Ding Shizhong is the CEO, executive director and chairman of Anta (China) Co., Ltd. and the president of the Group. He is mainly responsible for the overall corporate strategy, brand management, planning and business development of the Group. As of June 2007, the Group's turnover was RMB 654.38+0.5 billion, up by 203. 1% year-on-year. Since the registration of 1994 company, Anta has been preparing for listing intentionally or unintentionally. Anta Enterprise Company registered in Hong Kong established Anta Fujian and Anta China Company, and the shares held by Shi Ding family gradually concentrated in the hands of current president Ding Zhizhong. Anta raised HK$ 3,654.38+68 million in the main board market in Hong Kong, setting a record for China local sports brands to raise funds in overseas capital markets.
Ding Shizhong-Resume
Ding Shizhong-entrepreneurial experience
17 years old, Ding Shizhong went to Beijing to sell10,000 yuan and 600 pairs of shoes borrowed from his father. 1994, he returned to Jinjiang with the 200,000 he earned and joined Anta Company founded by his father-in-law, Ding Siren.
1994 to 2000, Ding Siren registered and established Anta Fujian and Anta China respectively to produce and sell sports shoes. From 2000 to 2002, Ding Siren invested140,000 yuan in Anta Fujian in the name of Anta enterprise. Ding Zhizhong was originally a director of Anta Fujian and has been the president of Anta China since 2000.
In April 2002, a company named Jinjiang Shifa invested 30 million yuan in production equipment and related assets to become a shareholder of Anta Fujian, holding 60% of its shares. Jinjiang Shifa is a family business, and the Ding Shizhong family holds 65,438+000% of its shares. Ding Shizhong's father holds 60% of the shares, while Ding Shizhong's two brothers and their wives each hold 65,438+00% of the shares on average.
In May 2002, Ding Siren transferred the beneficial rights and interests of Anta Fujian and Anta China to Ding Shizhong free of charge. On the same day, all shareholders of Jinjiang Shifa also transferred the beneficial rights and interests of Jinjiang Shifa to Ding Shizhong free of charge. In this way, Ding Shizhong became the beneficial owner of Anta Fujian and Anta China.
In 2006, Ding Shizhong registered Anta Changting and Anta Xiamen to build and operate Anta's clothing production facilities. In this year, Anta established Shanghai Frontline through Xiamen, a wholly-owned subsidiary, and engaged in the retail business of selling sportswear of Adidas, Reebok, Kappa and other brands.
Shanghai Frontline further established Beijing Frontline, Guangzhou Frontline, Harbin Frontline, Suzhou Frontline and Xiamen Frontline in 2006 and 2007 to operate and manage Anta's retail stores in different cities in China.
Since then, Anta is no longer one of the thousands family enterprises in Jinjiang, Fujian Province, which mainly produces clothing, shoes and hats. The composition of Anta has undergone a fundamental change-it has become a listed company with shareholders from mainland China, Hongkong and even North America. Chairman Ding Shizhong was awarded xx "Top Ten Outstanding Young People in China" for his outstanding contribution to promoting sports in China. Ding Shizhong said that the only way for private enterprises to become bigger is to go public. Only by making the management of family businesses transparent can enterprises glow with greater vitality. Ding Shizhong admitted that one of the purposes of this listing is to seize the opportunity brought by the Beijing Olympic Games-the consumption of sporting goods in China will surge in the future. "But I didn't go public because of lack of money. The bosses of private enterprises in China are not short of money, but enterprises are short of money. " Ding Shizhong specifically reminded that "listing has far-reaching social significance, and we will no longer be owners of capital and wealth, but managers." Anta will use most of the funds raised this time for market operation and production equipment update.
How to make private enterprises bigger is a subject faced by countless entrepreneurs. Ding Shizhong believes that clarifying the property right relationship of the original institutions is the first step for enterprises to move towards transparent management. Entering the international capital market and accepting industry supervision is the second step, which is also a key step to change the corporate image and nature. "Supervision is better than no supervision." When Anta went public, among the shareholders was the owner of the Houston Rockets. Americans took the initiative to find Anta to buy 8.2% shares and become overseas investors of the company. What followed was the huge business opportunities brought by Yao Ming's market influence. Dante Shizhong denied that Anta would take this opportunity to set foot in overseas markets: "At least in recent years, we will not consider this issue, first do a good job in the domestic market, and then consider foreign countries."
Anta's growth this year has reached. In addition to the original sales channels and models, the company plans to open a retail store called "Frontline", which is the brand of competitive sales rivals such as Nike, Adidas and Reebok. "This is to use Anta's good sales channels to earn money from competitors." Ding Shizhong explained. Facing the rapid growth, he admits that the challenge lies in the growth and construction of the management team. Anta attracted a large number of elites to join with generous treatment. It is reported that more than 30 people have obtained the company's options after listing.
Ding Shizhong-Company Profile
Anta's Latin letter "ANTA" means "Mother of the Earth" in Greek, and Ding Shizhong gave her a new meaning: "Start a business with peace of mind and be a down-to-earth person".
1994, Anta's logo was first hung at the gate of a shoemaking workshop in Jinjiang, Fujian. After more than ten years of development, Anta has developed into one of the marketing-oriented comprehensive sporting goods enterprises in China. Ding Zhizhong, an Anta enterprise, won the xx "Top Ten Outstanding Young People in China" for his special contribution to sports in China.
Anta (China) Co., Ltd. is a limited liability company wholly owned by Hong Kong Anda International Investment Co., Ltd. It has the honors of "China Famous Trademark", "China Product" and "China Quality Inspection Free Product", and its sales performance ranks among the top in China, and its comprehensive market share of sports shoes ranks first among similar products in China for many years.
As one of the sports brands in China, Anta Sports is mainly engaged in the design, development, manufacture and marketing of sports products (including professional and leisure footwear and clothing of Anta sports brands). Its sales performance ranks in the forefront of China, and its comprehensive market share index of sports shoes ranks first in China for six consecutive years. In the first half of 2007, the turnover of Anta Sports was RMB 654.38+49.7 million, up 20.3 1% year-on-year. The profit attributable to shareholders was 203 million yuan, with a growth rate of 284.3%. The basic earnings per share is 65438 yuan +0 1.3 points.
The Group established brand awareness by sponsoring the China Sports Federation and sponsoring outstanding athletes. The market share of sports shoes ranks first in China for seven consecutive years. Anta's endless belief has gradually taken root in people's hearts.
Ding Shizhong brand image
Anta Sports attaches great importance to brand value, and sponsors China sports leagues (such as China Men's Basketball Professional League, Table Tennis Super League and Volleyball League) and outstanding athletes, as well as various other publicity activities, so as to establish the popularity of Anta sports products. The Anta Sports Trademark used by the company's sports shoes was once rated as "China Famous Trademark" by the Trademark Office of the State Administration for Industry and Commerce of China, and won the honors of "China Product" and "China Quality Inspection Exemption Product".
Ding Shizhong: "Advocating love for national brands and enhancing the image of national industries".
Ding Shizhong pointed out that only by constantly improving the competitiveness of product brands can China's economy finally go global and realize the real national rejuvenation. Ding Shizhong believes that the government should also create a benign external environment for the growth of national brands. At present, not only some countries adopt discriminatory import policies to suppress "Made in China", but also some national brands are excluded and treated unfairly in China. For example, some domestic department stores and commercial streets even stipulate that non-international brands are not allowed to enter!
Ding Shizhong: "The government should actively encourage people to love national brands and support them in government procurement, so as to enhance the image of national brands as soon as possible, thus safeguarding national dignity and national image, reversing the impression of global consumers on' Made in China' with low quality and low price, and promoting national enterprises to develop their own brands".
Ding Shizhong-Future Outlook
As an enterprise in China, innovation is very important. In recent years, the government has increased the guidance for enterprise innovation, and its strategic direction is very clear. Anta has also invested heavily in innovation in recent years. In 2004, the innovation investment of Anta Company only accounted for 0.5% of the total expenditure, and by 2007, this proportion had reached 3%.
Innovation is the life of an enterprise, including not only technological innovation, but also the innovation of enterprise management mode. Anta attaches great importance to comprehensive management innovation, especially product research and development innovation. At present, Anta headquarters has a special R&D center, and there is also an R&D center in Beijing, and an R&D center will soon be established in the United States. All these measures need a breakthrough in management innovation.
It is also necessary to innovate in the brand, especially the internationalization of the brand. At present, Anta has expanded from traditional advertising marketing to sports marketing. We not only sponsor sports at home, but also go abroad to sponsor the American NBA, which are all part of our basic innovation and brand innovation. In the future enterprise innovation, Anta will insist on technological innovation and management innovation, especially the core issue is talent innovation. Talent innovation is the internationalization of talents. If enterprises want to be bigger and stronger, management must keep up. Therefore, Anta proposes that enterprises should pay attention to internationalization, enterprise, systematization, informationization and specialization.
I think there are two main reasons why Anta has developed so fast in recent years. "Ding Shizhong analysis." First, the national development environment is good and the development strategy and policies are correct; The other is to benefit from the enterprise's insistence on management innovation, technological innovation and brand building. From the Premier's report this time, I can see that the development environment of the whole country is still very good. Scientific Outlook on Development proposed by xx University and building an innovative country have been repeatedly emphasized. I am very excited. I told other shareholders the idea of further expanding investment. "
Ding Shizhong believes that the concept of innovation is the concept of brand-driven. Innovation is to build your own brand, from "Made in China" to "Created in China". Some developed countries can go ahead of us because they have strong brands. China does not have a world 100 brand. The regional economic development of Quanzhou and Jinjiang in Fujian can be better than other places. In the final analysis, it is brand-driven. In the future, Fujian should focus on solving three problems in the implementation of brand drive: first, continue to take the road of innovation; Second, the government should enlarge the relevant industries according to the industrial characteristics of Fujian; The third is to guide qualified enterprises to actively go out, explore the international market, participate in international competition and strive for brands.
Ding Shizhong is full of confidence in the future of Anta. He said that we are currently on the road of continuous innovation. Anta has developed rapidly in China, with sports shoes ranking first in China for several years. Our goal is: based in China, taking into account the world, to become a brand going out from China. Beijing Olympic Games will provide great business opportunities for sporting goods in China. Before the Olympic Games, we still focused on the domestic market and laid out some countries that would go abroad. After 2008, we went all out. "Our goal is to make Anta a brand!" Ding Shizhong said firmly.
Ding Shizhong-Performing duties
Testimony: First of all, I feel happy and proud to be elected as a deputy to the National People's Congress, but it is also accompanied by great responsibility and great pressure. Being elected as the representative of xx people's congress shoe-making grass-roots enterprises is the people's trust in me. In the next five years, I will earnestly perform my duties and live up to the great trust of the people.
Start with familiar industries.
From the day he learned that he was elected to the National People's Congress, Ding Shizhong began to consider how to perform his duties. He believes that the first representative, unfamiliar with other aspects, should start with his familiar aspects, put forward constructive suggestions and opinions on his familiar industries, and make contributions to the industry.
After the target was determined, Ding Shizhong began to solicit opinions, investigate the suggestions to be made, and then determine the reasons and background of the investigation, and the proposed construction should be operable. During this period, he consulted many people, including government officials, heads of relevant departments, the office of the president of the company, think tanks and even well-known brand strategy experts.
Ready to make two suggestions.
Ding Shizhong said: "He is still perfecting his suggestions to the congress, but there are two main suggestions-one is to ask the relevant state ministries and commissions to give support policies to Jinjiang National Sports Industry Base, and the other is to advocate the whole people to love national brands and encourage enterprises to develop into' independent brands'".
In June 2007, the awarding ceremony of Jinjiang National Sports Industry Base was held in Jinjiang. Jinjiang became the third city and the first county-level city in China to win this honor after Shenzhen and Chengdu. Jinjiang is an important manufacturing base of sporting goods in China. The sporting goods industry covers sports shoes, sportswear and sports equipment. It is reported that in the next few years, Jinjiang will plan to build a coastal sports and leisure industrial belt integrating mass fitness, competition performance, sports training, trade exhibitions, sports school students revitalizing the community, tourism and leisure; Build a global sports equipment manufacturing base, a sports training base and a national sports event center city.
Ding Shizhong believes that the goal of building Jinjiang into a "sports city" is of great significance to its transformation of economic development mode, optimization of industrial structure, improvement of urban functions, enhancement of urban charm, and improvement of people's quality and quality of life.
Jinjiang, as a county-level unit, has great restrictions on macro-policies, land use indicators, funds and talents. He suggested that relevant ministries and commissions should be invited to give support policies to Jinjiang National Sports Industry Base, such as land use indicators and other land use policies, and give policy support in the use and adjustment of forest land. While ensuring the land for the construction of Jinjiang coastal sports and leisure industrial belt, we should promote the further formation of coastal shelterbelt which integrates wind protection and appreciation.
With regard to the development of independent brands, Ding Shizhong suggested that relevant government departments should be invited to formulate relevant incentive measures to give appropriate recognition and tax incentives to administrative organs, enterprises and institutions at all levels and purchasing state-owned "independent brands". At the same time, when participating in international competitions, national teams of various sports can mainly use domestic "independent brands" on the basis of consistent quality, which is conducive to the revival of national brands.
Ding Shizhong's personality assessment
Mr. Ding Shizhong, Chairman and CEO of Anta Sports, was selected as "2007 China Marketing Symbol" by China Marketing Leaders Annual Meeting.
Mr. MeltonKotler, President of kotler Marketing Consulting Group, personally gave a speech and personally presented the "kotler? Benchmark 20 "China Marketing Honor Award.
"Twenty years ago, a boy of 17 years old came to Beijing to farm the world with 10000 yuan and 600 pairs of shoes borrowed from his father. In 2007, he also led Anta Sports to successfully go public in Hong Kong. Ding Shizhong used speed against scale, pioneered Chinese marketing by means of advertising bombing and ground warfare, and gave the grassroots their own dreams in this star era, and he is getting closer and closer to reaching the dream of the world shoe king. "