The Four Innovation Is &Nbsp; The Core Strength Of Anta Enterprises.

CEO

Mr. Ding Shizhong was commended for his speech at the Quanzhou Enterprise Innovation Conference.

Brand innovation is crucial to enterprise development.

Brand innovation is of great importance to sporting goods enterprises. It can be said that the popularity and reputation of the brand determine the scale and core competitiveness of the enterprise.

In the late 90s, Anta signed Kong Linghui as the spokesman of the image, launched the brand slogan "I choose I like", and pioneered the marketing mode of "sports stars + CCTV" in China.

The promotion of brand led to strong sales growth, and turnover rapidly exceeded 2 hundred million from 20 million million.

In the early days of the new century, Anta began to build up a sports resource system and build a brand in an all-round way.

After sponsoring the Chinese table tennis professional league, volleyball professional league, and has been the CBA professional league sponsorship partner, the media as "China League engine."

These have not only created the popularity of Anta brand, but also continuously promoted the brand reputation to a new height.

With the increasing popularity and influence of Anta brand, Anta is eager for greater breakthroughs.

In 2009, with its comprehensive strength and support for China's sports for a long time, Anta became the signing partner of the Chinese Olympic Committee. It won the 2009-2012 years' Olympic sponsorship of the Chinese sports delegation, including the Winter Olympic Games, the Asian Games and the Olympic Games.

This will not only greatly enhance the exposure rate of Anta brand, but also more importantly, Anta will gradually establish the image of Chinese sports.

Anta has always regarded science and technology strength as the core competitiveness of enterprises. Technological innovation has determined the sustainable development ability of enterprises. Anta has never stingy investment in scientific research.

In 2005, Anta spent about 30000000 yuan to set up the first sports science laboratory in China, developing sports technology and functional design according to the athletes' body data.

Anta's CBA league players, who have been sponsoring Anta, have not been satisfied with Anta products to 97%.

In December 2009, Anta sports science laboratory was recognized by the national development and Reform Commission as the "state-level enterprise technology center". This is the first Chinese sporting goods industry and the only international enterprise technology center recognized by the state so far.

Today, the laboratory has contributed more than 40 state-level patented technologies.

Over the years, Anta has been focusing on investment in research and development.

Management innovation to enhance enterprise's own strength

The internal management innovation ability determines the operation level and comprehensive strength of the enterprise itself.

In the 20 years of Anta's development, management innovation is embodied in 4 matching: team matching, supplier matching, dealer matching and partner matching.

First of all, to develop enterprises, team must be the first step, and teamwork management should be systematized. Therefore, team matching has always been the most important aspect of Anta management construction. Secondly, supplier matching is the most important part of supply chain management. In order to match supplier development level with brand, Anta has corresponding evaluation criteria and development plans for each level of suppliers.

The matching of distributors' capabilities and the innovative ability of channels determine the scale of the development of enterprises. Anta is the first to set up a sporting goods monopoly system in China to enhance the matching degree between distributors and the company's business.

Finally, the choice of partners, 20 years of development history has proved that focusing on hiring first-class partners to cooperate, has played a positive and lasting impact on building the comprehensive core competitiveness of enterprises.

Innovative thinking makes enterprises evergreen {page_break}

A firm's Evergreen Foundation requires managers to continuously innovate in business philosophy and business philosophy so as to ensure long-term vitality.

Ding Shizhong often told his team not to regard business as a business, but to operate as a business.

Because enterprises should not only pursue profits, but also focus on building long-term and sustainable development capabilities.

Looking back on the journey of 20 years, it is the constant ideological innovation that has led Anta to go out of a road of development with its own characteristics.

As premier Wen Jiabao inspected Anta in May 9th 09, "Anta successfully pformed from labor-intensive enterprises into technology intensive enterprises", and explored a way for "made in China" to upgrade to "create in China".

Looking ahead, Anta will not be satisfied with what has been achieved.

Ding Shizhong once said that there are no Chinese enterprises in the world's top 100 brands.

With the rapid development of our nation and industry, Anta is determined to represent China's enterprises in the world's strongest brands. This requires our continuous innovation and the firmness and persistence in innovation.