NBA: Start with 20 billion, buy the Knicks

Jiang Chao was very calm after seeing his expression, because Anta was even better in later generations.

You know, it took Nike 46 years to reach a market value of 400 billion U.S. dollars, Adidas took 68 years, and Anta only took 29 years.

From a small local factory that went it alone back then to the number one sports brand in China and the top three in the world, the rapid growth of "Chinese shoe king" Anta is astonishing.

Li Ning Jiang Chao is not a bird, Xtep Peak is tepid, and Anta is really from a latecomer to far ahead of other Fujian fellows, from a Nike imitator to surpassing Nike in the domestic market!

All this stems from the fact that their CEO Ding Shizhong is too good, and like a man with a system, after he has money, he directly gives it a go for the development of the nation.

At the age of 16, he started his own business. With 600 pairs of shoes manufactured by his father, he went to BJ's shopping mall alone to sell shoes.

After 4 years of hard work, Ding Shizhong also exchanged his first 20 "first pot of gold" accumulation in his life.

During the period, Ding Shizhong found that the quality of foreign brands was not very good, but they were much more expensive than domestic brands.

Ding Shizhong decided: "We Chinese also want to make our own brand and make shoes that Chinese people can afford."

So he registered with Anta at the age of 21, expressing that he should feel at ease and develop in a down-to-earth manner.

After that, relying on his repeated innovations in the trend of the times, he surpassed Xtep and Li Ning. In the end, even in the end, the total sales of all other Chinese sports brands were not as good as that of Anta.

But now he obviously encountered a huge crisis.

Following the sound, Jiang Chao and the two came to a venue and entered through the back door. The venue was full of employees in work clothes, and 39-year-old middle-aged Ding Shizhong was giving a passionate speech on the podium.

Jiang Chao and the two sat down. Downey Jr. used the learning machine to read the financial report while translating, while Jiang Chao listened attentively. The employees didn't even notice their arrival. It is estimated that some shareholders and investors are dressed in style.

He first introduced the recent difficulties.

In 07, Anta became the first batch of Jinjiang sporting goods companies listed in Hong Kong.

The 2008 Imperial Capital Olympic Games gave sports brands an opportunity to expand rapidly and rise strongly.

However, more powerful international competitors have also ushered in. Anta and Li Ning have a backlog of inventory and a decline in revenue.

The financial crisis caused Anta's stock price to fall all the way, and its inventory was directly overwhelmed.

Moreover, the Olympic dividends were basically eaten by Li Ning. He did not grab the endorsement rights, and the core competitiveness of the market also decreased with the reduction of well-known spokespersons.

The peers began to close stores frantically, trying to survive with a broken arm. Ding Shizhong said why he was not in a hurry to close the store, but recycled the inventory to open a larger factory store, and processed the inventory through e-commerce channels.

Jiang Chao nodded. This is indeed a good way. The e-commerce channel is cheaper and more convenient. Although you earn a little less by going this way, at least the inventory can be cleared.

Then comes the key!

"I'm not proud of how much profit our company makes in a year or how much tax we get in a year, but this time the Chinese delegation can wear our clothes and get such a high evaluation. I feel proud for the first time."

"My goal of letting Anta stand on the international stage will never change!"

This is obviously to say the right thing.

He shouted that he was going to transform from a brand wholesaler to a brand retailer, and what he said made the factory employees talk in a cloud of fog.

There was even an old man next to him asking Jiang Chao:

"Young man, you are young, what do you mean by that?"

"It means to start the acquisition mode." Jiang Chao replied with a smile.

Sure enough, history has not changed, Anta is still so brave, going against the trend of the times, Ding Shizhong directly stated on stage that he would acquire multiple international brands to start the road of internationalization.

This is completely different from the strategy of Li Ning, the current leader in China. Li Ning wants to go international alone and rush to the international stage on its own, while Anta wants to start investing in a multi-brand strategy.

But suffering from empty pockets now.

"I want to acquire the FILA brand (Fila) from Belle at a price of 3.25 million!"

Ding Shizhong doesn't care whether he will leak commercial secrets, anyway, in the current Chinese dynasty, he is the first to set off a wave of acquisitions!

"What brand is this?"

"Italian brand, very famous!"

"FILA!! With so much money, can't we develop ourselves?"

"This is a mature foreign sports high-end leisure brand."

"You don't understand, they may be stronger with us!"

Afterwards, Jiang Chao didn't want to hear much, but was discussing with Downey Jr. how he could cooperate with Anta. His goal was to take all mid-to-high-end products, and Anta's goal must be to target second- and third-tier cities.

Moreover, Ding Shizhong really had no choice but to start indirect "crowdfunding", saying that everyone is an old employee, to see if the company can reduce their salaries uniformly under the recent difficulties of the company, and then take the company's equity share or something.

Then there was a lot of noise and support, only some young people were applauding.

After hearing this, Jiang Chao lamented that he was fortunately not the boss of the company. It was too difficult to make a decision. He was in charge of hundreds of people in the Knicks, but Ding Shizhong had to manage thousands of people.

History has proved that Ding Shizhong's strategy is very good. This step changed the fate of Anta and gave Anta a chance to surpass Adi.

After that, Fila's income accounted for 20% of Anta's total revenue, and 30% of its employees belonged to Fila, which also allowed him to completely open up the multi-brand matrix.

Since then, Anta's international mergers and acquisitions have become more aggressive.

It not only acquired the British outdoor brand Sprandi, but also established a joint venture company to exclusively operate the island-country ski equipment brand Descente in mainland China, and later acquired the famous children's clothing brand Xiaoxiaoniu.

There was also a hot search for business discussions at the time.

In 2019, a consortium formed by Anta completed the acquisition of Amer Sports and its brands Arc'teryx, Salomon and Wilson at a price of 46 billion euros.

What is Archeopteryx?

This is the Hermès of sportswear. It is the king in the category of jackets. Anta's goal is the same as Jiang Chao's now. It wants to make all kinds of sportswear.

More than just shoes!

It is equivalent to directly owning [-] or [-] brands. Their multi-brand strategy is still being questioned by the outside world after Jiang Chao crossed over, but some roads still have to be tried. According to the growth rate of later generations, it is really impossible to surpass Nike and Adi. Dream.

Anyway, before Jiang Chao crossed, Anta had already surpassed Adidas in China, and only Nike was left as an opponent.

Thinking of this, Jiang Chao no longer hesitated.

Facing the entrepreneurial genius who started his business at the age of 16 and finally took off as if he had installed a bug, he finally stood up and shouted:

"Boss Ding, I will offer you 4000 million yuan to help you."

Ok? ? ?

The whole audience was in an uproar, and they all looked at the last tall guy in a suit in the seat.

Ding Shizhong also looked over, squinting his eyes to see who it was.

Instead, some employees joked and said:

"4000 million is not enough, Mr. Ding needs 3 million."

"Dollars."

Chapter 1: Lai Zhuge's Suggestion

dollars? ? ?

As soon as this remark was said, regardless of whether it was true or not, the shareholders in the front row all stood up and looked over.

Everyone wanted to see who this young voice was.

If not crazy.

4000 million U.S. dollars, calculated at 1:8, is exactly 32 billion rb, which directly solved Anta's urgent need after switching strategies.

Looking at Jiang Chao's expression is as hungry as looking at straws.

Downey Jr. next to him was startled when he saw everyone standing up and looking this way. He thought he was going to drive them out, so he quickly got up and shouted nnn, then took out his work cards and dangled them around.

Ding Shizhong shouted in disbelief through the microphone:

"you are????"

He could also hear that it was a young voice, and he also knew that his company didn't have a rich second generation, and the appearance of foreign followers beside him didn't look like they were here to make trouble, so he tried to suppress his restless heart and shouted.

The young people in the technical posts in the back row had already seen clearly what was written on Downey Jr.'s sign, and they also directly recognized this person who was closely related to their profession.

A character who has appeared most frequently in Chinese basketball newspapers recently.

So they shouted directly:

"Mr. Ding, it says the deputy director of the personnel department of the Knicks management!"

"Mr. Ding, this is Jiang Chao!! Boss Jiang!"

"Boss Knicks!! Here we come!!!"

Ding Shizhong put down the microphone excitedly, and went to greet him in the back row:

"The meeting is suspended!"

10 minute later.

Jiang Chao chatted with all shareholders, including his family, about the cooperation plan in Ding Shizhong's office.

Anta is a family business, and its elder brother and father are both executives.

Including his 16-year-old daughter, Ding Siqing, who is in a ponytail and is on summer vacation, she has also worked hard to cultivate her.

He also stared at the legendary handsome boss with admiration and novelty.

Indeed, everyone is admiring and novelty.

A young man who has never had business experience in China, a native Chinese young man who went to high school in Jinling, made such a big splash in the United States.

Suddenly appeared in the Anta headquarters factory again, can you not be shocked?

Directly hand over the best tea and the best smoke.

He really has money to invest in! ! ! ! !

And the moment Ding Shizhong knew Jiang Chao's identity, he knew that he had to take this investment. He started out by "imitating" Nike to make sneakers and running shoes. Naturally, he knew the role of basketball on sneakers, sports shoes, and sports brands.

Anta started from basketball, okay?

To put it simply, on Christmas Day, the Knicks put up the Anta brand in their home advertisement, and half of Anta's stores in the United States were sold that day. The sponsorship effect is invincible.

Just because the sponsorship fee is too expensive, Anta has not been able to cooperate with the NBA Alliance just because of other bidding opponents.

Boss ba may not even think about it when he comes over, because they have the same difficulties as himself. Li Ning invested in ba and lost money every year.

But when the nba boss came over, his scalp was really numb, and there were [-] cooperation methods skipped in his head

In the beginning, there was naturally a burst of business bragging. Shareholders here basically love to watch the NBA, and praised Jiang Chao's operations. Ding Shizhong's family suppressed their mood, but actually only wanted to ask about the 4000 million.

And Jiang Chao also naturally praised Mr. Boding's entrepreneurial journey. Speaking of which, he is the founder of the spokesperson. He pioneered the "sports star + CCTV" marketing model in China. At the end of the last century, he signed Kong Linghui as the image spokesperson. , Attracted a bunch of table tennis fans to understand the brand.

The promotion of the brand drove the strong growth of sales. Relying on the advertising and marketing of sports stars, Anta's turnover quickly exceeded 2 million from more than 2 million.

This is the first pot of big gold. Afterwards, they focused on penetrating the third- and fourth-tier cities. They did not fight against Nike and Adidas, and created the most offline physical stores and dealers. This has to be admired.

There is no Nike Adidas in a small county, but there must be an Anta flagship store, which is Mr. Ding's goal.

This is also what Jiang Chao admires. From the beginning, the strategy is to open more stores.

Let all sports enthusiasts buy and wear the best domestic technical shoes at a moderate price, which is better than buying pirated brand-name shoes from Putian.

Afterwards, 6 million shares were sold globally, and the public offering alone was oversubscribed 183 times.

Including the over-allotment part, Anta raised more than 35 billion Hong Kong dollars, creating the highest price-earnings ratio and financing amount in China's sporting goods industry. This has already represented the expectations of shareholders for this new domestic light.

"Boss Jiang Chao said lightly that this is just what I should do." Ding Shizhong said with embarrassment, now that the stock price has fallen to 150 billion, all domestic manufacturers are trying to figure out a way, and they don't have explosive shoes like aj1 and Converse that can last for a long time. Bad, we can only find a way out.

"Okay, then let me talk."

Downey Jr. came up with Jiang Chao's first plan, which was that Jiang Chao would build a sports brand in China, but Jiang Chao didn't have the energy to build a market or find a foundry.

So we cooperated with Anta and rented Anta's production line for one year for 4000 million yuan.

It is tantamount to renting Anta's industrial chain and venue, and working as a tool for Jiang Chao's company.

How did Anta agree to this, Ding Shizhong shook his head off, their warehouse was already squeezed and exploded, and then they made products for Jiang Chao?Have to rent a new warehouse for him to run errands? ?He doesn't make that kind of money.

And Jiang Chao created his own brand?The young man is too arrogant, how can you sell out your confidence?Because you are the owner of the Knicks?

Fans buy Kobe James shoes, but it doesn't matter what shoes your Knicks owner wants to push.

"Anta can be sponsored by the Knicks, and the sponsorship fee will be halved, is that okay?"

"No." Ding Shizhong is also very ambitious. He is unwilling to do things purely for money, because Jiang Chao wants to use Anta's production line to make products for him without telling him anything. It is the top in the country, and their labor force cannot be used to create other brands.

Negotiations reached a stalemate for a while, and the shareholders thought that the 4000 million yuan would be directly invested in the shares, but they didn't expect Jiang Chao to have so many demands, and it sounded like nonsense.