Anta Sporting Goods Co., Ltd. won the Quanzhou Enterprise Innovation Conference with outstanding achievements in innovation. Mr. Ding Shizhong, chairman and CEO of ANTA Board, shared with Antai's innovators at the conference.
2011 is the 20th anniversary of the founding of Anta. As the head of Anta, Ding Shizhong is quite sentimental about the development of the company over the past 20 years. He said that Anta has been able to achieve today's results, from external conditions that benefit from the rapid economic development since the reform and opening up and chose the fast-growing sports industry. From the internal elements of the enterprise, mainly depends on four innovations: brand innovation, science and technology innovation, management innovation and ideological innovation.
Brand innovation is essential for sporting goods companies, it can be said that brand awareness and reputation determine the size and core competitiveness of enterprises. From the late 90s of last century, Anta signed Kong Linghui and the first "sports star + CCTV" marketing model approved by the market, to fully support the development of sports, the media as "China League engine" to win the market reputation, ANTA brand Desire to have a greater breakthrough. In 2009, Anta became the contracting partner of the Chinese Olympic Committee and won the sponsorship of the award ceremony of Chinese sports delegation in a number of international competitions, including the Winter Olympics, the Asian Games and the Olympic Games from 2009 to 2012 during the Olympic Games. Thus greatly enhance the visibility of ANTA brand, and its brand name in the sporting goods industry in China.
In addition, Anta has always regarded technological capabilities as its core competitiveness. In 2005, ANTA invested more than 30 million yuan and took the lead in setting up a sports science laboratory in China. In December 2009, the laboratory was recognized as a "national-level enterprise technology center" by the National Development and Reform Commission, which is the first in China's sporting goods industry Obtained by the state-level world-class enterprise technology center. So far, the laboratory has contributed over 40 national patents.
In terms of internal management innovation, Anta has always believed in four matches --- team matching, supplier matching, distributor matching and partner matching. From these four aspects to enhance internal management capabilities, thereby enhancing the operational level and overall strength. During the 20 years of Anta's development, it proves that this theory has a positive effect and a lasting impact on the overall core competitiveness of the enterprise.
Ding Shizhong often told his staff that the foundation of an enterprise is evergreen, and the managers of the enterprise need to continuously innovate in management thought and business philosophy to ensure the long-term vitality of the enterprise. Anta has not been business as a business, but when the business to operate. Looking back on the journey of 20 years, it is exactly the constant thought innovation that makes Anta out of a road of development with its own characteristics.