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In a small town near the sea in Jinjiang City, Fujian Province, Ding Zhizhong was initially driven by a simple desire to get rich and became a shoe store owner who never graduated from junior high school. However, when he became a modern enterprise manager faster than others and took the lead in opening up the domestic market, he quickly stood out from more than 3,000 local shoe enterprises and ascended the throne of the small town shoe king.
In the conference room of Anta, a department manager cooperated with the projection slide to report the progress of a training project in detail. A young man with a baby face sat at one end of a long conference table. I listened attentively for about 10 minutes and suddenly interrupted him. Don't tell me specific details, just tell me what benefits you will get from investing so much. ?
This heartless young man is Ding Zhizhong, the 37-year-old president of Anta (China) Co., Ltd., from chen dai zhen, Jinjiang City, Fujian Province. Just half a month ago, he led the company into the main board of Hong Kong, raising HK$ 365,438+68 million. On the first day of listing of 10 in July, the company's share price rose by 44%, making Ding Zhizhong and his family members who hold 75% of the company's shares worth more than1300 million Hong Kong dollars.
It took Ding Zhizhong less than 65,438+00 years to leave thousands of competitors in Anta town behind. ? Anta is getting bigger, and Ding Zhizhong is hard to see now. ? A Shishi businessman who started making sportswear on 1983 said. His? Hao Jian? The annual sales of brand sportswear is about 1 100 million.
Ding Zhizhong became a veritable local shoe king, but he did not become the president of the local shoe industry association. ? He has a domineering nature in his bones and is difficult to deal with. ? A local media reporter said. He is never willing to accommodate others. According to the local people, if it is something he doesn't want to do but has to do, Ding Hui, the founder of Xtep, another shoe company in Jinjiang, will choose to do it, but simply refuse.
Perhaps because of this, when Quanzhou City (Jinjiang belongs to Quanzhou City) elected the president of the Footwear Association in 2006, as the boss of Jinjiang's footwear industry, it was originally the only candidate for the president, but it attracted opposition, and Ding finally took the seat.
? As far as personality is concerned, Ding Zhizhong is a closed-minded person. Only a few close friends can understand his inner thoughts. Most people, even the directors of his company, may not know what he is thinking. ? A person who has worked beside Ding Zhizhong for many years said.
This one? Tough? However, why can we surpass more than 3,000 Jinjiang shoe enterprises and become the star of wealth in this labor-intensive industry?
? Want to have the same money to buy a motorcycle as everyone else?
Ding Zhizhong grew up in a shoemaking workshop and was interested in business. Later, he recalled that he hoped to live a better life and have money to buy a motorcycle like others, which was his initial motivation for doing business.
Chen dai zhen, Jinjiang, Fujian, where he lives, is a place where commercial cells are easy to sprout. The local people have a tradition of going out to sea to make a living. When overseas Chinese earn money, they will send back their capital, bring market information and orders, and thus give birth to local manufacturing. From 65438 to the early 1980s, there were many shoemaking workshops in chen dai zhen, Jinjiang. Overseas Jinjiang expatriates brought initial orders for these workshops.
Ding, a local farmer, co-founded a village-run shoe factory in chen dai zhen in the mid-1960s. 199 1 years ago, he sold his family's millet, chickens and ducks and other things that could be exchanged for money. With the support of relatives, he raised 50,000 yuan to set up a shoemaking workshop, which is the predecessor of Anta.
According to the information provided by Anta Company, as early as around 1987, Ding gave his son 10000 yuan and 600 pairs of shoes purchased from Chen Dai's shoe workshops for consignment back to Beijing. At this time, Ding Zhizhong was only 17 years old and had not graduated from junior high school.
Ding Zhizhong became one of hundreds of Jinjiang people who went to Beijing to sell shoes in 1980s and 1990s. He opened Jinjiang shoe counters in some of the most important shopping malls in Beijing, such as Wangfujing Shopping Mall, and his business was very hot. It is said that it was from this moment that Ding Zhizhong became aware of marketing. He learned to study the types of consumers and pay attention to what kind of shoes have a bigger market.
According to an insider of Anta, Ding Zhizhong returned to Jinjiang on 1994 with 200,000 yuan earned in Beijing. At that time, the shoe factory had already opened, which was run by Ding's father and brother. Ding Zhizhong returned to Jinjiang and became the deputy general manager in charge of marketing. 1994, after changing several factory names, Ding Jia and his son decided to unify the factory name and product brand into? Anta? . According to Ding's memory, this brand contains? Start a business with peace of mind and keep your feet on the ground? The meaning of.
Two years later, Ding Zhizhong gained the dominance of the family business. As the general manager of Anta, his father Ding officially retired to the second line; Brother Ding has a gentle personality. Don't like attention? , responsible for production affairs; Ding Yali, my sister who graduated from technical secondary school majoring in finance, holds the company's purse in her hand. ? Fortunately, Ding Zhizhong has a very good father. He delegated power to his son as soon as possible. His brothers and sisters formed a very good complementary relationship with him, and there was no struggle for power and gain and infighting. ? A person familiar with Anta said.
The success of Anta's celebrity endorsement advertisement has triggered the imitation of brothers in the same city, and the Jinjiang municipal government has also extended Anta's experience to other enterprises? Copy? Reward and support emerging famous brands. For a time, local rise? Making cards? Sports, CCTV-5 appeared dozens of advertisements made by various stars for Jinjiang shoe enterprises, and CCTV-5 was also dubbed as? Chen Yu channel? Chen dai zhen is the birthplace of Jinjiang shoe industry, where most Jinjiang shoe enterprises gather. Xtep, Jordan, Delphi, Hongxing Hongxing Erke and other well-known shoe enterprises began to stand out from many shoe enterprises.
The homogenization of advertising strategy and the intensification of competition make Anta have to find a new way of life.
In advertising strategy, Anta began to get rid of the celebrity endorsement mode to become famous and instead sponsored sports events. For example, the sponsorship fee provided by Anta for China Basketball League (CBA) is 40 million yuan a year. Ding Zhizhong thinks that compared with other enterprises that spend tens of millions of yuan to hire international stars? We're another good deal? .
With brand awareness, Anta began to break the identity boundaries of professional manufacturers of sports shoes, and began to set foot in the field of sportswear in 2002. This move of Anta is also very smooth. After four or five years, sportswear contributes as much income as sports shoes. According to a former executive of Anta, in 2006, Anta broke through two? Ten million? : Sales of sports shoes100000 pairs and sportswear100000 pieces.
It is worth mentioning that while launching the clothing project, it also introduces the concept of retail terminal-brand store, which is an important step in the development of Anta. Prior to this, Anta only set up special sports shoes sales counters in major shopping malls. With the increase of clothing and other varieties, Anta has become an independent brand store. Ding Zhizhong, who is good at marketing, believes that brand building depends not only on advertising, but also on strong sales channels.
By 2004, Anta's national specialty stores had grown to more than 2,000. This year, in order to further expand the number of specialty stores, Anta adopted the policy of giving profits to dealers. In just two years, the number of Anta specialty stores has grown to more than 4,000, and the Anta retail network covers the main streets of cities above the third level in China.
It is a professional manager named Ye Qi who laid the foundation of Anta clothing industry and introduced the concept of exclusive store. He used to be the senior manager of the sportswear department of Li Ning Company, but Ding Zhizhong poached him. In 2002, Ding Zhizhong established the New Oriental Sporting Goods Company in Beijing, specializing in the marketing of sportswear, with Ye Qi as the general manager. The company has all adopted the management team of professional managers. A year later, due to the strategic adjustment of Anta, Ye Qi bid farewell to Anta, but he has made a useful attempt for Anta in the field of clothing and specialty stores.
? Let professionals do professional things?
In Jinjiang, Fujian, the most concentrated place for former multinational executives may be the headquarters of Anta Company. 60% of the directors or deputy directors of Anta come from multinational companies such as Wal-Mart and Procter & Gamble.
Anta is undoubtedly a place where people from multinational organizations can often meet. Ding Zhizhong hired Zhiwei Thompson to do advertising planning for him, Kearney to do strategic consulting for him, and Morgan Stanley to provide him with full listing underwriting services, so that professionals can do professional things. These are all strongly advocated by Ding Zhizhong now.
During the contact with Thomas, I got to know Zhu, then the chief representative of Thomas China. Zhu is a Chinese American. He was the vice president of Coca-Cola in China and a member of Morgan Stanley's expert advisory group. He provided management advice for Morgan Stanley to invest in Mengniu, Fu Nan and other enterprises. Soon, Zhu was appointed as strategic consultant of Anta.
On Zhu's recommendation, he contacted in 2003, intending to inject capital into Anta. But at that time, Ding Zhizhong thought that Anta didn't need money for the time being.
Before 2004, Ding Zhizhong was not a man willing to give up power. But now, Ding has built the decentralization system into a systematic company. ? Decentralization and encouragement are the most prominent management characteristics of Wang Liangxing, and Ding's thoughts are directly influenced by Wang Liangxing. ?
Wang Liangxing is Ding Zhizhong's partner since childhood. In a small circle of friends, Wang Liangxing is Ding's closest confidant. Founded by Wang, it is also a strong force in the leisure clothing industry.
Since two years ago, the directors of each department of Anta have been authorized, and they don't have to report to Ding Zhizhong for instructions.
Ding didn't let authorization become empty talk. The business director of a company came to his office and reported a situation to him: because a batch of sports shoes delivered to an American customer had the wrong number, the other party claimed $30 thousand. The supervisor asked Ding Zhizhong what to do. Ding said: Don't ask me what to do! Decide for yourself whether to pay compensation or not, and find out who is responsible for this mistake. ? The director had to leave Ding Zhizhong's office.
With the authorization and responsibility mechanism, Ding is not afraid of making mistakes. On one occasion, a batch of goods that Anta promised to the dealer was not delivered on time. Although the other party did not ask for compensation, Dante took the initiative to offer compensation of 3 million after knowing it. ? The compensation is paid by the company. Those responsible were criticized. Since then, there has never been a similar mistake. Because of the real compensation, they know that this kind of mistake can't be made again. ? Ding Zhizhong told Southern Weekend reporter.
After advocating a new management model, Ding Zhizhong also liberated himself from corporate affairs. It is said that now he only signs five documents in the company every day and only attends three internal meetings every month. He spends a lot of time absorbing effective information, communicating with employees and thinking clearly about the company's strategic issues.
Safety, peace of mind to start a business, down-to-earth
Anta: A Believer of Brandism
Looking at the brand growth of Anta in the past fifteen years (199 1 year, 1994), it is not difficult to see that the only constant of Anta is to constantly create new brand value elements. This value not only actively promotes Anta's differentiation strategy, realizes brand personality and popularity, and surpasses competition; It also opens the door for enterprises to strengthen resource integration. Specifically, branding is to deeply plant all the details of the brand. Only when all links contribute value can there be a brand. The details mainly include six aspects: brand characteristics, brand interests, brand value, brand culture, brand personality and brand target, aiming at meeting customers' emotional needs, experience needs and economic needs and creating value for customers with customers as the center. That is, to establish contact with customers, such as trust relationship, customers will return their attention, loyalty and money to the value project of this brand.
1999 Anta first proposed? I like my choice? Brand advocacy, as well as Kong's outstanding image endorsement, jumped out of the hand-to-hand combat circle of brothers in the same city, enhanced brand awareness nationwide, and opened a milestone era of Anta. In 2005, under the strong interception of brothers in the same city, the consumption psychology of leading consumers has quietly changed, and under the fierce suppression of international brands, Anta brand is rapidly aging and hollowing out. Great changes in the market have prompted Anta to regain its brand awareness. In the spring of 2006, Anta Company adopted a new strategy in time and handed over the brand management project to brand agent JWT (Zhiwei Thompson-Zhongqiao Advertising Co., Ltd.). The Anta brand project led by JWT Zhiwei Thompson is in full swing.
brand positioning
First of all, re-examine and think about the brand object, and find that the actual consumer groups are different from the original consumer groups of Anta. JWT first conducted a large-scale focus group interview in 65,438+00 cities in China, and conducted an in-depth questionnaire survey. After more than three months, I found that the original target group of Anta was not very consistent with the actual consumer group.
Secondly, the perspective of the actual consumer groups. It is found that this is a group of ordinary young people living in second-and third-tier cities, high school students who are unbearable for academic pressure, college students who urgently need self-realization, and newcomers who are eager to get ahead at the bottom of the workplace. They are all grass-roots people, non-mainstream social groups and non-elite grass-roots people, and they are the majority of all people; These people all have one thing in common: no fate, no natural talent. They hope to realize their dreams bit by bit with their own efforts and persistent fighting spirit. Obviously, this group of people has great vitality.
In the past, the fuzzy brand objects that were only subdivided by simple age gradually became clear, so Anta did not hesitate to lock in the grassroots and was determined to achieve seamless docking with the target consumers.
Brand Core Value and Corporate Mission
On the basis of defining the brand object, we can further explore the lifestyle and values of the brand object and find out? Grassroots spirit? It is the core lifestyle and values of this group. Specifically, they are a group of ordinary people living around us. They don't have extraordinary talents and prominent backgrounds, but they are full of hope, positive and unremitting efforts. Even if they fail again and again, they are indomitable and unswervingly pursue their dreams. At the same time, it is found that in the process of chasing dreams, they need to find a channel to release themselves. Wherever there is a goal to strive for, they are allowed to express themselves and show off-this channel is sports. The core of this grass-roots spirit is consistent with the sports spirit of constantly surpassing, constantly improving and upgrading one's ability and achievements. It comes down in one continuous line with the oriental cultural spirit of hard struggle and self-improvement advocated by China people. Therefore, the grass-roots spirit has a broad mass base and cultural background with China characteristics. Finally, we found the connection and combination point between the brand object and the product and the mainstream culture of society. So, Anta's brand core value proposition? Never stop? It was born.
Anta is a grassroots? Dream? , help them? Dream? The journey has begun. And the result? Incorporate the spirit of self-transcendence into everyone's life? , has become the corporate mission of Anta, and has established the brand strategy of self-improvement, courage to struggle and grassroots image contained in the oriental culture that directly enters the grassroots.
Breakthrough point and communication power
Milton kotler said that? Brands must connect with target consumers in their life, work, shopping or media viewing? .
Anta company proposed? CBA grassroots plan? Around? Grassroots spiritual hero? The core grassroots culture of Anta? Never stop? Brand integration communication movement with close contact and communication between brand culture and grassroots. The grassroots plan of Anta 2006CBA consists of three parts: Dream CBA-2006 Anta KO Streetball Tournament, Anta Draft CBA Training Camp, Dream CBA-2006 Anta KO Streetball Tournament Finals and Fan Carnival.
From July 2006 15, CBA2006KO Street Basketball Tournament was held in China 12 cities including Shanghai, Beijing, Guangzhou and Chengdu. The biggest street basketball game in China has attracted more than 20,000 fans. It is stipulated that the final winner of the competition can not only participate in the CBA new season, but also realize the dream from grassroots to star. In addition, in May, Anta extreme sports entered the campus, attracting students from more than ten universities in Beijing, Guangzhou, Chengdu and other places to feel the charm of limit and challenge themselves.
Use the Olympic Games to consolidate specialization
The Olympic Games is just around the corner, and the eyes of the whole world are focused on China.
On August 8, 2007, one year before the Beijing Olympic Games, Anta Company sounded the clarion call to launch the Olympic strategy in an all-round way. The Olympic advertising series "Manifesto" was first launched intensively in CCTV 1, CCTV2, CCTV3, CCTV5, CCTV8, Hunan Satellite TV, anhui tv, Shanghai Oriental TV and other TV media, and was also widely broadcast on the Internet? Hero post? ,? More wind and rain? Sina, Sohu, Netease and other major portals are fighting each other. It is reported that Anta will launch Olympic advertisements such as Olympic preparation series, Olympic gold medal series and Olympic future series. Never stop? Brand spirit, sprint the Olympics!
Searching the development history of Anta, it is not difficult to find that Anta has been stepping on the drums of sports and actively participating in the development of sports in China (global brand network). From 1995 sponsoring sports events to Sydney Olympic Games in 2000, World Cup in 2002, Athens Olympic Games in 2004 and Doha Asian Games in 2006, to now? March? In the top sports activities such as the 2008 Olympic Games, Anta has been constantly improving its brand awareness and gold content with the help of sports events.
First of all, do not hesitate to spend a lot of money to build a sports star endorsement brand lineup. Kong (Table Tennis/1999), Bater (Basketball /2002), Wang Hao (Table Tennis /2004), Feng Kun (Volleyball /2004), (Basketball /2005), Li (Walking Race /2007), Song Hongjuan (Walking Race /2007 On the morning of June 65438+1October 65438+August 2007, he announced the signing of steve francis, an all-star player of the Houston Rockets in NBA. 165438+1On October 9th, Anta signed NBA star Luis again. Scola. A strong spokesperson lineup has become a strong pillar of the Anta brand world, which is also the basis for in-depth competition with other brands.
Secondly, continue to sponsor sports events, name sports, and organize sports popularization activities. Create the right to speak of word of mouth and public opinion. Fifteen years' accumulation of sports marketing and a deep understanding and grasp of the spirit of sports have made the brand strategy of Anta's professional sports route more deeply rooted in the hearts of the people, and also enhanced Anta's experience in confronting international big names.
Again, spare no effort to put it? Never stop? The core value of the brand is integrated into the modern sports spirit and always runs through the brand communication such as sports marketing to realize the brand rights and interests.
The core of sports marketing is to follow the trend. Then what? Create momentum? , again? Shicheng? . Anta is good at learning from the successful experience of other brands and finding ways to turn losses according to its own situation. Sports marketing is summed up by Anta for its own brand building after learning from the success of other brands. Sports marketing, Gopson joked about the rise of Anta? Sucking power solution? !
Anta Company skillfully uses the current situation to integrate its own business into the great development of sports in China, realize the transformation from the manufacturer of sports spirit to the distributor, and carry out sports marketing to the end, thus reshaping brand belief.
Anta Company donated100,000 yuan to help the disaster area.
Love is the transmission of love in disaster areas.
May 14, the third day of the Wenchuan earthquake in Sichuan. Love is a disaster area, love transmission? The donation ceremony for disaster relief was held in the central square of Anta headquarters (Jinjiang, Fujian). Mr. Ding Zhizhong, Chairman and CEO of the Board of Directors of Anta Sporting Goods Co., Ltd. announced that Anta has donated more than 654.38 billion+0 billion in cash and kind to the earthquake-stricken areas. At his initiative, all the staff of Anta spontaneously donated money to the people in the disaster area. All funds and materials donated by Anta Company and Anta employees amount to more than RMB10 million, which will be directly used for disaster relief through the China Red Cross. This is also the first donation received by the China Red Cross after the earthquake from a sporting goods enterprise.
On the morning of May 12, Mr. Ding Zhizhong, Chairman and CEO of Anta Sporting Goods Co., Ltd., as the torchbearer of Quanzhou 107 in Fujian, successfully completed the Olympic torch relay, and Anta was immersed in joy. In the afternoon, a 7.8-magnitude earthquake struck Wenchuan, and Anta Company decided to donate money to the disaster area at the first time. When the reporter asked about the donation, Mr. Ding Zhizhong said: As a torchbearer, the torch relay is the Olympic spirit. When the country is facing a sudden disaster, as an enterprise, we donate money, hoping to send not only materials but also love to the people in the disaster area, and help the affected compatriots strengthen their confidence and get out of the predicament. This is also the responsibility of corporate citizens to society. ?
As a leading brand in the sporting goods industry in China, Anta has been committed to being a corporate citizen with a sense of social responsibility and constantly giving back to the society. Anta's continuous donation to charities has been used for various social charities and welfare undertakings.