You Sing The Next Ten Years Of My Jinjiang Sports Shoes Business.

You sang me to the stage. "Jiangshan" is so charming that it leads to countless sports brands.

Sun Yang won the championship again this year at the Asian Games which did not receive much attention this year.

He should have been a sponsor like his teammates.

The sportswear award, however, was because of personal endorsement.

Sportswear ignites the first public opinion upsurge in the sports meet.

Subsequently, the "dressing door" storm triggered Anta's 361 - two domestic sports brand on micro-blog.

China's local sports brand market, from the date of its birth more than 10 years ago, is a number of heroes.

In the ongoing battle and killing, it is really the great river and how many heroes and grass.

In the more than 10 years of panic, sports brands are easy to master.

Nowadays, the sports brand is going to enter a new battlefield.

The old King worked hard, the new king was fearful, and the crowd waited for the wind to run.

Since ancient times, many hate have been paid in the new war.

1, the "Ding Jia Jun"

In Jinjiang, Chen Bian Town, the border area is called Heihe.

It is called the "Mother River" of Jinjiang sports shoes.

The Hebei side is the village edge village, and Ding Mingliang and Ding Siqiang of the same village respectively created del - Hui and Meck.

And a three Xing shoe industry building, which belongs to the XTEP.

Ding Shizhong's Anta starts here at the shore village of Henan.

Jiangtou village, further south, is situated at the 361 degree building of the Ding Wu family.

Jinjiang people like to do small businesses.

No one thought that the family members who started out of the "wilderness" would stir up a lot of trouble in the Chinese sports shoes market one day.

After all, faced with Lining, no one can imagine that he can defeat the hero's brand of Chinese sports.

The "Ding Jia Jun", who came out with a single leader and without absolute leadership, was inevitably trapped in a regional brand.

It is said that the first taboo of Ding Jia Jun's gathering is "don't talk about work".

The opening of the situation depends on Ding Shizhong, who has the experience of "North drift".

He believes that the reason why Jinjiang shoe enterprises do not do well is that the internal struggle is the second, and the bigger reason is the gap between themselves and the famous brand, which lies in the lack of a good brand image.

To build brand image, the first thing to think of is to follow suit.

Adidas, looking for sports stars.

But the Chinese swimming team, called the dream team, was appointed by Lining.

So in 1999, Ding Shizhong took the lead and chose Kong Linghui who just won the men's double in the world table tennis championships.

Anta signed a $800 thousand high endorsement fee and even threw 3 million yuan in the advertising bombing of CCTV.

Kong Linghui's brilliant performance at the 2000 Sydney Olympic Games added a big boost to Anta's sales, when Anta's sales jumped 300 million yuan.

Anta is red.

The townsman who was watching the fire began to put aside his prejudices and follow Ding Shizhong outside the port of Wu Bian.

Almost the front and rear feet, XTEP found Nicholas Tse, Xi Long lung signed Aaron Kwok, and Golden Lake aimed at Wang Nan and Zhang Yining......

It can be said that "Ding Jia Jun" fires all the way to snatch the celebrity spokesmen.

In 2004, with the help of star effect, the sales volume of Xi De Long was far more than 1 times that of Anta, and became the "pacesetter" in the "Ding Jia Jun".

Anta and del Hui, who are not reconciled to their efforts, have begun to fight for their best efforts and locked their eyes on Jay Chou, a Hong Kong and Taiwan Red artist.

Ding Shizhong and Ding Mingliang took the lead of their respective brands, took turns in battle with Jay Chou team, and endorsed prices soaring all the way.

In the end, Ding Mingliang signed a 10 year endorsement contract with Jay Chou by "frankly recognizing the gap between Anta and Anta, but growing up with confidence".

Jay Chou's endorsement directly pushed del Hui to the summit.

For a time, del Hui became a sports brand popular among young people in 234 cities.

Jay Chou, who lost Anta, turned to Elva Hsiao, but the market reaction was very dull.

The Chinese sports shoes market, with the help of "Ding Jia Jun", Lining and international brands, has ushered in the first round of the outbreak.

"Just make a shop and make money" is almost the consensus of every industry in those days.

So the phenomenon of "big shop bully" began to spread among the "Ding Jia Jun" and their agents.

In Ding Mingliang's view, the cost of decorating, lighting and shelves of flagship stores should be paid by agents instead of companies.

Compared with other shoe companies who have subsidized agents, del Hui's practice obviously dissatisfied the agents.

In 2007, del Hui's agent was reduced from 23 to 6, and the listing scheme had to be suspended due to financial scandals.

And Ding Shizhong's Anta was surging in the wind, constantly cultivating agents and brands, and successfully listing in the same year, and finally sat on the top of the "Ding Jia Jun".

2, the fall of the king

By the time 2008, it seemed that it would not be too much to look forward to this year with more imagination.

The Olympic Games at home are like a warm wind full of temptation, which has made the Chinese sporting goods industry intoxicated.

Although around 2004, Lining's market share was eaten up by "Ding Jia Jun" and international brands. But Lining's torch relay in the Olympic Games made Lining's market share jump from the original 9% to 50%.

Lining laughed again and again.

The decline of vitality is the law of nature.

In the place where Lining could not see it, "Ding Jia Jun" represented him with a pair of eyes staring at him.

At this time, Anta, 361 degrees, and other "Ding Jia Jun", after the baptism of inner combat, gradually grew up, and the wings are quite abundant.

In 2009, Anta became the official partner of the Chinese sports delegation, including the Olympic Games and the Asian Games.

361 degrees take roundabout tactics and choose to cooperate with the OCA, World Expo and the intercontinental games.

This also means that Lining's core advantage as the exclusive sponsor of the Chinese sports Corps is being broken.

Looking back, many people in the industry regard 2008 as the year when Chinese sports brands compete with each other again.

This year, Lining, who has replaced CEO for several years, shifted the strategic focus from sports to fashion, and selectively abandoned the competition for the strategic cooperation partners of the Chinese Olympic Committee, and then hoped to compete with Nike, Adidas and other international brands through youth.

But it did not expect the backyard to be on fire, and the turnover was less than half of Lining's Anta and 361 degrees "Ding Jia Jun" and entered the fast lane of development.

It may be one of the core reasons for Lining's fall.

Lining himself has already become a treasurer.

Li Ning Co's international management team and its elders have been constantly rubbing themselves about internal management and ideas.

In the summer of 2010, Lining's decision maker decided to change the bid.

They want to give up the L Logo, which has been deeply imprinted by Lining, for a more sharp and fashionable one, which is a decision that has been criticized later.

But when all sides were evenly matched, Lining, who was present at the proposal meeting, did not reveal his likes and dislikes. He merely said that lumbago recurred and asked them, "can I not choose?"

After launching the brand new Logo, the management team changed the slogan "anything is possible" to "Make The Change", which is in line with international standards.

At the same time, Lining launched a series of high-end shoes, trying to create "internationalization" brand image, so as to complete the catching up of Nike and Adidas.

But the market gave him a hard slap.

In 2010, Lining's performance fell off cliff style, net profit plummeted to 1 billion 108 million yuan, and the stock price was cut short in just 5 months.

In 2011 alone, Lining closed 1 821 shops.

Positioning and strategic mistakes almost brought Lining into the abyss of perdition.

At this point, Anta quietly launched, launched the 200~300 yuan street series and cement killer series, with high cost performance products quickly captured the hearts of young consumer groups.

By the time Lining finds out that Nike and Adidas will eventually find a way to go back to the low end market, the road has been cut off by Anta and other "Ding Jia Jun".

3, Anta rises

Becoming the strategic cooperative partner of the Chinese Olympic Committee is the first achievement of Anta's road.

Zhang Tao, vice president of Anta, who was responsible for bidding, established relations with the General Administration of sports. Since the spring of 2008, he began to go to the general office every day.

He knew that he was going to produce judges from the leaders of the rank and grade. He knocked dozens of leaders at the level and above, and delivered his CVs, one by one. "I come from Anta. We are Jinjiang enterprises. We produce this stuff."

In order to maintain absolute secrecy, Ding Shizhong divided the bidding team into 2 teams and made 2 bidding documents for open and dark lines.

Before the departure, Zhang Tao received a call from Ding Shizhong's headquarters and told him the number of the bid.

He filled it in, sealed it, and went out.

When the bid was opened, Lining's price was in the middle reaches of the 6 enterprises, while Anta was far higher than all the rivals.

Ma Jilong, who was the director of the market development department of the Chinese Olympic Committee, startled and immediately called Zhang Tao: "you still have a chance to regret it.

Do not like the Qin Chi wine in the CCTV to throw money to advertise, advertising finished, enterprises also collapsed.

No bow at all.

This time Ding Shi Zhong is more resolute than more than 10 years ago.

Most of the members of Ding strongly object to spending so much money. At the meeting, Ding Shizhong scolded a rough Jinjiang dialect and asked them if there was anything better than this resource. If they had, if they hadn't been better than that, they would have seen the opportunity.

"He's always looking for it like a hunting dog."

Zhang Tao said.

The cooperation with the Chinese Olympic Committee has enabled Anta to ascend the sports square and Olympic podium with the Chinese athletes in the National Day ceremony, and the brand awareness has risen to a new height.

But the high brand does not bring instant results to Anta.

Because the opposition to Ting Shi Zhong spent money is not groundless.

Some signs have shown that the sports shoes market has started to decline. In 2009, there were 361 sports clubs, PEAK, and 3 sports brands.

Each brand has increased its capacity to expand its capacity, expanding the store with the capital brought by the tide of listing.

Bubbles formed.

In 2011, a massive industrial inventory crisis broke out.

In those days, the stock of Lining, Anta, XTEP, PEAK and 361 degree 5 companies exceeded 3 billion 900 million yuan, an increase of 70% over the same period.

It is the most direct way to deal with sales and discounts.

In 2012, Anta suffered negative growth for the first time, and net profit fell 21.47% year-on-year.

In just a few months, Ding Shizhong traveled to 500 prefecture level cities throughout the country, and decided to turn the wholesale model of sports shoes into a retail dominated mode.

First, streamline the distribution channels, cancel the sales area, and make the organizational structure more flattened. Secondly, promote the ERP system among distributors throughout the country, collect real-time data and achieve single store orders; finally, control the discount rate, optimize the elasticity and efficiency of replenishment, and meet the differential demand.

Ding Shizhong's radical reform has taken the preemptive advantage.

Anta took the lead in restoring growth, and its store efficiency increased by 24.7% over the same period last year.

In 2014, Anta made a net profit of 803 million yuan, not counting Lining who lost 780 million yuan, surpassing the sum of XTEP, PEAK and 361 degree three.

Once the "little brother" has become a new "big brother".

4, never cease fire

In 2015, Lining, founder of the company, took the heavy responsibility to return. Anta broke the "billion curse" and handed over the first comprehensive pcript of the whole industry.

The remaining "Ding Jia Jun" is mixed with joy and sorrow: Xi Dehong is bankrupt, and del Hui is "selling oneself"; after XTEP and 361 degrees are unwilling to do so, they wait for the opportunity to move.

But rivers and lakes are not rivers and lakes more than 10 years ago.

The sports shoes market has been scheduled for many years in terms of professional sports.

In the absence of Olympic Games and other large-scale sporting events, and disruptive product innovation, the industry has been led by the international giants Nike and Adidas, followed by Anta and Lining, and completed certain forces solidified.

In contrast, the sports shoes market has shifted from professional to sports oriented, fashionable and younger.

This became the new battleground for the gods to fight.

At the beginning of 2018, Lining made a show in New York fashion week, and released a series of "enlightened Dao" which combines Chinese style with modern western profile. It takes young and tide brand as a new breakthrough to launch a charge again to the throne.

Reality did not disappoint Lining.

After the first show in New York, Lining's stock price began to rise all the way. In just 40 days, the market value increased by nearly 5 billion 250 million yuan.

In March 16th, Lining's stock reached the highest price of 7.43 yuan in the past 52 weeks, and its market value hit a new high of 5 years - 16 billion yuan.

Lining, who tasted the sweetness, appeared in Paris on June 21st with the new season show of "China Lining".

On the road of pformation and fashion, Lining has done enough work, only 4 months apart from the last show in New York.

XTEP, which has successively frustrated in endorsements and sponsors, has not given up completely.

Faced with the trend, XTEP began to turn to sports entertainment marketing and adjust its direction.

So, XTEP signed the seven NEXT of the idol group, lohua, to become the "official designated sports brand" to guide the young trend of "new rap" program in China.

In contrast, Anta has not done so radically.

With the sponsorship qualification of several major sporting events such as the 2022 Beijing Olympic Winter Games, Anta is not worried about it.

After the famous brands such as Fay, Dizon and other famous brands came into being, Anta recently launched a new round to "eat" all the shares of Finland sports giant Amer Sports (37 billion 700 million).

Ding Shizhong wants to use multi brand strategy to make up for the short end of the low-end positioning, covering the range of products from high-end leisure to urban strides, to meet the needs of different consumers.

In the first half of 2018, Anta's revenue reached 10 billion 550 million yuan, up 44.1% over the same period last year.

After the Asian Games endorsement storm, 361 degree continued to follow Anta's pace, plus the previous acquisition of the Scandinavian ice sports high-end brand ONEWAY, to fill the business gap.

361 degree has formed a large package, overseas, electricity providers, children's clothing, ONEWAY 5 plate.

There is bound to be another war within the "Ding Jia Jun".

Rivers and lakes are surging.

When the boundaries between professional sports and fashion and fashion are not so clear, competitors such as ZARA, H&M, Metersbonwe and other fast fashion brands will not sit back and wait for their competitors. They are more likely to step over one another to encroach on Anta's market.

Ten years, Hedong ten years Hexi, is the main performance of Chinese local sports brand king.

At the bottom, however, the local sports shoe brand lacks the consequences of manufacturing, technology and other barriers.

Relying solely on brand, marketing, channels and other maintenance and market competition of Chinese sports shoes, who will dominate the ups and downs in the next 10 years, everything is full of variables.