Anta'S Corporate Culture Construction

At 10 a.m. on June 6, 2008, at the conference hall of Fujian hall, two floor, Anta headquarters, Anta (China) Co., Ltd. will launch a corporate culture construction project.

More than 200 Anta middle-level management cadres and staff representatives, company guests, Pu Zhi Sheng Sheng consulting company (Anta corporate culture construction partner) project team attended the meeting.

At the meeting, Ding Zhizhong, President of Anta, Ye Sheng, President of Pu Zhi Sheng Sheng management consulting company and Zhang Tao, vice president of Anta, respectively made keynote speeches. They explained the background of Anta's enterprise culture construction project, the train of thought and process of project operation, the members of the project team and the work requirements of the project.

Why is Anta building corporate culture?

Since the establishment of Anta brand in 1994, Anta has achieved many brilliant achievements under the guidance of the core values of "brand supremacy, innovation and change, focus on pragmatism and sincerity and gratitude", and has won numerous first in the Chinese sports shoes market.

This is a matter of pride and pride for every Anta people. But with the rapid development of the company, we will face more challenges and inevitably face up to the stronger opponents.

At present, we still have a big gap compared with the famous international sports brands.

This gap is not mainly in hardware, but in the soft power of brands and corporate culture.

Rather than our future competition with our competitors is market competition, it's more like a competition between thinking modes and a cultural competition.

What is corporate culture?

Corporate culture is the core values (both spiritual culture) and the material, institutional and behavioral systems under the guidance of core values.

It is usually referred to as the habit of doing things in Anta.

Through the construction of corporate culture, we can rethink the essence of management, find out the objective laws of enterprise development, discover the essence of the industry, understand the real meaning of competition, and establish the spirit program of the evergreen enterprise.

The world-class enterprises have their objective laws, their business rules, and their inevitable reasons for becoming a great company. This rule is the core of our corporate culture, that is, the essential role of corporate culture.

For Anta, the necessity of enterprise culture construction is mainly manifested in the following three aspects.

First of all, the construction of Anta's enterprise culture is to meet the needs of Anta's future development.

With the rapid development of China's sporting goods market, especially when the Olympic Games are held soon, many enterprises want to get a slice of this industry.

In addition to the accelerated expansion of the original enterprises, more and more new domestic and foreign enterprises are actively preparing to enter the market.

A series of new changes have taken place in the internal and external environment of enterprises. What we are facing is complicated, crisscrossed, rapidly changing new situations and new problems.

How to adapt to the changes in this new situation, Anta needs the system of enterprise culture suited to the requirements of the industry and its own development. It is clear about what Anta seeks, what it does not pursue, why it has such pursuit and how to pursue it, so that every Anta people share a common position of value, understand the principles of doing things in the system, and make our behavior and behavior in every field or all aspects inherent, so that we can consciously and effectively maintain our value position.

At the same time, with the successful listing of Anta in 2007, it marks the start of Anta's second venture, and the further development of the company needs to be supported by new corporate culture that is compatible with strategy.

Secondly, the construction of Anta's enterprise culture is the need of talent team building.

In the current era of knowledge economy, competition between enterprises and enterprises is increasingly reflected in the competition of talents and team competition. How to build a distinctive talent team is the key to the sustained and rapid development of Anta. Therefore, how to improve the identity of every Anta person is the key to the development of enterprises.

Our ancestors have told us that only by setting up a corporate culture that the whole staff can identify with can enterprises gather their hearts and minds.

Anta's corporate culture is based on the root, guiding Anta people to establish the correct values, mobilize the enthusiasm, initiative and creativity of our work, strengthen service awareness, improve work style and improve work efficiency, thereby promoting the sustainable growth of Anta talents and the sustainable growth of Anta's performance.

Thirdly, building Anta's enterprise culture is the need to solve the existing problems of Anta.

With the rapid development and internationalization of Anta in recent years, Anta will face more open, more yuan and more complex cultural impact.

For this reason, apart from strengthening institutional management, Anta needs the traction of enterprise culture more.

Due to the influence of past successful experience and regional culture, Anta has different opinions or differences in the internal management mode and brand mode. To solve these problems, the supporting system construction is on the one hand, and at the same time, it needs to play the "soft" role of unique culture influence, such as infiltration, assimilation, encouragement and encouragement, so as to solve the root cause of the problem from a deeper level.

At the same time, the establishment of a unique corporate culture with Anta will also provide impetus for Anta brand building, and establish a brand new banner in the sporting goods industry and in the Chinese business community, so that culture can be branded and Anta brand can be further promoted.

If Anta wants to create a century old brand and achieve evergreen base, it is necessary to carry out management reform, build a Anta characteristic culture based on the future development strategy of Anta, with forward-looking, systematic, operational and differentiated features, build an enterprise culture that is synchronized with the world, and use cultural charisma to unite many talents to realize common dream together with Anta's wisdom to create the rich spiritual home of Anta, and let the excellent culture achieve excellent Anta.

How should Anta's corporate culture be constructed? Corporate culture plays a decisive role in the long-term and sustainable development of enterprises. This is also the reason why many groups of enterprises advocate the construction of corporate culture.

However, if a good group culture can not land to the grass-roots unit to land on the staff's thoughts and behaviors, it can only be "flowers in water in the mirror".

First of all, we must make full participation.

To achieve the goal of internalizing the core of our corporate culture, we need the joint efforts of all the Anta people of Anta.

Anta's corporate culture is not a bosses' culture, nor is it part of its employees' culture. It is the common culture of all Anta people. We actively mobilize everyone around us to participate in the company's culture besides mining itself.

We must make the employees understand what Anta encourages, what they advocate and what motivate them through the internal marketing of culture.

Secondly, we must implement it in an all-round way.

The construction of corporate culture is just the first step in our enterprise culture construction. We should implement it into the management system of the company, and implement it into every management and operation of the company, and implement it to every employee's daily behavior standard, so as to really let the culture fall.

In the specific implementation, we will proceed in three steps.

The first step is to take root.

The idea takes root is to let every employee have a clear understanding of Anta's corporate culture in mind. Through different forms and channels, we should publicize the concept of culture within the enterprise, so that invisible culture can be displayed through tangible work performance of employees, conduct corporate culture discussions and related activities planning, enhance staff's concern and recognition of cultural ideas, develop colorful team activities and team interest activities, enhance communication among teams, enhance team cohesion, and achieve cultural ideas to guide staff behavior; finally, integrate and refine the team to form a distinctive management culture and team culture.

The second step is behavior.

Behavior landing is to integrate cultural ideas into the daily work and life of employees after the idea has been rooted. Through planning a series of cultural activities and cultural construction work, such as carrying out the selection and construction of cultural benchmarks, and carrying out cultural activities through benchmarking, culture is not only an armchair talk, but a close action to every employee's work and life.

The third step is institutional management.

Institutional management is to ensure better implementation of culture.

If a good idea is not guaranteed through the system, it will eventually be empty talk.

After the idea has taken root and behavior has fallen into place, employees have already had a good understanding and recognition of Anta's corporate culture, so that employees can follow the rules of behavior guidance in order to standardize the behavior of employees and ensure the effect of the first two steps.

To ensure that the system is a driving force for cultural development, rather than binding the yoke of cultural construction.

For example, the establishment of staff behavior standards and the establishment of organizational behavior norms, and wall newspaper display, as a guide for daily management.

To create and build an enterprise culture with the characteristics of the times and the personality of Anta is to meet the challenges of fierce competition in the market, and it is a strategic task to ensure the everlasting Anta industry.

An enterprise can develop continuously and healthily, and there must be a fundamental factor playing its role. This factor is culture.

It guides each of us in concrete actions, which embodies Anta's core spiritual pillar at different levels.

The great power of culture lies in its bright lights in the dark, giving people hope and confidence, guiding people to move forward and firmly believe in their beliefs.

Even in harsh environments, it can be consistently followed.

Let's all look forward to the successful completion of Anta's corporate culture project.