Anta President Ding Zhizhong's Entrepreneurial Experience

In less than 10 years, Ding Zhizhong has thrown thousands of competitors around the town of Anta behind him. "Anta is bigger now, and Ding Zhizhong is not good at it now." One started exercising in 1983. clothing The stone lion businessman said. His annual sales volume of "Ho Kin" brand sportswear is about 1 hundred million.

Ding Zhizhong, the 37 year old president of Anta (China) Limited, is a native of Chai Dai Town, Jinjiang City, Fujian province. As the first sport in China to advertise with sports stars. shoes Ding Zhizhong, President of Anta, is known as "the first to eat crabs".

Ding Zhizhong became the shoe king in the name of the place, but he did not become the president of the local Footwear Association. "He has a kind of domineering in his bones, and he can't deal with it." A local media reporter said. He also did not want to compromise with others. According to local people, if a thing that he did not want to do and could not do, another XTEP shoe owner, XTEP founder Ding Shui Bo, would choose to do it, while Ding Zhizhong would simply refuse it.

Perhaps because of this, in 2006 Quanzhou (Jinjiang under the Quanzhou city) for the election of the president of the shoe industry association, as the president of the Jinjiang shoe industry, Ding Zhizhong was originally the president of the president, but came to oppose the sound, and finally sat on the seat.

"Ding Zhizhong is an inner closed person from personality, and only a few good friends can understand his inner thoughts. Most people, even the directors of his company, may not know what he is thinking." A person who worked for Ding Zhizhong for many years said. Why can this "bad deal" businessman surpass more than 3000 Jinjiang shoe companies and become a fortune star in this labor-intensive industry?

In the summer of junior high school, Ding Zhizhong, 17, proposed to develop in Beijing. His father told him why. Ding Zhizhong said, every day, foreigners get money to buy things. Almost everything can be bought. Why don't we take the initiative to sell the goods in Jinjiang?

Ding Fu's shoe factory was also just built up at that time, and the economy was not well-off, but it was persuaded by his son to take out more than 10 thousand yuan, so that Ding Zhizhong bought 600 pairs of Jinjiang shoes to sell in Beijing.

In order to put the goods of Jinjiang in the counter of Xidan shopping malls in Beijing, Ding Zhizhong went to the mall every day and began to disagree with others. He said to him, "how old are you, and run out to do business?" Ding Zhizhong insisted that he was 20 years old and no one believed it. He also doesn't care about the complexion of others. He especially introduces the advantages of Jinjiang's products. He has been there for more than a month, and the people in the mall have promised to go to Jinjiang. Ding Zhizhong was so happy that he hurried back to Jinjiang to prepare. Finally, in all the big shopping malls in Beijing, Ding Zhizhong got a special counter for the shoe factory in Jinjiang.

But in 1991, Ding Zhizhong returned to Jinjiang. It turned out that the cheap sale of Jinjiang shoes in Beijing deeply stimulated Ding Zhizhong. At that time, the famous "Qingdao double star" and "Shanghai torch" shoes in the market were already produced in Jinjiang, indicating that there was no problem in the quality of Jinjiang goods.

With the 200 thousand yuan earned in four years, Ding Zhizhong started his business in Jinjiang again. At that time, his idea was very clear: we must make the enterprise bigger and start the brand. In 1999, a war of advertising and sports star wars were born in the domestic shoe industry. Ding Zhizhong became the first person to eat crabs. 1 million 600 thousand, "I choose, I like", Kong Linghui became Anta's image spokesperson for two years; 5 million, the budget price of advertising on CCTV. As a result, with the excellent performance of Kong Linghui in the Olympic Games and his unique "I choose, I like", Anta quickly completed the establishment and dissemination of the brand, and greatly pulled it up. market Growth.