Anta'S Civilian Strategy Is Worth Learning.

< p > > span style= "font-size: 12px"; > a href= "http://sjfzxm.com/news/index_z.asp" > practical value > /a >, and the high-tech products with price close to the people can help Anta win valuable gold ten years.

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< p > Ding Shizhong, chairman and CEO of Anta Sports Products Limited board of directors, is confident that he can open the "golden ten years" of sporting goods industry.

In its view, the development of Anta can be divided into three ten years.

The first ten years, the production of sports shoes OEM, to achieve the scale of 1 billion yuan; second ten years, brand wholesale, Anta achieved nearly 10 billion of the scale.

The third ten years are the new ten years of gold.

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P's strong confidence is the great potential of China's sporting goods industry.

China's sports industry accounts for only 0.5% of GDP and 4% of the United States.

China has less than 0.5 pairs of sports shoes per person, while the United States has reached 4 pairs.

Ding believes that the rapid development of the economy and the continuous improvement of national income will bring great opportunities to China's sporting goods industry.

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< p > so optimistic is quite rare.

At this time, the sporting goods industry is at a low level, and Anta has upgraded its extensive brand wholesale mode to a fine brand retail mode.

What is amazing is that even though the depths are low, Anta still has a gross margin of 41.7%, which is rather rare in the industry.

Capital markets once reacted strongly to this.

Anta's market capitalization has been equivalent to the total value of four brands listed in Hongkong, Lining, XTEP, PEAK and 331 degrees.

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< p > > a href= "http://sjfzxm.com/news/index_p.asp" > Anta < /a > is amazing -- a few years ago it was a follower of Nike, Adidas and Lining.

But in the future, Ding wants to get away from competition. He clearly identifies Anta's brand as "not being Nike in China but Anta in the world".

In terms of operation mode, Anta's approach is quite different.

Nike and Lining use light asset operation mode to outsource product manufacturing and retail distribution, focusing on design, research and marketing.

Anta adopts vertical integration business mode, and its design, development, part manufacturing and marketing are completed by itself.

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< p > Anta has not emulated Nike and Adidas's high premium mode, but insisted on "practicality and supremacy". Anta has become a high-profile industry leader in the past few years.

"The mode of simply replicating the international brand can not be successful. We must find our own mode. The innovation of business mode is the biggest differential competition."

Zheng Jie, President of Anta brand, said to Global Entrepreneur.

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< p > in Zheng Jie's view, mastering the most advanced technology in the industry and producing high-tech products is the key to Anta's differentiation.

His internal emphasis on innovation is the driving force behind Anta's development, and technological innovation is the top priority.

In 2005, Anta set up a sports science laboratory at home for about thirty million yuan, dedicated to sports mechanics research and product research and development. Anta has become the first independent sports science laboratory in the domestic sports brand.

To date, the cost of Anta product R & D has risen to 4% in 2013, close to 170 million yuan, and this figure also ranks first in the industry.

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< p > practical supremacy < /p >

< p > walk into Anta sports science laboratory. What you see is the neatly placed shoe models, shoe last and all kinds of precision equipment, such as foot scanner, folding tester, shoe pattern friction tester, etc.

Anta has divided its research into two categories: basic research and professional research.

Basic research includes shoe related standards, product comfort and so on. Research in professional fields includes research and development of new materials and new technologies, mainly focusing on running, basketball, tennis, outdoor shoes and clothing research.

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By recruiting and increasing investment, Anta's R & D team has gradually improved, with in-depth layout in the fields of sports biomechanics, human mechanics, kinematics, physiology, materials science and other research fields, and the research and development supervisor in each field has over ten years of experience in P.

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In the past ten years since the establishment of < p >, the science laboratory has made brilliant achievements.

At present, China Sports Science and technology accessories standard 1/3 comes from here.

Today, the laboratory has more than 40 national patent technologies. During this period, the products of magnetic core shock absorption technology basketball shoes, elastic rubber basketball shoes and running shoes, soft column running shoes, and cement killer super wearable basketball shoes were sold well.

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< p > the cornerstone of the birth of these star products is solid basic data.

In the laboratory, the shoe mold is analyzed and calculated by the technician using the foot scanner. Through the three-dimensional scanning of the foot and the analysis of the foot with the analysis software, Anta finally developed a new last type.

Anta has set up its own data database, including foot data of some professional athletes.

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< p > these amazing data have been the first in China.

Before that, the standard of shoe last and shoe number adopted by the United States was imported from Europe and America, but the data do not accord with Chinese foot type characteristics.

To this end, Anta's technical team has done twenty thousand foot measurement research work in more than 20 cities across the country, in order to promote the establishment of new standard for shoe last.

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< p > < a > href= > http://sjfzxm.com/news/index_p.asp > > /a > resources input and talent reserve have injected vitality into Anta.

Elastic glue, flexible column, energy ring, breathing net and other technology products have become an important source of profits for Anta.

At the same time, the high technology content of innovative products also makes its brand reputation greatly increased.

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In the top event, Anta's products also began to enter the P.

Take the Sochi Winter Olympic short track speed skating suit as an example, Anta uses special fabrics to make the athletes comfortable, reduce wind resistance and enhance package and safety protection functions.

In view of the characteristics of short track speed skaters prone to fall, Anta uses bulletproof materials to synthesize fibers in the joints of wrist, ankles, knees and blood vessels, so as to ensure that even if athletes fall, they will not be scratched by skates.

Ruan Guoqing, director of Anta sports science laboratory, said "/p" to "Global Entrepreneur".

Zheng Jie P still wants to increase technology chips.

His strategy is based on the sports science laboratory. Besides his own research and development, he also collaborated with Huntsman, DuPont, 3M and other core suppliers to integrate global resources to build Anta niche market.

Among them, he is most concerned about the huge scale of the basic market, and choose the opportunity to open the gap.

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"P >" in 2013, Anta launched the "priceless" basketball strategy and launched a star tennis shoe with NBA star Kevin Garnett. Its 399 yuan is super high price ratio to break the industry practice.

In the past, the NBA endorsement of international brands is more than 1000 yuan, even if the domestic brand price is seven hundred or eight hundred yuan, and the Garnett star shoes are 399 yuan low price into the market, and finally stand out in the mass sports market.

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< p > for this strategy, Zheng Jie has considered for a long time and has done a lot of statistics.

According to his investigation, NBA players have always talked about basketball shoes, but they usually sell only ten thousand or twenty thousand pairs. The biggest resistance to sales is price.

This strategy is quite effective. Anta Garnett KG4 and Rondo RR1 two star sports shoes will reach the total volume of Anta NBA stars exclusive basketball shoes in the past three years after the listing, and its shipments are expected to be close to 1 million pairs this year.

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< p > the other star product created by Zheng Jie is the new sports shoes made of breathing net 2 technology.

The sneakers made of this one-piece knitted technology are popular when they appear.

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< p > it is based on the brand-new application of knitting technology, the biggest feature is integrated molding, lightweight, breathable, foot stick, while taking into account the characteristics of fashion and beauty.

In summer and autumn, athletes can feel the comfort and breathability of this shoe very intuitively.

"Based on cost performance and function, this shoe is very good in sale from listing to now, and the sales rate is very good every month. Optimism is expected to sell nearly a million pairs this year."

Zheng Jie said.

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< p > this product planning began three years ago when Ding Shizhong and Zheng Jie two people went shopping in London.

In Nike flagship store in London, Zheng Jie saw running shoes using flying weaving technology, and considered that this technology prospect was limitless.

Under its push, at the end of 2011, Anta began to research and develop. After tackling the difficulties of shoe stability, vamp dyeing and cost control, the 2 sports shoes of breathing net finally came out.

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< p > in this process, as a traditional technology of making clothes and socks, knitting technology is not difficult in itself. How to use special materials and weaving to apply it to shoemaking is the key.

The reason is that the impact of shoes in the use process is much larger than that of clothes and socks, and the weight must be lighter. Therefore, only special materials can be competent.

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< p > another technical difficulty is that dyeing causes color deviation easily.

Zheng Jie disclosed that he had seen shoes in April 2013, but later he talked with the craftsmen for a long time because of dyeing problems, which took nearly a year to overcome the above problems.

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The complexity of breathing net 2 is more than P.

Unlike clothing's tolerance for weaving errors, even a millimeter error in shoemaking will result in defective products.

In addition, engineers also found that the biggest difficulty in scale is the machine itself. The knitting machines from Italy cost up to several million yuan per unit and cost a lot.

In the end, Anta technology team works with suppliers to develop equipment, try various weaving methods, and ultimately achieve the best technology at reasonable cost.

"Process weaving is not the same, and materials used are not the same.

This makes Anta's production efficiency and output generally higher than the industry average. "

Zheng Jie said.

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< p > another highlight is that the running shoes also use Anta's latest development of energy loop technology soles.

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< p > it is designed according to the double deck chassis structure of the car, the circular sole can play the role of slow vibration and rebound.

The double layer structure ensures that when the outer ring is compressed, the solid part in the middle still has good supporting function, so as to take into account the different sizes of consumers such as fat and thin.

Because of the special material, the whole energy ring can be very light.

So with breathing net 2 technology, the whole running shoes not only slow shock and rebound effect is obvious, but also breathable.

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In order to drive similar innovation, Anta has set up an innovation team in two fields of shoes and clothing, and the overall KPI of its members is closely related to the project. P

Compared with sales, Zheng Jie is more concerned about three points.

First, does technology match Anta's brand positioning?

Next is the safety and reliability of the whole process landing.

The third is cost.

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< p > Zheng Jie favors the popularity of high-tech products. He hopes to turn it into Anta's profit engine.

"Consumers prefer to see some visible technologies.

We should vigorously develop such products. "

Zheng Jie said.

In the past, Anta accounted for less than 20% of the functional products. Now Anta has increased this figure to more than 30%.

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