Ding Shizhong: Anta Moves Towards The World In 2020, Surpassing Adidas Or Nike

In terms of the current sporting goods market in China, the oldest and the second are Nike and Adidas in Germany respectively, and Anta is in the third place.

To stabilize the market position, Ding Shizhong has a long-term goal to make Anta a world brand.

"In the past, Nike and Adidas kept us awake, and now we have to keep them awake."

Ding Shizhong is full of courage.

Ding Shizhong said, at present, there is not a complete pure retailer in the Chinese market, especially in the shoe and clothing industry.

If a shoe and garment enterprise wants to make a brand, it will have to get through the entire industrial chain. It has to run factories and shops, and also need to make brand promotion, do commodity design, shop display and terminal sales. This is a very difficult road, not every enterprise can do it.

Ding Shizhong has repeatedly suggested that although shoes and clothing and sporting goods industry are traditional industries, they are closely related to people's livelihood. They will never be out of date and are always sunrise industries. The key to the problem is to promote the pformation and upgrading of the traditional economy with innovative thinking.

In 1999, Anta invites table tennis player Kong Linghui to become the first company to successfully build a brand by celebrity endorsement. In 2005, Anta established the first sports science laboratory in China. In 2007, Anta successfully landed on the main board of Hongkong, creating the first industry in the capital market earnings and raise the amount of money; 2009, the sports science laboratory established by Anta was awarded the national accredited enterprise technology center; in 2011, Anta sales amounted to nearly 10 billion yuan, becoming the leader of China's sporting goods industry; 2009 and 2009 were two partners in the Chinese Olympic Committee for 4 consecutive years, and continued to contribute to the development of China's sports industry.

Anta's reputation is not achieved overnight.

"There are three stages to make a brand: first, to be famous, to let others know you in some way; to make a good reputation, to make others like you; and finally to be loyal, so that consumers can rely on you and rely on you."

Ding Shizhong said: "fame is easy, but reputation and loyalty are very difficult. This needs persistence, and many people lose this."

"Why does Anta spend so much time on reform and innovation, spend so much money on technology, store upgrading and staff training?"

Ding Shizhong said.

In the past ten years, Anta has successfully developed more than 40 national patent technologies. With the strong support of science and technology, it has broken the "magic spell" of monopolizing professional sports equipment by foreign brands.

At present, Anta has provided a full set of equipment for 24 national teams, including the National Aquatic Sports Center, the winter sports center, the Taekwondo Sports Center, the Gymnastics Center and the 5 sports management centers, such as the wrestling sports center.

Ding Shizhong believes that the reason why domestic brands are difficult to internationalize is that

Not really going out.

Foreign markets must truly recognize, respect or love a Chinese brand, which is full of ideological challenges.

"Because the brand itself is a culture."

Believe in China

The industry is ushering in another golden ten years.

In October this year, the State Council issued a number of opinions on accelerating the development of sports industry to promote sports consumption. It officially announced the promotion of national fitness as a national strategy. It also planned in detail the direction of the development of China's sports industry and sports fitness, and played a positive role in the development of sporting goods enterprises.

Ding Shizhong set the overall goal of Anta as follows: to achieve one hundred million pairs of shoes by 2020, surpass Adidas or Nike, and become the "second" of China's sporting goods market.

Why is "second" instead of "first"? Because there are still many uncertainties about becoming a "boss", and second has many basic bases to surpass before us.

Ding Shizhong explained: "measuring the standard of an enterprise is the status in the industry, so the pressure we give ourselves is: the market position can not be retrogressed."