Secret Of Success Of Anta Founder Ding Shizhong

Nowadays, the market of sports shoes is hot, and a pair of ordinary board shoes are also thousands of thousands of brands. Foreign brands Adidas and Nike have seized most of China's shoes market. But in recent years, it is also known as the first year of China. First, Lining appeared in the fashion week of New York, and won the world in the original Chinese shoes market with the enlightenment series. Then we are the protagonist of Anta today.

In 1991, when Anta was founded, it was only a small workshop. Who would have thought that in ten years' time, he would grow from a small shoemaking workshop to a giant enterprise with a market value of 100 billion.

Founder Ding Shizhong

Anta can grow up to this stage, and can not do without his founder, Mr. Ding Shizhong. When Anta was founded in 1991, all the funds were designed and produced. At that time, there were nearly 1000 small shoemaking shops in Jinjiang and Anta, and Ding Shizhong also killed the siege with Anta.

At this time, Ding Shizhong showed the elements of successful entrepreneurs, insisting on the promotion of the Anta. The most important thing is that Ding Shizhong made a very important decision in Anta's decision making, that is, to sponsor Kong Linghui and put the advertisement in the golden time of the CCTV sports channel. In this way, Anta snap the brand name and ate the first sweetness.

Since then, several important developments of Anta have been related to advertisements. In 2000, Anta launched ads in CCTV during the Sydney Olympic Games and entered a period of rapid development.

Since then, Anta has spent huge sums of money sponsoring the sponsorship of all Olympic Games for 2009-2012 years. After the success of the domestic market, the international market began to be signed and signed for NBA.

Anta pformation

The main business scope of Anta is the middle and low end market in China. Anta, which originated from foundry, seems to have the advantage of being innate. Many famous brands have been designed in the design, and the reputation of Anta has been launched in a single way. This mode of focusing on the middle and low end market has made Anta sales occupy the upper hand, but it has not lasted for a long time. With the development of middle and low end market after ADI and Nike began in 2011, the problem of Anta began to be exposed, and many of the original consumers began to abandon low.

Anta's pformation is urgent. In 2012 alone, Anta closed more than 3000 stores.

The Anta began to learn from the pain and overturn the inherent cognition of consumers. It not only invested a lot of money in developing Anta's new products, but also bought high-end brand FILA.

Began to turn to high-end brand market business, at the same time, adopted the strategy as always, sponsoring TV, improving brand exposure.

With the adoption of a series of measures, Anta has begun to gradually recover its vitality and its income has begun to grow steadily.

In 2018, it signed Thompson, a star, to the world.

Finally, I hope that domestic brands can rise early, so that more consumers can spend more money on more comfortable shoes and become the pride of Chinese brands. We hope that Anta will seize the opportunity to play its own brand characteristics in the international market, and let Chinese brands go abroad to the world, so that the whole world will know that Anta has the brand in the world, so as to improve the chaos of shoes Market in raising the price of shoes.