Anta'S Own Brand And Marketing Campaign

In the 4 years of Beijing, Ding Zhizhong earned 203 thousand, but through the observation of the market, the cheap sale of Jinjiang shoes in Beijing also deeply stimulated him.

Ding Zhizhong believes that the quality of Jinjiang goods is no problem, but others shoes can sell 10 thousand yuan a day, Jinjiang shoes can only sell 3000 yuan, the main reason is that Jinjiang shoes have no brand.

Ding Zhizhong decided that he wanted to create a brand himself.

With the money he earned, Ding Zhizhong returned to Jinjiang and founded Anta.

At that time, shoemaking enterprises in Jinjiang were basically processing foreign brands, and overseas orders were considerable.

But Ding Zhizhong urged himself to enter the domestic market and put forward his own responsibility for sales to ensure that he could get enough orders. His family members agreed that he would be deputy general manager.

In 1992, Anta already had a certain scale.

A businessman in Shanxi saw Anta sell well in Beijing and took the initiative to find Ding Zhizhong as the general agent in Shanxi.

Ding Zhizhong told him to take 50 boxes of goods first, but after three days, he sold out his shoes.

In fact, before that, Ding Zhizhong was considering the franchise mode.

He believed that

In this way, Ding Zhizhong began to work hard to expand the distribution channels of the domestic market. By the end of 1998, Anta had set up nearly 2000 franchise points in various large and medium-sized cities throughout the country.

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Marketing war

In 1999, a war of advertising and sports star wars were born in the domestic shoe industry. Ding Zhizhong became the first person to eat crabs.

In that year, Ding Zhizhong made a big surprise to the people of Chen Tai: Anta signed an agreement with the national table tennis team to employ Kong Linghui, a world champion of table tennis, to be the spokesperson for Anta.

After signing Kong Linghui, Ding Zhizhong decided to advertise on CCTV.

It turned out to be a dissenter.

In the first half of the year, Anta's profit was about 6000000, when the advertising budget reached 5 million, and shareholders thought it was too expensive.

However, Ding Zhizhong's attitude was very firm. He thought that the contract was not publicized. Others still did not know Anta, and 800 thousand really threw it away.

He told us that if he misjudged, shareholders would not pay dividends.

Two months before the advertising campaign, the market did not respond, and Ding Zhizhong's decision was questioned.

But from the third month, retailers began a long line in front of the factory gate.

"Kong Linghui +CCTV" made Anta quickly gain a high reputation, and sales of more than 2000 franchise points rose.