Anta's Grassroots Counterattack: Adidas Nike Can't Sleep.

Ding Shizhong's eyes were red.

He has just opened a day's meeting, several large and small, tired, needless to say.

Looking from his office, the three sides are surrounded by the sea. Ding Shizhong sat down in a position with his back to the scenery. Most of the time, the chairman of the Anta board had no intention to pay attention to the scenery. Xiamen's Anta operation center is surrounded by brands such as PEAK, 361 degree, XTEP and so on from Jinjiang. If you don't pay attention, Anta will probably face the most brutal competition.

Now, Ding Shizhong has a long-term goal. He has focused on the international brands such as ADI, Nike and so on. "Before, they (Nike and ADI) kept us awake, and now we have to keep them awake." Ding Shizhong's eyes lit up when he said this. Later, he spoke excitedly to the "financial world" weekly to talk about the future goals.

The head of Anta has led Anta to the first prize in the domestic sporting goods industry. You know, the sporting goods company established in 1991 has been playing the role of follower and pursuer in the past. Its goal is to go beyond big brother Lining.

In order to achieve this goal, Ding Shizhong, like most business leaders, spends too much seriousness, anxiety and anxiety. Originally, his plan was to complete this goal in 2013, but in 2012, Anta succeeded in overtaking. This year, Lining's performance loss was nearly 2 billion yuan, while Anta's net profit was 1 billion 300 million yuan. Since then, Anta has witnessed Lining falling into a mire step by step, and is also accelerating to become a leader in the industry.

According to the financial report, Anta's revenue was 4 billion 120 million yuan in the first half of 2014, and its net profit amounted to 803 million yuan. Lining, who was once the leader of the industry, was worried about the current situation. His income was only 3 billion 137 million yuan, and the loss increased from 184 million yuan in the same period last year to 586 million yuan. Anta has come to the top of the sports industry.

but Ding Shizhong and Anta Did not stop here.

In October 12th, Ding Shizhong arrived in Beijing and moved to JW Marriott Hotel Hong Kong. He looked very excited in a black suit and polished leather shoes. He laughed with reporters from time to time.

A day later, in the Century Hall of Renmin University of China, Ding Shizhong signed a cooperation agreement with Adam Shawwa, President of NBA, which signifies that Anta has taken the status of NBA, the official market partner representing the highest level of basketball. Ding Shizhong is very concerned about this because it may help Anta to become a new king in basketball.

Although Anta is in Running shoes It is already the first brand in the country, but in the field of basketball, the market belongs to Nike, Adidas and PEAK. Anta's basketball shoes are hard to be recognized in professional and design, and even leave the impression of grass roots. After losing the sponsorship of the CBA (Chinese men's Basketball League) in 2012, Anta, which has a weak basketball resource, is bound to win a more influential competition, otherwise there will be no advantage in the future contest.

In the cooperation with NBA, Anta has obtained quite a lot of authorization: in terms of products, Anta can produce sneakers and accessories with NBA logo. In terms of intellectual property rights, Anta has the right to use NBA30 teams, legendary teams (teams that have disappeared in NBA), semifinals and finals. In addition, Anta also has the right to set up shop with NBA logo.

Ding Shizhong's goal is very clear. In the next three years, every category, including basketball shoes, should be the first in domestic brands and surpass Nike and Adidas in a predictable period.

"Anta doesn't do things or needs to do it." He said.