Anta Enhances Brand Competitiveness Through London Olympic Year

2012 is the Olympic year.

Giant companies

As an opportunity to expand the market.

Against this backdrop, Anta still regards "practicing internal strength and strengthening four competitiveness" as the biggest challenge facing the company.

Ding Zhizhong, chief executive of Anta (China) Limited, said: "2012 is a very challenging year.

Challenge is the best experience for enterprises, and is also an unprecedented development opportunity.

Nowadays, few enterprises have put the practice of internal strength as a major challenge, but

It is believed that only when eyes are inward can they develop outwards.

The "four competitiveness" of Anta includes strategic innovation, brand innovation, product and scientific and technological innovation, management innovation.

Strategically, strategically, the Anta people did not follow the industry's "light asset model", but adopted a vertically integrated business model that conforms to China's national conditions and markets.

By positioning itself to the product that most Chinese people offer "value for money", no matter how the market changes, Anta never gives up its own production. This makes the company keep the cost leadership, understand the advantages of manufacturing, and respond quickly to market changes.

Brand innovation, in brand positioning, Anta is based on providing the most valuable products and services for the mass market of the majority, and supporting the development of enterprises with the breadth and breadth of the big market.

Product and technology innovation - Anta's R & D investment has been maintained at 3% of revenue for many years.

The company first established a sports science laboratory in Chinese sporting goods enterprises, and was approved by the national development and Reform Commission at the end of 2009 to become the first and only national enterprise technology center in the sporting goods industry.

Anta sports science laboratory has gained more than 40 national patents and has become one of the makers of sports goods industry standards.

Management innovation Anta not only employs Corni, McKinsey and other world-class consulting companies to provide management consulting to the company, but also employs Mei's consulting company to design its own organizational structure and a set of performance appraisal system.

The company realizes that the size of the enterprise is not necessarily good. It is necessary to review the performance and cost of the enterprise at all times. It often pays attention to the following four aspects: "strategy and organizational structure", "team and company business requirements", "distributor capability and company performance", "supplier and company business requirements", and continuously improves the company's operational efficiency and organizational structure, so as to maintain Anta's comprehensive competitiveness.

In the Olympic year, Ding Zhizhong focused his attention on the domestic market.

He said, "do a solid job in China's domestic market.

We have about 1300000000 of the population, there is such a huge market demand, there are several times the growth of space, Anta has no reason not to do this first.

Only by doing this well, can we have the foundation and the ability to open up other fields. "

In the face of the huge increase in raw material costs, Anta has its own countermeasures.

Different from other brand's "light asset" mode, the company adopts the "vertical integration" business mode.

From upstream procurement, R & D, design, production, downstream brand marketing, channel distribution, and related after-sales service, every link is involved.

On the one hand, the process of product development can be shortened by optimization; on the other hand, the control of production can also improve the flexibility of production planning.

Adopting new management mode and new technology is another weapon for enterprises to face the increase of cost.

In order to improve and optimize the integrated management of IT, including the re layout of POS in terminal stores, Anta invites Accenture to promote enterprise ERP (Enterprise Resource Planning).

Through the ERP system, it can be monitored from every order from customer to every action, purchase and sale of production department.

In the past, Anta had to make statistics on the sales data of various distributors. It was necessary for the two level agents to pmit the reports to the first level agents first, and then the first level agents to report to the head office. All of them were finished by fax, and three thousand or four thousand copies were sent to the headquarters every month.

Moreover, due to time difference or some of these mistakes, it is easy to cause data to be unreal or lagging behind, which brings trouble to the company's decision-making.

After using this ERP system, the head office can get these terminal data in real time. It is fast and accurate. It can help the dealer adjust the sales situation at the first time, and the effect is obvious.

In the face of the booming e-commerce, Anta regards it as an important supplement to offline entity channels, and is also a good channel to communicate and interact with consumers at zero distance.

Ding Zhizhong said that the future e-commerce will serve as an important source of information for new product retail, consumer demand, channel layout and strategy, and will serve as an important information reference for Brand Company decision making.