Ding Zhizhong, president of Anta Company, believes that the essence of Jinjiang manufacturing is industrial cluster economy. To build a modern manufacturing base, the core issue is to cultivate and develop industrial clusters and form regional scale advantages and lasting competitiveness. Now there are more than 6,000 enterprises in Jinjiang, with an annual output value of nearly 60 billion yuan, accounting for more than 95% of the city's total industrial output value.
In the process of industrial agglomeration in Jinjiang, upstream and downstream partners are constantly emerging, and competitors are constantly increasing. The problem of "internal friction" cannot be ignored.
Ding Zhizhong said that since 2000, footwear enterprises in Jinjiang had a real understanding of establishing their own brands. That is, from this time on, the large-scale brand-building movement of Jinjiang footwear industry really began, and Jinjiang manufacturing cluster gradually transitioned to brand cluster.
But under the cruel competition, the sporting goods market has to enter a new round of "brand concentration" stage.
In this regard, relevant insiders believe that enterprises in Jinjiang should broaden their horizons, reduce unnecessary and useless competition and reduce "infighting". The independent orientation of enterprises is very important. Some enterprises are suitable for direct production of end products, some are suitable for branding, and some can only be processed and matched for famous brand enterprises.
The relationship between market choice and government guidance in the formation of industrial clusters, and how to further improve the quality of Jinjiang's initially formed industrial system, and further enhance industrial competitiveness and brand influence, all need attention. It is hoped that the government will reduce the waste and consumption of social resources through macro-control and guidance.
At present, the owners of industrial clusters in Jinjiang must implement technological innovation quickly. If the resulting cost reduction can last for about 5 to 10 years, these clusters will have a positive impact on Jinjiang's economic and social development. Otherwise, some existing clusters must consider finding alternative industrial clusters as soon as possible.
Ding Zhizhong, president of Anta, believes that Anta brand has been developing in the direction of diversification of sports products after careful creation in recent years. He believes that it is an inevitable trend to sublimate from a comprehensive sports product cluster to a sports culture cluster.
Attachment: Ding Zhizhong, President of Anta, delivered a speech "From Industrial Cluster to Brand Cluster"
-Speech at the 2004 Jinjiang Industrial Cluster Forum
Hello, leaders, experts, old and new friends!
First of all, I feel very honored that Anta Company can represent more than 3,000 shoe enterprises in Jinjiang to discuss the topic of industrial cluster development with you at this industrial development forum. I also want to have a systematic exchange with you on the brand building experience of Anta in recent years. Looking at the development process of Anta brand comprehensively, it is a microcosm of Jinjiang brand development and a witness of Jinjiang's development from industrial cluster to brand cluster.
First, the formation of industrial clusters and the first awakening of Anta brand
I think the essence of Jinjiang manufacturing economy is industrial cluster economy. To build a modern manufacturing base, the core issue is to cultivate and develop industrial clusters and form regional scale advantages and lasting competitiveness. The development of shoes in Anta and Jinjiang also confirms this statement.
Friends who have dealt with our shoe enterprises in Jinjiang know that before the brand operation, most of the successful shoe enterprises in Jinjiang rely on OEM order processing to complete the original accumulation. Jinjiang, as a coastal hometown of overseas Chinese, has unique conditions in introducing overseas Chinese capital and obtaining overseas market information. After more than ten years of development, there are currently more than 3,000 footwear enterprises in this area, especially after 2000, with the growth of export market, Jinjiang exported shoes 1 100 million pairs in 2000 and 400 million pairs in 20001year, and set a record of 700 million pairs in 2003, becoming the world's major sports shoes production base. At the same time, the processing links of various raw materials matching the production of finished shoes have also formed a considerable scale. Jinjiang has developed into the largest raw and auxiliary materials market and processing base for sports shoes in China, and the largest shoe machine sales market. These factors have laid a very solid industrial foundation for Jinjiang to become the shoe capital of China.
The growth of Anta is basically synchronized with the development of Jinjiang footwear industry, but after more than ten years' efforts, Anta has become the most powerful brand enterprise in Fujian and even the whole country.
In the mid-1990s, many enterprises in Jinjiang were bigger than Anta in scale and fame, but the difference was that apart from normal overseas orders, Anta always focused on the domestic market and devoted itself to developing distribution channels in the domestic market. Of course, this is not an advantage, because many enterprises have a large number of OEM orders and stable profits. What's more, it is very difficult to issue in China. At that time, only Double Star and Li Ning dominated the domestic market. Shoe factories like Jinjiang are expensive and slow to expand the domestic market, and the domestic market is not so attractive to them.
But after several years of market tempering, Anta realized that the terminal network is the foundation of an enterprise's survival. Even if there is a stable overseas order to live a well-fed life, it will eventually be subject to people; If you want to find your place in the big markets at home and abroad, you must have your own contacts. And this network will undertake the important task of developing from manufacturing industrial cluster to brand industrial cluster. By the end of 1998, Anta had established more than 2,000 franchise points in large and medium-sized cities across the country.
Only the network can not complete this transformation. Since 1999, after the initial completion of the terminal network, Anta Company has intensified its brand promotion, and hired Kong, then the world champion of table tennis, as the brand image spokesperson of Anta, taking the first step as a market pioneer, and its popularity and sales performance have rapidly improved. Anta has also rapidly upgraded from a regional brand to a national famous brand, and its terminal outlets have also expanded to more than 3,000 in the shortest time. Product sales have been in short supply, and the direct beneficiaries of this situation are not only Anta, but also the entire industrial chain of Jinjiang sports shoes.
Since 200 1, Anta has taken a decisive step, that is, product diversification and brand internationalization, and began to cross the border into sportswear, accessories and other clothing products, which means that Anta has transformed from a single sports shoe to a comprehensive sporting goods brand, and Anta has officially transformed from a footwear production enterprise to a brand operation enterprise. Guided by market demand, we have formed a long-term and closer strategic partnership with more suppliers and manufacturers. At present, Anta is the only brand in the sporting goods industry in China that combines the honors of "China Famous Trademark", "China Famous Brand Product" and "China Inspection-free Product". The success of Anta has aroused strong repercussions in the same industry throughout the country. So many brothers in the same city who are still waiting to see have followed Anta and intervened in the expansion of the domestic market. In just a few years, a large number of brands have appeared.
Second, the transformation from industrial cluster to brand cluster.
With the broadcast of Kong's sentence "I choose, I like it" in five sets of golden advertisements of CCTV, it won the favor of consumers of different classes, and also promoted the affinity, influence and brand awareness of Anta sports shoes as never before. Anta has become the first brand of sports shoes in China, with a market share of 18%.
The success of Anta verifies the words of brand experts: "The only way to have a market is to have a brand with market advantages". The success of Anta promoted the brand revolution of Jinjiang footwear industry and set off a crazy brand-building movement.
From 2000 to 2003, in addition to Anta, there were more than 30 Jinjiang shoe brands, which appeared in one and five sets of CCTV. According to statistics, during this period, the total broadcast fee of Jinjiang sports shoes advertisement in CCTV reached one billion yuan. The image spokesmen of all kinds of sports shoes are bright stars and shining Kyushu. There are both sports stars and entertainment stars here. A large amount of advertising investment has greatly improved the popularity of Jinjiang sports shoes, narrowed the distance between Jinjiang sports shoes brands and consumers, and made Jinjiang sports shoes the favorite of consumers. At present, there are 7 brands in Jinjiang in the list of domestic sports shoes brands.
The success of brand building of Jinjiang footwear industry is the second venture of Jinjiang sports shoes industry cluster. This venture demonstrated the strength and elegance of China Shoes Capital in Jinjiang, promoted Jinjiang's position as the most important sports shoes production base in China, and laid the foundation for some brands to become well-known brands. It can be said that since 2000, our shoe enterprises in Jinjiang have a real understanding of building their own brands. That is, from this time on, the large-scale brand-building movement of Jinjiang footwear industry really began. Jinjiang manufacturing cluster gradually transits to brand cluster.
Third, from a single footwear brand cluster to a comprehensive sports brand cluster.
Look at our Jinjiang shoe industry. After spending a lot of money on brand building, it also created the "Jinjiang phenomenon" which is well-known at home and abroad. But looking back now, we find that our brand cluster is only at a very similar level. There is still the phenomenon of following the trend in the concept of brand building. Under the cruel competitive pressure, the sporting goods market has to enter a new round of "brand concentration" stage, and a large number of brands are facing the pressure of survival. Therefore, brothers in the same city must improve their core competitiveness by improving their professional ability, otherwise some brands will be eliminated with the intensification of competition.
In fact, Anta brand has been developing in the direction of diversification of sports products after careful creation in recent years. Correspondingly, Anta sponsored CBA, CUBA, National Men's and Women's Volleyball League for several years to promote extreme sports, and its product quality and overall image left a deep impression on sports consumers. It can be said that Anta brand has taken the lead in stepping out of the road of comprehensive sports.
The problem now is how to effectively use the existing conditions and reshape a brand-new Anta sports concept that is more suitable for the needs of the global market, which has become a top priority for Anta brand building.
Judging from the current development situation, Anta's step of taking the road of comprehensive sporting goods is still very stable and solid. From the successful case analysis of the world sporting goods industry, it is the only way to build a comprehensive brand by radiating to supporting products on the basis of mature single products. Therefore, our shoe enterprises in Jinjiang must take sports shoes as the leader, drive the synchronous development of other fields such as sportswear, sports accessories and even sports equipment industry, and build a large number of comprehensive sports brand clusters to meet the different needs of sports consumers to the greatest extent.
It should be emphasized that modern sports has a history of only a hundred years, while the most powerful sports brands in the world have a history of only decades, and the domestic sporting goods market has only a decade. It can be said that the whole domestic sporting goods field is still a very young sunshine industry. As long as we find the gap and recognize our own position, we will certainly stand among the world brands in the near future. This is definitely not a dream, but a completely achievable goal, because we already have it.
Fourthly, from comprehensive sports brand cluster to sports culture cluster.
You must have noticed that all Adidas products have a three-bar logo, which is of course unique to Adidas. In the eyes of most people, as long as they see these three bars on clothes and shoes, they will naturally think that they are sporting goods. Why do people think so? This is the sports culture that Adidas has painstakingly managed for many years. It has penetrated its own brand feature-Adidas is a sport into people's bone marrow. This is the dream of every sporting goods enterprise and the only way for our China sports brand to go global. And this road needs a thorough transformation.
Sports culture requires us to go beyond the product itself, closely connect with the highest realm of sports in brand operation, and raise the brand to a materialized sports spirit or a symbol of human conquest of nature and transcendence. To achieve this, we must have long-term strategic goals and long-term unremitting efforts.
In a word, Anta is ready to sprint to the highest peak in the world sporting goods field from all aspects. In fact, Anta also has the conditions to complete this sprint. Because, as we all know, from the 2004 Olympic Games to the 2008 Beijing Olympic Games, these five years will bring infinite business opportunities to the sporting goods industry in China. In this sense, many similar enterprises in Jinjiang have actually begun to shape their own brand culture after completing the construction of comprehensive sports brands. However, just like the changes taking place in Anta, each of our brands must work hard on the road to success. Create your own unique brand personality. When one day all our powerful brands can be deeply rooted in people's hearts in different styles, that is the arrival of our Jinjiang sports culture brand cluster. At that time, the name of China Jinjiang brand will appear in the forest of world sporting goods brands.
Let's work together!
Thank you!
Anta (China) Co., Ltd.
Chairman: Ding Zhizhong
2004/4/20