The Addition And Subtraction Of Anta'S Business

In the sporting goods industry in Jinjiang, Anta has always been an industrial weathervane.

Following the successful sale of Shanghai's international brand retail business in May this year, Anta executives formally announced the entry into the children's products sector when Anta listed 1st anniversary, and will launch the Anta KIDS sub brand in September this year. Meanwhile, Anta will also launch the "fashion shoe store" across the country.

The "one plus one reduction" of Anta's business has made Anta's "sports goods brand management company" more clear.

What is the impact of Anta's series of actions on the industry?

How will Anta keep ahead in the future?

On the occasion of the 1st Anniversary listing, our reporter revisited Anta's senior executives to understand Anta's future development path and analyze the impact of Anta's future on China's sporting goods industry.

Anta children's products will open sales channels

In July 10th, when Anta listed 1st anniversary, Anta KIDS (children) new product conference and order meeting was held in Baolong Hotel, Jinjiang.

"We plan to officially launch Anta KIDS in September, which will be positioned in the mid-range market and is currently in the product preparation phase."

Lai Shixian, chief operating officer of Anta, told reporters.

It is understood that the target consumers of Anta children's products are children aged 9 to 14 years old, and the price of children's shoes is 100 to 200 yuan.

In Anta's existing sales network, the shops along the street account for about 70%.

Lai Shixian told reporters that Anta children's products store will open up new sales channels, mainly in the form of store stores.

In addition, distributors of Anta children's products are also different from existing distributors.

The market for children's products is growing at a stage of explosion in China, but the market with huge potential has yet to emerge as a leading brand.

"In the Chinese market, the brand of children's products has not yet had a strong" overlord ", and the opportunity is very large.

Lai Shixian believes that children's products will become a new growth point for Anta's future profits.

It is understood that Anta will add a production line of children's shoes and clothing. It is estimated that Anta's children's products business will account for 3% to 5% of Anta's total revenue in 2~3 years.

Fashion shoe store opened in September

In the early days of development, Anta opened a large number of "single stores" throughout the country. These "single stores" have a smaller area, mostly in 20~30 square meters.

With the upgrading of Anta brand, these "single stores" have seriously affected the image of Anta brand.

After the listing of Anta in 2007, hundreds of smaller "single stores" were shut down nationwide.

But considering that many single stores are in a busy market, some of the shops are not yet tenable. If forced to close, they will surely cause losses.

"Can we find a strategy that will not only affect the brand image, but also reduce the loss?"

Lai Shixian said that based on this consideration, Anta fashion shoe store has been released.

"We will set up a design team to develop a series of fashionable sports shoes for sale in fashion shoe stores."

Lai Shixian said Anta's upcoming fashion shoe store will be dominated by black hue and shelf display is different from Anta's existing comprehensive store. The whole store will be more fashionable.

In April 17th of this year, "branding soldiers attack - Anta's first product launch" staged a passion in Beijing Bayi film studio.

Anta brand director Xu Yang told reporters that Anta launched the "soldier assault" not to mention sneakers mainly for Anta to launch "fashionable shoe shop" as a pave pad. "Anta is a professional sports brand, and the sense of fashion is relatively weak. In order to better promote fashionable shoe stores, it is a prelude to launch" soldier assault "not to mention sneakers.

Xu Yang said that in the future, Anta will also launch all kinds of fashionable sneakers around Valentine's day and Christmas festivals, and enhance the sense of fashion of Anta sports shoes through product design.

It is understood that in September this year, Anta fashion shoes shop will be opened in the country. Apart from the original "single door shop" on the basis of pformation, will also consider opening a new store.

According to Lai Shixian, the distributor of Anta fashion shoe shop is the same team as Anta's original distributor. "Anta comprehensive store and fashion shoe store are complementary to each other, so that the market segmentation can be done better."

He said.

Olympic advertising will strengthen "national character"

For the 2008 Beijing Olympic Games, the principle of Anta brand marketing is not to play the "edge ball".

In August 8, 2007, Anta launched the Olympic series advertising.

Xu Yang told reporters that for the upcoming Olympic Games, Anta's brand promotion will also be dominated by advertising.

It has been revealed that Anta has bought a advertising time worth 30 million yuan in dozens of TV stations across the country. Anta's brand new advertising will be broadcast during the Olympic Games.

During the Olympic Games, Anta will pay more attention to the spread of brand spirit.

A few days ago, the CCTV Olympic Channel launched a new "refueling China" column. The background advertisement of the whole program is the theme song of Anta's "refueling China". There are many Anta brand elements in the "refueling China" program. Anta's brand spirit will be well disseminated through placement advertisements.

Xu Yang said.

In the first 2 years, Anta has been sponsoring the "CCTV sports personality award campaign". According to Xu Yang, this year's "CCTV sports event selection" will also be sponsored by Anta.

"The Olympic Games will be held at our doorstep. This year's" CCTV sports event selection "will be a celebration dinner for Chinese athletes, and the attention will be very high.

Xu Yang said that Anta's brand positioning will adhere to the national character, and they will stick to the style of "refueling China".

Shuffling of sporting goods industry has arrived ahead of schedule -- Interview with Anta chief operating officer Lai Shixian

Reporter: now the global stock market is dropping very much. Anta's stock price has also been greatly affected. What kind of impact do you think the weakness of the capital market will have on Anta's development?

Lai Shixian: this year, the global capital market has not performed well, and Anta's share price has shrunk by nearly half.

But what I want to say is that Anta's performance is better than the market average level from listing to now, which is the affirmation of the capital market for Anta's development.

In the past, the market environment is good, all enterprises have survival opportunities.

Now the development environment has changed. Under the pressure of inflation and rising cost of raw materials, the timing of shuffling of China's sporting goods industry has arrived ahead of schedule.

This is a good opportunity for Anta, a powerful company with lots of cash in hand. We will consider mergers and acquisitions of some enterprises based on consideration, but the specific acquisition objects can not be disclosed.

Reporter: the achievements of Anta in the past year are obvious to all. As Anta management, what challenges do you think Anta will face in the future?

Lai Shixian: Anta's sales are bigger and bigger now. How to maintain Anta's rapid growth, so that Anta's growth rate is higher than the average level of the industry.

In addition, Anta's brand awareness is now high, but how to improve the reputation of Anta brand in design, sales, advertising and other links is the top priority of the development of Anta brand. The promotion of brand reputation will be a long way to go for a long time in the future of Anta.

Reporter: Nike, Adidas and other international sporting goods brands have completely outsourced production. Why does Anta continue to invest in building footwear production lines and garment production bases?

Lai Shixian: at present, Anta has 20 footwear production lines and 2 garment processing bases, the footwear production rate reaches 70%, and the clothing production rate reaches 10%. The goal of Anta is to reach 50% of the comprehensive production rate of shoes and garments.

The input rate of production investment is very high.

Because bulk purchasing is very advantageous to the supplier's premium capability, with the rising operating costs of local enterprises, Anta can reduce the operating cost by purchasing in advance.

We believe that the most important thing is to enhance Anta's ability to respond quickly to market changes.

It's important to know what to do.

Who am I?

What should I do?

What is my strength?

A clear understanding of oneself is crucial to personal success, and enterprises are no exception.

Microsoft is developing software, NOKIA is making mobile phones, TOYOTA is making cars, these world-class enterprises are very clear about what they are doing, even if they do the world's first, they will not change easily.

Chinese enterprises often fail to understand what they should do and what they should not do, that is to say, they do not know clearly or are often positioned differently.

Especially when there is a lot of cash in hand after the successful listing and financing, in the face of the commercial world full of temptation, many enterprises often fail to control themselves.

Not long ago, a petrochemical project in Quanzhou extended an olive branch to Anta, hoping that Anta would invest in shares.

Lai Shixian said that although Anta uses a lot of petrochemical products in the production of shoes, Anta will not consider involvement, because Anta knows its position is "sporting goods brand management company".

Anta's positioning is "brand management company". This is a very clear understanding of Anta's top management. Lai Shixian said repeatedly in the 2 hours of the interview: "we will not consider business that is not related to brand management".

There are many other examples.

In May of this year, Anta sold the international brand retail business of Shanghai frontline, which Lai Shixian believed was mainly due to the fact that retail business was not a Anta brand management company.

As Shanghai forward is sold, Anta's original funds for this business will change its uses.

Lai Shixian said the money will be used to acquire or operate international sports apparel brands.

From above "one plus one minus", we can see that Anta is becoming more and more mature.

"As long as brand management related business, Anta will be concerned; as long as Anta brand can be added to the marketing resources, Anta is likely to fight for."

Anta management is very clear about what Anta should do.