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361 Degree Chairman Ding Jiantong: His Sporting Goods Gold Medal Dream

2014/6/14 15:37:00 80

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361 degrees is now one of the top sporting goods companies in Jinjiang, with sales outlets all over the country. However, Ding Jiantong, who is 67 years old, is still not idle. He has to turn around the workshop every day.

"People can't be idle, I still have a lot of things to do!" said Ding Jiantong. The quality of shoes is his biggest concern, because Jinjiang's younger generation of entrepreneurs has little experience in production.

the predecessor of the 31st degree sporting goods company, headquartered in Jinjiang, Fujian, is the Buick shoe industry. It has a history of 20 years since it was founded by Chairman Ding Jiantong.

On the new year's day of 2004, the "Buick" brand was officially renamed "31 degree".

The billionaires on the list are definitely a figure in Jinjiang's < a href= "http://www.91se91.com/pioneer/ > shoe making industry < /a >, but he often purchases in person.

Ding Jiantong once plowed the fields, went to the sea to catch fish, played suona, and worked as a "gatekeeper" to avoid the calamity.

This time he first landed on the Forbes rich list with fortune of 1 billion yuan, and in real life, he had neither the boss's shelf nor the rich man's posture. He still ran to buy raw materials, blowing suona in his spare time. For decades, his suona and his character were loved by the villagers and fans.

1983, when Ding Dong Tong borrowed 2000 yuan from the East and borrowed money from the west, he toss up in his own house.

"My house is very small, I remember when the floor was covered with soles, vamp and thread, and even the bed was full of glue, and often slept only half of the sleep."

at the beginning, Ding Jian Tong's 4 children were all at home to help. The eldest son made soles, eldest daughter learning net shoes, and his little daughter learning proofing, while Ding Jiantong groped for the skills of designing shoes.

"At that time, I was fascinated by learning, walking on the road will look at other people's shoes to see, after going home, they used scissors scissors and hammers."

Ding Jiantong said that at the beginning, only 5 pairs of leather shoes could be produced a day, and then 20 pairs and 30 pairs of shoes became slowly proficient.

shoes are made. Ding Jiantong has to ride bicycles every day to sell small leather shoes to Quanzhou and Shishi's small wholesale stores.

"A pair of shoes could earn 3 yuan at that time."

after development, the employee dormitory is better than the office /p >

as the business grows bigger and bigger, it is impossible for the family alone to cope with it.

So he began to hire several Xianyou people to help the workers.

With workers, the factory was opened, and was then called "Huafeng shoe factory".

1985, Ding Jiantong introduced a molding shoe making equipment.

"Good fellow! As long as raw materials are put in, what comes out is a pair of sneakers."

Ding Jiantong said that the tourist shoes brought him a lot of profits. At that time, he could produce more than 10 thousand pairs of products, and the products were continuously sent to the Northeast market.

Since then, Ding's business has entered the fast lane of development.

"People can't be idle, I still have a lot of things to do!" Ding Jiantong said. Shoes' a href= "http://www.91se91.com/pioneer/" > Quality < /a > is his biggest concern, because the younger generation of entrepreneurs in Jinjiang is generally lack of experience in production.

On the new year's day of 2004, the "Buick" brand was officially renamed "31 degree".

development started .

More than 20 years ago, Jinjiang Chen Dai was a famous poor place.

Like most local farmers, Ding Jiantong raised his family by planting land, catching fish and helping people carry stones.

Because of his poverty, none of his four children read books, and he was apprenticed to nearby shoe factories at a very young age.

In the shoe factory, these four children learn to help others, others learn how to make soles, and others learn how to design.

When p was a little bigger in 1981, when Ding Jiantong was a little older, he had a whim. My four children's work combined was a complete set of technological processes. Why don't I run a shoe factory myself? Although the shoe industry itself is not familiar with it, he is full of vision for the future.

Ding Jiantong has raised 2000 yuan, bought tools and raw materials, and added four children to P. The living room is a workshop and a small family workshop has been set up.

because of the limitations of family workshops, they can only produce 5 pairs of leather shoes a day, and then gradually increase to 10 pairs. Ding Jiantong sells leather shoes to the surrounding areas by bicycle every day, and a pair of shoes can be sold to more than 20 yuan.

When p sells shoes outside, Ding Jiantong always pays attention to observing the shoes worn by pedestrians on the streets. He often follows behind other people's heels, and walks two kilometers. At night, he can come back and paint the shoes, and do the same on the second day.

In those years, Ding Jiantong painted thousands of shoe figures as shoes.

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create brand /p >

before and after 1985, the "shoes" were popular in the mainland of China. Ding Jiantong took the opportunity to introduce a shoe making equipment that was once formed. Because of the good market in Northeast China, the "tourist shoes" brought huge profits to Ding Jiantong. In his words, "at least one car is pported to the Northeast in a day."

with the development of the domestic market, people began to love new sports shoes. So in 1989, Ding Jiantong turned to sports shoes.

After several years of sports shoes, Ding Jiantong began to have a hazy brand awareness. He gathered several people at home to discuss the brand and trademark.

At that time, we sat together and saw the "bullet" logo of the Buick automobile in the United States, which felt that the design was good, so we went to the business sector and successfully registered.

In 1994, Ding Jiantong led his family and set up Buick (Fujian) Shoes Co., Ltd.

2000, in order to improve the product quality, Buick Company began to pform the < a href= "http://www.91se91.com/pioneer/" > brand management < /a >, and invited the Chinese national badminton team headed by Li Yongbo as the spokesman of Buick brand.

With the championship image effect of Li Yongbo and her group of world champion students, the popularity of Buick sneakers has increased rapidly in China. In the past 2001-2004 years, Buick sports shoes have won the top three sales of Chinese sports shoes for four consecutive years.

renamed storm > /strong > /p >

1996, General Motors Corporation, who wants to enter the Chinese market, is surprised to find that there are few Buick cars in China, but Buick shoes are everywhere.

So in the next few years, the Buick car in the United States and Buick sports shoes in China are bound to be entangled.

"P >" Ding Jiantong said, "we have successfully registered the Buick footwear trademark, and there is no mistake.

But GM is a large multinational company. To invest in China, we are willing to give out the trademark from the national overall situation.

Under the coordination of the relevant state departments, Ding Jiantong agreed to "Rename".

After the pition in 2003, the "Buick" was officially renamed "360 degree" in 2004.

P, which is forced to replace the brand, will no doubt cause any enterprise to be battered.

In 2004, its sales not only declined but increased by nearly 60% over the previous year.

Although it is less than the growth rate doubled in previous years, it is still two times the industry's 30% average growth rate.

At the same time, the share of the market in the domestic market has increased from 8% to 10% in the Buick era to 11% now. It is close to the average market share of several sports shoes brands.

"Three provinces in Northeast China are our world, occupying nearly 20%."

Ding Jiantong said, "the change of" 31 degree "is better than the original Buick market condition.

quality is king > /strong > /p >

when it comes to the problem of enterprise management, Ding Jiantong thinks product quality is the most important.

1985, the counterfeit drug case of Chen Dai Han Kou village in Jinjiang gave Jinjiang people a psychological setback.

Not long after that, Jinjiang's "week shoes" were also famous all over the country. When the Jinjiang people went there, they all called people to fight.

Ding Jiantong said that before making shoes, everyone was still a farmer, mainly cultivated land, and no one knew how to make shoes. Everyone was learning to learn.

The main problem of "week shoes" is on glue.

Leather shoes have glue for leather shoes, plastic has plastic glue, but farmers do not understand. As long as they are glue, they are painted on their shoes.

Ding Jiantong once suffered from it, but since then he has realized the principle of "less money and better quality".

nowadays, the quality of shoe brands in China is the largest capital of 331.

Ding Jiantong said: "for many years, I have been asking the company to publish its own quality and service standards in a realistic way, consciously accept the supervision of consumers, and ask employees to return unconditionally products that have quality problems such as degumming, peeling, grinding and deformation.

Although many of the returns are counterfeit products, we consider that consumers have bought the counterfeit goods because they trust us, so we have the responsibility to compensate consumers for their losses. "

in addition to sports shoes as the main industry, 360 degrees also set up a clothing operation center.

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farmers < a href= "http://www.91se91.com/pioneer/" > true color < /a > /strong > /p >

in Chen Dai, Ding Jiantong has been evade the story of the "gatekeeper" identity.

it was a late night in 1985, and Ding Jiantong was working overtime in the factory.

Four gangsters went through the walls and entered the factory. They pressed his gun on his forehead, threatening to hand over 300 thousand yuan, and then rowed two knives fiercely on his arm.

In the face of thrill, Ding Jiantong unhurried pulled out 30 Fen pack of "wind" cigarettes and a small change to the robber. "I am the doorkeeper, and the boss Ding Jiantong went home early."

Ding Jiantong, who watched the workmen's costumes, threw the smoke of the wind into the ground and went away unhappily.

Later, the gangsters were arrested by the police. When they heard the trial, the gangsters said they thought Ding Jiantong was a boss wearing a big gold bracelet.

relying on the true colors of his own farmers, Ding Jiantong escaped from the robbery. To this day, he is still self deprecating "the eight way of earth" that does not know what KTV is.

Ding Jiantong didn't go to school, but he was ingenious, diligent and eager to learn, and he was proficient in many kinds of craftsmanship.

In addition to blowing suona and erhu, they can draw shoes as designers when they start their own business, and sometimes drive forklifts in factories.

Ding Jiantong, 66 years old, has reached the age of retirement. Many of the first generation entrepreneurs like him have begun to retire behind the scenes and enjoy their leisure. Danting is not in a hurry to enjoy 20 years of hard earned wealth. He thinks that work is his pleasure, and now he is busy every day, but it is not bitter at all than 20 years ago.

"P > reporter once interviewed Ding Jiantong at 31st degree. He waited for a while before seeing him come in. Only when asked, did he know that he went to the shoe material market in the town to know the raw material market, and this is what he often does.

Ding Jiantong, who is now P, has received more than ten disciples who play suona. When he is free, he will play with his former friends and play the "suona" and review the past days.

There is no rich Ding Jiantong, only "suona ah Tong".

361 degrees. < > /p >

Ding Jiantong, chairman of the 361 degree board, the billionaire on the Forbes rankings, is absolutely a worthy figure in the shoe making industry in Jinjiang, but he often does his own purchase.

1983, when Ding Dong Tong borrowed 2000 yuan from the East and borrowed money from the west, he toss up in his own house.

"My house is very small, I remember when the floor was covered with soles, vamp and thread, and even the bed was full of glue, and often slept only half of the sleep."

"At that time, I was fascinated by learning, walking on the road will look at other people's shoes to see, after going home, they used scissors scissors and hammers."

Ding Jiantong said that at the beginning, only 5 pairs of leather shoes could be produced a day, and then 20 pairs and 30 pairs of shoes became slowly proficient.

shoes are made. Ding Jiantong has to ride bicycles every day to sell small leather shoes to Quanzhou and Shishi's small wholesale stores.

"A pair of shoes could earn 3 yuan at that time."

Development > /strong > /p >

as the business grows bigger and bigger, it is impossible for the family alone to cope with it.

So he began to hire several Xianyou people to help the workers.

With workers, the factory was opened, and was then called "Huafeng shoe factory".

1985, Ding Jiantong introduced a molding shoe making equipment.

"Good fellow! As long as raw materials are put in, what comes out is a pair of sneakers."

Since then, Ding's business has entered the fast lane of development.

361 degrees is now one of the top sporting goods companies in Jinjiang. < a href= "http://www.91se91.com/pioneer/" > Sales < /a > all over the country. However, Ding Jiantong, who is now 67 years old, is still not idle. She has to turn around the workshop every day.

On the new year's day of 2004, the "Buick" brand was officially renamed "31 degree".