Ding Shizhong: Lining Is Not A Rival Of Anta.

December 28th hearing

Ding Shizhong, 40, is the company.

He was not tall, his eyes were big, and he wore a green sportswear jacket. He looked much younger than his real age. It was a bit like Anta's first celebrity spokesman, Kong Linghui.

The staff said that the boss had not come out for more than a year for an interview.

However, due to the company's provision of sportsmen and other equipment for the Asian Games, we have no chance to go to production and visit the workshop.

During the Asian Games, every Chinese player on the podium will wear a sportswear with Anta LOGO, and the red label will also witness the smile of each athlete.

Earlier, in October 1, 2009, 50th anniversary National Day parade, when Olympic floats passed Tiananmen square, all Olympic champion Liu Xiang, Xu Haifeng, Xiong Ni and so on collective appearance, they all dressed in red and white Anta coat, including Lining sports goods company boss Lining.

Last June, Anta beat rivals Lining and Adidas to become partners of the Chinese Olympic Committee and the Chinese sports delegation.

This means that from 2009 to 2012, apart from training and competition, athletes need to wear official costumes for all other occasions.

It is said that Anta paid 600 million yuan for this purpose.

Before 2008, Lining monopolized almost all Chinese costumes for the podium of important events.

In 2008, Adidas paid $6000 in case of $80 million to win the monopoly.

When Lining appeared in the eyes of millions of people in Anta sportswear, it was a bit surprising and puzzling, because many consumers, including me, would think Lining was the first sports brand in China.

I asked him, what do you think of Lining's rival? "I didn't regard Lining as our competitor, we could not make him a competitor," Ding Shizhong said.

"Our competitors must be better than Anta, but now we are doing better than they are, from the company's profits, market share, and we are all higher than him."

But Ding Shizhong said Lining is no longer a rival for Anta.

Ding Shizhong's conclusion may be such a clip. Anta and Lining announced the three quarter's business data in the first quarter of this year. Anta said that the same quarter growth in the three quarter was the highest number of units, the retail discount rate was less than 20%, while the sales growth of Lining brand was the same as 4%, and the terminal discount was 22%.

This is Ding Shizhong's conclusion. Maybe someone accepts and some people disagree, so we can only wait and see.