Entrepreneurial stories are not only about the experience of entrepreneurs, but also about the skills, experiences and ideas in entrepreneurship, so that latecomers can learn from them and combine or learn from them according to their own conditions to achieve entrepreneurial goals. The following is the entrepreneurial story of Ding Shizhong, the boss of Anta, which I compiled for reference only. Welcome to reading.
Thirty years ago, Ding Shizhong, the owner of Anta, who was only 17 years old, started from scratch and went to Beijing with 600 pairs of shoes on his back. At that time, he went to various shopping malls in Beijing every day and said all kinds of things just to sell more pairs of shoes. He certainly wouldn't have thought that he would become the "King of China Shoes" on a par with Nike and Adi!
Another pride of China people! Another business miracle!
A few days ago, Anta Sports held the 20 16 annual performance conference in Hong Kong. According to the financial report, Anta's revenue of 2013.35 billion yuan has increased by 20% for three consecutive years.
At the same time, the market value of Anta Sports exceeded HK$ 60 billion for the first time in 20 17, which was HK$ 25 billion higher than that of Puma, and it has become one of the top five global sporting goods companies!
After successively surpassing domestic industry leader Li Ning and veteran sports brand Puma, Anta's next target is undoubtedly Nike and Adi. It can be said that the rapid development of Anta has made international brands such as Nike and Adi unable to sleep!
Exactly 30 years ago, Ding Shizhong, the owner of Anta, who was only 17 years old, started from scratch and went to Beijing with 600 pairs of shoes on his back. At that time, he went to various shopping malls in Beijing every day and said all kinds of things just to sell more pairs of shoes. He certainly wouldn't have thought that he would become the "King of China Shoes" on a par with Nike and Adi!
Teenagers growing up in shoe cities
17 years old, broke into Beijing alone.
1970, Ding Shizhong was born in a grassroots peasant family in chen dai zhen, Jinjiang, Fujian. His father Ding gets up early and catches seafood in the dark, but he can barely maintain the food and clothing of his family.
Until the 1980s, the spring breeze of reform came to Jinjiang. Many Jinjiang people set up simple factories with stones and felt, and started shoemaking workshops with scissors and sewing machines. For a time, Chen Daizhen's shoe factories were everywhere, and Ding was determined to gather together thousands of dollars to open a shoe factory in partnership with others.
Ding Shizhong grew up in such an environment, and he was very interested in business. At that time, the biggest motivation for his business was to make money quickly, and then he could buy a motorcycle.
1987, Ding Shizhong, who just graduated from junior high school, can no longer study. He has a dream, that is to travel to Beijing. The idea was opposed by the whole family for a simple reason: the shoe factory at home is doing well and needs manpower. Why take the risk?
Ding Shizhong didn't want to. He said to his father, foreigners come to buy things every day and can sell almost anything. Why not take the initiative to sell them?
One waits for business, the other takes the initiative. Father and son's business vision, high and low judgment
Fortunately, Ding Fu is a very open-minded person. He was moved by his son's idea and gave him 1000 yuan and 600 pairs of carefully selected Jinjiang shoes. With these capitals and the stubbornness of newborn calves, Ding Shizhong came to Beijing alone, and the White House began his legendary drifting career in the North.
I have no access and no capital. If I am good, I just want to enter Wangfujing, but after making money, I want to start my own brand.
A poor boy from the countryside, coming to the capital, has no access, no capital, and naturally it will not be smooth sailing. All Ding Shizhong can do is run into the mall with his shoes on his back every day and ask anyone if they want to buy shoes. The question is, a boy of 17 years old is childlike and has a baby face. Why should others believe him?
Ding Shizhong had no choice but to pester and beat him and ran to the mall every day for a month. All kinds of good words were exhausted, but he didn't kneel down to each other. After a month, he finally moved people from one of the shopping malls, and the other party agreed to let him try. I didn't expect to sell 100 pairs of shoes on the first day!
Although the first battle was successful, Dante Shizhong was not satisfied. It is impossible to get into a big shopping mall or make a lot of money just by grinding your teeth. He soon discovered that the shopping malls that refused him were all purchased in a place called Dakang Shoes City. He immediately figured it out-having a counter in the wholesale market is far more reliable than selling shoes everywhere!
This is Ding Shizhong's first contact with the wholesale model. Since then, he rented a counter in Dakang Shoes City, specializing in the wholesale of Jinjiang shoes. Once the trick is found, the money will roll in. Ding Shizhong has not been idle. He left the counter to others to take care of, and he continued to "wander" in Beijing, thinking about how to put Jinjiang shoes into major shopping malls.
By this time, Ding Shizhong was already a small boss, and he began to discuss with major shopping malls to try to buy. When it was sold out, he checked out and couldn't get a refund. With the secret of "hard-working, sweet mouth and thick skin", in less than two years, Ding Shizhong conquered most shopping malls in Beijing, even the most difficult shopping malls such as Wangfujing and Xidan, and its sales quickly doubled.
After selling shoes, Ding Shizhong developed a "quirk"-looking after shoes. In the shopping mall, he looked at the style, performance and counter layout of shoes; In the street, he saw what kind of shoes people like to wear. The more he looked at it, the more confused he became: it is obvious that all shoes are made in Jinjiang, why can they be sold for 100 yuan under the brand of Qingdao Double Star? Your Jinjiang shoes can only be sold in 20 yuan?
After thinking about it, he finally figured it out because of the brand.
199 1 year, Ding Shizhong returned to Jinjiang with 200,000 yuan earned in Beijing. At this time, making money is not what he wants to do. He has a bigger dream in his heart-to build a brand belonging to Jinjiang.
Founded Anta, did not do OEM distribution, and escaped the financial crisis.
199 1 year, Ding Shizhong returned to Jinjiang. At this time, Ding Fu has left his partner and started a shoe factory named "Anta", which means "start a business with peace of mind and be a down-to-earth person". In view of his achievements in Beijing, Ding Shizhong was elected as the vice president in charge of sales.
But at that time, Anta was mainly engaged in OEM of foreign brands, and sales volume was not the focus. And not only in Anta, but also in Chen Daizhen. In chen dai zhen, there are probably thousands of shoe factories, whose business model and product quality are similar, and they basically do overseas OEM.
Jinjiang Shoe House in 1990s
In the 1990s, overseas orders were like snowflakes, and these small shoe factories had a good life. However, Ding Shizhong, who has been abroad, knows that these overseas orders are unreliable. Depending on the weather, they may disappear one day. As a result, while doing OEM work, he pondered opening specialty stores everywhere and expanding his distribution channels.
Thanks to Ding Shizhong's efforts, Anta has promoted the agency distribution model throughout the country, and has the first batch of dealers. At that time, many colleagues said that Ding Shizhong was fooling around. However, 1997 After the arrival of the Southeast Asian financial crisis, there were no overseas orders, and the once glorious Jinjiang shoe factory collapsed by more than half. However, Anta has opened more than 2,000 franchise stores all over the country, which has not been greatly affected.
But even so, Anta's popularity is not enough and it has no influence at all. In order to make Anta famous all over the world, Ding Shizhong is determined to take a gamble. He wants to ask a celebrity to speak for him.
This man is crazy!
Now it's not a problem for the company to invite celebrities to speak for them. Dante's loyalty was a risky move at that time.
At that time, only foreign top brands such as Nike and Adi would look for celebrity endorsements, but domestic brands never did. In order to start the brand, Ding Shizhong also intends to imitate Nike's practice. He asked around and finally locked in the table tennis world champion Kong Huiling, but the endorsement fee was 800,000!
You know, at that time, the house price in Beijing was only 2,000 yuan/square meter, and the profit of Anta was only 4 million a year. The endorsement fee of 800,000 yuan is undoubtedly sky-high, and the quarrel within Anta has become a pot of porridge. Although Ding Shizhong gained a leading position in Anta, he still had to bear the pressure from the board of directors.
Finally, he put down a sentence: Do many people know about Anta or Kong Huiling?
Under great pressure, the hole was signed, but the sales volume of Anta did not change. I made a survey in a hurry and found that consumers didn't know that Anta had signed the name Kong. If they want to gain popularity, they must spend 3 million yuan on advertising on CCTV!
What should we do now? If you don't spend this 3 million yuan, 800 thousand yuan will definitely be a waste of water, but if you spend this 3 million yuan, what will you do if you beat the dog and take the meat buns? After careful consideration, Ding Shizhong decided to gamble again!
For Ding Shizhong, which has always been pragmatic, this is one of the few gambling. No matter how his family objected, he was determined to carry on, and even made a cruel statement: if the advertisement didn't work, he wouldn't get any dividends at the end of the year. The family couldn't beat him and had to let him do it.
1999, Kong first boarded CCTV to endorse Anta, but the market didn't respond for a month or two after the advertisement was broadcast, and Ding Shizhong was going crazy. It was not until the third month that dealers came to negotiate one after another that Anta's sales doubled.
In the 2000 Sydney Olympic Games, Kong and Waldner fought hard for five games and finally won the championship. After Kong Huiling won the competition, she screamed at the sky and kissed the national flag on her chest, which touched countless people in China.
Since then, Kong Huiling once again said the slogan "I choose, I like it", which immediately made Anta popular in China, with sales exceeding 300 million that year.
This endorsement is an important turning point in Anta's history. Since then, Anta not only enjoys a worldwide reputation, but also its sales revenue has soared, from1200 million in 1999 to1260 million in 2006.
Ding Shizhong has always been grateful for this. In 2007, Anta was listed in Hong Kong, and Kong Huiling was invited to attend. In my office, there are still photos hanging in the hole.
Send money to send shoes are rejected, to build professional sports shoes!
Although Anta became an instant hit, it was a knockoff in the eyes of many people in China, because it set an example for Nike, Adi and other international brands in design, just like other Jinjiang shoes, but with a little more fame.
Dante Shizhong didn't realize this until he was "slapped in the face when giving money" in 2005.
CBA, which had just started at that time, wanted to seek the sponsorship of sports brands. However, as major sports brands are sharpening their heads to grab the Beijing Olympic Games, few people pay attention to CBA, but Dante Shizhong accepted it and signed it for seven years at a very low price.
Ding Shizhong's abacus is very accurate: the Olympic Games will only burn for more than ten days, 1 100 million, while CBA is a season, and basketball fans are extremely accurate in watching the ball. To this end, Ding Shizhong also put forward a request: CBA players should wear Anta's basketball shoes to play.
CBA officials have no opinion on this condition, but they are collectively resisted by the players. The reason is also very simple. Anta shoes are uncomfortable to wear, and their functions are not comparable to those of foreign brands such as Nike and Adi.
Ding Shizhong was so angry and helpless that he couldn't sleep for several nights. After thinking for several nights, he figured out who made his shoes fail, but his stubbornness also came up: Why can't we make shoes that Nike can make? Even if you want to burn money, you have to burn high-tech sneakers!
In 2005, Anta invested 30 million yuan to set up its own sports science laboratory, and then increased the R&D investment ratio of products from 3.8% to 5.2% every year, and set up R&D design centers in the United States, Japan and South Korea.
Five years later, 99.5% CBA players put on Anta's sneakers.
Running three cities a day, visiting 500 prefecture-level cities in a few months, just ran out of the trough.
After its success in Kong gambling, Anta's development was smooth sailing: it sponsored CBA2005; Listed in Hong Kong in 2007; In the same year, he signed three stars of the NBA Rockets. However, from 20 12, with the downturn of the sporting goods market, the light of Anta suddenly dimmed.
In that year, Anta's net profit was 654.38+03 billion, up -2654.38+0.47% year-on-year. However, the marketing expenses of the London Olympic Games were as high as 654.38+02 billion, which seriously dragged down its performance and even forced it to close more than 6543.8+0000 loss-making shops.
In Ding Shizhong's eyes, Anta is "sick". In order to find out the reason, he took out the energy of running the market in Beijing that year and traveled to 500 prefecture-level cities in just a few months. I even tried to go to three cities in one day: fly to Shanghai in the morning, fly to Tianjin at noon to continue my work, and take a bus back to Beijing at night.
After painstaking and meticulous research, Ding Shizhong finally found that the problem was not the bad goods, but the traditional brand wholesale model. In the past, Anta only had to advertise well and then sell its products to dealers, but this extensive model is out of date, and Anta must transform into a retail-oriented model.
Found the cause, Ding Shizhong immediately gave Anta a prescription:
First of all, streamline distribution channels, cancel sales areas, and flatten the organizational structure;
Secondly, promote ERP system in dealers all over the country, collect real-time data, and realize single store order;
Finally, control the discount range, optimize the flexibility and efficiency of replenishment, and meet the differentiated demand.
Diligence, execution and immortal spirit enabled Anta to gradually recover in the first half of 20 14, surpassing Li Ning in one fell swoop and becoming the leader of China sporting goods industry! In 20 15, Anta broke the "10 billion curse" and became the first China enterprise with revenue exceeding 10 billion!
In the face of such glory, Ding Shizhong is not satisfied. He said that10 billion yuan is only the beginning, and Anta's goal is to surpass Adidas and become the "second" in China's sporting goods market in 2020.
In terms of sales volume, Anta 20 15 has sold 40 million pairs of shoes, and the number of stores is close to 10000. Not to mention Adidas, it is just around the corner to surpass Nike. So some people exclaim that Anta will become "Nike of China" in the future.
However, Ding Shizhong didn't like the name very much. He said a long time ago: Don't be the Nike of China, but the Anta of the world.
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