Ding Shizhong Is A Smart Businessman.

There is little chance of confrontation with Nike and Adidas, but market segmentation is a good opportunity.

In the future, the standards of acquiring brands should be differentiated from Anta first, followed by market segmentation, and third, specialized products.

On the same day of the publication of the earnings report, Anta and Desanto and Itou Tada set up a joint venture to distribute exclusively the products of Desanto brand in the mainland.

This brand, the main skiing product, is located at the top end.

Ding Shizhong is well versed in business practices, bigoted in details, closely following his opponents' footsteps, and does not let go of his opponents' chances of making mistakes.

However, business can be bigger in a short time, but the formation of brand is not so easy.

An embarrassing reality is that even in 2012, Anta's performance outperformed Lining. In the eyes of ordinary consumers, the image of Anta and Lining still had a great gap.

One of the reasons for Ding Shizhong's confidence in branding is probably his successful operation of the Italy brand FILA.

In August 2009, when Anta bought BELLE's FILA operations, BELLE lost 50 million yuan in the first two years.

After the sale, BELLE admitted that the reason was its lack.

Experience in operation.

But Anta let FILA "revive" in its hands. According to the 2015 earnings data, the number of FILA stores reached 591, although no specific revenue data were disclosed, but Anta President Zheng Jie said: "the growth of FILA brand and e-commerce business is very fast."

Ma Gang disclosed that at that time, when we bought FILA, everyone was worried about bad operation. But after full running in and analysis, the business was pretty good after giving FILA fully independent operation power.

In order to build a multi brand matrix, Ding Shizhong has begun to adjust the internal organizational structure. He told the disclosure that he will build three business groups in the future, including the factory business group, the brand business group and the terminal retail business group.

At the same time, it will also build two platforms, procurement platform and logistics platform, the procurement platform will further reduce the cost, while the logistics platform will provide convenience for dealers, and will also increase the group's control over the entire supply chain.

Ding Shizhong is clear about this reality: "brand awareness is there, but loyalty needs to be improved."

In order to further strengthen the relationship between Anta and sports, in 2009, Anta became a partner of the Chinese Olympic Committee. This is the first time in the history of the Chinese Olympic Committee to put forward the concept of a partner.

In the past, its sponsorship rights were relatively dispersed, and Anta packaged the four year's rights and interests together with the champion, gold medal, national flag and five rings to enhance the brand height.

This cooperation has continued to this day.

In addition, Anta also has core resources such as China gymnastics team, judo team, weightlifting team and so on. In October 2014, Anta took the identity of NBA "official market partners".

After winning the first domestic brand of Anta's shoes, through cooperation with NBA, Ding Shizhong hopes to break through in the field of basketball.

In October 2015, Anta announced that "just playing football" strategy, officially entered the football market, Zheng Zhi became the ambassador of Anta football promotion, and Fan Zhiyi and Xu Yang joined the Anta football coaching team.

Unlike core sponsorship events, Anta focuses on youth football, which is actually cultivating the future for its own brand.

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And the price of Anta within 200 yuan per pair of football shoes can give it a higher degree of acceptance.

The sale was carried out in group buying mode, and Zheng Jie revealed that "Anta children's soccer shoes have been sold to more than ten million pairs since the launch of last September."

Since then, Anta's layout in the three major fields of running, basketball and football has become more complete.

And the value of its brand is also improving. Zheng Jie told reporters that in measuring brand value, there is a concept called "first mention rate", that is, the brand that consumers first think of.

"We just finished the survey, we ranked third, accounting for 13% of the total survey sample.

Nike first, Adidas second, their share is 20%-30%.

Compared with 2008, we increased three to four locations.

Even so, over the years, Ding Shizhong's biggest feeling is still too difficult to make a brand.

After reaching the goal of ten billion and holding enough cash flow, Ding's "excitement" is to catch up with Nike ADI. In the next ten years, Anta will reach 100 billion scale.

The way to achieve this is to acquire the brand. In the February earnings conference, Zheng Jie said, "Anta insists on single focus and multi brand strategy to deal with competition.

The next plan will continue to achieve four or five brand matrix through acquisition, and the principle of acquisition is to cut into the market segments.

To achieve coverage of different segments of the population.

"Logistics platform has begun to build, although it is not convenient to disclose specific data, Dante said" the amount is huge "and is expected to be completed in the second half of 2017.

In Ding's view, because the domestic industry chain is not complete, "some excellent companies in the world have been doing this for a long time. In fact, we are just making up lessons."

However, at home,

What is more exciting is the national vision for the sports industry to reach 5 trillion output value in 2025.

Just as many sports brands began to wade into sports services, Ding Shizhong reintroduced "craftsman spirit" and said that every pair of shoes and clothes should be done well.

Such an idea is likely to make the outside world feel "too conservative".

In response, Zheng Jie's response is that every enterprise is choosing what they are good at to do, and can not afford to take other options.

Feng Tao, the founder of sports, believes that only those who really are in the sports circle know what they want.

In his view, from the sporting goods market, there will be huge demand in the future. There is nothing wrong with focusing on this market.

But the variables are not.

One of them is the recognition of multi brand businesses. Zheng Jie acknowledges that this is a challenge. "We have considered the complexity of management, but if you want to become the eldest of China's sporting goods industry, if there is no such brand, it is virtually impossible.

You know what I mean? You have to do it. "