Anta'S Listing Ten Years: Take Off From The Cement Floor

In July 10, 2007, Ding Shizhong, chairman and CEO of Anta sports board, struck the market bell in Hongkong. Anta became the first Fujian sporting goods company to be listed in Hongkong.

In the celebration of this event, Ding Shizhong said that in the next ten years, Anta will still focus on the mass market, putting consumer experience and commodity value in the first place.

"Anta's positioning is the mass market.

Nearly 80% of all China.

Consumers are playing basketball in cement, and that shoe is expensive and useless.

The shoes we make are for children running across the country and dunking at the cement floor. "

Ding Shizhong talked to reporters.

Ten years of change

After the Beijing Olympic cycle, the domestic sporting goods industry broke out the stock crisis of the whole industry.

There is nothing to worry about without turning to death.

In the past, Anta was a wholesaler and had a distance from consumers, so we decided to pform.

Ding Shizhong told reporters that Anta started the process of pforming a brand wholesaler to a brand retailer.

Ding Shizhong spent two years traveling to almost all the prefecture level cities in China, totaling more than 500.

After pulling out the net, Ding Shizhong began to carry out the lifting plan: to reform the ordering method, to reduce the dealer's discounts and financial subsidies to share the terminal pressure, to reduce and control the quantity of orders.

After the pformation, Anta gradually realized the internationalization, standardization and systematization of management.

"Anta sold 50 million pairs of shoes and 70 million clothes last year. Our products were made by 130 thousand workers, sold by more than 9500 stores and more than 50 thousand salesmen in our offline stores.

How can you make models, processes and standards? So we have been studying standardization and systematization in the past few years to establish EPOS systems in all stores nationwide.

Ding Shizhong talked about it.

In recent years, the rapid growth of the domestic high-end sporting goods market shows that the acceptable prices of the mass market are moving upward, and the strategy of domestic brands to exchange for high growth at a low price is beginning to fail.

In 2016, Adidas's annual revenue in China was 2 billion 944 million euros, an increase of 28% over the same period last year.

Similarly, in 2016, the growth rate of XTEP's revenue was 361 and that of the company was 12.6% and 1.9% respectively.

In the first half of 2016, the first half of 2016, when privatization was delisted from the Hong Kong stock exchange, showed a 6% decline in the first half of the year compared with the same period in 2015.

After the 2008 Olympic Games, Lining upgraded the brand through the strategy of "post-90s", but the final result proved that the strategy was not successful. In view of this, the major domestic brands were deterred from the high-end sporting goods market.

"If we blindly upgrade the brand, we may lose the existing consumers.

That's the case with Lining.

But at present, the number of new consumers is decreasing every year, and if they stick to the original market, they will also fall into a bottleneck.

Ren Guoqiang, a senior partner of Roland Begg, told reporters.

"Brand upgrading is a very long process. It is not difficult for high-end brands to expand to low-end market, but it is more difficult for low-end brands to climb up," Anta President Zheng Jie told reporters.

"In the high-end market, we are facing a super strong international brand, and your brand is not enough to compete with them."

The acquisition has become a tactic for Anta to enter the high-end market.

In 2009, Anta acquired the 100 year old Italy sports brand Fila's business in China. In August 2016, when Anta released its first half financial report, Ding Shizhong once disclosed that the proportion of FIE's income has reached 20% of the group.

In addition, Desanto, Spandi and other brands were also included in Anta's flag.

"Our goal is that from now until 2020, FILA sales growth will exceed 30%, and DESCENTE sales will exceed 2 billion 500 million yuan."

Ding Shizhong revealed in his 10th anniversary speech.

"Before the company management meeting to speak home dialect, now meeting, in addition to I can not speak English, others will say."

Ding Shizhong told reporters that

After ten years of listing, the biggest change is the pformation from a traditional private enterprise into a public company with international competitiveness and modern governance structure.

Anta listed in Hong Kong has attracted investors from the global capital market, and Anta has also attracted many international talents.

Before we went public, all the expenses of our company were basically signed by me, and now all related expenses are related.

I used to interview more times. Now I need to communicate with the public relations department.

Ding Shizhong said.

Anta's recent "Crazy" basketball training camp is the product of the current management structure.

"Crazy" is our most recent activity. It is very successful.

But if I follow my previous management style, I definitely don't like it. "

Although Ding Shizhong admits that he will study the choice of young consumer groups, and even meet with young people every month, he still uses creative talents who match the age of consumers to make decisions. "I don't understand at all, I am in trouble, but it is impossible for you to let me know all these people's needs.

For example, the decision to "go crazy" just now, I now know that young people are pursuing this, so let them do it.

"Ding Shizhong's rare self doubt is actually his trust in the current management structure of the company."

A consultant told reporters.

Constant operation

Despite the rapid changes in the business environment after ten years of listing, Anta's vision has never been pferred from the mass market.

"To do business, who do you want to sell to?"

Ding Shizhong talked to reporters.

"300 million people in the United States sell 300 million pairs of sports shoes in one year, and 1 billion 400 million people in China sell 300 million pairs of sneakers more than 150 yuan online every year. Do you think this space is big?"

Nike relies on American culture. Adidas has the soccer gene in Europe. This kind of soil can make sports brand barbaric.

But the domestic sports brand was born in China in the 90s. The weak Chinese sports market decided the difficulty of cultivating sports brand, so the domestic sports brand started with the replication + channel mode.

Ding Shizhong is aware that Anta's brand value is not enough to compete with Nike, so Anta has always emphasized on providing cost-effective products. This positioning is based on a deep understanding of their strengths and weaknesses.

According to the results of market research, Anta portrayed the image of its main consumer group as an office worker with a monthly income of about 5000 yuan, and college students, sports enthusiasts, live in two or three line cities.

Anta's stores also cater for this distribution.

Although Anta is positioned in the mass market, Anta's implementation criteria for goods are higher than its market positioning.

The formation of a brand is often the result of the combination of brand power, commodity strength and retail force.

According to a number of Anta employees, Ding Shizhong has changed his understanding of the brand after listing. He has repeatedly said that Anta's popularity has increased because of the hiring of Kong Linghui. He has repeatedly said that the era of brand value rising has passed by increasing brand power, and that commodity force should be ranked first. Under this influence, Anta's R & D investment has increased to more than 5% from the early 2%, ranking the first place in the domestic industry.

Deep tillage of Anta

At the same time, it is also shaping the value of the brand.

During the recent basketball training camp in Anta, a consumer from Shandong followed the Anta basketball "big crazy car" from Heze to Zhengzhou. "In fact, this kind of child is too much in China, can't afford a lot of money, want to buy a pair of basketball shoes, want to pursue a dream, and play with our spokesmen."

Ding Shizhong believes that a brand positioning the public should not only provide consumers with affordable goods, but also have brand value to enable consumers to follow.

"So we often talk about the success of Anta, one is that you can sell more expensive than I do, but what I sell will fully reflect the performance price ratio; you sell cheaper than me, but you won't have the experience that I bring to the consumer.

Over the past ten years, we have made many changes, focusing on two points: first, commodity value and two consumer experience.

In view of the interests of shareholders, a large listed company will often open up new markets as soon as possible, and try to maximize the interests of the main business, but Ding Shizhong is an exception.

"In this era, there are too many temptations and lots of money making businesses, but we don't do it. We only concentrate on sports. We only do sports shoes, sportswear and sports accessories that we are good at.

This is a very important pursuit of value for my responsible person and founder.

Ding Shizhong talked about it.

Future road

"The opportunities for the next ten years will be bigger than before. The competitiveness of our listed companies ten years ago is totally different from that of today."

Ding Shizhong told reporters that at present Anta's business management and capital operation are not at the same time as the initial stage of listing. And because of the rapid development of Anta in the industry, the threshold of the industry has been greatly improved.

"Basically, there is no debt and about 10000000000 cash on hand. I believe there are no second in China.

We have set up a threshold in competition. At the moment, there are many things that we can do and it is hard for others to do it again. "

In the 10th anniversary speech of Anta listed in Anta, Ding Shizhong said that at present Anta has the ability of multi brand operation control.

In the future, Anta will introduce more brands to meet the needs of consumers' sports equipment, so that consumers can enjoy full coverage and full coverage of channels.

It is reported that Anta's integrated science and Technology Industrial Park will be put into operation at the end of the year, including logistics center, intelligent factory, technology center, innovation center and ordering Conference Center.

The first is to meet the logistics and distribution needs of Anta's wholesale business, to deliver goods to stores and stores directly; second, to support the retail business of Fiat and Dizon; and the third is to support wholesale, retail, e-commerce and other online and offline business models.

In addition, Ding Shizhong also announced that Anta will launch the "thriving public welfare program". Anta plans to focus more on youth sports public welfare in the next ten years.

"Enterprise expansion and revenue growth is clearly not the only goal of Anta. As China's sporting goods industry leading enterprise, we will invest more than 500 million yuan in capital and equipment to help more than 10 million young people enjoy the" pure and wonderful "brought by sports.

Starting in 2017, Anta will regard July 10th every year as Anta public welfare day. Ding Shizhong calls on all employees, distributors and consumers of the group to participate in public welfare activities, and use actions to practice long-term commitment to society.

More interesting reports, please pay attention to the world clothing shoes and hats net.