361 degrees Ding family: net worth increased to 4.0 billion Hong Kong listing
????June 30, 361 degrees Fujian Jinjiang International Limited in Hong Kong Stock Exchange, 361 degrees in this issue 500 million new shares, of which 5,000 shares listed on the HKEx, 4.5 million shares for international placement, fund-raising 1.8 billion Hong Kong dollars . After 361 degrees become the ANTA also a rise in Jinjiang, China's sports brands. To 361 degrees Ding, founder of the family holds 10 million shares of calculation, Ding family worth more than 4 billion yuan.
????As a private enterprise, 361 degrees from 2000 Yuan, a small workshop, to today's leading sporting goods brands and successfully market, Chung family's wealth creation process is Jinjiang a vivid portrayal of private entrepreneurs.
????Start that brand awareness
????Chen Tai town, Jinjiang China's athletic shoes are said to footwear enterprises in Jinjiang just over 3000, besides the "Li Ning", CCTV-5 in all the domestic sports shoes brand advertising is almost all from here. In 1983, a living by farming Jinjiang Ding borrowed 2000 yuan Tung, Huafeng shoe factories set up at home, started 361 degrees on his own.
????In 1986, Huafeng shoe renamed the "everything music" and to Taiwan's shoe-making machinery to produce sports shoes and casual shoes, selling products for Ding pass the original wealth accumulation. In 1994, everything changed its name to Buick Le company began producing its own brand sports shoes. Later, Ding links to abandon the "Buick" brand. After the transition in 2003 after the 2004 "Buick," officially changed its name to 361 degrees.
????Li Ning Xie Yuanyou former mid-level development of long-term track 361 degrees, he was interviewed pointed out that the success of 361 degrees, there are two main reasons: one is the strong brand awareness, promote its own brand products have been insisting, Unlike many companies to meet the OEM for overseas customers; the other hand, dared to invest in sports marketing, with the Athens Olympic Games and the Beijing Olympics to promote a strong machine to gain the extraordinary development.
????Big-budget sports marketing
????In sports marketing, 361 degree performance was very radical. 2004 Athens Olympic Games by the opportunity to emerging new brand advertising as much as 361 degrees 40 million yuan, only during the Olympic Games have invested nearly 10 million yuan. December 8, 2005, 361 degrees and CCTV-5 "entertainment basketball," the official signing, three-year investment will total more than 60 million yuan in cash; December 18, 2006, PK 361 degrees out of international giants Nike, to 125 million yuan, won the 2007-2008 CCTV sports live sports events only partner the right to fight to the Beijing Olympics marketing trump card; November 18, 2008 night, CCTV 15th, 2009 the tender part of the results of gold resources in advertising known, 361 degrees to 158 million yuan beat Li Ning, Anta, won the bid, "2009 CCTV Sports Channel clothing designated supplier"; 3 days after the 361 degree high throw 350 million yuan in Guangzhou 2010 Asian Games officially become senior partners. "The whole Chendai town, only 361 degrees, and such a generous Anta." Ding through 361 degrees once said of the investment in sports marketing.
????No. 361 Wu Ding, President degrees (Ding Tong's son) said that the listing in Hong Kong to raise funds of 18 billion, will produce 700 million Hong Kong dollars for the promotion and sponsorship. Clearly, in the brand marketing tasted the sweetness of the Chung family, will go further in this way.
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