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"Contradictory Body" Makes Anta Chairman Ding Shizhong Half Life Dream.

2013/3/29 16:18:00 10

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Ding Shizhong, chairman of the board of directors of Anta P, can be called contradictory, diligent, ambitious, caring, businessman's crafty, mercurial, instinctive decision...

you don't know Anta and Ding Shizhong .

Ding Shizhong, chairman of the board of directors of Anta P, is a contradiction between diligence, lack of detail, affinity, businessman's crafty, mercurial, instinctive decision making, pragmatism, emphasis on execution and belief in cost-effective.

This sporting goods industry is lucky to be the new king.

He found a battlefield and successfully managed it.

On the day of the end of 12 2011, Ding Shizhong, chairman of Anta's board of directors, went to Doha, Qatar, to witness an unprecedented explosion show. P

The main character of this show is Ding's close friend and artist Cai Guoqiang.

It was a huge explosion at the invitation of SheikhaAlMayassa, the princess of Qatar and the president of the Qatar Museum authority.

It costs US $500 thousand to land on the ground only.

The explosion took place during the day, and the color of fireworks was unprecedented black.

The explosion show, named "black ceremony", was shown in more than 8000 minutes in a few minutes by 10 firearms loaded with computer chips in the sky.

"Chinese artists can go to the international arena. There are not many people.

Why people understand his modern art is quite different from what he expected.

Ding Shizhong, chairman and CEO of Anta Sports Products Limited's board of directors, lamented the "Global Entrepreneur".

this show gives people a sense of desolation, violence, and brilliance in a thunderbolt.

The new art exhibition with "spiritual funeral" as its core content is refreshing.

Outside the gate of the gallery, there are ten huge stones placed in the atrium, which is pported by Cai Guoqiang from Quanzhou.

The "taste of everyone will taste death" and "enjoyment of this life" are "illusory" and "dead in a foreign land, that is martyr".

This group of works called "returning home" made Ding Shizhong feel filled with emotion.

Cai even sent a Quanzhou fishing boat to Doha, together with the local wooden boats, in the special wave tank built in the museum.

The boat was visible in the mist and a route map from Quanzhou to Doha that was blown out by gunpowder.

in Ding Shizhong's office, Cai Guoqiang's artwork "gravity breaking" is also placed. It is one of the three collections made by CAI for the Losangeles Museum of modern art.

On the screen is a flying airplane with wings to fly.

"Cai Guoqiang said that this painting is very suitable for me. It is abstract, conceptual, imaginative, very dreamy and positive."

Ding said.

In recent years, Ding Yu has preferred modern modern works of art.

Under his office building, his works of French installation artists purchased at Harold's (Harrods) department store in London (90 thousand) were underneath the globe shaped dome, and one was constantly struggling on the beach.

Ding named this installation artwork "never stop".

change /p >

Ding has "never stopped" in the past few years.

In 2005, Anta's net profit was only 48 million yuan, and this figure increased to 1 billion 551 million yuan in 2010.

Anta has been able to maintain a high profit margin at low prices, thanks to its excellent operational capability.

"Companies going from bottom to top tend to be more aggressive in the middle market.

That is the case with Anta.

Its subversive innovation lies in the fact that the marginal market enters the first tier market, the non mainstream enters the mainstream, and the way beyond competitors is not positional warfare, but "enough good" products.

Liao Jianwen, a professor of Strategic Entrepreneurship and entrepreneurship at the Yangtze River Business School, told the global entrepreneur.

however, in Ding Shizhong's opinion, it is hard work to win all this.

If it is harder than hard work, no one can match him.

In the past two years, he has travelled almost all the prefecture level cities in China to a total of more than 500. This is probably only comparable to that of Zong Qinghou, chairman of Wahaha in the Chinese business world.

"I think China can do this line of business and do something like a net pull. It's still rare in my post."

Ding Shizhong said.

Zhang Weijian, chairman of the P, the chairman of Shuhua sporting goods Co., Ltd., visited the market many times with Ding. He used to run all along the bus in China bus and directly led the regional business leaders to inspect the shops one by one to sum up the problems.

"He likes to work hard, and he likes to work on the spot to solve problems."

Zhang Weijian said to Global Entrepreneur.

At the most stressful time, Ding went through three provinces and cities one day - the first plane in the morning went to the Shanghai inspection shop, and then flew to Tianjin at noon to continue working, and drove to Beijing that night.

even if it is still diligent, its business is still facing a dilemma.

In the past year, Anta's turnover has dropped by 14.4% to 7 billion 620 million yuan, and the total number of stores has dropped from 8665 to 8075, with gross margin falling from 4.3% to 38%.

This is unprecedented for Ding Shizhong.

Fortunately, Anta's net cash amounted to 5 billion yuan, and free cash flow also grew against the trend - its growth rate was as high as 32% yuan to 1 billion 610 million yuan.

"P > restless Ding had to launch a nationwide net patrol.

In Guizhou, he was surprised to find that the local same store grew by 20%, and the dealer made a great deal of emotion to increase the flat efficiency ratio by deliberately lowering the store height by 20 centimeters to store goods.

Just a few months ago, Ding and another close friend, CABBEEN a target= "_blank" href= "http://www.91se91.com/" > dress < /a > chairman Yang Ziming, had a long talk at Four Seasons Hotels in central Hongkong.

Ding Tanyan, "over the past few years, how big a person's alcohol consumption is, how big the market will be.

But the real dilemma is at hand, and Anta urgently needs to find market breakthroughs.

Yang Ziming comforted him that "fast growing trees are not good timber. The colder it is in winter, the more opponents they die."

It means opportunity. "

In the fast falling elevator, the newly born Ding told Yang about the Guizhou story.

"He sighed and repeated several times:" China is everywhere gold.

"Yang Ziming said.

Ding quickly launched the lifting plan.

In terms of orders, in addition to the annual annual confirmation of annual order targets, Ding changed part of the order system to a distribution system, and shared the terminal pressure by reducing the dealer's discounts and financial subsidies.

In order to reduce potential inventory and control the discount rate, Ding also actively lowered and controlled the quantity of orders.

In the recent third quarter 2013, the order volume of Anta orders fell by 10% to 20%.

The store promotion plan is also planned to turn off those inefficient stores without mercy, and seek to reduce the sales to 4.5:1 or 4:1 from 5:1.

in his view, the key to healthy growth of retail industry lies in the effectiveness of commodity innovation, store display and retailing management.

The channel strategy adopted by Ding is also quite radical. Directly abolishing all previous sales areas and making the organization more flat, the dealer's KPI examination is also adjusted to the turnover rate of the shop assistants, the same store growth, the sold out rate and the rental sale ratio from the simple wholesale amount, the futures accuracy rate and other data.

Ding Shizhong has long anticipated the difficulty of the pformation.

Three years ago, Ding visited the executive director and chief executive of BELLE, 01880.hk, to understand how BELLE's top supply chain works. Relying on a strong supply chain, BELLE futures, though up to 50%, still respond rapidly to the market.

In the past year, Ding also personally called on Daphne Group Chairman Chen Yingjie to understand how Daphne realized the pformation of the retail operation system.

Chen Yingjie informed ding that it took Daphne 8 years to complete the pformation of the self operated retail system.

Ding Xianran did not have the patience of Chen Ying Jie. He worked hard. He reduced the channel pformation time to three to five years.

In order to accurately manage the data, in the past year, Ding ordered the installation of counters and other precision equipment in three hundred terminal stores, in order to analyze and solve the basic data of retail operation such as customer unit price and conversion rate.

One of the most important indicators is the flat efficiency ratio of shops, and the other one is the rental ratio. According to Ding's experience, if the dealer's rentals exceed 25% of the red line, its profitability will be minimal.

"The biggest change now is that he thinks that all brand retailers are Party A, and consumers are Party B. consumers are concerned about why buying is more important than simply giving goods."

Zheng Jie, executive director and CEO of Anta, said.

Ding decided to carry out the idea of Party B, you can even see this sentence in every workshop of Anta.

Usually, the exhibition board says: "the two focus of work in 2013.

First, maintain market position and resolutely defend our market share.

Second, the formation of retail culture, Anta has only a party B, that is, consumers.

At the end of the display, there is a big red word: "let's knock on the war drum!!!" (/p).

The elder brother Ding family of P Ding will appear before the exhibition board from time to time.

Like Ding Shizhong, Ding Shih family also stresses execution.

As a habit of being unmoved, he usually stays in the neighborhood for an hour.

For a long time, Anta has been famous for its excellent products and cost-effective products. P

To a large extent, this is due to Ding Shijia.

The secret of winning is also about diligence.

In the past twenty years, Ding family is like a precision alarm clock. He goes to work at eight o'clock every morning, eats at work at twelve noon, works at two o'clock in the afternoon, and goes off duty at five.

There are as many as three hundred or four hundred copies of documents per day.

He even carries a recording pen with him, so as to avoid leaving any important information at the meeting.

"it is dangerous not to try, but no chance of success."

Ding Shijia summed up Anta's success.

In his view, the two brothers are a wonderful partner. He is responsible for thinking about costs. Ding Shizhong is responsible for pioneering and diversity.

Compared with his younger brother, he was more industrious and frugal.

"I slept in the workshop for more than ten years. I am very clear that Anta is a growing enterprise and can not compete with the world's top five hundred enterprises, so we need to save more."

on the display board of a workshop, he personally set up the annual target of < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > the total per capita (double / person / hour) increased from 1.004 to 1.15; the market disability rate was controlled at 8/10000, the overdue rate was raised from 1.52% to 0.07%, and the turnover days were reduced from 29 days to 20 days.

Ding Shijia's workshop management philosophy does not come from behind closed doors.

He visited Japan's top factories such as TOYOTA, Kao and so on. He admired the refined pipeline management of the Japanese.

He once visited a Japanese stainless steel cabinet enterprise, and he staggering that you couldn't see a scrap of iron on the production line.

After returning home, Ding attributed the Management Secrets of Japanese factories to two concepts.

"I can only see it, but I can't bring it back.

My experience is that factories lose their sense and spirit, and when they lose breath, they lose everything.

Ding Shijia said.

, as a strong fan of management master Peter Drucker (PeterF.Drucker), Ding Shijia has read almost all his works.

"The purpose of an organization is to make a group of ordinary people do extraordinary business, so organizations must focus on human strengths."

Ding Shijia agreed with this sentence.

"I often say to Ding Shizhong that the important thing is not to find people, but to leave people."

Ding Shijia said.

He was afraid of his brother's huge organizational structure.

"I am against big, big and slow. Do you mean nine centers, fast communication, or six centers?" he said.

in the past decades, Anta's factory has been built as a super precision machine.

However, he does not think that it is perfect. The biggest challenge in reality is that "every season is changing. This quarter is useful, but the future is useless. It used to be two years ago, and now there are hundreds of styles in one quarter".

Ding Shih Jia also stressed the importance of detail.

Up to now, every pair of shoes products of Anta has been finalized by their hands, and each year they have more than one thousand pairs of shoes approved for hand examination.

The decision is based on experience. He has been here for more than twenty years and his vision has been perfect.

"I first decide whether it can be produced, whether the cost and appearance standards can meet the standards, without my signature, and the quality department and the production department will not accept any product from the design department."

Ding Shijia explained.

If Ding Shih family is Ding Shizhong's left side, then his right arm is Anta executive and chief operating officer Lai Shixian.

Lai can be called the cool man behind Ding, who has "little Zhuge" in his own name, and his opinions often affect Ding Shizhong's judgement.

An example can illustrate all this.

In 2010, Ding Shizhong hesitated about signing NBA KevinGarnett.

Opponents say Garnett is injured and the sports life cycle will not be long. Lai insists that at that time, Anta needs such stars to enhance its brand.

Lai advocated that the details of contracts should be compared with each other so as to avoid risks in legal contracts. In Garnett's contract, Anta made the greatest degree of risk aversion to its salary, field, injuries and so on.

The plaque, which is hung in the conference room of P Lai, can reflect its personality very well.

He usually stays at headquarters for half of the time, and the other half is visiting factories in Guangdong, Anhui and Henan.

He was calm and wise, in stark contrast to the surge of Ding's blood.

At the critical moment, Ding Du regarded it as a firefighter, who was responsible for the listing of Anta, and then Lai was in charge of Finance and law.

In early 2011, Lai was in charge of the supply chain.

This is a tough job.

Prior to this, Anta's supply chain was not unified, its own shoes products were Ding Shijia's responsibility, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > executive director Wang Wen mo.

The reason why Lai can succeed is that he has been personally involved in Anta's big decisions, coordinating commodity production, sales and many other sectors, and straightening out the relationship with the elders.

Ding Shizhong hopes that it can RECOMB the supply chain strategy, making the supply chain standard, employment, policy scale, commodity sales and future market synergistic efficiency better.

At the beginning of the "P", Lai Shi took half a year to learn about new business, so he had to go to factories everywhere.

In order to attract the first class factory to serve Anta, he insisted on prepaying 30% of the money in advance, paying 40% in the middle according to progress, and paying the remaining 30% after entering the warehouse.

"It took a long time to spend a lot of time on a trip, and sometimes you had to stay in one place for three days.

Some of the top factories used to pick up more than 10 million units, and now it's up to millions.

He said.

he divides suppliers into different grades, such as strategic learning, strategic development and temporary suppliers.

The development of strategic learning oriented innovative fabric technology does not follow the cost orientation. The cost is often higher than 20% to 30% depending on it as the most important supply chain asset in the future.

Among them, the leader of the world's top 100 pure cotton shirts is the Yida group, which has a vertically integrated chemical plant. It is a leader in cotton differential fabrics. It supplies tens of millions of shirts to HugoBoss, EddieBauer and TommyHilfiger annually.

Another cooperative giant is Shenzhou knitting, which is famous for its integrated service of printing, embroidery and water washing.

The purpose of Lai Shixian's cooperation with such manufacturers is to stabilize the quality and control progress, and compare the advantages of its production line management, fabric splicing and version version.

Lai wants to rationalize the cost structure from the source, to use the most suitable materials in the most suitable parts, and to cooperate with top manufacturers to reduce costs by using large orders.

Take the star product soft column running shoes as an example, its order volume exceeds 700 thousand pairs in one season.

Lai will also consider Anta's own factory as a supplier to manage the delivery time, quality, retirement rate and so on, all of which will affect its profitability.

Anta's own shoe and clothing factory has a profit of only twenty million at the peak of its orders. After benchmarking, the profit can be as high as seventy million when orders decline.

another weapon for cost reduction is strategic sourcing.

Anta's own sole factory keeps the price of EVA (vinyl acetate copolymer) through continuous procurement.

Also, the maximum purchase cost can be reduced by 20%.

"Cutting costs, I do not rely on professional experience, but to set up a mechanism."

Lai Shixian said.

In the past, Anta's cost accounting relied heavily on the experience of managers. Instead, he calculated the difference by setting up a cost accounting model and set up a cost accounting department for more than 40 people.

compared with Ding Shih family, Lai emphasized the management of rationality rather than experience. He emphasized the use of numbers.

"I like to see those things behind the figures through a report."

He said.

Compared with Ding Shizhong, Lai is more gentle.

He is not the kind of boss who makes people have nightmares, and he seldom yells at subordinates.

Evolution /p >

the spirit of Anta is Ding Shizhong's paradox: diligence, inefficiency, affinity, businessman's crafty, capricious, instinctive decision-making, pragmatism, emphasis on execution and belief in price. This sporting goods industry is lucky.

He found a battlefield and successfully managed it.

"Ding Shizhong's success lies in his dedication and dedication to one thing. He is very clear about what he wants to do, and he will do his best."

State Sports General Administration equipment center Li Hang said.

over the past decade or so, Ding Shizhong has created a profit machine that covetous any chief executive.

Take the operating interest rate as an example, Anta is as high as 20.5%, Nike and Adidas are only 11.7% and 6.2%, Anta's net interest rate is 17.8%, Nike and Adidas are 7.6% and 3.5% respectively.

how to achieve all this? Ding Shizhong relies on two simple rules: giving consumers a high price and exceeding expectations; making efforts to make fewer mistakes than competitors.

In the view of Wang Jun, vice chairman of the Chinese Olympic Committee, the learning path can be summarized as "first look, know how to see, see different things, and then find out the key points, talk deeply about the relevant personnel, and then talk about these things without interruption."

to win business, Ding never gave up the opportunity to visit his competitors.

In 2006, Ding Shizhong, who was planning Anta's listing, found that agency business was growing rapidly.

He even visited Sandrine, President of Adidas Greater China (SandrineZerbib).

It was this courtesy visit that led Ding to recognize his important partner, Zheng Jie.

In 2008, Ding Shizhong even planned to visit Lining himself in person. He had been entrusted with a familiar leader of the General Administration of sports, hoping to discuss the pformation with Li Ning Co executives. However, the plan failed to take place because of Lining's refusal.

In the past year, Ding has taken the initiative to catch up with e-commerce business. For this reason, he personally visited Amazon [micro-blog], van customer, and Holland.

"Ding has a strong learning power which is innate and highly efficient."

Zheng Jie said.

in order to learn, Ding Shizhong sometimes becomes a star in the field of communication.

In June 2012, Ding took part in Chivas's birthday party hosted by Joseph Cheng, the Bund's three asian idol.

Attending such an occasion is not for pleasure.

At the party, Ding carefully collected party photos, stage design and publicity materials.

Later, he specifically referred to the experience of President Assistant Xu Yang, saying that Anta should learn Chivas's promotion mode.

P even goes to China International Sporting Goods Fair every year to learn the experience of booth construction.

He was envious of Metersbonwe's booth, and he specifically urged Anta to learn.

Ding took part in Cai Guoqiang's exhibitions many times and praised the executive of the exhibition. The latter also became a supplier of Anta.

Everyone at P has received similar orders.

Take Xu Yang as an example, he received a copy of CABBEEN's internal publications, photo album of the Yangtze River Business School, and so on.

Ding's secretaries will be responsible for copying and distributing the above objects. The executives have special picture clips to store all kinds of photographs taken by Ding. The contents of this article involve a lot of details such as carpets, ceiling, products and so on.

Ding will even pay attention to the production of the mid autumn card, a subordinate who was forced to leave because he could not bear the harsh demands of Ding.

"P" is similar to harsh. To some extent, it is reasonable. Ding said he had planned to enter the second stage of life after making a bid to become rich overnight.

This is also the way Nike has gone through.

To this day, Ding had been very anxious about the following passage.

"At the beginning, we could not play big cards because there was no money.

We have done guerrilla marketing, and now we have a little more to do.

But as we become the industry leader, we have to change our culture and become more planning.

Nike founder Phil Nate (PhilKnight) said so.

If P has a chance to ask Phil Nate questions, what will Ding ask? Ding Shizhong's answer is very direct: "I don't like to make assumptions. Even if there is a chance, Nate will not tell me - but I still want to ask Anta if you come to the US, can you make it bigger?"

In P, Ding suffered a lot from defeat.

In October 2007, Anta signed heavily on NBA Houston Rockets player Steve Francis (FrancisSteve).

A month later, Ding went to the Houston rockets home to watch the famous "Yao Yi war". He hoped Francis could shine in this crucial match, after Francis had sat on the bench for a long time.

Ding went to the training room to try to convince Rockets coach Rick Adelman to play Francis, but frustrating was that the other side chose to refuse RickAdelman.

Ding finally watched the whole game with wax.

After P, Ding Shizhong walked back to the hotel several kilometers away.

On the way, he realized the failure of signing Francis.

He said with indignation, "even if I fell down in NBA and fell to the ground, I would grab a handful of sand and carry it in my pocket."

"He is the one who falls and grabs a handful of sand."

Xu Yang said.

"P" today, Ding read NBA news every day, and knows every NBA team and star information. This is purely for business.

Business changed him too.

In order to experience Anta's products, Ding will dress up every day for 6 kilometers.

Ding Shizhong likes to spend a lot of money to promote his brand.

In an internal conference in 2009, Ding Li voted to win the sponsorship rights of the Chinese Olympic Committee (COC) in 2009-2012/2012-2016 at the price of TOP sponsors of Olympic Games. For this reason, he did not hesitate to issue a cheque up to 700 million yuan.

sometimes Ding will go against the same path avoid trading with the famous NBA stars and turn to look for potential and rebellious potential.

But this kind of rebellious personality may not be consistent with Anta's brand culture. Anta's products, such as a target= "_blank" href= "http://www.91se91.com/", designer "/a", rarely offer exaggerated bold designs.

"Anta brand has always stressed the need to be practical and realistic."

Zhang Tao, vice president of Anta, said to "Global Entrepreneur".

a similar attitude is also reflected in the attitude towards sports resources.

In particular, he emphasized the best use of everything.

For example, the former CBA did not have all star game, rookie, three points, regular season MVP, golden boot and other subdivision events and awards. Ding paid a lot of money to ask Anta to undertake similar activities, and players' salaries and travel expenses were paid by Anta.

in the sponsorship field, Ding wants to drain every cent he spends.

When watching the ball, he would complain that the Anta scrolling advertisements were not enough, and asked Anta to stop the commercials when the Games were suspended.

Xu Yang, assistant president of Anta, had to study the advertising time seriously, and eventually changed the advertising roll time from 40 seconds to two 20 seconds, thereby increasing the advertising frequency.

Ding once found that in the CBA players' group photo, Anta logo showed too little. He then asked every player to have a Anta LOGO on the back of his seat. Then he noticed that there were too many signs and asked his subordinates to show the proportion more appropriately.

Sometimes, he will suddenly arrange the following thorny problems - how can the camera sweep the Anta billboard when the player slam dunk? How much is it worth for a CBA team?

to ensure the execution effect, some people have to suffer great pressure.

Xu Yang is self mockery, calling himself "CBA is a notorious reputation".

"Can you imagine that in the all star game, I only got the stopwatch to calculate the roll time of the advertising version? Even then, the boss didn't feel enough."

Xu said.

in order to ensure executive power, Ding Shizhong especially emphasized the director responsibility system.

"If Ding asked one of his minor questions, if you were vague, you would be scolded."

Xu Yang explained.

For example, Ding will suddenly ask the players of Nike, Lining and Anta when they watch the CBA competition.

Xu Yang must be familiar with the data.

"for some people, Ding boss is like a pressure cooker, juicer and meat grinder.

You can never rely on him to admit his mistake directly.

The way he mistook his identity is usually to turn his or her opinions into personal opinions and to educate the other person.

One subordinate said.

Ding can hardly tolerate any defects.

On the day of the end of March, Ding suddenly appeared beside the Anta flagship store beside the Capital Gymnasium in Beijing, and stayed in the shop for thirty minutes without ceasing to comment on the merchandise and display.

He found that there was no basketball team in the shop. After that, Ding asked for Garnett's limited amount of basketball shoes, and the clerk replied that he was missing the code.

This is obviously not satisfactory.

Ding Yu was furious.

Ding blamed the above problems on "big business disease".

"In accordance with my personality and normal conditions, the last ten days should be all done, now two months."

He complained.

Ding Shizhong's most popular retail stores are two, one of the Adidas flagship stores in Hankou Road, Tsim Sha Tsui, Kowloon, Hongkong, and the other one of the largest Nike flagship stores in Europe, London, Oxford street, UK.

"I sometimes stand in front of the store for half an hour.

If I go back to my hometown, can I survive if the shop is changed to Anta? "Ding said.

in Ding's view, the essence of enterprise competition can be summarized as efficiency and speed.

This is just like his playing golf - his posture is very ugly, but his shot is very precise. The only purpose is to shorten the number of bars.

At the moment, he is worried about a detail.

"The whole company's air tickets are all unified by Anta. If I want to bring things to Beijing on weekends, many times the chief executives tell me that people on weekends are unwilling to travel.

How can this work? "

Ding said "/p".

P tends to challenge the limits of subordinates.

"In order to have a better understanding of the situation, he sometimes deliberately magnified the negative views, and was never willing to turn a corner on the meeting."

Zhang Tao said.

Ding once gave subordinates such a difficult problem: Anta's brand spirit never fails to continue to use for 5 years, if not, whether new interpretations are needed.

However, before the formal meeting, Ding himself figured it out.

"He is very fierce and seldom boasted about familiar people. If he approves a thing, he will not criticize it."

Xu Yang said.

Ding Yi is fond of arguing and sometimes arguing fiercely, but then nothing happens.

"he is disgusted with the behavior of his subordinates.

Even if you are doing well, try your best and find ways to improve it.

If you admit that you are wrong, he is tolerant. "

Zhang Tao said.

Ding also never believes in data as long as these data are not personal.

"Subconsciously, he would think that the so-called third party data is false."

Xu Yang said.

At the end of the London Olympics, some subordinates will report the third party media monitoring data, such as launch, analysis, total viewing point and thousand person cost.

this may be due to the fact that Ding himself is too sensitive to numbers.

During the London Olympics, he will even calculate the number of ads on Anta himself, and he will be furious because the number of advertisements in a key competition is less than that of his competitors.

To be precise, Ding believes in data in one case, that is, when data are ugly.

In the late Olympic Games, Ding returned to China to send letters to his subordinates at four in the morning, asking him to explain why Anta's advertising was less than Lining one day.

In daily operation, Ding's most concerned data are store growth, inventory and timely repayment.

the other side

Ding Zhen's personal feelings with his subordinates.

On the 25 day of the Lunar New Year's Eve, Zheng Jie arranged a family dinner at home. The chef was his wife and father-in-law, including Anta, Lai Shixian and other Anta executives.

Zheng Jie ordered a full table of Anhui dishes, which was a yearly gathering, including braised crucian carp, chicken balls, dumplings, sausages and so on.

For thirty years, Ballantine's drank four and a half bottles of whisky.

This time, Ding will not talk about business. "At this time, we are chatting together."

Zheng Jie said.

Ding has many aspects.

Among friends, Ding likes to make jokes and nicknames for close friends.

Although this is not unusual in the circle of friends, Dante's nickname is often the most original and exquisite.

He was known for his tricky tricks. In 2011, Ding worked with CABBEEN chairman Yang Ziming and Wang Liang, President of the lon Lang group.

When he arrived, Ding gave a look to Yang, and the two men would not swim Wang Liang to the sea.

in the merchant group of Jinjiang, Ding Shizhong has a high prestige and is known as "big brother".

"We get together and eat time and place."

Yang Ziming said many people would admire Ding Shizhong's loyalty.

Many years ago, Ding met friends at a gathering of friends. The two men were very happy.

Ding Shizhong suddenly stood up and filled up a cup. He said to Yang, "how did you start to scold my brother today?"

Later, Ding took Yang's son as a son.

"Because of this feeling.

To this day, my son only wears Anta brand.

Yang Ziming said.

In Ding Shizhong's opinion, the highest state of friendship is honesty.

For this reason, Ding's outspoken criticizing friend is easy to improve.

In the villa of DIN, the Shu Hua treadmill donated by Zhang Weijian and the top SOLE space treadmill are presented.

Ding, as a customer, compares the details of the two machines, including noise, sensitivity and shock absorption.

Once, Ding once thought that Wang Liang's shoes were not fashionable. He was not in conformity with the image of Wang's clothing industry. He laughed and dropped his shoes from the sixteen floor.

the two to the seventh of the first month of the year is the fixed time for Ding Shizhong to organize family trips for friends.

His favorite tourist destination is Maldives, and is keen on fishing early and late.

In the Spring Festival of 2013, Ding took the group to Sabah, Malaysia. The total number of travellers was 10 families, up to 32 people.

every time you travel, Ding is the planner.

In order to ensure efficiency, Ding set strict rules of team activities, regardless of adults and children need rules.

For example, a penalty of one minute late is one hundred dollars per person, and five minutes doubles.

Only one person is allowed to smoke during the discussion. Only second smokers can smoke when the person smokes.

Ding is very demanding on holiday quality. Once it is unsuitable, it will change at any time.

"What he often says is," wrong, but it can't be changed. "

Zhang Weijian said.

Before he left for Sabah, Ding had made a reservation for a local six star resort hotel.

As a result, Ding Shizhong found that the hotel had been open for twenty years, and its facilities were old and property management was poor. He immediately decided to return to Hongkong.

"he is the oldest among us. We all listen to him.

If someone gives advice to him, he will accept it with an open mind. "

Zhang Weijian said.

Zhang went to the restaurant on the 22 floor of Anta headquarters, and found that Anta employees blocked the elevator with a hug and many guests could not come down. Zhang complained to Ding.

Ding gave notice in the internal document that the staff should be courteous to the guests.

In addition, Zhang found that Anta staff restaurant is on the 5 floor, and every time the elevator passes by the 5 floor, everyone will feel the smell is not good.

Zhang Xiangding complained that "an office building is the smell of the whole kitchen."

Ding then ordered the rectification.

"Ding Shi Zhong will do his best to draw information from all the people and things around him.

He's like a smart sponge. "

Zhang Tao said.

Ding himself is a product experiencer of Anta. He once found out the slippage of Anta shoes after outdoor outing. Afterwards, he found that the shoe sole rubber was not suitable for outdoor products.

On one occasion, Ding wore basketball pants to climb the mountain, and found that the basketball pants of Anta were longer than those of ordinary trousers.

However, Ding contrast is not satisfied, he asked to design and study the daily wear habits of consumer basketball pants, so as to find out whether they really need to be longer.

there are many similar examples.

Once, when Yang Ziming went to Ding's office, he found that if Ding thought, he took off his shoes and picked up and sniffed. He even let Yang Yewen smell it.

Yang was surprised.

Under embarrassment, Ding explained that the process of wearing shoes was equipped with an aromatic agent to suppress beriberi. He wanted to know if the substance really worked.

this kind of investment probably stems from the father's body teaching.

"What I most often told him is that we should devote ourselves to doing things.

If you don't go all out to make money, the money will not automatically run to you. "

Ding Shizhong's father Ding Hemu said.

but in Ding Shizhong's opinion, he has enough money.

Beyond money, Ding's ultimate goal is to become Wang Yongqing of the chairman of Formosa Plastics Group.

In 2007, Ding and his idol Wang Yongqing had a close encounter, located at the Logis Excelsior Hotel near Hongkong's Victoria Harbour.

To Ding Shizhong's surprise, only two assistants who accompanied the ninety year old man were still in the process of check-in. After finishing, Wang sat alone on the sofa of the hall and recomposed his eyes.

Ding Shizhong looked forward for a long time and did not dare to disturb him.