Anta Innovation Helps Revenue Break Billions

Ding Shizhong said: "Anta as China's largest sporting goods company, football will never stand idly by.

In fact, now we have officially regarded football as a strategy of Anta, studying how to participate in the football field in the future.

I believe that as long as this strategy is launched, we will definitely do something in the future football field in China.

So I believe that there will be a certain share of our investment and revenue in football in the future.

Speaking of how to intervene in the field of football, Ding Shizhong said: "in the future, our group will have a complete football development strategy. We will regard it as a group strategy, because the future will definitely participate.

And not simply participation, we will have input.

It's not a simple investment, it's a big investment. "

After the announcement of 2014 results announcement in early February this year, Anta put forward a target of breaking billions of revenue in 2015.

Ding Shizhong said that in the current situation, it is no problem to achieve this goal this year.

"I feel very confident that I will be confident of breaking billions of dollars this year.

In fact, I think the core of Anta in recent years is the gap between products and competing products.

Now all the domestic competitive brand products are almost the same, but only to our shop you will feel a clear gap.

After several rounds of industry adjustment, China's sporting goods industry has entered the era of product competitiveness.

Ding Shizhong said bluntly: "it is not difficult to make a good product, but Anta is positioned in the mass sports brand. It is very difficult to make the product well and meet the needs of our consumers, so we need to innovate."

Ding Shizhong believes that Anta is both dedicated and professional in the body products industry, and Anta's innovation makes him more confident.

"We need to focus on one major.

Focus is on Chinese sports, so we cooperate with the Chinese Olympic Committee, and we strengthen our ties with the relevant national teams of the Chinese Olympic Committee.

Then there's the profession. We think, as a

In professional products, you must be the best in one area.

Mention innovation.

He was very excited and excited. He said: "especially in science and technology, in recent years, our investment in science and technology is the highest in the industry. In the past, when our company achieved 2 billion, our R & D expenditure was 40 million.

Last year, our R & D expenses accounted for 4.3%, which is a huge improvement.

In 2014, Anta's operating income was 8 billion 923 million yuan.

Ding Shizhong also said: "in the past, we did scientific research.

It is not enough to do research alone, but we need to integrate global resources and develop the whole value chain.

We have a complete system of full value chain development, and all suppliers of Anta need to cooperate with us in developing.

Every year, our innovative products are measured by KPI (key performance indicators) in the layout of the full value chain.

As my supplier, if you do not have innovative development, you will not be my supplier in the future. "

Ding Shizhong revealed that Anta and the United States, Japan and Europe's excellent design studio have a lot of cooperation, "we did this piece before ourselves, and later we found that if we integrate external resources, we can bring higher value."

"Now our innovative product sales account for more than 30%, accounting for 60% of our profits."

Ding Shizhong picked up a shoe on the table and said, "like this shoe, it is our cooperation with the overseas design studio."

Ding Shizhong also expressed optimism about the future of China's sporting goods industry.

"I believe that the whole industry will grow faster in the future.

Because with the improvement of people's living standards, the pursuit of health, the national fitness program, including the promotion of our national sports industry policy, I think the sporting goods industry will grow at a high speed in the future.