The Unusual Development Process Of Anta Brand

When p is busy opening the factory, Anta has made clear its way to brand. When they imitate Anta's marketing way, Anta has already walked on the way of professional sports brand building; when they are trying to figure out Anta's sales network and channel expansion, Anta has already prepared for listing. < /p >

< p > in the sale of the valuable things and family support, Ding Zhizhong, the founder of Anta, set up her own system of "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "workshop, mainly relying on foreign orders to survive and develop.

< /p >

< p > but as the shoe making industry in Jinjiang of Fujian was just beginning, household workshop shoes factories like Ding family were everywhere.

In order to change, 17 year old Ding Zhizhong came to Beijing with 600 pairs of Jinjiang shoes.

< /p >

< p > after a lot of hard work, Ding Zhizhong finally put all the shopping malls in Beijing into Jinjiang shoes, including the Wangfujing shopping mall in Beijing.

< /p >

< p > in the 4 years of Beijing, Ding Zhizhong earned 200 thousand, but through the observation of the market, the low price sales of Jinjiang shoes in Beijing also deeply stimulated him.

Ding Zhizhong believes that the quality of Jinjiang goods is no problem, but others shoes can sell 10 thousand yuan a day, Jinjiang shoes can only sell 3000 yuan, the main reason is that Jinjiang shoes have no brand.

< /p >

< p >, so Ding Zhizhong decided to create a brand by himself.

< /p >

< p > 1994, Ding Zhizhong married Ding Youjin, father-in-law Ding Si Rong registered in the name of Anta company in Hongkong, invested 4 million 900 thousand yuan in Jinjiang founded Anta (Fujian) company.

At this point, Ding Zhizhong's workshop has brand and factory name.

< /p >

< p > "Anta" means that the whole family hopes that Ding Zhizhong can have peace of mind and develop enterprises in a down-to-earth way.

< /p >

< p > < strong > leading position, quickly laid down < /strong > /p >

< p > at that time, the footwear industry in Jinjiang was basically processing foreign brands, and overseas orders were considerable.

But Ding Zhizhong urged to enter the domestic market and put forward his own responsibility for sales, ensuring that he could get enough orders and get support from his family members.

< /p >

< p > a businessman in Shanxi saw Anta sell well in Beijing and took the initiative to find Ding Zhizhong as the general agent in Shanxi.

Ding Zhizhong told him to take 50 boxes of goods first, but after three days, he sold out his shoes.

< /p >

< p > in fact, before that, Ding Zhizhong was considering the franchise mode.

He believes that Anta can succeed in Beijing and will succeed in other cities.

After some investigation, he suggested that the agent in Shanxi should invest 3 million in a year, sell 100 thousand pairs of Anta shoes, the agent agreed, and sold 600 thousand pairs of Anta sneakers in Shanxi a year later.

< /p >

In this way, Ding Zhizhong began to explore the distribution channels of the domestic market. By the end of 1998, Anta had set up nearly 2000 franchise points in all major cities in the country.

< /p >

< p > 1998, professional manager Ye Shuangquan came to Anta, responsible for Anta brand operation and company administration affairs.

Ye Shuangquan reminded Ding Zhizhong to pay attention to the value of brand marketing in addition to the immediate profits of the production of the agent.

< /p >

In October of this year, Anta received a complaint from a consumer in Beijing, saying that a pair of Anta had been worn for three days, and a part of the toe piece was broken. P

Ding Zhizhong immediately instructed to compensate immediately and find out the reason.

The test results showed that there was a quality problem in the soles of the shoes.

Ding Zhizhong thought about it for a night and made a painful decision to recall all 10 thousand pairs of shoes that had been sent to eight parts of the country.

Then he concentrated all the staff of the company to the office building, and the 10 thousand pairs of shoes were also stacked on the floor.

He said to everyone: these shoes are worth 1 million, but they must bear the responsibility if they have quality problems.

No matter how much it costs.

Ding Zhizhong took the lead and picked up a pair of shoes and put them into the shredding machine.

Some employees shed tears on the spot, because many people thought that as long as the rework is OK.

But he believes that once the responsibility wall in the heart is broken, it is not so easy to repair.

"If loss is 100, omnipotence is a double responsibility. It is worth it."

Ding Zhizhong said.

< /p >

P, 1999, when Anta was the same as many Jinjiang brands.

At this time, Ding Zhizhong found Wang Ji, the star of China industry culture Star Communication Company. Wang Qi's advice to Ding Zhizhong is to make a brand and speak for him.

Later, after Wang Qi introduced, Anta signed a contract with Kong Linghui at the high price of 800 thousand yuan endorsement fee, and began advertising on CCTV sports channel.

At this point, Anta has become the leader of Jinjiang enterprises.

But at that time, there was a lot of opposition, because in the first half of 1999, Anta's profit was about 6000000, when the advertising budget reached 5 million, and the shareholders thought it was too expensive.

However, Ding Zhizhong's attitude is very determined.

He told us that if he misjudged, shareholders would not pay dividends.

Two months before the advertising campaign, the market did not respond, and Ding Zhizhong's decision was questioned.

But from the third month, retailers began a long line in front of the factory gate.

< /p >

< p > Ding Zhizhong believes that sports shoes are only a single field. Anta should be positioned as a genuine sporting goods brand.

In 2001, Anta changed from producing single sports shoes to producing sporting goods. The product structure was extended to sports shoes, sports a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > hat and socks, bags and so on. At the same time, Anta's store mode - sporting goods store was rebuilt.

< /p >

< p > this is a new stage in the development of Anta.

In the same year, the establishment of Beijing Anta Oriental sporting goods company undertook the task of exclusive promotion.

Anta has set a plan to open 500 stores throughout the country in one year.

Fortunately, the launch of the monopoly mode has been supported by a large number of Anta dealers, especially those dealers who have already made money. They are willing to take out the accumulated funds to open their own stores.

By the end of 2001, 500 stores had springing up everywhere in large and medium-sized cities.

Among them, the self operated stores run by the original distributors account for more than half.

Since 2003, Anta has embarked on the road of professional sports brand building, combining with professional sports.

With the input of middle school students and college basketball matches, especially to CBA, Anta's professional image is becoming clearer and its brand connotation has also been improved.

< /p >

< p > when the shoemaking enterprises are busy making factories to make money, Ding Zhizhong has made clear that "Anta" should take the road of brand. When a batch of shoe factories are copying Anta's sports star + CCTV advertising mode, Anta has already walked on the way of professional sports brand building; when other enterprises are trying to figure out the sales network and channel expansion of learning Anta, Ding Zhizhong has already prepared for the pformation of "Anta" from family business to public enterprise.

Ding Zhizhong is proud of Anta's listing. He often refers to entrepreneurs' sense of responsibility and mission.

< /p >

< p > < strong > recombination occurred at the green light period < /strong > < /p >.

< p > 2000, Anta (China) Co., Ltd. was founded in the name of Ding Zhizhong's father-in-law Ding Si Nen. Because of Ding Siren's permanent resident in Hongkong, Anta (China) Co., Ltd. is a wholly foreign-owned enterprise.

< /p >

< p > from 2004, Ding Zhizhong began to put the listing work on the agenda.

And after 3 years of history, by 2006, Anta's restructuring was basically completed.

< /p >

< p > because the reorganization of < a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a > occurred before the implementation of the regulations on the acquisition of domestic enterprises by foreign investors, the provisions were not applicable to them.

The reorganization of Anta happened just at the time when the green light was released.

< /p >