From 65438 to 0999, Anta signed Kong as the image spokesperson, launched the brand slogan "I choose what I like", and pioneered the marketing model of "sports star+CCTV" in China. The promotion of the brand has boosted the strong growth of sales, and the turnover has quickly exceeded 200 million from more than 20 million.
Since then, Anta has completed the construction from production to brand wholesale, and focused on penetration in second-and third-tier cities. "We need to be leaders in the value chain." Ding Shizhong said that in the face of more and more imitators, he always thinks about how to run faster and take the lead in Jinjiang, where the competition is becoming more and more fierce. Lead Anta to go public in Hong Kong. Under the leadership of Ding Shizhong, in July 2007 10, Anta Sports was listed on the Hong Kong Stock Exchange (code: 2020), and 600 million shares were sold worldwide, which was oversubscribed 183 times. Coupled with over-allotment, Anta raised more than HK$ 3.5 billion, setting a record for the P/E ratio and financing amount of the sporting goods industry in China. On June 23, 2009, the Chinese Olympic Committee signed a contract with Anta Sporting Goods Co., Ltd. to become a partner. From 2009 to 20 12, the China delegation won prizes in 1 1 international comprehensive competitions, including the 2065438 Vancouver Winter Olympics and the 20 12 London Olympics. The company will also cooperate with the Chinese Olympic Committee in many fields, such as education and environmental protection, and its identity has also become "2009-20 12 Sportswear Partner of the Chinese Olympic Committee" and "2009-20 12 Partner of the China Sports Delegation".
On August 10, 2009, Ding Shizhong, who had just returned from watching the competition in London, said that from the first day of making sportswear, he had the desire to let China athletes stand on the Olympic podium wearing Anta brand. He said: "I am not proud of how much profit and tax our company has a year, but this time the China delegation was able to put on our clothes and get such a high evaluation, so I am proud for the first time."
201365438+1October 17, the Chinese Olympic Committee and Anta Sporting Goods Co., Ltd. cooperated for the second time and formally signed "20 13-20 16". During the Rio Olympic cycle, Anta will provide award-winning equipment for the 10 large-scale international comprehensive games, including the 20 14 Sochi Winter Olympics, the 20 14 Incheon Asian Games and the 20 16 Rio Olympic Games. On September 4th, 20 13, Anta Sporting Goods Co., Ltd. announced that the basketball strategy of "priceless strength" was launched in an all-round way at the formal contract renewal ceremony with NBA star kevin garnett. As an important part of the strategy of "priceless strength", Anta and Garnett jointly launched KG4 basketball shoes, which are positioned as "national shoes" and cost 399 yuan.
At the press conference, Mr. Ding Shizhong, Chairman and CEO of Anta Board of Directors, announced that Anta Basketball had launched a brand-new basketball strategy with priceless strength. Director Ding said: "Priceless strength is a brand-new strategy launched by Anta Basketball, which is not only the best interpretation of NBA superstar Garnett's selfless struggle on the court, but also a continuation of the proposition that basketball is life."
Before the launch of the basketball strategy of "priceless strength", the price of Anta basketball shoes was mainly between 300-500 yuan, and the most expensive one was KG3, with a price of 699 yuan. After the release of the "priceless strength" basketball strategy, the latest KG4 only sold for 399 yuan. Anta said that more cost-effective products will be launched in the future. On August 4th, 20 14, Anta Sporting Goods Co., Ltd. became the partner of Gymnastics Management Center of State General Administration of Sport, and the press conference of signing cooperation between the two parties was held in the Gymnasium of Training Bureau of State General Administration of Sport. Chairman and CEO of the Board of Directors of Anta Sporting Goods Co., Ltd., Luo Chaoyi, Director of Gymnastics Management Center of the State Sports General Administration, and athletes' representatives Zou Kai, Zhang, Yao Jinnan, Dong Dong, He, attended the conference, and witnessed the new glorious journey of Anta and China Gymnastics jointly launching the legendary champion team. On June 3, the signing of NBA 201410, NBA China and Anta Sporting Goods Co., Ltd. announced that they had formed a long-term partnership in Beijing, and Anta officially became the official market partner and NBA licensor. This cooperation is the first time that NBA authorized China Sporting Goods Company to use co-branded products. In addition to launching co-branded sneakers, Anta will join hands with NBA to promote basketball in China and participate in fan activities including "NBA Basketball Country" and "NBA All-Star Voting".
"The most important thing to sponsor a brand is that it has something to do with goods. It has nothing to do with goods and has nothing to do with consumers. " Ding Shizhong said. Initially, the NBA rejected many rights and interests proposed by Anta. This highly commercialized alliance will not easily agree to the requirements of its partners. What's more, the requirements put forward by Anta are not available to the previous brands, and the NBA is also particularly cautious. "I talked for about two years." Ding Shizhong said, "We will tell them that the NBA is an alliance brand, but if the brand of this alliance is made in China, you need capable enterprises to help you cooperate with consumers." Leading Anta's performance to record highs of 20 14, Anta achieved revenue of 8.923 billion yuan, setting an annual revenue record since the company was established. "The strategic goal of Anta 20 15 is to break through 10 billion RMB. Further consolidate market share and industry leading position. " Ding Shizhong said in an interview with the media after the release of the financial report.
On August 5th, 20 15, Anta Sporting Goods Co., Ltd. released the results of the first half of 20 15 in Hong Kong, and the company's revenue increased by 24% to RMB 5 1. 1 billion, a record high. The gross profit margin also reached a record high, reaching 46.6%, the gross profit reached 2.38 billion yuan, the operating profit was 65.438+0.26 billion yuan, and the business growth rate also exceeded the same period last year. This set of data not only refreshed the performance history of Anta in the first half of the year since its listing, but also set the performance record of sporting goods enterprises in China in the first half of the year. Ding Shizhong, who was elected to the National People's Congress, was successively elected to the 11th and 12th National People's Congress. From the day he learned that he was elected to the National People's Congress, Ding Shizhong began to consider how to perform his duties. He believes that for the first time, if the representative is unfamiliar with other aspects, it is best to start with what he is familiar with, put forward constructive suggestions and opinions on the industries he is familiar with, and make contributions to the industry.
After the goal was determined, he began to solicit opinions, investigate the suggestions to be made, and then determine the reasons and background of the investigation, and the proposed construction should be operable. During this period, he consulted many people, including government officials, heads of relevant departments, the office of the president of the company, think tanks and even well-known brand strategy experts.
During the two sessions, Ding Shizhong successively submitted proposals to support the exploration and construction of Islamic financial centers in Quanzhou, to support overseas mergers and acquisitions of private enterprises, and to open private capital from various angles.