Jinjiang Garment Industry: The Strategic Pattern Of Industrial Development

China

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

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 China's clothing industry come from this county-level city, seven wolves, nine Mu Wang (601566, stock bar), 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.

Ding Shizhong 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 for formal occasions are also mostly.

Or Jinjiang brand.

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.

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 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 be sponsored by Anta.

Before the world comes to the stage to receive the award.

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 wears crystals.

Then you can 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.

Anta first thought of the way to hit the ball, but Hongxing Erke was hesitant and missed the opportunity.

The way of sponsoring and promoting stars is common among these brands in Jinjiang, and the competition between them is self-evident.

The first gold medal of the 2008 Beijing Olympic Games was won by Chen Xiexia.

After the news came out, Anta took the lead in advertising.

A woman who looks a bit like Chen Xiexia is holding up the barbell, with a row of big words on the left. "The champion's backbone is made in China". The following is a paragraph explaining, "212 kilograms of women weightlifting 48 kilograms class China wins."

However, in fact, in the Olympic Games, Hongxing Erke was the sponsor of China weightlifting team, and the fruit of the first gold was picked up by Anta.

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As early as 2007, Hongxing Erke signed a contract with the Chinese weightlifting team to bet on the "first gold".

For the time of Chen Xiexia, Hongxing Erke had already made preparations, one was the advertisement to win gold, and there was a set of backup plan that failed to win gold.

The gold medal advertisement is "the first gold medal of the Beijing Olympic Games."

However, contrary to the expectations of all businessmen at that time, the Chinese Advertising Association asked: during the Olympic Games, any unauthorized and authorized use of the Olympic Games athletes, coaches, officials and other advertising as an image spokesperson will be suspended for publication, otherwise it will be regarded as infringing infringement.

Despite the ban, Anta first thought of the way to hit the ball, but Hongxing Erke was hesitant and missed the opportunity.

Anta and Hongxing Erke contend for the first Olympic gold fruit to become another war outside the stadium.

There are so many brands in the small town of Jinjiang, and in the same industry, Ding Shizhong has repeatedly expressed to the outside world that Jinjiang businessmen are close to each other.

Competition is inevitable and cooperation exists.

According to insiders, each brand will buy together and have stronger bargaining power to reduce costs.

For Ding Shizhong, this year's events are not just Olympic Games, but also the completion of the office building in Xiamen.

Just a few days ago, Anta built its office building under Guanyin Mountain in Xiamen, as an operation center, ending the days of renting offices.

Just behind the building they had just completed, the building of nine Mu Wang was being built.

Ding Shizhong was very intimate with Lin Congying, chairman of the nine Mu Wang.

Ding Shizhong is ten years old.

Lin Congying told reporters privately that the relocation of Jinjiang enterprises to Xiamen was mainly due to talent, and it was more difficult to find experienced people in Jinjiang.

In the company, the most frequently contacted Department of Ding Shizhong is the brand department, and the brand Department of Anta is also a rare elite group in Jinjiang enterprises.

Most of Anta's brand staff have worked in the media, and basically have a master's degree.

The leader of the brand department is Zhang Tao, a doctor who graduated from CCTV.

Ding Shizhong often travels on business, and the frequency at headquarters doesn't appear much higher than that of his father, Ding Hemu.

He is not the kind of entrepreneur who often appears in the news.

When something happens, he will come to the company. He will not come when he is okay, and he will not work overtime until the latest.

But he is undoubtedly rich in information. When he has ideas, he will call the responsible person and let the people below to carry out the concrete implementation.

Anta has four orders a year, and Ding Shizhong only participates occasionally.

His regular meetings are quarterly reports.

Different departments of Anta will hold a meeting once a month to report a job.

Every quarter the vice president and Ding Shizhong have another meeting, usually for a whole day.

Xu Jingnan, a low-key group of rich people, also expressed his admiration and admiration for Xu Lianjie in public.

There is a golf course not far away from Anta headquarters. Ding Shizhong often goes there, but he is not a real high fan. Golf is more like a social occasion for him.

Businessmen in Jinjiang often go to swing. Hongxing Erke's Wu Rongguang is a real golf enthusiast.

Luxury cars are not common on the streets of Jinjiang.

Ding Shizhong's own car is Audi A6. There are no millions of luxury cars in the company, but only occasionally when they receive them.

Ding Shizhong's father, Ding Hemu, has been driving a Camry for nearly ten years.

Ding Hemu's office is on the twelve floor. He doesn't care about the specific operation. He often goes around the factory and cafeteria to chat with his staff to see who needs help.

Ding Shizhong set up a charitable fund in Anta in the name of Ding and Mu to help Anta employees who are in trouble.

Ding Hemu now manages to donate money.

Ding Shizhong often said, "I just dare to do and have good opportunities."

He does not consider himself a hero, nor does his brand team shape the image of heroes before media.

In the past two years, the exclusive interview with the brand department to Ding Shizhong is only a TV program before this year's Olympic Games.

The smell of the outbreak has already passed in Jinjiang, and business in this city has started too early. Even before the reform and opening up, business has sprouted.

Rich and early, the pursuit of material is plain.

In the business circle of Quanzhou, Xu Lianjie has always been a model figure.

When Ding Shizhong, seventeen, was selling shoes in Beijing, when his shoe factory sold 23 million shoes a year, Xu Lian Jie's body had already been over one billion.

Anta is still exploring the brand's road. When Ding Shizhong has not yet signed Kong Linghui, Xu Heng Jie's Heng An Group has struck the bell of the listing.

Xu Jingnan of PEAK also expressed admiration and admiration for Xu Lianjie in public.

Before the reform and opening up, Xu Lianjie was caught up in the "learning class" because he was doing business.

Most of the Ding Shizhong businessmen from Jinjiang stopped studying from secondary school to help their parents start a business together and then inherit the company.

Ding Shizhong's difference is that he did not stay in Jinjiang and other orders. Instead, he went to Beijing to sell and sell shoes himself.

He not only sells shoes produced by himself, but also runs to the shoes city of Jinjiang to pick the style, and then goes to Beijing to sell it.

At that time, sales in Jinjiang was not a difficult task.

Shoe factories in Jinjiang are everywhere, and orders are placed at home.

Ding Shizhong's difference was reflected earlier. His name "world" came from the family. His brother, Ding Shijia, is now in charge of footwear production in Anta.

In middle school, Ding Shizhong disliked the word "world" and changed it into "Zhi".

From then on, he introduced himself as "Ding Zhizhong".

However, he did not change his household registration. He still had to use "Ding Shizhong" in his signature and formal occasions.

His first dare is to leave home and go to Beijing to make a living.

After selling shoes for six or seven years in Beijing, he went back to Jinjiang and said he wanted to recruit.

Design and make brand yourself.

At that time, the most common practice in Jinjiang was to buy and dismantle Nike when it was launched, and then copy it.

Before making the brand, Anta also did some time wholesale.

At that time, Anta shop was called Anta wholesale department.

Ding Shizhong, standing at the signboard, is still a handsome young man.

During this time, he straightened out the sales channels of Anta in the whole country.

Kong Linghui signed in 1999, Kong Linghui won gold at the 2000 Olympic Games, Anta became famous, and the store expanded rapidly.

At present, Anta has more than 8000 stores throughout the country.

Ding Shizhong's favorite thing to do is go to the store.

Almost at least once a month.

His shop did not tell anyone in advance, and drove off in his own car.

He often travels to other cities.

Most of the shop assistants could not recognize him.

Many years of sales experience has been integrated into his thinking. He always knows more about shelf display and product display than the sales director of the company.

Ding Shizhong doesn't have many hobbies. He said that the most enjoyable moment is to eat with his family.

In his spare time, like all Minnan people, he likes to chat with 35 friends while making tea.

His career path is still very long. His dream is to make Anta the first in the world and the top ten in the world.

At present, Nike is the most expensive business in China, with sales exceeding 10 billion dollars a year.