Jinjiang People Love To Fight And Dare To Fight For Anta'S Choice. Kong Linghui Has Today.

Small Jinjiang is a microcosm of China's sports industry cluster. From international perspective Sports brand The big money to create a domestic sports brand, Jinjiang with a pair of sneakers first opened the door to the Chinese sports industry, and then expanded to the world sports arena. For Liaoning, where the sports industry is still in its infancy, the advantaged manufacturing advantages provide a solid foundation for the development of the sports industry in the future. Jinjiang is far from Liaoning, but Jinjiang's thinking is very close to us. Reporters interviewed the CBA League game, walked into Jinjiang, approached these well-known domestic sports brand.

Chen Dai town is a small town with an area of only 38.8 square kilometers in Jinjiang. It can not be found on maps, but now it is the most important place for producing sports shoes in China and even in the world. In the early 80s of last century, shoe factories were everywhere, and people made semi hand-made shoes at low prices. Order Nike and other trademarks are shipped to every corner of the world. At that time, many families in Chen Dai town regarded such an order as a way to get rich. Everyone was satisfied with such a comfortable state. However, some people are not comfortable with the status quo, such as the later Anta veteran Ding Shizhong, XTEP President Ding Shuibo...

"Both Ding Shizhong and Ding Shuibo walked out of Chen Di Town, and were also labeled" grassroots heroes ". Their business started from sixteen to seven years old. It's not easy and inspiring. Like Ding Shuibo and his sworn brothers at the very beginning, with 1500 yuan, he set up a small bamboo shed at a small river near Chen Dai and called the company. Ding Shizhong could not even get the money. He went to Beijing to sell shoes with 600 pairs of shoes his father had subsidized. As a famous sports marketing expert in China, Li Yize has been serving Anta, Jordan and other sporting goods companies for many years. "The rise of the" Jinjiang Department "represented by them is not only due to seizing opportunities, but also due to some luck.

Like most sports brands that Jinjiang has come out, Anta is also a processing plant before establishing its own brand. "It was in 1999 that ting spent 800 thousand yuan to hire the Chinese table tennis player Kong Linghui as the spokesman for Anta brand." It doesn't seem like a big deal now, but 15 years ago it was an explosive news. You know, at that time, the annual profit of the company was only 4 million yuan, and the signing of an athlete by 1/5 was not everyone's strength. "Ding Shizhong was gambling at that time, he not only bet on Kong Linghui, but also bet on the company's annual profits and advertise on TV. Luckily, he won. "

In the 2000 Sydney Olympic Games, Kong Linghui won the gold medal in table tennis men's singles, and Anta also won the fruit of the success in this big gamble. "Anta, I choose, I like" became the prevailing language at that time, and also pointed out the way of development for other shoe enterprises. "Ding Shizhong won, and today we are going to talk about his case, but if he loses, I am afraid there is no Anta brand." Li Yize sighed with emotion.

Li Yize believes that the Jinjiang people love to fight, but also dare to fight. "In 2000, Ding Shuibo's Sanxing company's export business is booming. The world's retail giant WAL-MART sees the potential of Sanxing company, and actively seeks cooperation." When many colleagues thought that Sanxing company had made a good fortune, Ding Shuibo unexpectedly refused. Wal-Mart Cooperation intention. At that time, people said that Ding Shuibo must be crazy. But in fact, Ding Shuibo's vision is longer than that of the general public. He clearly realizes that cooperation with WAL-MART can really make Sanxing company get more business, but it will also ruin its brand development. It is Ding Shuibo's dream to build his own shoe empire. It is with the support of this dream that "XTEP is not an ordinary feeling".