News Click: Last week, Anta formally announced in Beijing that the alliance with the Chinese Olympic Committee will throw its most significant marketing plan for the next four years. According to the plan, Anta will serve as a partner of the Chinese Olympic Committee from 2009 to 2012, covering 11 events including the London Olympics, and will provide the Chinese team with the championship jackpot. (According to the newspaper "boss weekly" report)
Name of the arena
There are places where there are rivers and lakes. Twenty years ago, when Ding Zhizhong started his journey to the arena, although Ding Zongzhong was defaced on his ID card, he wrote "Ding Shizhong" (many years later, Ding explained that his brother Ding Shijia's sake), but at that time, the anonymous Ding Zhizhong This does not mind.
But the problem is coming 20 years later. Remember the Forbes rich list the year before Anta "Ding Shizhong," the name of one of my colleagues said: "Anta owner is not Ding Zhizhong? How become Ding Shizhong 啦. It seems Forbes really messy, even such a well-known figure engaged Wrong. "In fact, the wrong is us, because of the" wrong version "ID card, ANTA has been registered in a variety of licenses," Ding Shizhong, "the name.
"It should be said that my name has been called Ding Zhizhong, but all the certificates are used by Ding Shizhong. Therefore, during a press conference held last year, one reporter wrote a representative of Ding Shizhong, and then some people said that it was not wrong, and I said it was not wrong. Our management said that we can regulate the future, just in the formal occasions with Ding Shizhong, privately you love how you can call it. "Ding said.
Of course it makes sense. The rapid development of Anta in the past 10 years has enabled Ding Shu to set up his vision of becoming a "China's leading and world famous" sporting goods brand. As Anta's leader, Ding will be more accepted by public opinion. Especially for the media outside or outside the country, there is no single title. People think the two brothers, Ding Zhizhong and Ding Shizhong, take turns taking the lead. Of course, Anta is extremely unfavorable.
"Simply wrong, just do not let everyone make a mistake." Ding said, "From the manufacturing to the creation of Chinese enterprises in recent ten years, there should be a great change and a high-speed upgrade. This time we sponsor the Chinese Olympic Committee Yes, I think the most important point is to go global. Therefore, the vision of ANTA's future is not only to be the leader of sporting goods in China, but also to be a world-class sporting goods company. "
Head geese effect
In the 1960s and 1970s, Japan's economy took off at a high speed. The "Four Little Dragons" in Asia in the 1970s and 1980s quickly risen, and the Chinese mainland developed rapidly after the 1990s. Japanese economy uses geese to explain Asia's economy. Of course, in their mind, Japan is the geese head geese. The so-called "head geese effect" is to control the direction of the entire geese group.
For the sporting goods industry in Jinjiang, Anta first celebrity endorsements, creating a "star plus advertising" marketing model; the first sponsor of the Chinese professional league, set off a wave of sports marketing; the first one in Hong Kong Listing, the successful raising of more than 30 billion, thus becoming the 2008 international financial crisis, the big winner.
Officials from the Chinese Olympic Committee said that ANTA has been developing at a rate of 30% in recent years. This is what the Chinese Olympic Committee needs. Anta has more than 6,000 shops across the country, especially in the second and second tier cities. It has a very wide range of effects. They need more people to participate in and share the Olympic spirit, so Anta has unique advantages in this regard.
If Anta is the head geese, then it is to be led geese Jinjiang sporting goods industry. This in turn involves Jinjiang to build sports industry base in the city of new strategy for development, with Jinjiang Party Secretary Yang Yimin's words, Anta is an important symbol of Jinjiang sports industry base planning. Looking to the whole country, there will be five sports industry parks in the layout of the state departments, namely Yangezhen, which are already established in Beijing, Shenzhen, Chengdu, Jinjiang, and Zhejiang under approval.
As a goose, Anta's mission is to lead Jinjiang in the five "Goose Field" stand out. Ding said: "The biggest advantage of Jinjiang is that the top ten sporting goods in the country have nine in Quanzhou, something that other places can not do."
Model problems
The sustainability of development, the most important issue is the development model.
Many people like to put Anta and Li Ning together. From the brand name, Li Ning is a founders brand, more in line with the international trend, many multinational corporations such as Ford, Panasonic, Toyota are used to be founder brand, Li Ning as China and the world gymnastics legend, has a huge Influence. Anta even drop more money to vote ads, can not make up for this disadvantage.
Since that determined to be the leader of China's sporting goods, Anta how to do? The answer given to D is: Stick to the mass market. He said at least 300 million people in China can not afford Anta shoes. With the improvement of people's living standards in the future, this is a huge market space, so Anta must adhere to the mass market.
This is Ding led Anta development model. In this model, Anta rely on two hands-on, a technological innovation, one is to increase brand marketing efforts. Ding said that in terms of product quality, Anta must be in line with the world's top sports brands, while brand marketing, to maintain the proportion of 15% (total sales) investment.
Cheap is the best principle of commodity trading, but the ideal is often the most unlikely means. Ding said: "Anta will always provide consumers with affordable products." Now, he uses the "new market for development," the ANTA model challenges the most unlikely "affordable" principle, the follow-up how, remains to be seen .