Anta Ding Zhizhong: We Are All Grassroots Heroes.

Recently, Anta organized an event: "Anta's ten grassroots heroes."

The election was voted by thousands of ordinary employees of the company. Whoever moves the deeds of the masses and judges will win the "ten grassroots heroes" seats.

Compared with the "official" evaluation of management departments, "grassroots hero selection" is a folk activity.

At the time of the award, these grassroots heroes from the production line stood with Ding Zhizhong, the chairman of the board of directors of Anta, who was ranked nine higher than himself.

In addition to the workers on the production line, Anta has a broader meaning.

Since 2006, Anta has launched the Anta CBA grassroots plan. It is composed of three parts: the dream CBA Anta KO street ball game, the Anta selection CBA training camp and the dream CBA Anta KO street ball final and the Carnival Carnival. The young people who have sports dreams have helped them realize their dream from "grass roots" to the stars, and "grass roots" have become a core of the Anta culture.

Perhaps, for the grass roots culture, Anta's new advertisement is the most explanatory power.

"You don't have his talent, you don't have his conditions, you don't applaud?

Is the world unfair?

Let your heartbeat be your manifesto, let scars be your medals, let the unfair world bow before you!

As a sporting goods manufacturer, Anta has been working on the grass roots market for 15 years.

The 14 year old -26 year old is the main consumer group of Anta. This group has hundreds of millions of people in China, and most of them are "Nike who can not afford to buy Nike".

"Grass roots" is Ding Zhizhong's cultural spirit of Anta.

Consumers and employees are grassroots groups. Anta is a grass-roots enterprise, while he himself is a grassroots entrepreneur.

The sales channel of grass roots was opened in Chen Dai Town, Jinjiang. Before 1999, Anta had nothing special in appearance. It is an ordinary family business, just like other shoe factories in the locals.

At that time, the conditions of Jinjiang shoe factories were rather primitive. There were only some simple shoemaking equipment, and the factories were mostly felt houses with stones and felt.

At that time, a shoemaking technician from Taiwan looked at the machine of the Jinjiang family workshop and couldn't help laughing. "They still stick their soles in the oven and kerosene oven. They feel like fried eggs."

At that time, the mechanization degree of Taiwan funded shoe factories was very high.

The start of Anta should be traced back to this period.

In 1987, Ding Zhizhong, 17, went to Beijing with 600 pairs of shoes to sell sports shoes with his fellow countrymen.

In his hometown, his father, Ding Hemu, chairman of today's Anta, had already established a shoe factory with people.

Chen Tai shoe factory has developed rapidly. By the year 1999, more than 3000 shoe factories appeared in chedai Town, which has become an important production base of China's tourism shoes industry.

In the mid 1990s, Anta's annual sales volume was only around 10 million yuan.

At that time, many enterprises in Jinjiang were larger than Ann Tai, and their fame in the area was larger than that of ANN.

The difference is that apart from the normal overseas orders, Anta has focused its attention on the domestic market and is committed to developing the distribution channels in the domestic market.

Of course, this is not seen as an advantage, because many enterprises have large OEM orders and stable profits.

Moreover, in the domestic distribution, subject to the market, only two stars and Lining are leading the domestic market, such as Chen Dai town shoe factory to expand the domestic market, which is a waste of money and little effect, and the domestic market is not so attractive to them.

But Ding Zhizhong has different opinions.

After rolling in Beijing for 5 years, Ding Zhizhong, like many other townsmen who go there to do marketing, has an important mission: to open up sales channels for shoes produced in Jinjiang.

Over the past 5 years, Ding Zhizhong has done a good job in addition to accumulating a lot of marketing experience.

In Beijing, Ding Zhizhong allowed his shoes to go into all the big shopping malls. The advantages on the Internet paved the way for the subsequent development of Anta. Today, shopping mall is still a difficult problem for Anta's brothers in the same city.

At the same time, in the forefront of the market sales, in the consumer psychology, consumption habits have a lot of delicate feelings, Ding Zhizhong also understand a truth: what kind of products consumers like, enterprises should produce what kind of products.

Everyday consumer goods like shoes are needed by everyone, so the market is huge.

In China, the sporting goods industry has just started and the market space is immeasurable.

When he returned to Chen Dai to take care of his family business from Beijing, Ding Zhizhong made up his mind to make the shoe factory bigger.

Another source of Anta, a sports culture hypermarket, came from Ding Zhizhong's father-in-law Ding Siren.

In 1994 and 2000, Ding Si Rong set up Anta Fujian and Anta China company in Hongkong's Anta enterprise company, mainly engaged in footwear manufacturing and sales in China.

In 2000 and 2002, Ding Siren added 14 million 700 thousand yuan to "Anta Fujian".

In April 2002, Ding Zhizhong, a founder of Jinjiang, invested 30 million yuan in the world, holding 60% stake in Anta Fujian, and Ding Siren held another 40% stake in Anta company.

In May 1, 2002, Ding Si nun signed an agreement to pfer the rights of Anta Fujian and Anta China to Ding Zhizhong.

On the same day, all shareholders of "Jinjiang Shi Fa" signed an agreement to pfer their rights and interests to Ding Zhizhong without compensation. Thus, Ding Zhizhong became the only holder of "Anta Fujian" and "Anta China".

Although family support gave Ding Zhizhong a good foundation, his success did not come from gifts.

In 1999, when he was 30 years old, Ding Zhizhong became the general manager of Anta group. He summoned a high-level meeting of the company to make an important decision: he signed an agreement with the national table tennis team and hired the then world champion Kong Linghui, who was the most popular table tennis player, as the spokesman of Anta.

It has been a long time ago to invite celebrities to advertise, but a little difference is that Anta has hired a sports star according to the industry positioning of sports shoes, but at that time, domestic sports stars took the lead in advertising.

The first theme, "I choose, I like" advertisement, was broadcast on CCTV, which caused great repercussions among domestic consumers, which made Anta quickly gain a higher recognition.

For Anta, many shoe factories in Jinjiang mostly attributed its success to the first step in advertising.

In the small city of Jinjiang, thousands of large and small shoe factories have embarked on the entrepreneurial road at the same time.

None of the entrepreneurs of the private sector will take the blame. The mood of the local counterparts is spreading like a drug addiction. If you look for Kong Linghui, then I'll find Wang Nan and Ma Lin.

When the table tennis players finished, I looked for the badminton players, and they came to the movie stars without them.

This rush of colleagues seems to be too late to come up with more ideas. Their practice is to follow the famous line of Anta once again, spend a lot of money on the image spokesperson, and spend a lot of money on marketing, many of them are rushing to the road to catch up with Anta.

For a time, the five sets of sports shoes of CCTV were all over the world. As these sports shoes basically came from Jinjiang, they were called "Fujian channel" and "Jinjiang channel" for a period of time.

By 2003, Anta's sales network had been pferred to the battalion in large scale. By the end of 2005, Anta had controlled 40% of the terminals, and the 40% self operated stores occupied 60% of the company's sales.

At the same time, Anta invested a lot of money to build about 200 flagship stores.

In addition, it is worth mentioning that Anta's expansion and elimination are simultaneous.

This shows that Anta's network expansion has entered a mature stage. It is no longer simply to expand sales performance, but to integrate brand building, market impact, sales performance and long-term development together.

Since 2006, Anta's monopoly system has been improving.

Anta has built the flagship store of Anta brand throughout the country, and promoted the construction of sports goods retail City, and entered the era of sports culture.

At the same time, Anta also intends to enter the field of sporting goods retail, and create a comprehensive chain format.

According to Anta's prospectus, Anta will invest 550 million yuan to open concessionary international sports brands and retail stores after listing, and set up sports city and Anta flagship store in major cities of China.

At the same time, it will invest 440 million yuan to further expand and upgrade Anta's sales network.