Anta Ding Zhizhong: Surpass Rivals In Hard Work

Business Week: many companies are learning Anta, too many sporting goods companies that advertise on the five sets of CCTV, PEAK even signed NBA stars.

These enterprises are making rapid progress. Do you think they will be able to exceed Anta?

Ding Zhizhong: a very important question is whether enterprises can upgrade at every stage.

Competitors always exist, but businesses will not wait to be beaten.

One of the most important reasons why Anta can survive now is that we have been struggling in the competition and have been moving forward. Then we have broken through a series of obstacles to defeat one opponent and grow up in the struggle.

Then how can you defeat your opponent and grow up?

If you want to study and defeat your opponent, you don't have to say that others fail, but you have to surpass yourself.

In fact, our competitors are different at each stage. For example, in 1998, we participated in the National Sporting Goods Fair. At that time, I saw a billboard of double star shoes at the conference hall. The sales volume of double star was 1 billion 800 million yuan that year, and the sales volume of Anta was only 40 million. At that time, I sighed, "when can we do 1 billion?"

I didn't expect that after a few years, we exceeded the double star. In fact, he is improving, but we are striding forward.

In 2002, when Lining was already very large, sales of about 1 billion, far exceeding US, we put forward our first goal: we must surpass him.

From the first half of 2007, the difference between sales of Anta and Lining is less obvious.

However, it is not realistic to say that we should exceed Nike now.

Business Week: what is your biggest worry in the development of this company?

Ding Zhizhong: in fact, one of the most worried is that we still feel that the rapid development of enterprises, our people can not keep up.

So over the years, we have been doing quite a lot in this respect.

We have a way of thinking. In the first half of 2007, we have just carried out the reorganization of the organizational structure. Until now, we are still improving. We hope to work out a practicable system of employing people who can retain talents in the entire consumer goods industry not only in the sports industry, but also in the whole consumer goods industry.

I believe the effect will soon be seen.