Zhang Tao, Vice President Of Anta: To Enter The Electricity Supplier To Remain Sober And Brave.

< p > traditional enterprises are moving towards Internet, and hope to get a share from the big cake of the electricity supplier.

According to a statistical data, the scale of online retail market pactions increased by 47.5% in 2012 compared with that in 2011. The proportion of B2C pactions in the online retail market continued to rise.

Under the background of "a href=" http://www.91se91.com/ "target=" _blank "> clothing < /a > industry overall frustration, the B2C market clothing category is growing against the trend, maintaining a 167% growth rate.

Behind the rapid growth of the industry, Anta brand is also experiencing the joy and pain of Internet.

Behind this, what kind of ideological collision did Anta experience, and what development motto have been summed up?

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< p > electricity providers, to do the opportunity to < /p >.

< p > for Anta's involvement in the electricity supplier and the application of Internet technology, Zhang Tao said frankly, "we have to do it and not do it."

This response seems to have a kind of Internet trend under the traditional enterprise forced to "electric shock" helplessness, but in fact also revealed the determination of Anta to do business.

Zhang Tao said that in the process of enterprise application of Internet technology, it is necessary to adapt to the process.

Because the traditional retail formats are more closely linked to the physical shop formats and chain affiliate formats, while the electricity supplier is through the pmission of online information, so as to achieve the means of trading, the two are two completely different formats.

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"P" as a well-known domestic sports brand, Anta obviously will not be in the status quo.

According to Zhang Tao, Anta uses multiple roads to try to make electricity providers, including various channels such as generation operation, trusteeship, through train and official website flagship store.

Zhang Tao said Anta strives to achieve a unified understanding in various attempts.

In multiple practices, Anta groped for the true answer of traditional enterprises to do business.

Zhang Tao said Anta hopes to combine e-commerce with the Internet to enhance customer information collection, speed of response, and directly enhance sales efficiency.

However, if we do not manage well, if we do not do a good separation, we will have a "fleeing" phenomenon.

This is also a serious crisis that traditional enterprises often encounter in the process of electric shock.

In the face of Anta electricity supplier's current pcript, Zhang Tao gave "overall performance satisfaction" evaluation.

Zhang Tao believes that the current online management of Anta's electricity supplier has been streamlined, institutionalized and formed in scale.

It took Anta more than two years to reach that level, which is very gratifying.

Anta is not just a marketing channel to do business.

Zhang Tao borrowed Anta chairman Ding Zhizhong, saying that e-commerce is definitely not just a business, but a core technology that really drives development. In the future, if we do not think about it in the Internet, sooner or later it will fall.

In the face of the development trend of traditional enterprise Internet, Zhang Tao firmly believes that "there will be opportunities to do."

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< p > be responsible for the brand. < /p >

< p > at present, many traditional brands are highly involved in the sale of the electronic business platform's tail goods and low price inventory activities, while Anta electric providers seldom participate in it.

Under the background of various brands' high-profile media exposure, Anta electricity providers are rather low-key.

In the face of this phenomenon, Zhang Tao said that this kind of practice is a irresponsible approach to the brand, which is very damaging to the brand.

Zhang Tao believes that too large inventory clearance and low dumping are the "cancer" of the development of the industry.

Brand on the line hit 40 percent off, 30 percent off, which in itself is injure the brand.

In the face of the general stock pressure in the industry, Anta is more inclined to "healthy and thin" in addition to the traditional way of sales promotion, including forecasting stock pressure, actively controlling the order quantity, reducing dealer's discounts, financial subsidies and so on, sharing the pressure of distributors, helping the store to increase sales rate and efficiency, and closing the storefront where the efficiency is not up to standard.

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Less than P, the Anta electricity supplier appears to be more sober at the fork in the "sewer" and "Lian Shi Shi".

Zhang Tao said, "China's manufacturing has been reduced to the present day, the fundamental reason is not to cultivate the brand, not to forge its own brand spirit, did not let consumers accept the brand experience, and the final result is to fight the price."

Obviously, prices will not always become the dominant factor in consumption. Zhang Tao told Yi Guan Wang: "Chinese consumers will become more rational. People will gradually nurture their brand loyalty and consumption concept and form their own fixed STYLE. The process of nurturing will only be promoted by low price promotions.

"Abandon vicious low price promotion, choose forging brand to do internal work.

Zhang Tao affirmed that Anta would never do anything to hurt the brand spirit.

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< p > keep awake and rush into the flow. < /p >

< p > on the ups and downs of Anta electric business, Zhang Tao said frankly, "there is no greatest difficulty, but only renewed difficulties and challenges.

"Obviously, Anta's Internet process is not smooth sailing.

Zhang Tao said, "enterprises need to think clearly about their value chain. This is the most important thing". "To make electricity providers can not simply say that in order to improve sales or brand promotion, the Internet brings to enterprises the upgrading of the value chain."

Zhang Tao has given a new judgement to Alibaba group's former CEO Ma Yun and Wang Jianlin, chairman of Wanda Group.

"This is a false proposition", Zhang Tao said, Wang Jianlin said that people always need to do the manicure bath, and Ma said that the manicure bath will be the online business.

As for the relationship between future electricity providers and traditional enterprises, Zhang Tao said, "the electricity supplier is not a completely fragmented format. This is a format that is fully integrated with the existing value chain of the brand enterprise, and it must not be cut apart". "The Internet will be integrated into every link of the future enterprise value chain".

With the changes and adjustments, difficulties and achievements have been experienced, and Anta has explored its best mode in practice.

Zhang Tao said, "every enterprise's mode has both generalities and personalities. It's hard to say who created any pattern, so long as you form a pattern that is very suitable for your own business mode, it's the OK mode."

Obviously, with the development of industry and market, traditional enterprises must be different because of "time" and "market".

Zhang Tao finally said that enterprises need to use the Internet thinking and way to reconstruct the value chain, and use the Internet technology to serve the platform sales, and this exploration has no end.

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