Exclusive Interview With Anta CEO -- Ding Shizhong

< p > Ding Shizhong and his Anta sports may also send a signal in 2013: the quiet and prolonged sporting goods enterprises can come to the fore.

In 2013, Anta sports, with its "retail oriented" business model, won the most valuable "best business model innovation award in twenty-first Century" (2013) in the twenty-first Century China best business model summit and the 2013 China best business model awards ceremony.

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< p > in the 2013 Hurun rich list, Anta sports controller Ding Shizhong family also ranked seventy-ninth in the rich list with 13 billion 500 million yuan assets. Recently, the "Hong Kong listed companies Hong Kong stock 100 strong" announced the result of the election. Anta sports ranked 7.23% with dividend return rate tenth.

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< p > < strong > deduce the 2013 market defensive battle < /strong > < /p >.

< p > "we are conducting second wars."

Ding Shizhong, chairman of the board of directors of Anta (China) Limited, said in an interview with the media during the two sessions of 2013.

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< p > Ding Shizhong's second wars, that is, from the highly dependent wholesale a href= "http://www.91se91.com/news/index_c.asp" > business mode < /a >, to the retail and consumer oriented retail business mode, which is also the common direction for Quanzhou shoes and clothing industry to seek breakthroughs.

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< p > < strong > retail is king > /strong > /p >

< p > shoes and clothing enterprises in Quanzhou are no stranger to the wholesale mode. Through the rapid distribution of goods and the expansion of horse race enclosure, the wholesale mode helps Quanzhou shoes and clothing brand achieve rapid growth and completes the upgrading of capital level through listing.

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< p > however, after the slow growth of the market, the drawbacks of this model begin to appear, and the problems of oversupply, inventory backlog, and management lag lag the progress of the shoe and clothing brand.

The industry is facing the difficulties of "brand + wholesale" mode.

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< p > Ding Shizhong is also thinking about the disadvantages of this model.

He believes that the biggest drawback of the "brand + wholesale" mode is that the information is not smooth. For brand dealers, sales can only be realized as long as they go wholesale, but they can not feel the changes in the market and retail terminals.

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< p > in order to better understand the needs of consumers and the changes from the market, Ding Shizhong changed the order mode of Anta to single store order from 2012. The original order is wholesalers and franchisees ordering, now 8000 stores in the country, each store has a separate order.

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< p > however, under the concept of "second wars", Ding Shizhong wants to try not only to change the way of ordering, but also to adjust the whole business mode. "The past development mode basically is to advertise the brand first, and then sell the goods to wholesalers. In the future, we should think about how to go from" wholesale "to" retail ", and the whole supply chain process should be considered.

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< p > since 2012, the word "brand retailer" has been repeatedly mentioned by Ding Shizhong.

In fact, the "brand + retailer" mode is the business mode of the international fast fashion brand ZARA and UNIQLO, which is a mode of operation from the integration of commodity planning to production and terminal retail.

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In order to achieve this pformation, Ding Shizhong is carrying out a new theory of "Party B", that is, "all brand retailers are Party A, consumers are Party B, and consumers are concerned about why buying is more important than simply giving P goods."

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

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< p > < strong > deficit reduction and attack < /strong > /p >

< p > when Lining released his earnings report, he said that in the first half of 2013, "deficit reduction" was 1 billion 839 million. At the same time, "the most difficult period has passed", Ding Shizhong also expressed the same view.

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< p > Ding Shizhong thinks that the most difficult time for the industry is over, but in the short term it is still full of challenges.

In the first half of 2013, Anta's revenue was 3 billion 370 million yuan, and its net profit was 626 million.

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< p > in addition, the 2014Q1 order meeting data released by < a href= "http://www.91se91.com/news/index_c.asp > > Anta < /a" also achieved the first positive growth since 2012Q3.

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Ding Shizhong P attributed Anta's super performance to the "retail oriented pformation" strategy. He said: "Anta has found a way to revive, and the retail oriented pformation strategy has achieved initial success."

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When p < --EndFragment--! --EndFragment--, Ding Shizhong told the media that by establishing a unified inventory management system, expanding the degradation channel, optimizing inventory management and refining category management, the national treasury to sales ratio has finally recovered to a relatively benign level in the first half of this year.

"Inventory is almost clear now, and the ratio of Treasury to sales has returned to a healthy level."

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The P 2008 Olympic Games in Beijing set off a sports boom. Sporting goods companies experienced a lot of money making their eyes closed. But the rapid expansion of the industry eventually brought high inventory sequelae. Over the past two years, the industry has been cleaning up its inventory.

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< p > Ding Shizhong believes that even though the industry is at its peak during the Beijing Olympic Games, the overall scale of the industry is still smaller than that of now. As the scale of the industry continues to grow, it is more difficult to restore the past fast and high growth, and now the market is relatively mature.

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< p > 2012, Anta's turnover surpassed Lining and became the mainland brand "one brother". Anta, the first industry to announce the first half performance, took the lead to let the market see the dawn of recovery.

Ding Shizhong believed that Anta did better because there was no serious enemy in stock.

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< p > 2013, Anta's acquisition of Italy's famous brand FILA attracted people's attention.

"We will buy the right brand in the future."

Ding Shizhong said this is a way for Fujian businessmen to go out.

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< p > Ding Shizhong said that many domestic enterprises have gone through almost 20 years of history. The first ten years are basically manufacturing, second and ten years are basically making brands. What are they doing in third ten years? He thinks it is capital leverage.

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< p > "do you want to go out of your brand? OK, but slow."

Ding Shizhong said that brand is a cultural symbol.

"We are a listed company, and our position is a multi brand management company. We believe that the acquisition and merger may be the fastest way to go out in the future."

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< p > "I feel more confident that I can go out with capital leverage".

Ding Shizhong said.

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< p > < strong > winning heart > /strong > /p >

For more than 20 years, Ding Shizhong led Anta to jump from the family shoemaking workshop to the leading sporting goods company in P.

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< p > 1999, < a href= "http://www.91se91.com/pioneer/" > Ding Shizhong < /a > to take the lead in taking the 80% of the annual profit. Kong Linghui signed the first advertisement in CCTV, creating the brand age of China's sporting goods industry.

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In 2007, Anta successfully landed on the main board of Hongkong, financing HK $3 billion 168 million, creating the first achievement of the same industry in terms of capital market price earnings ratio and the amount of money raised. P

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< p > 2011, Anta sales nearly 10 billion, sports shoes comprehensive market share for the first 11 consecutive years, become China's sporting goods industry leader.

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In the 2012 P Olympic Games in London, Anta dragon clothing became a symbol of China's glory and sports spirit. It was highly praised by all sectors of society.

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< p > 2012, Anta sports released earnings report, in 2012, the company's revenue was 7 billion 623 million, net profit 1 billion 359 million, down 21.5% compared to the same period, which is Anta's first decline since its listing in 07 years.

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< p > the whole industry crisis, Ding Shizhong attributed to the surplus of the industry, let Ding Shizhong begin to think about what is the core competitiveness of "can do, others can not do".

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Ding Shizhong, P, gradually discovered that his own business was falling into the "big business disease". He found that some simple things could be completed by a department, and now the three departments can not be completed.

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Less than P, however, this time, Ding Shizhong once again resolved the development crisis and praised the market with the change of business mode.

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< p > "I am very competitive no matter what I do from childhood. No matter what I do, I have a better heart than others.

In fact, it is such a simple purpose.

Ding Shizhong said.

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< p > the label that Ding Shizhong created for himself is "never stop".

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< p > "confidence seems to be a character I have always been like."

Ding Shizhong likes to toss around, and he often reviews himself.

But he never reviews his shortcomings, because he thinks everyone has shortcomings. Overthinking is unnecessary. It is better to review what he has done wrong.

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