Anta Love Never Stops.

"I catch up with this time, I have to do what I should do."

In May 14th, third days after the earthquake in Wenchuan County of Sichuan Province, Ding Zhizhong, chairman of Anta Sports Products Limited's board of directors, announced that Anta donated 5 million yuan in cash and 5 million yuan worth of sports clothes for the earthquake stricken area.

This is the first donation from sporting goods companies in China after the earthquake.

Torch relay, the spirit of the Wenchuan earthquake continued on the same day, Ding Zhizhong as Fujian Quanzhou 107th torch bearers successfully completed the Olympic torch relay.

In the afternoon, a magnitude 8 earthquake occurred in Wenchuan. Anta decided to donate money to the disaster area for the first time.

"As a torch bearer, the torch relay carries the Olympic spirit. When the country is faced with a sudden disaster, we, as an enterprise, hope that we can not only send supplies to the people in the disaster area, but also convey their love to them, and help the compatriots in the disaster areas to get out of the difficult situation with confidence. This is also the responsibility of the citizens of the enterprises to the society."

Ding Zhizhong emphasized.

Ding Zhizhong, 38, is the helm of Anta. Under his leadership, Anta, one of the 500 most valuable brands in China, successfully led the competition in China's sports shoes market, winning 7 of the industry's first overall market share in the same industry, and successfully listed in Hongkong in 2007.

Because of its outstanding achievements in the industry, Ding Zhizhong was named "the 25 most influential business leaders in China" by Fortune magazine in April 2008, becoming the youngest industry benchmark.

10 years ago, when his company was just a few thousand ordinary family shoemaking workshops in Jinjiang, Ding Zhizhong formulated Anta's brand strategy for his colleagues.

In 1999, Ding Zhizhong pioneered the use of Kong Linghui, who was then the international table tennis player, as the spokesman of Anta.

When the next year Kong Linghui kissed the Olympic gold medal in Sydney and spread across the streets of China, Anta also formally entered the audience's view of thousands of households.

Whenever it comes to the important impact of this on Anta's success, Ding Zhizhong prefers to emphasize the difficult choice behind celebrity endorsement activities: Kong Linghui's endorsement costs accounted for half of Anta's profits.

But Ding Zhizhong's first brand "game" was successful, and he pioneered the marketing strategy of "celebrity endorsement + CCTV", which made Anta stand in front of the industry for the first time, and also led to a large number of followers.

Today, the role of the "Olympic Star" is his turn to play. When asked about the new role of the Olympic torch bearer, Ding Zhizhong made a unique explanation from the spiritual level: "the Olympic spirit of" higher, faster and stronger "is essentially the Chinese culture emphasizing self-improvement and surpassing oneself, which is the same as the brand spirit of Anta's" never stop "brand.

On behalf of Anta, I convey not only the holy fire, but also the continuation of the spirit of never stopping.

From the perspective of brand strategy, the Olympic Games will help Anta stand out from the many competitors and run into the "fast lane" of the development of enterprises.

But in the face of the rare opportunity of the 2008 Beijing Olympic Games, Ding Zhizhong calmly said, "the Olympic Games are not just those 17 days. The more important work is to prepare for the" Post Olympic era ".

In this regard, Ding Zhizhong still behaved with great confidence: "the essence of sports is to bring people happiness and health, not just the trophy and athletics."

"The 2008 Beijing Olympic Games is not only a competition of competitive sports, but also a grand event of national fitness and national sports. It will provide a good opportunity for the further development of China's national fitness campaign."

In Ding Zhizhong's eyes, 2008 is only part of Anta's "Five Year Plan".

Since 2004, Anta has devoted all its efforts to support professional competitions in China. It has sponsored the top CBA competitions, the Chinese men's volleyball league matches and the Chinese men's women's Table Tennis Super League. It not only provides financial support for these top events, but also focuses on the research and development of professional sports products, providing athletes with the best quality sports equipment and sports technical support.

Sponsoring a number of top sporting events in China ensures that Anta has enough media exposure and high brand affinity.

Only three major matches cover more than 30 cities in the country, nearly more than 600 million people.

Anta has been developing Olympic marketing strategy since two years ago, and has drawn up a long-term plan of 3 to 5 years.

This is reflected in Anta's listed prospectus, which is HK $1 billion 100 million of Anta's funds, which will be used for holding orders, brand promotion, sponsoring major sporting events and media advertising.

Obviously, the post Olympic strategy is the killer of Anta.

"By 2011, it will become the first and best brand of Chinese market brand reputation and market share."

Ding Zhizhong set the team's "double task" for Anta in the post Olympic era.

From May 2008 to August, the Olympic torch will be spread to 31 provinces and autonomous regions and 113 cities in China. The importance of reasonable arrangement and scientific management is self-evident.

Ding Zhizhong also faces almost the same management problems: after several years of large-scale development, Anta has accumulated strong asset strength, including 4 factories, 15 production lines, and nearly 5000 retail outlets all over the country, and has built a rich and extensive marketing network covering one to four levels, and the management challenges can be imagined.

In business mode, Anta has evolved into a comprehensive sports products enterprise integrating raw material procurement, production, design and sales.

In response to the change in the mode, Anta management has developed a professional sports brand and has driven the sales strategy of leisure products with specialization. At present, the two major products of footwear and clothing account for 53% and 44% of Anta's total sales, respectively.

In addition, Anta has established a strategic cooperative relationship with the Houston rockets of the NBA professional alliance. Not only has it obtained more than 200 million yuan of financial support from the other side, but also has actively tried overseas marketing through sponsoring NBA stars, and has achieved good results.

At the same time, Anta has also strengthened its cooperation with CBA, and plans to select potential basketball players to join the "CBA Anta Houston training camp" in order to help improve the competitive level of the CBA tournament.

Love and never cease to be a national enterprise. Over the past 14 years, Anta has condensed more and more elements related to Chinese sports and national complex.

Anta is not only the engine of the Chinese League, but also the position of the national spirit.

So, when Anta's first flagship store settled in Beijing's first commercial street Wangfujing street in May 17th, Anta not only perfected its marketing network, but also continued its love through the day's charity sale.

It has fulfilled its promise of "sticking to the end with the Chinese people".