From FILA To NBA, Anta'S Multi Brand Strategy Emerges.

After successfully co operating NBA and officially launching Anta NBA joint brand products, the reporter recently learned from Anta Sports Products Limited that Anta's flagship store will officially visit Tmall, Jingdong and other electronic business platforms and start selling independent brands of NBA and 30 brands of its NBA products.

"In addition to Anta NBA joint brand merchandise, developing NBA independent brand for goods and making e-commerce is another important goal."

Ding Shizhong, chairman and CEO of Anta's board of directors, said frankly that we should make use of the influence of NBA to create an independent, more influential and competitive NBA business brand.

In recent years, the rapid development of e-commerce in China, traditional shoes and clothing enterprises also actively embrace e-commerce, but it is generally faced with online and offline commodity and price conflicts.

"For consumers, this practice will damage their loyalty to a brand for a long time."

Li Guangdou, a well-known marketing expert, analyzed that the price of online brands was two or three or even less than that of the same brand, and consumers would have a psychological gap.

It is precisely because of this phenomenon, Anta in recent years in the electricity supplier's strategy and mode of continuous exploration and innovation.

"There are three types of commercial corridors in China: one is a commercial street shop, the other is a shopping center and department store, and the other one is the electricity supplier.

Anta is now making three brand combinations. Anta brand is mainly Street shop; FILA brand is mainly shopping center and department store; the authorized product with NBA is the hope that the channel can be differentiated in the future, and NBA will become Anta's brand.

Ding Shizhong said.

For Anta to join hands with NBA, to launch the innovation of the electricity supplier by boat, the industry generally expressed its optimism.

The industry believes that from the market level, NBA has a high reputation in China and has 300 million fans. These fans have huge demand for NBA matches, stars and related equipment. This is a very large market. From the perspective of e-commerce, the channel of e-commerce is an important channel for retail development, and it is developing rapidly in China. Any enterprise must embrace it and consolidate its brand channel in an all-round way.

For Anta itself, the perfect supply chain system and innovative product technology will make the landing of NBA independent brand possible. Combined with the experience and team building in the past few years, it is believed that 300 million of NBA fans in China will soon be able to purchase cheap and exclusive NBA products through convenient channels.

"Although the Internet can not replace everything, but we can not ignore it, and we should also strive to occupy a certain market share in the e-commerce channels, and have the necessary market space.

If Anta wants to make more contributions to the electricity supplier, it is necessary to achieve both speed and efficiency. This NBA independent brand product is a good start.

Peng Ao, general manager of Anta electric business division, told reporters.

From FILA to NBA,

It is reported that Anta and NBA cooperation cover Anta NBA joint brand products and NBA independent brand goods.

Among them, NBA and its 30 independent brands will only be sold online, which means that if consumers want to buy NBA or independent brands of their 30 teams, they will only have access to the Internet.

In other words, the brand of NBA and its 30 brands will become the brand of Anta's electric business. Anta group has more than more than 30 brands of electric power during the night. It has great imagination.

In fact, as early as in 2009, Anta's high-profile acquisition of internationally renowned fashion brand FILA, the trademark and operation business in China, was positioned in the high-end market, and gradually occupied the major high-end department store channels in China. This is the first step for Anta to implement multi brand operation strategy and build multi brand operation group.

After five years of development, FILA has become a new profit growth point of Anta group, and is complementary to Anta brand.

Ding Shizhong believes that signing NBA is the strategic layout of Anta, and basketball is a very important category of Anta. Anta hopes to enhance the share of Anta in the Chinese basketball market by signing NBA. With the help of joint NBA, Anta will officially open the differentiated electricity supplier strategy.

"The future Anta electric business strategy will be combined with multi brand strategy to build Anta into a multi brand and multi-channel sporting goods group company.

It is very important for the whole Anta group to serve different consumers through different brands and different channels. "

Ding Shizhong told reporters.

After successfully achieving strategic partnership with NBA, Anta's sporting goods carrier owns many sports brands including ANTA, FILA and NBA, and is moving forward in the direction of multi brand groups.

"No matter how many brands the Anta Group operates in the future, it will fasten the two key words of sports and sports.

Each brand has its own unique channels and positioning, each brand will have its own market, as I just said: a brand can not be taken all over the board, if you want to occupy a larger market share, if you want to serve better consumers, Anta is bound to take the road of multi brand operation.

Ding Shizhong finally said.