Zheng Jie: The Road Of Value Creation Never Ends.

As the only corporate representative in the annual summit of the summit, Zheng Jie's speech is very concerned.

In a sense, the extra 9 minutes is the epitome of Anta's attempt to lead sporting goods companies on the road of value creation in the past few years.

"Value creation" is the theme of this summit.

But since 2012, how to create value has become a common problem in the sporting goods industry.

After experiencing the rapid development of "golden ten years", the development of the industry has been in a slump. Even in the context of the overall signs of recovery, enterprises still find it difficult to find exports on the road of value creation.

"That's a barbarous growth. The biggest source of power is starting shop.

In 2003, there were only 5000 stores in the industry. In the past ten years, there were seven stores in the industry.

Zheng Jie recalled, "95% of seven stores are opened by distributors.

But in fact, the wholesale mode can no longer adapt to the development of the market.

In order to comply with the requirements of the times, sporting goods enterprises represented by Anta have gradually started the strategic pformation from brand wholesale to brand retail.

"After pformation, the brand business has only one party B, that is the consumer."

Zheng Jie concluded.

After a series of pformation measures such as closing stores and clearing inventory, Anta first took the lead in 2014.

Its 8 billion 920 million yuan turnover and 1 billion 700 million yuan net profit report card made the industry inside and outside the side.

For a time, no one seemed to have more experience than Anta in the four words of "value creation".

"For Anta, value creation is embodied in three aspects.

First of all, as a traditional consumer goods company, the products we design and develop should not only meet the needs of consumers, but also guide their needs. Secondly, as listed companies, we must achieve better results and be accountable to investors. In addition, we should create more social values and contribute to the cause of public welfare and social development.

Zheng Jie said, "for the industry, the value it should create should be the same."

Products, brands, management, and channels are the four carriages leading Anta in the road of value creation.

Zheng Jie bluntly said that only by upgrading these four aspects can the sports industry really become "made in China" and "create in China".

"For manufacturing, the most direct impact of brand on consumers is commodities.

Therefore, products are the foundation of sporting goods enterprises and the source of revenue profits.

There is no future for good products.

In the view of Zheng Jie, the homogenization of products is one of the fundamental reasons why the domestic sports goods industry is in a low ebb.

In order to create differentiated products, Anta has continuously increased its investment in R & D.

In 2014, the proportion of Anta's research investment reached 4.3%, although there was still a gap in the absolute amount, but the proportion was similar to that of Nike, Adidas and other international brands.

Zheng Jie said confidently: "we are the largest investment in domestic research."

The high returns on technology R & D are obvious to Anta.

In 2009, sales of Anta's technology products accounted for about 15%, and 5 years later, the figure was 35%.

"They have contributed 60% of Anta's profits."

Zheng Jie said.

Anta's brand value has been soaring in recent years as its technological content has improved.

Signing the contract with the Chinese Olympic Committee not only highlights the strong correlation between Anta and China sports, but also greatly enhances the exposure and reputation of Anta brand; and the cooperation with the 5 sports centers, 24 national teams and many well-known athletes at home and abroad has made Anta's professionalism recognized by consumers.

Chen Penbin is the best commentary of Anta brand marketing.

He plans to finish 100 marathons in 100 days. Although he is still on the road, he has become one of the most famous runners in China, and the Anta breathing net 3 running shoes at his feet has become famous even though he has not yet appeared.

Zheng Jie bluntly said that brand marketing and product research complement each other.

"Products need matching packaging.

When your product endorsed a famous athlete, the consumer's confidence in the product will be significantly improved.

2, 3 is just a number for consumers, and it is not important.

What consumers need to know is whether this is a pair of running shoes that can help you finish the marathon.

He said, "marketing and research are not an alternative question, they are very closely related."

In addition to the constant upgrading of products and brands, Anta has the same effect on management and channel building.

In terms of management, Anta put forward meticulous management and greatly improved its store efficiency.

"Super execution is the root of Anta's success."

Referring to this, Zheng Jie is very proud. "In the future, we will increase the efficiency and efficiency of the city through meticulous management."

At the same time, the channel, Anta will try to combine line and line to form a dual drive power.

With the gradual completion of the brand upgrade, Anta is gradually sitting on the top of the domestic sporting goods.

This is followed by consumer concerns about whether Anta's pricing strategy can continue.

Zheng Jie said that the price structure of Anta products will be more and more optimized, and "strength is priceless" does not mean low price.

Will always provide consumers with the most cost-effective products.

"Anta always knows who he is.

Under such a premise, the price has been fixed in an interval.

Of course, with the improvement of people's living standard, the price range will evolve.

But this range will have a clear line with international brands, and we will not cross this line.

In other words, Anta will always be a popular brand rather than a high-end brand. "

Zheng Jie said, "I always believe that" power is priceless "in the four words," price "is not the core," strength "is the key.

I am more concerned about how to make products better meet consumer needs and enhance their cost performance.

Over the past year, with the state

Policy support has been increasing and people's consumption demand has been increasing. The sporting goods industry is developing a good opportunity after undergoing a cold wave baptism.

Li Hua, director of the sports equipment and equipment center of the State Sports General Administration, said in the summit forum that the industry is heading for another "golden ten years".

In this regard,

There is a similar view.

He said, "there will be no crisis in the next 5 to 10 years", but opportunities will be accompanied by enormous challenges.

"In the next ten years, the competition in the industry is very cruel.

More and more international brands will pour into China. Compared with international brands, domestic enterprises' R & D resources, innovation capabilities, talent reserves and brand details are at a disadvantage. Meanwhile, some domestic brands will gradually be eliminated by the market.

He predicts that there will be no more than 3 competitive sports brands in the future. "I would not like to describe the industry with the word" cold winter ", because the sports industry is a very vigorous sunrise industry.

But because of the different strength and strategy of every enterprise, differentiation is inevitable.

Of course, the overall opportunity is greater. "

When asked what the biggest challenge to Anta is, Zheng Jie answered "it's me".

"For Anta, the biggest challenge is how to seize opportunities.

In my opinion, if we want to embark on the road of value creation, enterprises will have to do new, changing and rushing three points in the future.

First of all, we should adapt ourselves to new changes with new thinking; secondly, we should actively manage changes. "

Zheng Jie said, "in the end, there must be momentum in the next 5 to 10 years, and we must not be mindless."

In the face of Anta brand, the next target to be hit is to become the first domestic enterprise with an annual turnover of ten billion.

But in Zheng Jie, he is brave enough to try things that he has never done before, which makes Anta's market share more important.

"Numbers are very important. They can tell you where you are.

But today, I am more concerned about how to seize the ever-changing era and how to make the cake bigger.

He said, "although Anta has made some achievements in China, there is still much room for improvement in the world.

It is our ultimate goal to become a respectable, sustainable and world-class sporting goods company.

But just like Zheng Jie Moving in the last page of PPT's speech, there will never be an end in the road of value creation, "Keep."