Anta CEO Ding Shizhong: To Become China'S First Sports Brand

The first group squeezed into the 10 billion club and served as a partner of the Chinese Olympic Committee for eighth consecutive years, sponsoring the competition equipment of several national teams, and continuing to provide champion dragon clothing for China.

Yes, it is China.

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"Many people mistakenly believe that every Olympic Games can directly stimulate sales, but we just think that it will not directly help sales, it is a long-term help.

Olympic marketing is a major contribution to the long-term development of brands and the recognition of consumers.

As the head of China's largest sporting goods company, Ding Shizhong has his own unique views on Olympic marketing, China's economic and industry prospects, Anta's future development strategy and suggestions for young entrepreneurs.

Although China's economy has slowed down compared with the past, its growth is still in the leading position in the world. From the past two years, China's whole retail industry has seen the fastest growth of the sporting goods industry in the Chinese retail market, and the sports product market has rigid demand and great space.

With the 2022 Winter Olympic Games held in Beijing, Anta also said that the demand for the entire sporting goods market will continue to increase in the future.

According to Ding Shizhong, Anta will involve yoga, swimsuit and other fields in the future.

By 2025, it will be the first in the Chinese market.

Through multi brand strategy, Anta will be built into a world-class sporting goods company.

As a big country with a population of 1 billion 300 million, there are many consumption levels. It is difficult for a brand to cover all consumers.

"So we need different positioning brands to meet different consumers. Anta is positioning for mass professional sports, FILA is sport fashion, and Desanto specializes in skiing and winter sports market."

Ding Shizhong told reporters.

Dreams, passion and perseverance are the three principles of Ding Shizhong's success.

He firmly believed that without these three points, no one could succeed.

He once told a newly graduated college student that if he dreamed of his job at night, he would never succeed.

"I dream at night and often dream of sleeping with my shoes on."

This also reflects why Anta can break through the tight encirclement and continue to maintain a high growth rate of revenue in the face of the weakening of the environment and the sharp impact of foreign sports brands.

In the recently released two quarter report, Anta expects the number of units that can be recorded in the same store growth. In the first half of the year, profits and revenues can be recorded at a low double-digit growth year by year, and the performance is expected to win the market.

And the order volume of its brand products in the first quarter of 2017 will increase year by year, reflecting the driving force of sales growth.