Ding Shizhong: Detail Control To Create Strong Retail Culture

< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201402/21/20140221045100_sj.JPG "/" < > > "

< p > < strong > diligence < /strong > < /p >.

< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > Ting Zhong Ying > /a > it seems that all this is hard work.

If it is harder than hard work, no one can match him.

In the past two years, he has travelled almost all the prefecture level cities in China to a total of more than 500. This is probably only comparable to that of Zong Qinghou, chairman of Wahaha in the Chinese business world.

"I think China can do this line of business and do something like a net pull. It's still rare in my post."

Ding Shizhong said.

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Zhang Weijian, chairman of the P, the chairman of Shuhua sporting goods Co., Ltd., visited the market many times with Ding. He used to run all along the bus in China bus and directly led the regional business leaders to inspect the shops one by one to sum up the problems.

"He likes to work hard, and he likes to work on the spot to solve problems."

Zhang Weijian said to Global Entrepreneur.

At the most stressful time, Ding went through three provinces and cities one day - the first plane in the morning went to the Shanghai inspection shop, and then flew to Tianjin at noon to continue working, and drove to Beijing that night.

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< p > strong > strong retail culture < /strong > /p >

Less than P, he worked hard to reduce the channel pformation time to three to five years.

In order to accurately manage the data, in the past year, Ding ordered the installation of counters and other precision equipment in three hundred terminal stores, in order to analyze and solve the basic data of retail operation such as customer unit price and conversion rate.

One of the most important indicators is the flat efficiency ratio of shops, and the other one is the rental ratio. According to Ding's experience, if the dealer's rentals exceed 25% of the red line, its profitability will be minimal.

"The biggest change now is that he thinks that all brand retailers are Party A, and consumers are Party B. consumers are concerned about why buying is more important than simply giving goods."

Zheng Jie, executive director and chief executive of Anta, told the global entrepreneur.

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< p > Ding decided to carry out the idea of Party B, you can even see this sentence in every workshop of Anta.

Usually, the exhibition board says: "the two focus of work in 2013.

First, maintain market position and resolutely defend our market share.

Second, the formation of retail culture, Anta has only a party B, that is, consumers.

At the end of the display, there is a big red word: "let's knock on the war drum!!!" (/p).

< p > < strong > Ding Shijia's workshop management philosophy < /strong > < /p >

The elder brother Ding family of P Ding will appear before the exhibition board from time to time.

Like Ding Shizhong, Ding Shih family also stresses execution.

As a habit of being unmoved, he usually stays in the neighborhood for an hour.

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For a long time, Anta has been famous for its excellent products and cost-effective products. P

To a large extent, this is due to Ding Shijia.

The secret of winning is also about diligence.

In the past twenty years, Ding family is like a precision alarm clock. He goes to work at eight o'clock every morning, eats at work at twelve noon, works at two o'clock in the afternoon, and goes off duty at five.

There are as many as three hundred or four hundred copies of documents per day.

He even carries a recording pen with him, so as to avoid leaving any important information at the meeting.

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< p > "it is dangerous not to try, but no chance of success."

Ding Shijia summed up Anta's success in "Global Entrepreneur".

In his view, the two brothers are a wonderful partner. He is responsible for thinking about costs. Ding Shizhong is responsible for pioneering and diversity.

Compared with his younger brother, he was more industrious and frugal.

"I slept in the workshop for more than ten years. I am very clear that Anta is a growing enterprise and can not compete with the world's top five hundred enterprises, so we need to save more."

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< p > on the display board of a workshop, he personally set up the annual target of < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > the total per capita (double / person / hour) increased from 1.004 to 1.15; the market disability rate was controlled at 8/10000, the overdue rate was raised from 1.52% to 0.07%, and the turnover days were reduced from 29 days to 20 days.

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< p > Ding Shijia's workshop management philosophy does not come from behind closed doors.

He visited Japan's top factories such as TOYOTA, Kao and so on. He admired the refined pipeline management of the Japanese.

He once visited a Japanese stainless steel cabinet enterprise, and he staggering that you couldn't see a scrap of iron on the production line.

After returning home, Ding attributed the Management Secrets of Japanese factories to two concepts.

"I can only see it, but I can't bring it back.

My experience is that factories lose their sense and spirit, and when they lose breath, they lose everything.

Ding Shijia said.

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< p >, as a strong fan of Peter F.Drucker, Peter Drucker has read almost all his works.

"The purpose of an organization is to make a group of ordinary people do extraordinary business, so organizations must focus on human strengths."

Ding Shijia agreed with this sentence.

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< p > "I often say to Ding Shizhong that the important thing is not to find people, but to leave people."

Ding Shijia said.

He was afraid of his brother's huge organizational structure.

"I am against big, big and slow. Do you mean nine centers, fast communication, or six centers?" he said.

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< p > < strong > "high pressure cooker, juicer and meat grinder", dried every penny < /strong > /p >

< p > in the sponsorship field, Ding wants to drain every cent he spends.

When watching the ball, he would complain that the Anta scrolling advertisements were not enough, and asked Anta to stop the commercials when the Games were suspended.

Xu Yang, assistant president of Anta, had to study the advertising time seriously, and eventually changed the advertising roll time from 40 seconds to two 20 seconds, thereby increasing the advertising frequency.

Ding once found that in the CBA players' group photo, Anta logo showed too little. He then asked every player to have a Anta LOGO on the back of his seat. Then he noticed that there were too many signs and asked his subordinates to show the proportion more appropriately.

Sometimes, he will suddenly arrange the following thorny problems - how can the camera sweep the Anta billboard when the player slam dunk? How much is it worth for a CBA team? < /p >

< p > to ensure the execution effect, some people have to suffer great pressure.

Xu Yang is self mockery, calling himself "CBA is a notorious reputation".

"Can you imagine that in the all star game, I only got the stopwatch to calculate the roll time of the advertising version? Even then, the boss didn't feel enough."

Xu said.

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< p > in order to ensure executive power, Ding Shizhong especially emphasized the director responsibility system.

"If Ding asked one of his minor questions, if you were vague, you would be scolded."

Xu Yang explained.

For example, Ding will suddenly ask the players of Nike, Lining and Anta when they watch the CBA competition.

Xu Yang must be familiar with the data.

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< p > "for some people, Ding boss is like a pressure cooker, juicer and meat grinder.

You can never rely on him to admit his mistake directly.

The way he mistook his identity is usually to turn his or her opinions into personal opinions and to educate the other person.

One subordinate said.

Ding can hardly tolerate any defects.

On the day of the end of March, Ding suddenly appeared beside the Anta flagship store beside the Capital Gymnasium in Beijing, and stayed in the shop for thirty minutes without ceasing to comment on the merchandise and display.

He found that there was no basketball team in the shop. After that, Ding asked for Garnett's limited amount of basketball shoes, and the clerk replied that he was missing the code.

This is obviously not satisfactory.

Ding Yu was furious.

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< p > Ding blamed the above problems on "big business disease".

"In accordance with my personality and normal conditions, the last ten days should be all done, now two months."

He complained.

Ding Shizhong's most popular retail stores are two, one of the Adidas flagship stores in Hankou Road, Tsim Sha Tsui, Kowloon, Hongkong, and the other one of the largest Nike flagship stores in Europe, London, Oxford street, UK.

"I sometimes stand in front of the store for half an hour.

If I go back to my hometown, can I survive if the shop is changed to Anta? "Ding said.

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< p > in Ding's view, the essence of enterprise competition can be summarized as efficiency and speed.

This is just like his playing golf - his posture is very ugly, but his shot is very precise. The only purpose is to shorten the number of bars.

At the moment, he is worried about a detail.

"The whole company's air tickets are all unified by Anta. If I want to bring things to Beijing on weekends, many times the chief executives tell me that people on weekends are unwilling to travel.

How can this work? "

Ding said.

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P tends to challenge the limits of subordinates.

"In order to have a better understanding of the situation, he sometimes deliberately magnified the negative views, and was never willing to turn a corner on the meeting."

Zhang Tao said.

Ding once gave subordinates such a difficult problem: Anta's brand spirit never fails to continue to use for 5 years, if not, whether new interpretations are needed.

However, before the formal meeting, Ding himself figured it out.

"He is very fierce and seldom boasted about familiar people. If he approves a thing, he will not criticize it."

Xu Yang said.

Ding Yi is fond of arguing and sometimes arguing fiercely, but then nothing happens.

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< p > "he is disgusted with the behavior of his subordinates.

Even if you are doing well, try your best and find ways to improve it.

If you admit that you are wrong, he is tolerant. "

Zhang Tao said.

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< p > < strong > detail control. Look forward to Wang Yongqing < /strong > /p >

< p > Ding also never believes in data as long as these data are not personal.

"Subconsciously, he would think that the so-called third party data is false."

Xu Yang said.

At the end of the London Olympics, some subordinates will report the third party media monitoring data, such as launch, analysis, total viewing point and thousand person cost.

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< p > this may be due to the fact that Ding himself is too sensitive to numbers.

During the London Olympics, he will even calculate the number of ads on Anta himself, and he will be furious because the number of advertisements in a key competition is less than that of his competitors.

To be precise, Ding believes in data in one case, that is, when data are ugly.

In the late Olympic Games, Ding returned to China to send letters to his subordinates at four in the morning, asking him to explain why Anta's advertising was less than Lining one day.

In daily operation, Ding's most concerned data are store growth, inventory and timely repayment.

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< p > "Ding Shi Zhong will do his best to draw information from all the people and things around him.

He's like a smart sponge. "

Zhang Tao said.

Ding himself is a product experiencer of Anta. He once found out the slippage of Anta shoes after outdoor outing. Afterwards, he found that the shoe sole rubber was not suitable for outdoor products.

On one occasion, Ding wore basketball pants to climb the mountain, and found that the basketball pants of Anta were longer than those of ordinary trousers.

However, Ding contrast is not satisfied, he asked to design and study the daily wear habits of consumer basketball pants, so as to find out whether they really need to be longer.

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< p > there are many similar examples.

Once, when Yang Ziming went to Ding's office, he found that if Ding thought, he took off his shoes and picked up and sniffed. He even let Yang Yewen smell it.

Yang was surprised.

Under embarrassment, Ding explained that the process of wearing shoes was equipped with an aromatic agent to suppress beriberi. He wanted to know if the substance really worked.

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< p > this kind of investment probably stems from the father's body teaching.

"What I most often told him is that we should devote ourselves to doing things.

If you don't go all out to make money, the money will not automatically run to you. "

Ding Shizhong's father, Ding Hemu, told the global entrepreneur.

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< p > but in Ding Shizhong's opinion, he has enough money.

Beyond money, Ding's ultimate goal is to become Wang Yongqing of the chairman of Formosa Plastics Group.

In 2007, Ding and his idol Wang Yongqing had a close encounter, located at the Logis Excelsior Hotel near Hongkong's Victoria Harbour.

To Ding Shizhong's surprise, only two assistants who accompanied the ninety year old man were still in the process of check-in. After finishing, Wang sat alone in the lobby, "a href=" //www.sjfzxm.com/news/index_c.asp "sofa" /a.

Ding Shizhong looked forward for a long time and did not dare to disturb him.

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