Anta Ding Shizhong: The Three Key Points Of Anta'S Strategy

According to the world clothing and shoe net, recently, at the national sports industry development conference,

Ding Shizhong, chairman of the board of directors of the group, made the keynote speech entitled "pformation and innovation to promote the brand to the world", and strategically put forward three key words: "change, innovation and international structure".

The development of the equipment industry is reviewed, and the history of the development of the industry is reviewed.

Ding Shizhong pointed out that "China has nearly 1 billion 400 million people, sold 300 million pairs of sneakers in 2016, while the United States has almost 300 million people, but has sold 300 million pairs of sports shoes, and the potential of China's sports market is huge."

He said that in 2016, Anta sold 50 million pairs of sports shoes and 70 million sportswear.

The share has remained the first for many years, and has successfully led hundreds of millions of people to exercise. Anta's market value has exceeded 100 billion Hong Kong dollars, ranking third in the global industry, Anta has created more than 100 thousand jobs every year, and the accumulated tax amount is over ten billion yuan.

Three key words: "change", "innovation" and "international pattern"

Key words: Change

Anta started from the traditional manufacturing industry. It is a microcosm of the development of China's private enterprises in the past 40 years of reform and opening up.

The development of Anta has experienced 1 to 4 changes in four times:

Anta 1: Anta was founded in 1991, when it was mainly manufacturing and wholesale.

"At that time, China did not have the concept of sports shoes. It was called" travel shoes "at that time.

A pair of "sneakers" can play basketball, play football and climb mountains.

There are wholesale markets in large and small cities all over the country. The domestic market is very large, and many industries are explosively developing.

One of the hottest exhibitions in the world is the Canton Fair, which Anta developed during this period.

Ding Shizhong said, "from 500 thousand to 1 billion, Anta has been using it for nearly ten years."

In 2.0:2000 Anta, Anta began to create its own brand.

From a "factory production stage" to "brand wholesale stage".

Anta seized the opportunity of the 2000 Sydney Olympic Games, opened the sports star + CCTV mode, made the Anta brand take off, and also made Fujian's sports industry develop.

From 2000 to 2011, Anta achieved nearly 10 billion from 1 billion.

After the Beijing 3.0:2008 Olympic Games in, with the rapid growth of China's sports industry, homogenization competition is becoming more and more serious. The sports footwear industry is facing a stock crisis.

"At this time, we began to pform again from" brand wholesale "to" brand retailing ".

This pformation seems to be different in mode, fundamentally different in concept, and in the change brought by the upgrading of consumers.

A wholesale company sells goods out of warehouses. The real meaning of a retail company is that everything is guided by consumers and creates the best brand experience.

I define this pformation as the era of Anta 3.

Ding Shizhong concluded.

Anta 4: Anta has entered a new stage of development since 2016, single focus, multi brand and all channels.

Ding Shizhong believes that today's consumers and needs are very diverse, from professional sports to leisure sports, from outdoor to snow and ice, and then to all kinds of professional personalized sports needs, a brand can not meet all the needs of consumers.

"Therefore, Anta group will meet the needs of market development with the layout of multi brand, full coverage of consumers and full coverage of channels, and more high-quality brands will be introduced in the future."

Ding Shizhong said, "after four stages of pformation and development, Anta has pformed from a traditional private enterprise into a public company with international competitiveness and modern governance structure."

Keywords two: Innovation

"As long as innovation is well done, we are confident that Chinese consumers will like Chinese brands. Innovation is to create consumer value and enhance consumer experience, and constantly meet people's needs for a better life."

Ding Shizhong has a deep understanding of the word "innovation".

In 2005, Anta established the sports science laboratory. It is the first and only state-level enterprise technology center in the industry.

Up to now, there are more than 600 technical patents, and the annual investment of innovative R & D is over 5.8%.

"Remember that before we co operated with CBA, more than 95% of China's basketball players were wearing international brand equipment, and we had no confidence in Chinese brands.

Since then, Anta has worked with CBA for 9 years, and has worked with 24 national teams and several international sports stars. Our sports equipment can meet the needs of the world's top athletes. "

Ding Shizhong said.

In 2017, Anta released the limited edition of Clay Thomson KT3 basketball shoes to the world at a price of 999 yuan per pair, and thousands of people queued up in shops before the sale.

This shoe has been fry to 5999 yuan on the Internet by consumers.

This year, KT3 is also being tested in the US, with a price of more than 130 US dollars per pair, which Chinese brands could not achieve in the past.

"Innovation has made Anta's products more professional and valuable.

In the future, we will continue to invest more in innovation and continue to lead in the world's sporting goods brands.

Keywords three: international pattern

"In recent years, China's international influence is constantly increasing, and Chinese brands are becoming more and more competitive internationally.

China's brand must have an international structure, not only in the industry compared with the international competitors, but also with the cross industry excellent companies.

As a leading brand in China's sports industry, Anta must go out, "Ding Shizhong said.

The international pattern mainly includes several aspects: first, the internationalization of talents, and the two is to integrate global resources to serve consumers.

Ding Shizhong takes Anta as an example. Since its listing, Anta has been attracting talents from all over the world, and the proportion of international talent in top management team has exceeded 22%.

At the same time, Anta set up design centers in the United States, Japan, Korea and other countries and regions. DuPont, BASF, McKinsey, IBM and other excellent international suppliers are working with Anta.

"Love to win" is the blood of Fujian businessmen, but I think this is also the spirit of Chinese sports people. It is the responsibility and responsibility entrusted to us by the times.

Anta should not only compare itself with its international competitors, but also compete with international advanced companies across the industry.

As long as we do not forget our minds, we have the ability and confidence to represent the Chinese sports to the world! "Ding Shizhong concluded.

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