Anta'S Top Selling Anta Surpasses Lining

In 1994, Ding Shizhong returned to Jinjiang to establish Anta. These two words mean "start at ease, and keep your feet on the ground."

At that time, he did not realize that Anta's Latin alphabet "Anta" means "Mother Earth" in Greek.

At the beginning of entrepreneurship, Anta made many mistakes in the market. Ding Shizhong was not afraid of making mistakes. He often said that it was wrong, but it could not be changed.

In order to really close to the market, Ding Shizhong has traveled all over the country's prefecture level market. Among many domestic entrepreneurs, entrepreneurs like Ding Shizhong who have traveled all over the country are currently only Zong Qinghou, chairman of Wahaha Group.

At the busiest time, Ding took the plane to Shanghai in the morning to go to the Anta store. He found that the problem was solved at the scene, flew to Tianjin at noon, and drove to the Beijing market at night. In the hotel, the common problems existing in the shop would be clearly sorted out and sent to the relevant people for unified solution.

After finishing all the rest in bed, the time has reached two or three in the morning.

Such a high intensity work is only to understand the hearts of consumers.

Ding Shizhong summed up the reasons for Anta's success. There are only two points: one is to give consumers a high price and beyond expectations.

Two, make efforts to make fewer mistakes than competitors.

More meticulous sorting out the implementation of enterprise management, Anta can surpass Li Ning Co to become the first industry, the first reason is to determine the development strategy.

In fact, Ding Shizhong is not sticking to his strategy. His philosophy is: follow the market.

So far, Anta has undergone five strategic adjustments.

Starting from the first day of starting a business, Ding Shizhong made the three step strategy for the company.

The first step is to make orders for enterprises to survive.

He said, "I'll do it with orders. It's simpler. A business model is production."

The second step is to make the market, so Ding Shizhong led Anta to set up marketing channels throughout the country.

The third step is to make the brand. Ding Shizhong said, "to solve the problem of survival, we must establish the influence of Anta brand."

In 1997, Anta began to adjust its business strategy for the second time. In the same year, it started the construction of VI system, gradually standardizing the use of trademark identification, and focusing on the implementation of brand strategy.

Subsequently, Anta signed an agreement with the Chinese national table tennis team to invite world champion Kong Linghui to become the spokesperson for Anta brand image.

Anta launched its brand slogan for the first time: "I choose, I like", and gained a high degree of recognition in the market.

The third strategic adjustment took place in 2001. Anta began to implement the new development strategy of product diversification and brand internationalization.

The company crosses to the field of sportswear, accessories and other apparel products, from single sports shoes to the production and sale of comprehensive sports goods.

With the emergence of Anta's new brand slogan Keep Moving (never stop), Anta began its fourth strategic adjustment, and the brand + wholesale mode rose to the surface.

In 2013, Ding Shizhong identified fifth strategic adjustment directions for Anta and pformed into retail.

He said, "brand + wholesale mode can no longer meet the needs of consumers. We have to pform to the retail industry from extensive brand wholesale mode to refined brand retail mode, and create world-class brand sporting goods companies with multiple brands.

Therefore, in the next ten years, Anta will be the ten year of retail sales. "

That's the next step.

Implementation.

Li Jin analyzed to our correspondents, regardless of the implementation of any strategy or tactics, the most important two aspects, market positioning and channel management are indispensable.

Market positioning lies in Anta brand, which is national shoes and high performance price ratio.

Ding Shizhong has a mantra: "the shoes with better quality in the market than Anta, the price will be much more expensive.

Shoes that are cheaper than Anta are of a much worse quality. "

It is precisely because of this seemingly simple reason, Lining and some other sporting goods brands were left behind by Anta.

In order to implement the Anta retail strategy, at present, the Anta company has formed a retail culture oriented and set up with the retail model.

And values.

At the same time, the consumer oriented retail management system and operational efficiency evaluation system have been completed, and Anta has become a standard for measuring the efficiency of commodity management by using retail indicators.

Next, the adjustment and pformation of the sales terminal has become the second important factor of Anta's top management.

Zhang Changyu told this reporter that public information shows that at present, Anta has cancelled all sales areas and pushed managers to the front line, with the aim of implementing retail pformation.

Anta will adjust the large area system to the customer system, change the way of operation of the channel, manage more than more than 7000 stores across the country through more than ten distributors, and move it to the management end in Anta.

Zhang Tao, vice president of Anta, also said that in the past, customer visits were controlled by the large area. We only directed the management of franchisees to help franchisees.

But now it requires employees to go deep into the front line and manage franchisees together with distributors.

In order to achieve accurate management objectives, Anta also installed counters and other real-time monitoring system devices for terminal stores, so as to analyze and solve basic retail operation data such as customer price and conversion rate.

Moreover, Anta regularly shares with the terminal the sales performance analysis and feedback from the real-time monitoring system, so as to closely meet the needs of consumers and develop products that are popular with the public, and provide retailers with more precise ordering guidelines, so as to stabilize their inventory level.

At the same time, retailers are encouraged to make flexible orders to reduce inventory risk.

On the way of ordering, Anta changed part of the order system to a distribution system, and shared the terminal pressure by reducing the dealer's discounts and financial subsidies. The mode of distributor's order would be changed from buyout to flexible production.

Ding Shizhong bluntly said that only channel terminal sales are well done, and selling goods is the most correct choice, and the rest are empty talk.

If Anta's current success first benefits from the popular strategy, then Anta still wants to go to the high end.

But Ding Shizhong's memory of Lining's failure lesson is still fresh.

He did not want to repeat the mistakes of Li Ning Co, but he was not reconciled to Anta's long-term consumer base. Instead, he gave the high-end market to ADI and Nike.

Anta's next step? Ding Shizhong has his own thoughts. He said, "we hope to acquire a well-known brand in the foreign sporting goods industry to help Anta get rid of the grass roots image."

In this regard, Ding Shizhong set a timetable for Anta. "Replacing Adidas or Nike in 2020 has become an industry leader."

This time, everyone in the industry must weigh up what he has said.