Anta Sporting Goods Vice President Zhang Tao: 2012 Challenges And Hopes Coexist

< p > < /p > P > December 6th, in the 2012 China brand value list released by Interbrand, a world-renowned brand consulting firm, a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a > ranked twenty-second in 8 billion 828 million yuan, becoming the leader of sports brand. At the same time, the Research Institute pointed out that sports brands are facing the problem of "stock breaking and survival" to solve the stock pressure and try to get rid of the homogenization competition in the low-end market, so their brand value has been reduced compared with that in 2011. "Jinjiang sports brand enterprises are not enough to sell for three years." This is a reality known to all in Jinjiang's footwear industry. It is also a miniature of China's sporting goods footwear industry in 2012. < /p >
< p > "2012 is a year when challenges and hopes coexist. In the past year, some enterprises have rushed down, huge stocks, difficult operation and unsustainable brand promotion. But I think these are good things, like a person, a year can not have no cold, no disease, and cold and slight illness is a strong adjustment for the human body. Survival of the fittest, there is no industry with dozens of listed companies at the same time, everyone has a good life, it is impossible. Zhang Tao, vice president of Anta Sports Products Limited, went straight to the theme in an interview with our reporter. < /p >
< p > reporter: do you think that 2012 is the year when the sports industry is really developing healthfully? This is the year when the industry really begins to move towards sustainable development. < /p >
< p > Zhang Tao: Yes, in 2012, for the long-term healthy development of enterprises, it has milestone significance for the sustainable development of China's sporting goods industry. I often talk about the theory of elevator. Some brands enter the elevator, some do push ups, some take the top, others run. On the twenty floor, when the elevator door opened, the reporter asked, "how did you get from the first floor to the twenty floor"? I said, I was carrying the top, running, doing push ups to the twenty floor, all of which were wrong. It was the elevator that brought you up in the past. It was the release of the overall demand. It was a good system and a demographic dividend that brought you to the twenty floor. Only when the tide recedes, can we know who is swimming naked, which depends on the comprehensive management ability of the enterprises. We must compare the internal strength, the retail management ability, the channel development and construction ability, the commodity strength, the brand development power, and the marketing ability of the enterprises. If every business in the past is brand plus wholesale, then the era of true brand retailing will come. < /p >
< p > I think that the development space of < a href= "http://www.91se91.com/news/index_c.asp" > sports goods industry < /a > is still huge. Just using the simple and extensive way of growth to meet people's increasingly subdivided needs, this road is not working. Consumer demand is constantly being segmenting and maturing. When the consumption structure continues to escalate, can your category management, commodity strength and retail capability support, and pose a comprehensive challenge to enterprises? On this premise, 2012 is a year of hope and challenge. < /p >
< p > reporter: what about Anta's 2012? < /p >
< p > Zhang Tao: 2012 is the year of Anta brand, commodity, channel construction, terminal retail and operation management. In order to deal with the so-called challenges in a timely manner, we have made tactical adjustment in many aspects, such as we really go from the wholesale brand to the brand retail stage. Ding Zong said: Anta has gone through several stages, the earliest is the production stage, followed by wholesale, brand wholesale, brand franchise chain, brand retail stage. These stages are clear paths, and Anta has been working hard in this industry for several years. In recent years, Anta has paid great attention to the construction and health of the retail terminal, paid attention to the sales force of the retail terminal, and focused on improving the commodity strength of Anta. < /p >
< p > first, the overall positioning of our enterprises is more clear. By sponsoring the a href= "http://www.91se91.com/news/index_h.asp" and the Olympic Games < /a >, Anta provides the most competitive brand of goods for the general public, and is committed to improving the professionalism of products and brands. Second, we must substantially increase the competitiveness of our products and continue to increase R & D investment. Anta is the only sports technology laboratory in China's sporting goods enterprises with state-level enterprise technology center, providing continuous support for new products. Third, in terms of retail management and channel construction, Anta has intensified its efforts to innovate, and has really gone deep into brand retailing and brand operation. Anta has intensified its operation management efforts in terms of team management capability, system process construction, human resources construction, and retail capacity building. < /p >
< p > reporter: do you think inventory is not a problem, and whether more inventory will be generated in the future is the key to the problem. So, how will Anta layout in the future? < /p >
< p > Zhang Tao: on the brand, Anta has an overall plan: high-end brand Fila, main brand Anta brand and sub brand Anta Kids, covering a more comprehensive product structure from high-end to mid end, which is a comprehensive industrial layout. Anta is dedicated to providing the most professional, cost-effective, brand friendly and brand competitive sporting goods for the general public. Fila is a high-end business casual brand. Its performance is very eye-catching, and its overall business growth is strong, enriching the overall brand. The Anta Kids has grown rapidly and has become a new bright spot. On the basis of sustained development of enterprises in the future, Anta is highly concerned about brand strength, commodity strength, channel construction, comprehensive transformation to retail management and innovation in operation management. < /p > < p > /p >