clothing.

But the conspicuous symbol of clothing was not remembered by Lining as he lit the flame from the sky, though Lining was also wearing Adidas.

What people remember is the figure and the flame of Lining in the sky.

An Olympic event is a magic for sporting goods brands. Cinderella can wear a pair of crystal shoes and become a princess.

This is also the magic power of consumer goods, especially fast food products, in the brand marketing. An effective advertisement can explode the consumption desire of millions of people.

Before Adidas became a partner of the Chinese Olympic Committee, Lining was a partner of the Chinese Olympic Committee.

In China's sporting goods industry, Nike and Adidas are following Lining closely.

Ding Shizhong's plan to participate in the Olympic feast is not a matter of two days, but at that time, the gap between Anta and Lining was significant.

When Lining sponsored the Chinese delegation in Athens Olympic Games, Ding Shizhong wanted to join in and sponsor one or two projects.

At that time, other brands in Jinjiang were even less involved in individual projects.

After a long time of negotiation and operation, Anta finally decided to become a partner of the Olympic Committee in 2009.

The contract period is four years, and there are many Anta events in the four Asian Games.

60th anniversary on the National Day ceremony, the Olympic floats are full of champions who will be named in the history of Chinese sports.

Lining is also in it. The red sports clothes on them are all from Anta.

This year's London Olympic Games, rather than the grand ceremony of Anta, is not a collective Carnival of Chinese brands.

Only in Jinjiang, Quanzhou, a total of 8 brands participated in the London Olympics.

Afterwards, eight companies received a congratulatory letter from the Quanzhou municipal government.

Ding Shizhong's Anta, Xu Jingnan's PEAK, Ding Huihuang's 360 degrees, Ding Jin's XTEP, Ding Guoxiong's Jordan, Wu Rong Guang's Hongxing Erke, different brand logo appeared on the podium again and again.

In these people, Ding Jinzhao and Xu Jingnan are older, and they are the first generation of enterprises.

Xu Jingnan's two sons have entered PEAK's work successively. Ding Huihuang and Wu Rongguang have taken the company from their parents.

Ding Jinzhao's son Ding Shuibo has been president of XTEP.

Ding Shizhong's experience is similar to that of Ding Guoxiong, who helped their parents grow bigger businesses.

The second generation has long been a leader in Jinjiang enterprises.