Anta Will Not Change But Will Continue To Sublimate.

Xiamen Guanyin Mountain has a wide field of vision. When the weather is fine, you can look across the sea to Jinmen.

A lot of Jinjiang's brands, including Anta, XTEP, PEAK, Hongxing Erke and so on, are taking root here. Maybe five years ago, many people could not distinguish them clearly. Perhaps no one would have imagined that the sporting goods industry of Jinjiang would be born in the sports brand of this many sports departments.

As a former employee of Anta, Ma Gang recalls that the reform is not easy.

If the annual increase of 2 orders is still relatively easy to promote, then the reform of the terminal store is not done by the brand business itself.

This requires more cooperation from dealers. One of the details is to require all Anta stores to install ERP systems to understand store sales information and facilitate timely replenishment and updating.

For poor stores, they were asked to close.

Since its 2012 performance overtook Lining, Anta has become the "leading brother" in the Jinjiang brand. Ding Shizhong, the chairman of its board of directors, though the youngest in this group, has a high prestige.

Just after the Spring Festival, he looked relaxed and dressed up in sports.

During the Spring Festival, he will spend holidays with several entrepreneurs who are familiar with each other. This year, their choice is skiing. The theme is "finding excitement."

The reason is that Anta's performance in 2015 has exceeded 10 billion threshold.

Earnings data show that the company's revenue reached 11 billion 126 million yuan, an increase of 24.7% over the same period, operating profit of 2 billion 697 million yuan, an increase of 33.6% over the same period last year.

Compared with other industries in the impact of 100 billion threshold, this is not a great deal of data, but it has reached the highest performance of domestic sporting goods companies.

You know, in 2010, when Lining's revenue reached 9 billion 479 million yuan, approaching tens of billions of dollars, the domestic sporting goods industry encountered an unprecedented inventory crisis, which provided a good opportunity for low-key sneak Anta to catch up.

After getting rid of inventory troubles first, Anta's performance went all the way up until the first place.

When the outside world attributed Anta's "perfect counterattack" to the success of the retail pformation, Ding Shizhong interpreted different perspectives of success: powerful execution and invariable goal strategy.

In the three or four tier market, many dealers will sell Anta and other sports brands at the same time, but Anta's retail sector has the closest contact with distributors, and other brands and dealers may not see it once a year.

Because communication is smooth, the instructions can be pmitted quickly.

And this effective execution culture comes from Ding himself.

A detail quoted by the media is in 2012 -2013.

In the most difficult period, Ding almost traveled to all the prefecture level cities in China, with a total of more than 500. This data may only be compared with the former richest man, who is also known for his diligence. Zong Qinghou, chairman of Wahaha, can compare with that.

And his habit did not follow.

The change of performance has been changed just a few days ago. When a reporter interviewed him through WeChat, he still patrolled the shop and told him: "this is what we must do every year."

In Zhang Qing's view, it is not common to make a sports brand in the country, and to take the position of "Ding Ding" to do the pulling net.

From every aspect of production to sale, Ding Shuzhi will make specific suggestions for the furnishings in the shop. He will ask for the right of brand sponsorship. This top-down pressure will enable employees to do their best for the job.

In September 2015, the Beijing Winter Olympic Games bid successfully, Anta in the first tier cities of the 180 shops in half a day to complete the "replacement", and with the Winter Olympic Games to carry out a series of promotional activities.

Strong execution directly boosted sales performance, and sales increased by 16.7% over the same period last year.

The constant goal strategy reduces the probability that Anta will make mistakes.

In 2008, when the industry was at a high point, Lining started the journey of internationalization, and at the same time started the brand remolding campaign.

The high-end image, by the end of June 2011, Lining's changes include a replacement of the LOGO pattern, slogan and brand interpretation, and so on.

At this point, Anta has always been clear about its consumers since its inception.

Positioning is to meet the largest number of consumer groups in China, to become "national sports shoes".

Data show that at present, Anta stores are around 7000, from the distribution situation, the first tier cities accounted for about 15%, two or three line cities accounted for 75%, and other markets accounted for about 10%.

Even speaking of positioning for the future, Anta President Zheng Jie told reporters that Anta will not change, but in the field of sports further sublimation.

"Our leisure products accounted for a relatively high proportion, and nowadays, the proportion of leisure products is decreasing.

Take running shoes as an example. Our share is about 20%, and now the proportion is up to 35%.

But Anta's consumers are always 18 years old, -25 years old.

In 2008, Zheng Jie joined Anta. Before that, he was in Adidas.

He did not shy away from the "inadaptation" when he first arrived. At that time, many employees were not highly educated, and 1/3 were not college students. "Everything is business oriented, and with the sensitivity of wolf and the market, Anta has come to this day."

At the same time, Zheng Jie also admitted that Anta jumped to the top of the industry. In addition to its own efforts, its competitors also made mistakes.

However, Ding Shizhong still does not hide his admiration for his former rival Lining: Lining's profit this year should be no problem. A company that has lost over 3 billion yuan is still not broken down today, showing its strong brand value.

"If Anta is so upset, I can't imagine what will happen."