Anta Skillfully Uses IMO To Gallop The Era Of "Wan Dian"

First, the brand value needs to be improved.

Entering the "strategic adjustment season"

After a long period of brand promotion strategy, the domestic sports brand structure has been initially formed.

Throughout the rapid development of sports brand over the past ten years, brand awareness and added value are seriously unbalanced.

As far as the domestic economic environment is concerned, the lack of brute force growth of brand competitiveness does not have a sustainable future for sports brands.

More and more local enterprises are aware of the importance of brand competitiveness, and the strategic adjustment of brand value added has become the focus of the next development of many sports brands. Among them, some enterprises represented by Anta are at the forefront of the industry.

Two.

To be the "Anta of the world", management innovation will never stop.

The domestic professional sports brand "one brother" Anta started the strategic adjustment from the beginning of 2011, adjusted the short-term target from the original accelerated development branch quantity to further enhance the brand competitiveness, promoted the brand from three aspects, and created the "Anta of the world" with a positive attitude.

1, event marketing: following the signing of the Olympic Committee, it signed the NBA all star player Garnett, and promoted Garnett's Asian trip to enhance the popularity of the brand in the consumer group through the star effect.

2, expand the market: on the basis of stabilizing the domestic market, we should further develop the internationalization strategy and quickly occupy the overseas market through brand promotion and the establishment of branch companies, so that more people can experience the charm of "the Anta of the world".

3, branch management: abolish the target of opening to 10000 stores in 2011, stabilize and develop on the basis of existing branches, enhance the service and sales volume of branches, and let users' satisfaction to the branch close to 100%, so as to make full preparations for the next big development of branches.

As a direct link with sales performance, branch management has become the key point of Anta's strategic adjustment.

The strategic adjustment of Anta has been effective in the implementation of 2011. The coming 2012 is destined to be a crucial year for Anta. According to Anta's strategic goal, Anta will officially enter the era of "ten thousand shops" in 2012.

How to provide better shopping experience for consumers through store service has become one of Anta's main problems.

In the face of more and more branches spread all over the place, Anta has higher requirements for its own management level and control over the stores.

Among them, Anta Yiwu and Wuhan branch took the lead in using the instant messaging platform IMO to strengthen the communication management of the branch.

Three.

Help strengthen communication management, Anta's high-profile move towards "Wan shop era"

After the use of IMO, Anta Yiwu and Wuhan branch formed a new branch management mode.

Through IMO's "Internet Office", branches and regional branches have been moved online.

All the store information and personnel information in the region are displayed on the organizational structure tree of IMO. Anta has realized the unified management of all the branch stores in the jurisdiction, and will no longer find "no shops or people to find". In addition, through a communication management platform such as IMO, the company can send directly through the IMO platform when it needs to release some activities information and policies, and realizes the straight-line management and information release for the branch, which greatly strengthens the company's control over the branch stores.

And the branch can get the information and support of headquarters at the first time through the IMO platform.

The synergy between branches is also a major step for Anta to enhance its use of IMO.

After the use of the IMO platform, the communication between the branch staff in the region has increased significantly. Many problems can be solved through coordination among the branches. The branch is no longer an isolated sales terminal, but gradually evolved into a linkage system that can connect each other and help each other. On the basis of Anta's good service, it is the fastest response speed, which brings the best consumer experience to customers.

At the same time, the head of Anta Yiwu branch also pointed out: "IMO has promoted the internal business of enterprises.

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The company often needs to issue some management rules, rules and regulations, etc. the traditional way of word of mouth is less efficient, while Anta makes use of IMO's electronic bulletin to make information release more convenient. All employees and branches can receive the information released by headquarters at the first time.

In addition, the company is also popular with IMO remote assistance, when employees encounter computer problems, they are accustomed to IT personnel "IMO", and then request remote assistance, IT personnel can help him solve problems online.

Even if employees are away from business, they can log on to IMO when they encounter such problems, and then launch remote assistance to headquarters IT to solve the problem through this way.

Four, BELLE, 361 degrees, Pathfinder, YISHION...

They all use IMO. How about you?

IMO has long enjoyed a high reputation and reputation in the clothing and footwear industry.

It is not only Anta that chooses IMO to improve communication efficiency. BELLE, 361 degrees, YISHION, Shanshan (600884 of the Shanghai Stock Exchange), underwear, Pathfinder (Shenzhen Stock Exchange 300005), and newsbirds and other famous enterprises in the industry use IMO as an enterprise instant messaging platform.

Five. The Government recommends that IMO be free and universal.

IMO was founded in 2006 under the guidance of the Ministry of industry and information technology and the Shanghai Municipal Commission of information and communications. It is the earliest and largest enterprise instant messaging platform in China. IMO first proposed and implemented the operation mode of "free, registered, continuous and free upgrade", providing enterprise level instant messaging and Internet collaborative office services for more than 10 enterprises and hundreds of thousands of employees.