Lining Is No Longer Anta's Competitor.

Behind the translocation of market leaders, it is the difference in market strategy that results in different results. The transcendence of business competition is a simple understanding of the nature of the market, that is, the winning side is doing the right thing, and the losing side is a mistake. In fact, the key to success or failure in the operation of enterprises in the market is often in the most important part. Lining and Anta, at the same time, different strategic choices eventually achieved Anta, while Lining fell into the abyss of revenue decline.

"Lining is no longer a competitor for Anta." When Ding Shizhong said this, it was in 2010. At that time, the sporting goods industry was well deserved by the Li Ning Co. Its performance was brilliant in 2010, earning 9 billion 479 million yuan in the whole year, ranking first in the industry. Anta's annual income in 2010 was 7 billion 408 million yuan, compared with 2 billion yuan. The Li Ning Co, which is most aggressive, has to exceed the international giants such as Nike and Adidas, and has never regarded Anta as its competitor.

Few people believed Ding Shizhong's words at that time.

There is a proverb in the business world: the business world is cold and warm, ten years Hedong, ten years Hexi. The cruelty of commercial competition may not take ten years. No one would have thought that only 2 years later, Anta's revenue exceeded Li Ning Co for the first time. According to the current earnings report, Anta's performance amounted to RMB 7 billion 620 million yuan, while Lining was 6 billion 740 million yuan. The market competition is changing rapidly. At that time, Ding Shizhong responded to the hat of the market leader who was sent to the outside world with "one year's transcendence could not explain anything". In the same year, he visited the famous entrepreneurs in the industry. There was only one question: How did Anta transform?

Ding Shizhong is going to be a real market leader. In the 2013 earnings report, Anta's performance was 7 billion 280 million yuan, while Li Ning Co was 5 billion 824 million yuan. But in terms of profits, Anta is 3 billion 39 million 300 thousand yuan and Li Ning Co is 2 billion 594 million yuan. Obviously, Li Ning Co's profit is better than Anta's. This year, Ding Shizhong said, "Anta has to go its own way, learning Nike will only end." Li Ning Co has always been regarded as a teacher by Nike.

The time for full transcendence is coming soon. According to Anta's first half results announcement, as of June 30, 2014, Anta's operating income was 4 billion 120 million yuan, an increase of 22.4% over the same period, with a net profit of 803 million yuan and a profit of 803 million yuan for shareholders, an increase of 28.3% over the same period last year. The profit of Anta was 803 million yuan. Lining's results for the first half of 2014 were dismal: revenue of 3 billion 137 million yuan, net loss of 586 million yuan. Not only is revenue catching up, but the market value of the two companies has also been reversed. As of July 30, 2014, Anta's market value was 32 billion 400 million yuan, and Li Ning Co's market value was 6 billion 400 million yuan. It means that Anta has surpassed Li Ning Co and become a new king in the sporting goods industry.

Zhang Changyu, a researcher at the Joint Development Research Institute, told the China Civil and commercial company that Anta surpassed Lining. In fact, not only is market value and revenue, but also the momentum of Anta in the future market strategy, such as sports events.

As expected, there is another pile of happiness. In October 13th, Anta became the official market partner of NBA. In cooperation with NBA, Anta's authorization includes Anta to produce shoes and accessories with NBA logo. In terms of intellectual property rights, Anta has the right to use NBA30 teams, legendary teams (teams that have disappeared in NBA), semifinals and finals. In addition, Anta also has the right to set up shop with NBA logo.

Glory is coming. It's worth celebrating. But before that, Ding Shizhong first tasted shame in NBA. Anta has signed heavily on NBA Houston Rockets player Steve Francis. Ding Shizhong then went to the Houston rockets to watch the live match. He hoped Francis would be able to play in the game and get better results, so that Anta basketball shoes at the foot of the latter appeared in front of fans all over the world. So he went to the training room himself to try to convince Rockets coach Rick Adelmangenfrancis to play, but the other side did not hesitate to reject Ding Shizhong's proposal. In the end, Ding Shizhong could only sit on the sidelines with a dark face. He could not help watching the same Francis sitting on the sidelines.

After the game, Ding Shizhong refused to take the bus, but walked back to a hotel several kilometers away. No one of the Anta employees dared to persuade him to follow him. As he walked to the hotel, Ding Shizhong asked the people around him, "when you fall, what do you do?" the person next to him told him, "if you fall down, you will get up again." Ding Shizhong said, "no, it should be at the moment when you fall and climb up, you have to grab a handful of sand from the ground, so that you earn at least."

Then? Ding Shizhong Turn around and shout in the direction of the court. "Even if I fall down in NBA and fall to the ground, I must grab a handful of sand and carry it in my pocket."

8 years later, Ding Shizhong signed the contract. NBA He put NBA's rocking Qian Shu in his pocket. In fact, before that, Anta was still sceptical about whether Anta could sign a contract with NBA. When someone asked him how he made such a big move, his answer was, "Anta does something or doesn't do it."

At this time, Ding Shizhong's competitors have long been locked in international giants, and behind them are a series of performance support. In the first half of 2014, Anta The turnover is nearly 1 billion yuan higher than that of Lining, nearly 2 billion 800 million yuan more than that of pick, and sales and profits both rank first in the industry.

After signing the contract with BNA, Anta will be the first to sell Chinese basketball products in two years, not only in the face of domestic brands, but also in the competition of foreign brands such as Nike and Adidas. Ding Shizhong said, "Anta is willing to pay high price to compete with the strong international brand. I want to be a real "national shoes" so that more people can really afford it. I want 1 million people to play basketball in my shoes.

As for the future competition with international brands such as ADI, Nike and so on, Ding Shizhong said, "before they (Nike and ADI) let us not sleep, now, we also want them to sleep."