安踏董事长丁世忠：关于鞋的蜕变

donghongying 发表于 2009-12-30 15:38:00

<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">过去的一年，对安踏体育用品有限公司董事长丁世忠来说，非比寻常。<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>
2009<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年的国庆游行队伍浩浩荡荡，当奥运花车经过天安门广场时，历届奥运冠军刘翔、许海峰、熊倪集体亮相，他们全部身着红白相间的安踏牌外套，颇有意味的是，这其中，还有李宁体育用品公司的老板——<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">李宁。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">今年6<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月，安踏公司击败对手李宁、阿迪达斯，成为中国国家奥委会体育服装赞助商。这意味着，从2009<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年到2012<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，中国奥运代表团将会在11<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">项赛事期间身着安踏牌运动装，亮相于世界各地。这家从福建泉州市晋江县陈棣镇走出来的制鞋厂，将随着电视转播，以巨星般的身份闯入人们的视线。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">了解丁世忠的人不会对安踏在这次奥运赞助上冷门爆出感到惊讶，他以敢为和果断在运动服装界著称。安踏集团副总裁张涛用“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">审时敢先”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">这四个字来形容他。<o:p></o:p>
2008<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年以前，中国奥运代表团的赞助商是李宁，人们甚至认为中国的杰出运动品牌只有带有红色LOGO<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">的李宁牌。2008<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年的中国奥委会赞助商是阿迪达斯，据说这家公司的赞助花费接近1<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">亿美元。丁世忠说：“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">为了运作与中国奥委会的合作项目，安踏准备了充足的配套资金。”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">与资金雄厚的国际品牌竞争，安踏不惜天价。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">今年1<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月，屡屡取得女网冠军的扬科维奇成为安踏的网球服饰代言人，标志着安踏踏足网球运动系列。这一年，越来越多的国际团队成为安踏的签约明星。6<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月，签约中国国家奥委会。10<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月，赞助水上运动管理中心，紧接着是大学生篮球联赛。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">从偏安一隅的晋江到北京，从一家家族企业到公众公司，似乎有一种力量支持着丁世忠进行赌博式的冒险。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">之所以不惜天价赞助中国奥委会，是因为丁世忠比谁都清楚体育产业必须和重量级明星联手。通过赞助中国顶级体育联赛及优秀运动员，安踏逐渐占据高位，在中国运动鞋市场占有率连续八年位列第一。<o:p></o:p>
1999<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，丁世忠曾力排众议请孔令辉做安踏的形象代言人。当时孔令辉刚刚获得男子乒乓球的世界冠军，很多人想不通，请孔令辉一年要花80<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万元，是不是有点儿不划算？丁世忠就问大家一个问题：现在是认识孔令辉的人多呢，还是认识安踏的多？你安踏还没有什么名气嘛。和孔令辉签了两年的合约，丁世忠决定当年就在中央台投放广告，公司领导层一致反对，理由是今年已经花了这么大一笔钱了，我们是不是可以明年再投？丁世忠有些哭笑不得：签约不宣传，别人不知道，今年不就白白投了80<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万吗？当时，反对者的迟疑也不难理解，安踏1999<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年上半年的利润才400<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">多万元。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">尽管现在已经签约众多的明星，但是安踏人总愿意说起孔令辉这件事，并用“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">精准时效”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">来概括丁世忠，令安踏人念念不忘的还有：当年的销售额提升了35%<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">十几年前，凡是能够从一大批晋江鞋厂中脱颖而出的企业，早期都经历过 “<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">赞助体育明星+<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">央视五套”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">的模式。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">但体育赞助价格昂贵而又充满风险。<o:p></o:p>
2007<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，安踏要赞助NBA<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">。丁世忠拿到NBA<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">列出的一份还未签约且费用尚可接受的备选球员名单。丁在上面选择了佛朗西斯和斯科拉。选择佛朗西斯是因为，他是广受中国球迷喜欢的火箭队队员，和姚明又是好朋友。不过，对于安踏来说，佛朗西斯的受伤和退役，使安踏品尝了赞助的风险。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">斯科拉则给安踏带来好运。2007<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，斯科拉进入NBA<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">不到一年，还是一个没有创造出什么业绩的新秀，显然不是迅速吸引全世界眼球的最好选择，但是，大多数NBA<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">大牌球星都已有约在身，尚未签约的大牌球星的开价又令安踏公司望尘莫及。当时，耐克有詹姆斯，阿迪达斯有麦格雷迪和加内特，锐步有姚明，安踏也开始在自己的领地上向国际巨头发起反击。趁着和巨星签约，安踏生产了以斯科拉和佛朗西斯名字命名的篮球鞋，并邀请国际著名的运动鞋设计师为其设计。幸运的是，斯科拉正逐渐成长为一颗新星，他在火箭队的表现卓越。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">尽管腕儿不够大，但对安踏来讲，他的特质和安踏吻合，斯科拉出身于篮球教练家庭，本人谦虚有修养，又非常刻苦。“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">他不是在练球，他是在练命。”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">安踏这样评价斯科拉。现在，年轻的斯科拉成为十足的NBA<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">大腕，这和安踏“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">永不止步”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">的品牌诉求一致。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">截至2009<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年第三季度，安踏已经拥有超过6000<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">家门店，卖出了2600<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">多万双鞋。<o:p></o:p>
1987<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，丁世忠带着向父亲借的1<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万元和600<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">双鞋到北京推销，那一年，他17<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">岁。怀揣着从北京赚回来的20<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万元，丁世忠于1994<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年加入岳父丁思忍创立的安踏公司，先担任安踏福建的董事，2000<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年起一直担任安踏中国的总裁。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">安踏从此不再是福建晋江地区千百家以生产服饰鞋帽为主的家族企业之一，它的构成已经发生了本质的变化——<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">成为一家受海内外投资者关注的公众公司。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">从1994<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年公司注册之初，安踏公司就把目标定在了更大的舞台，安踏企业公司成立了安踏福建和安踏中国公司，同时丁氏家族分散持有的股份也逐渐集中到现任总裁丁世忠手里。<o:p></o:p>
2002<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年4<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月，一家叫晋江世发的公司通过投资3000<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万元的生产设备和相关资产，成为安踏福建的股东，持有其60<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">％的股份。晋江世发是丁世忠家族100<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">％控股的企业，丁世忠的父亲持有60<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">％股份，丁世忠两兄弟及他们的妻子各自平均持有10<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">％股份。<o:p></o:p>
2002<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年5<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月，丁思忍将安踏福建和安踏中国的实益权益无偿转让给丁世忠。同日，晋江世发全体股东也将晋江世发的实益权益无偿转让给丁世忠。就这样，丁世忠成为安踏福建以及安踏中国的唯一实益拥有人。<o:p></o:p>
2006<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，丁世忠又注册成立了安踏长汀和安踏厦门，以建造和经营安踏的服装生产设施。同年，安踏通过其全资附属公司厦门投资成立上海锋线，从事阿迪达斯、锐步和Kappa<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">等品牌运动服饰的零售业务。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">这时，丁世忠又一次爆出冷门，他发现未来的体育产业在于全产业链竞争，他要拥有零售终端。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">于是，上海锋线进一步在2006<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年及2007<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年成立了北京锋线、广州锋线、哈尔滨锋线、苏州锋线和厦门锋线，以经营和管理安踏在中国不同城市的零售店面。<o:p></o:p>
2007<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年7<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">月10<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">日上午，安踏体育登陆香港主板。第一天，该股收盘报7.5<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">港元，较招股价5.28<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">港元升2.22<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">港元，首日交易金额达29<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">亿港元，安踏体育的溢价率达到42%<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">。当次在香港主板市场融资31.68<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">亿港元，创下中国本土运动品牌在海外资本市场募资的最高纪录。由于需求热烈触发拨回机制，安踏将原用于国际配售部分44%<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">的股票重新分配至香港公开发售。投资者还包括安踏的合作伙伴美国NBA<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">休斯敦火箭队老板莱斯利·<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">亚历山大，他认购了安踏约8.2%<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">的股份。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">打破家族企业常规，成为公众公司的安踏开始重新面对飞速的增长，2008<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">年，丁世忠请埃森哲和麦肯锡等咨询公司重新为安踏公司定战略。他管理的这家企业已经拥有2<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万多名员工、6000<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">多家零售店面，销售超过2600<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">万双鞋。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">丁世忠仍然打算把募集到的资金用来支持更伟大的计划：建立垂直生产线，至少有一半以上的产能来自自身，不迷信“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">轻资产”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">；设立庞大的品牌推广和营销预算，继续提升安踏品牌；以及扩大渠道覆盖面，加强渠道控制力等。把每年相当一部分利润投入研发设计，安踏拥有鞋企里面唯一的国家级运动科学试验室。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">采纳国际咨询公司的建议，设计中心放在香港和韩国，零售管理中心部分人员和公共关系部门设在北京，丁世忠大胆地执行“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">飞地管理”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">。可以想象，丁世忠的生活一点都不轻松，他的生活不是上午喝喝茶，下午打打球。更多的时间，他在会议中，紧张甚至枯燥。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">他曾经靠勇敢和直觉获得成功；而现在，他最希望用科学和制度化来决定安踏的下一步。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin">更多内容请浏览成都道勤管理顾问服务有限公司：www.acmchn.com<o:p></o:p>

春卷123 发表于 2009-12-30 16:35:00

回复：安踏董事长丁世忠：关于鞋的蜕变

太牛了，敢闯敢拼~

xuduoxuduo111 发表于 2010-12-6 16:36:04

来学习一下子

fpg 发表于 2018-8-3 14:39:21

非常感谢楼主分享这样的好资料！

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安踏董事长丁世忠：关于鞋的蜕变

回复：安踏董事长丁世忠：关于鞋的蜕变