Ding Shizhong, Founder Of Sports Brand Anta

Name: Ding Shizhong

Birthplace: Jinjiang, Fujian

Company headquarters: Quanzhou, Fujian

Major industries: Spin clothing

At the age of 17, Ding Shizhong brought 10 thousand yuan and 600 pairs to her father. shoes To sell in Beijing. In 1994, he came back to Jinjiang with 200 thousand yuan earned, and joined Anta, founded by father-in-law Ding Siren.

From 1994 to 2000, Ding Si Nen registered Anta Fujian and Anta China respectively for manufacture and sale. Gym shoes 。 Between 2000 and 2002, Ding Siren injected about 14000000 into Anta Fujian in the name of Anta enterprises. Ding Zhizhong first served as director of Anta Fujian and has been president of Anta China since 2000.

In April 2002, a company called Jinjiang Shi Fa became a shareholder of Anta Fujian by investing 30 million yuan in production equipment and related assets, holding 60% of its shares. Jinjiang Shi Fa is the Ding Shizhong family's 100% holding family business, Ding Shizhong's father holds 60% shares, the Ding Shizhong two brothers and their wives each hold the average 10% shares.

In May 2002, Ding Si Rong will Anta The beneficial interests of Fujian and Anta China were transferred to Ding Shizhong without compensation. On the same day, Jinjiang Shifa all shareholders transferred the beneficial interest of Jinjiang Shifa to the Ding Shizhong without compensation. In this way, Ding Shizhong became the only beneficial owner of Anta Fujian and Anta China.

In 2006, Ding Shizhong also registered Anta Changting and Anta Xiamen to build and operate Anta's clothing production facilities. And in this year, Anta established its Shanghai frontline through its wholly-owned Affiliated Companies investment in Xiamen, engaging in the brand movement of selling Adidas, Reebok and Kappa. Clothes & Accessories Retail business.

The Shanghai forward further established the Beijing front line, the Guangzhou front line, the Harbin front line, the Suzhou front line and the Xiamen front line in 2006 and 2007 to manage and manage Anta's retail stores in different cities in China.

From then on, Anta is no longer the largest producer of garments in Jinjiang, Fujian. Shoes and Hats One of the main family businesses, the composition of Anta has undergone a fundamental change. It has become a publicly owned enterprise. Shareholders come from both home and Hongkong and even North American investors. President Ding Shizhong was named the seventeenth "ten outstanding young people in China" for his outstanding contribution to the promotion of Chinese sports. Only by allowing the management of family businesses to become transparent can enterprises shine more energy. Ding Shizhong acknowledged that one of the purposes of this listing is to seize the opportunities brought by the Beijing Olympic Games - the consumption of Chinese sporting goods will surge in the future. "But I am not listed because of lack of money. The owners of Chinese private enterprises are not short of money, but businesses are short of money." Ding Shizhong deliberately reminded that "listing has far-reaching social significance. We will no longer be owners of capital and wealth, but managers." Anta will raise funds raised, mostly for market operation, as well as upgrading of production equipment.

How to expand private enterprises is a topic for countless entrepreneurs. Ding Shizhong believes that it is the first step for enterprises to make clear the management of property rights by making clear the relationship between the property rights of the original institutions. It is the second step to enter the international capital market and accept the supervision of the industry. It is also a key step in changing the image and nature of the enterprise. "Supervision is better than supervision." Anta is listed on the stock market, with the US Houston Rockets' boss, and the Americans actively find Anta to buy 8.2% of the shares, becoming the biggest overseas investor of the company. The following will be the tremendous business opportunities brought about by Yao Ming's market influence. But Ding Shizhong denied that Anta would take part in overseas markets: "at least in recent years, it will not consider this problem, first do well in the domestic market, then go abroad."

Anta's growth this year has reached one hundred percent. In addition to its original sales channels and models, the company intends to launch a retail store called "frontline" to sell competitors such as Nike, Adidas and Reebok. brand "This is the use of Anta's good sales channels to earn money from competitors." Ding Shizhong explained. Faced with rapid growth, he acknowledged that the biggest challenge is the growth and construction of management teams. Anta has attracted a large number of elite players with generous treatment. It is reported that more than 30 people have acquired the company's options after being listed.

Ding Shizhong brand image

Anta sports attaches great importance to the value of the brand, and through the newspaper and television advertising, sponsorship of China Sports League (such as China Men's Basketball League, Table Tennis Super League, volleyball league) and outstanding athletes and various other promotional activities to build Anta sports products popularity. The Anta sports trademark used in the company's sports footwear has been appraised by the Trademark Office of the State Administration for Industry and Commerce of China as "China's well-known trademark", and has won the honor of "China's famous brand products" and "China's quality inspection free products".

Ding Shizhong: "advocating the love of national brands and upgrading the image of the national industry".

Ding Shizhong pointed out that only by constantly enhancing the competitiveness of product brands can China's economy go to the world and achieve a real national revival. Ding Shizhong believes that the government should also do something in building 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 some national brands are still excluded and unfairly treated in China. For example, some of the best department stores and commercial streets in the country stipulate that non international brands are not allowed to enter.

Ding Shizhong: "the government should actively advocate people to love national brands, support national brands in government procurement, and so on, so as to enhance the national brand image as soon as possible, thereby maintaining national dignity and national image, reversing the impression of global consumers'" low quality and low price "made in China, and promoting the development of independent brands by national enterprises.

Ding Shizhong - future prospects

As a Chinese enterprise, innovation is very important. In recent years, the government has increased the intensity of enterprise innovation, and the strategic direction is very clear. Anta has invested a lot in innovation in recent years. In 2004, Anta's innovation investment accounted for only 0.5% of the total expenditure, and by 2007, this proportion had reached 3%.

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Innovation is the life of an enterprise. It includes not only technological innovation, but also the innovation of enterprise management mode. Anta attaches great importance to the innovation of integrated management, especially the innovation of product development. Now Anta headquarters has a research and development center, and a R & D center in Beijing. It is also preparing to build a R & D center in the US. This series of measures need to make breakthroughs in management innovation.

Brand innovation is also needed, especially in terms of brand internationalization. Anta has expanded from traditional advertising marketing to sports marketing. We not only sponsor China's sports industry, but also go abroad to sponsor NBA in the United States, which are part of our basic innovation and brand innovation. In terms of enterprise innovation in the future, Anta will also adhere to technological innovation and management innovation. In particular, there is a very core issue, that is, personnel innovation. Personnel innovation is the internationalization of talents. If an enterprise wants to be bigger and stronger, business management must keep pace with it. Therefore, Anta proposes that enterprises should pay attention to the "five modernization" construction of internationalization, enterprise, systematization, informationization and specialization.

Anta has been developing so fast in recent years. I think there are two main reasons. " Ding Shizhong analyzed. "First, the whole country has a good environment for development, the strategy and policies of development are correct, and the other is that the enterprises insist on management innovation, technological innovation and brand building. This time, from the prime minister's report, I see that the overall development environment of the whole country is still very good. The Scientific Outlook on Development put forward by the Seventeenth National Congress and the building of an innovative country have been emphasized repeatedly. I am very excited. I told other shareholders about the idea of further expanding investment.

Ding Shizhong believes that the concept of innovation is the concept of brand driven. Innovation is to create its own brand and improve it from "made in China" to "created in China". The reason why some developed countries are ahead of us lies in their strong brands. There are none of the world's top 100 brands. Quanzhou and Jinjiang have better regional economic development in Fujian than in other places. In the final analysis, they are brand driven. In the future, Fujian should focus on solving three problems in the implementation of brand promotion: first, continue to take the road of innovation; two, the government should focus on the characteristics of Fujian's industries and enlarge the related industries; third, it is necessary to guide qualified enterprises to go out actively, explore the international market, participate in international competition, and strive to become world-class brands.

For Anta's future, Ding Shizhong is full of confidence. He said that we are moving on the path of continuous innovation. Anta has been growing rapidly in China, and sports shoes are the top in the country for several years. Our goal is to base ourselves on China and take the whole world into account and become a world-class brand from China. The Beijing Olympic Games will provide great opportunities for sporting goods in China. Before the Olympic Games, we should focus on domestic and lay out the layout of some countries going out. After 2008, we will go out in all directions. "We aim to build Anta into a world-class brand," Ding Shizhong said firmly.

Ding Shizhong - performing duties

First of all, I am pleased and proud to be elected deputy to the National People's Congress. It is the people's trust that I am elected as the representative of the eleven National People's Congress as the representative of the shoe making enterprise. In the next five years, I must conscientiously perform my duties and live up to the people's trust.

Start with familiar industries.

From the day he learned that he was elected deputy to the National People's Congress, Ding Shizhong began to consider how to perform his duties. He believed that when the first delegate was not familiar with other aspects, he had better start with his own familiar aspects and put forward constructive suggestions and opinions for the industry that he was familiar with, so as to contribute to the industry.

With the goal set, Ding Shizhong began to seek advice and Research on the proposals to be put forward, and then determine the reasons for the investigation and what the background is, and the proposed construction must be operational. During this period, he consulted many people, including government officials, heads of relevant departments, President of the company and think tanks, and even well-known brand strategy experts.

Ready to make two suggestions.

Ding Shizhong said: "the proposals for the conference are still improving, but there are mainly two suggestions:" suggestions on requesting the ministries and commissions of the state to give support to the national sports industry base in Jinjiang "and" advocating people's love of national brands and encouraging enterprises to develop towards the "independent brand".

In November 2007, the Jinjiang national sports industry base awarding ceremony was held in Jinjiang. Jinjiang became the third city in the country to win the honor after Shenzhen and Chengdu. It is also the first county to win the honor. As an important sporting goods manufacturing base in China, Jinjiang sports goods industry covers sports shoes, sportswear, sports equipment and other categories. It is reported that in the next few years, Jinjiang will plan and build a coastal sports and leisure industrial belt with mass fitness, competition performance, sports training, trade and exhibition, sports life oriented community and tourism rest. It will create a global sports equipment manufacturing base and state-level sports training base and national sports competition Center City.

Ding Shizhong believes that in the coming of the Beijing Olympic Games, Jinjiang put forward the goal of building "Sports City", which is of great significance to its transformation of economic development mode, optimization of industrial structure, improvement of urban functions, enhancement of city charm, improvement of people's quality, improvement of quality of life and quality of life.

However, as a county-level unit, Jinjiang has great limitations in terms of macro policies, land use indicators, funds and talents. He suggested that the relevant ministries and commissions should give support policies to Jinjiang's national sports industry base, such as support for land use policies such as land use indicators, and give policy support in terms of forest land use and adjustment. While ensuring the construction of Jinjiang coastal sports and leisure industry belt, we should further promote the formation of coastal shelterbelts with wind protection and appreciation.

For the development of independent brands, Ding Shizhong suggested that the relevant government departments should formulate relevant incentives, and give appropriate recognition and tax concessions to all levels of administrative organs, enterprises and institutions, and to purchase state owned "independent brands". At the same time, on the basis of quality matching, the national teams of various sports, on the basis of conformity with the quality of clothing and equipment used in international competitions, are best able to take the domestic "independent brand" as the main factor and help the revival of the national brand.

Ding Shizhong - character evaluation

Ding Shizhong -- the symbol of China's marketing in 2007

Mr. Ding Shizhong, chairman and chief executive of Anta sports board, won the annual meeting of China marketing leader, who was selected as "the symbol of China's marketing mark in 2007".

Kotler, President of marketing consultancy group Mr.MeltonKotler, made a personal speech at the scene and personally presented the "Kotler benchmarking 20" China Marketing Honor Award.

"20 years ago, a 17 year old boy came to Beijing with his 10000 yuan and 600 pairs of shoes borrowed from his father. In 2007, Anta sports was successfully listed in Hongkong. Ding Shizhong used speed to fight against scale, and pioneered the marketing of Chinese style in the way of advertising bombing and ground warfare. In this era of stardom, he gave his dream to the grass roots, and he was closer and closer to the dream of reaching the world shoe king.