People's life is very hard, no matter which way you take, so no matter whether you end up rich, as rich as an enemy, or plain, this is a life situation, and there is nothing to question. Let's take a look at Ding Shizhong, the founder of Anta Group. He got excellent grades, but dropped out of school to go into business alone. What kind of life is this?
Born in Jinjiang, Fujian, a new star will rise in Ran Ran, China, which is inseparable from his father-Ding. Ding was born in 1937, which was an era of war and turmoil. His birth is a family line and another shining threshold.
Therefore, despite his poor family, his parents still hope that Ding can stand up to education. But in those days, going to school was undoubtedly a simple matter, and he was no exception. Ding gave up the opportunity to go to school. As a member of the family, he is still a man. He said: A man should stand tall and hold up a sky everywhere at home.
Jinjiang is near the sea, so the main source of income is to catch the sea. Sea catching refers to catching marine life washed ashore by waves on the beach at low tide. So Ding began to learn to catch the sea with adults, so he began to work at three or four o'clock every morning, collecting sea goods and selling them in the market to earn money to support his family.
This life lasted until Ding 19 years old. New China has just been established, and at the right time, he joined the army. The days in the army were regular and hard, which exercised Ding's body and will.
1979, the spring breeze of change was overwhelming, and it even blew into Ding's heart. He saw the hope of starting a business, so he spent all his money to set up a shoe factory. This is the right time, the right place and the right opportunity. Ding just needs to punch in the middle, which is bound to get twice the result with half the effort. So he won!
Jinjiang is the center of the spring breeze, and this center is not alone. In this carefully arranged weather, Jinjiang people are not alone. Throughout the 1990s, nearly one-fifth of the world's sports shoes were consumed here, and sports shoes brands such as Xtep, 36 1 Degree and Peak sprang up like mushrooms after rain.
1987, Ding Nian was over 500, with a stable career. The so-called stability has reached the bottleneck. The development of the period will definitely make the market more diversified. If you don't change, you will only be eliminated. At this time, 17' s son Ding Shizhong decided to drop out of school. He said: My fantasy is not in the study, but in this shopping mall.
Maybe it's a well-off family, maybe it's an open family education, maybe it's because I see my son has a business mind. Ding agreed to his son's plea.
1987, Ding Shizhong set foot on the northern drift that changed his life. He thought that the biggest purchasing market was Beijing, so he went to Beijing alone with 600 pairs of Jinjiang shoes and 10,000 yuan spent by his father and began to purchase his own Jinjiang shoes in big shopping malls.
He runs to the mall in his shoes every day. At first, no one wanted to buy his shoes and no shop wanted to try them on. But young people have the strength that newborn calves are not afraid of tigers. With his impeccable eloquence and fearless attitude, he finally has a shopping mall willing to put his shoes on trial sale at the door.
This is far from enough. He needs to buy shoes in more shopping malls, so he promised to the shopping malls that if he couldn't sell them, he would return them immediately. With this guarantee, many shopping malls are willing to buy his shoes. His Jinjiang shoes are successful in the first battle because of their low price, good quality and high sales.
But at this time, Ding Shizhong had a new idea. He thought that since it sold well, wouldn't it be more profitable for me to open a wholesale point to specialize in wholesale Jinjiang shoes? That's what I did. I rented a center in the shoe city, and then I started to run sales and pull business, and the business was very prosperous.
It was discovered by chance that the price of the same shoes could be doubled if they were labeled, which made Ding Shizhong wake up. Only by inventing your own brand can you really participate in the shopping mall. So he went home to negotiate with his father Ding. Father and son founded Anta Shoes Co., Ltd. in 199 1, which means: "Start a business with peace of mind and be a down-to-earth person".
Anta has developed rapidly, but doing business is just like being a man: "If you don't advance, you will retreat." During the period of 1999, Anta began to develop smoothly at this time, with annual sales of around 4 million, which made Ding Shizhong feel a little anxious. If we can't break through the status quo, Anta will gradually disappear from everyone's field of vision.
He began to develop in a new direction. He wants to open the market and open Anta's popularity. This is a lasting solution.
So he decided to use celebrity endorsements to open Anta's popularity, so regardless of everyone's opinions, Kong, a table tennis player, was invited to be the spokesperson of Anta. I think this is a victory, but Anta's popularity has not been improved because of Kong's endorsement.
This is boring, so Ding Shizhong's investigation found that this spokesperson is indeed well known, and few people know that he speaks for Anta. He suddenly enlightened. It turned out that he didn't notice, but the spokesman did but didn't put the advertisement in, so he understood that it was necessary to put advertisements on CCTV and CCTV, but it needed 3 million advertising fees.
At that time, it was the profit period of Anta for half a year. Ding Shizhong's attitude was very firm, and he made up his mind to pass it.
In the 2000 Sydney Olympic Games, Kong won the championship. He is wearing Anta's sneakers. In an interview, he told the reason why he chose Anta: I chose Anta and I like it. This is the advertising slogan of Anta. When Kong said this, Anta became popular. Anta's sales in that year set a new historical record, and Anta's brand became popular.
In 2005, Anta was sponsored by China Professional Basketball League (CBA), but he knew that the players didn't like their shoes. Because they feel uncomfortable, Ding Shizhong is going to innovate, set up a research and development team and develop more warm shoes. With this awakening, the quality of Anta shoes has naturally improved greatly and won the recognition of players.
In 2007, Anta went public in Hongkong, but all this did not satisfy Ding Shizhong. He wants to be the leader of domestic sports brands, and his goal is Li Ning, but when the brand Li Ning was born, Ding Shizhong was only 20 years old.
But he also did it, just like the moral of the name Anta: start a business with peace of mind and be a down-to-earth person. Ding Shizhong made his career and shoes with his heart. Where there is a will, there is a way. Anta is surpassing itself, but Li Ning is going downhill. In 29 14, Li Ning suffered losses year after year, and Anta overtook it. Anta finally won and became the leader of domestic sports brands.
In 2020, Ding Shizhong ranked 32nd on the New Fortune 500 list with RMB 70.63 billion. This achievement proves Ding Shizhong's hard work and talent over the years. He said, "Don't be the Nike of China, but the Anta of the world." As the saying goes, romantic figures still look at the present and wait patiently.
Why? A dropout can achieve such success, saying: three minutes for sure, seven points for hard work. It is inevitable to give it in three days, but how can three points decide the world?
Relying on Ding Shizhong's seven-point efforts, he was not afraid of shame and hardship at the beginning of his business; After starting a successful business, be proactive and deepen your study; People with high status can also listen to opinions; But don't sell yourself short, be practical, be modest and enterprising, and don't forget your own initiative. These are the secrets of Ding Shizhong's victory. Isn't he worth it?