subject: Anta "never Stop": Benchmarking Growth Act - Anta, Marketing - Clothing Industry [print this page] Help the majority of Chinese people experience "never stop" campaign life, but also with Nike, Adidas confrontation reflected the benchmark significance of private enterprises
As Forbes and the Hurun double upstart Chinese brand list, ANTA Sports Ding Zhizhong founder and his family in the interview when repeatedly stressed: "The rainy day is survival."
He told reporters that beset many service enterprises of the RMB appreciation, labor, raw material costs and other issues impact on the ANTA is not very large. "A business to weather the storm, the environment is just a minor conflict, often from their deadly enemy, competitiveness is the life force."
The whole chain Management 2007 7 Anta listed in Hong Kong, the once hit a local Chinese sports brand in the overseas capital market and fund-raising records. Mid-2008 filing shows the first half turnover exceeded 2.2 billion, up more than 50% over the previous year, net profit up 434 million yuan, a year market that is doubling over the same period, more than Li Ning, special steps such as peers.
20 speak out on the founder of Anta's Ding Zhizhong very long recognized, "Manufacturing can not be Anta's all." In fact, relying on the sports industry in Jinjiang industrial cluster to create the value chain control, thus ensuring the company's profitability, it is this business started with the rise of foundry business methods.
When his fellow colleagues and also the time of holding OEM Bulkhead hard, Anta is step by step in the sports design, procurement, production, logistics, branding, terminal
Sell Quietly in various value chains on the layout. Founded in 2005, "Anta Sports Science Laboratory," is this a sign of the value chain, announced the completion of this home "country's first sports science lab," so far has been more than 40 national patents, the majority of players for the CBA League basketball shoes and the shoe last provides individualized improvement program type.
For the layout of the chain in the industry, Ding Zhizhong said with deep feeling, "in the industrial upgrading and market shuffling process, only to become managers of the value chain, our profit mix to form a competitive pricing strategy." Currently, Anta was established in Fujian, Jiangsu, Beijing, Guangdong, four large storage and logistics center and six operating segments, set nearly 300 full-time commitment to the logistics team for the dealers, brands and services, "in large cities and more shop, small city to open a large store ", formed more than 600 cities nationwide store network of 5,193 terminals.
"Value for money" Value chain positioning in the early days of consultancy AT Kearney for the ANTA prescription is "enhanced control for the public." Ding Zhizhong said frankly that made reference to Toyota in brand management, business decision-making experience, aimed at the domestic middle-income people, to do the best brands cost.
The company opened the first 3 years, Anta had received a complaint with the broken toe. Is the sole quality test results, the same batches of the same styles of products mean loss destruction of one million, but Ding Zhizhong that "can not make people feel not worth to buy Anta", the 10,000 pairs have been sent to the country of 8 major areas of the shoes All recalled and destroyed. To honor their commitments, Anta has already invested nearly 100 million yuan for equipment renewal, and designed a "live 5S standard" criteria such as production management. The vice president in charge of technology, Li Su is a senior engineer the functional Anta, which specialized in the core management staff directly based quality management.
Anta is a planned reduction in the proportion of self, the current shoes and
Clothing The self-produced the respective proportions of 50% and 9%. Most apparel production outsourcing, how to control quality? Anta require suppliers to comply "with Anta of growth" principles, such as fabric, supplies, developers have the same development capabilities; but also let providers make money, the procurement team assessment and allow a reasonable profit margin. "Rules of the game in, let your partner make money, he would not return for you. Value for suppliers, they are willing to work with you to advance and retreat."
Footwear in addition to 22 self-built production line and two garment production base, ANTA also actively working with large OEM companies such as Yue Yuen
Cooperation Outsourcing, subcontracting production by way of organized large-scale flexible production capacity, and in this way to achieve Anta "25 days to complete the new cargo coverage" and single capacity.
Affinity Marketing President of the Chamber in the "security roots and, practical ASDC" running script inscription, exactly coincide, "Anta" name. Extraordinary talent, distinguished background, abundant capital, Anta do not have the original, but also benefit from the grass roots origins, the first to find the "affinity build customer relationships," the prescription.
Xu Yang
ANTA brand director, said that with China's economic strength and rising political status, national pride is becoming its own brand and build good relations with important people ties, "which Anta is an opportunity, people are not not recognize-made. "
