Anta: "Channel" Strategy Spanning Four Times

The most important thing for Anta to succeed is to implement channel strategy.

At different times, Anta has different strategies and priorities.

Era of agency system

The first stage is the eight year period of 1991~1999 years, which can be called the era of "extensive net making". This is the only way for the development of local sports brand channels.

Anta's early channel development is the same as that of local brand brothers, and even no branding is well developed. But after years of painstaking efforts, it has expanded more than 2000 franchise points, and the density of exclusive store cabinets is quite large.

In 1999, Anta's sales increased by 35%, gaining a large market share, especially in North China, Northwest China and Guangdong.

It laid a solid foundation for brand building in 1999.

But the overall development of the channel seems to be faced with bottlenecks, and the enthusiasm of dealers is becoming increasingly slack.

Channel traders appeal to the brand to stimulate the market.

The era of sales system reform

The second stage is from the end of 2000 to the end of 2003, in the middle of three years, the implementation of the "network intensive farming" sales system reform era.

There are only two ways to promote the reform of the sales system: first, upgrade the hard terminal; secondly, introduce the "order card" system to improve the quality of the channel.

The specific analysis is as follows:

Hard terminal upgrade campaign

In early 2001, the whole sales system was comprehensively improved to promote the new round of sales system reform.

First, the wholesale and special counters will be pferred to agents and franchised stores, and the cooperation will be carried out with the franchise mode. The good channel quality will provide a solid foundation for the promotion of the monopoly mode.

The two is to eliminate a number of shops that are unworthy of the name, and to reform the single facade shop as a double facade and three facade store.

The three is to strengthen the layout of multiple stores in major commercial streets, so as to make them move towards a quality and professional line.

Launch the "order card" system to improve the quality of channels

At the end of 1999, Anta issued the "order card" system.

The order card is to issue the agent qualification certificate to the distributor and set up a "threshold" for the dealer to manage Anta.

The "order card" system has brought some pressure to the dealers and has undertaken a certain risk of purchase.

Anta made a commitment to channel dealers: dealers make money, Anta is making money, dealers inventory is Anta's inventory.

For a long time, the brand awareness of domestic dealers is still in a state of ambiguity, and there are many conflicts between their vested interests and brand management. Therefore, dealers' behavior often affects the will of enterprises.

In the past, although Anta also had a package of market management rules and regulations, it did not impose much binding force on distributors.

But the establishment of this threshold has made Anta and dealers win a certain initiative, laying a groundwork for the channel rectifying and improving the quality of channels.

Through brand success to resolve this risk.

The advertising effect endorsed by Kong Linghui makes the risk of purchase almost absent.

The "order card" not only enhances the cohesiveness of dealers, but also speeds up the development of channels and the high quality of channels.

Direct camp Era

The third stage is from the end of 2003 to the end of 2005, the "channel buyback" action has entered the era of monopolization of the self built network system.

There are two main aspects:

Network buyback, grasp the channel operation autonomy, and carry out benign management.

In fact, the network buyback operation began in 2001 and was vigorously promoted in 2003. By the end of 2005, Anta had already controlled 40% of the terminals.

These 40% self operated stores occupy 60% of the company's sales.

At the same time, in order to strengthen brand building and establish a good brand image, Anta invested huge sums of money to build about 200 flagship stores.

It is worth mentioning that Anta's expansion and elimination are simultaneous.

This shows that Anta's network expansion has entered a mature stage, and it is no longer simply to expand sales performance, but to combine brand building, market impact, sales performance and long-term development.

Create customer value with distributors

Anta must find the profit driving point of distributors in channel management, so it is possible to create value for customers together.

Dealers are not welcome to enhance the purchase price index by brand awareness.

How to achieve the interests of enterprises through long-term development planning?

New ideas have emerged: instead of raising the price threshold for incoming goods, it is better to hand over the heavy burden of management to dealers so as to integrate dealers into Anta's brand management mode.

From the training of shop assistants to the services of consumers, from the decoration of exclusive points to the execution of VI visual system, the benefits of brand intangible assets can be exchanged for tangible benefits.

The integration of firm integration has been further consolidated and deepened.

Hypermarket Era

The fourth stage is to build Anta flagship store in the whole country from 2006 to now, and to promote the construction of sports goods retail city and enter the era of sports culture.

The pace of advance of channels is faster and faster.

With the shift of strategic objectives and changes in the competitive environment, the limitations of the network are gradually emerging.

In the leading market of integrated chain format, Anta wants to enter the field of sporting goods retailing and create a comprehensive chain format, which is a good strategy for meeting the channel strategy in the new economic era.

According to Anta's prospectus, Anta will invest 550 million yuan to open concessionary international sports brands and retail stores after listing, and set up sports city and Anta flagship store in major cities of China.

It will also vote for script src=>.