Anta: Cross Border Marketing Should Not Shift To Big Money Needs Mode Change

Peng Ao, general manager of Anta electric business, said at the recent ninth annual meeting of China online retailing. Now Anta's product mode in the field of electricity business is changing. It is absolutely not only attracting consumers through low prices, but paying more attention to product quality. Anta now leads all consumer reviews on products in online stores to communicate with consumers how to make products better. Moreover, the photos taken by Anta now are more real and functional. They can not blindly pursue the vision, make users purchase more rational, and reduce the return.

Peng Ao also pointed out that the promotion cost of Anta's electric business is only 3.5%, because it is very rational to never push special exhibition or through train delivery. "We hope to drive sales of products with free flow of products, thereby driving the flow of the entire store. We will also find some suitable brands for joint marketing and cross-border marketing, but we believe that marketing can not be tied to big money, but rather to choose matching partners.

It is understood that this session has been held today at the century Jin Yuan hotel in Chongqing. The meeting focused on the theme of the annual meeting of "how to take advantage of the real estate business", and discussed and discussed the topics such as "big situation: good or bad?", "electricity supplier industry: OK?" At the meeting, Peng Ao published the speech entitled "next year's PK analysis of the big sports category". The following is a record of the speech:

Moderator: let's take a look at Jiang's micro signal. Here is a screen in the circle of friends, that is, Anta stop board, and see all kinds of rumors. The veteran people who have been in Anta company for a long time are rumor.

Peng Ao, general manager of Anta electric business: I didn't want to talk about this. Suddenly, a media report yesterday about Anta's boss and government related incidents and fled overseas. I want to mention two points. First, our boss is still working in the company. Yesterday morning, I was still holding a conference call with him. Second, in fact, these two days, this morning we resumed our trading in Hongkong stock market. Yesterday, we stopped trading two times. I am here to represent the group's concern for our group, and thank you all for the rumor that it is only for the wise. Our entire group believes that this matter will soon be over, and that is not true.

Back to the topic, simply say. As a matter of fact, Anta's traditional business has been in this company for some years. As a personal example, I have been in the company for some years. I am not a very long seller, but in sports industry, I have never done any other industry for more than 16 years. So when facing the electricity supplier, I am talking about the traditional nature of the electricity supplier.

First of all, I would like to talk about all the brands of the entire Anta group. First, we have children in Anta, NBA and so on. This is the four brand, which decides us to look at the three layout. First, from the perspective of consumer purchase and width penetration, we are from the public brand to the high-end. We all know FILA. We say that double eleven has one number, Fila is the highest and 563 in all brands, so from mass brand to high-end brand layout.

The second is the age of consumers. Third we make a penetration from the breadth of consumption, from Anta to NBA. In China, we were in October of 2014. We cooperate with NBA. We have already started to do the single label; therefore, in this process, your brand layout determines the layout of your customers, and finally your members have a good turn around rate, which is the situation of our whole group.

The second is the trend. How does everyone talk about our future Internet? Any company brand comes from the consumer experience. The key point is trust, second payment and payment. But in China's model, trust problems exist. For example, a woman who spoke at 100 speed yesterday spoke very fast. If a brand in Tmall Jingdong or elsewhere, the return rate is less than 5%. If the brand is offline, if the women's clothing is offline, the traditional brand is not less than 10%. Therefore, the permeability of the line determines your trust in the whole development process of the Internet. At the same time, if the rest of your products are effectively digested, it is also a good brand issue.

From the perspective of trend, I want to talk about it. First, we have some important positive news. President Xi and Li Keqiang have issued the changes in the future. We are five thousand billion of the market and a very large market. From the core point of view, the development of Tmall, Jingdong and so on has changed a lot. What changes? Before June, the total sales volume of sports exceeded that of men's clothing; until the end of October this year, there was no double eleven, and the growth of the whole campaign was much larger than that of other brands. Especially this year, women's wear is the worst.

The second part is that all platforms have begun to cross the border. Yesterday, when talking about vip.com, it did a great job. Also include other platforms to do cross-border electricity providers, I would like to say that cross-border electricity providers are facing many problems, such as financial and legal problems. It may not be the same as others. We will set up a company in Russia, enter Russia through container, and then deliver it, six to seven days, and get longer in winter.

Third, from the brand level, how to establish the online and offline form. I would like to tell you very clearly that the definition of traditional brands or online Internet is the way to seize the hearts of consumers. But you can search the brand of your brand and competitors. If the customer price of last year's 13 years is still lower than the core customer price of 14 years this year, and the rate of decline is more than 10% to 15%, I guess the brand will disappear after two years. Why do we say this? We have a very clear investigation that is the data analysis model. The core point is that when the price is gradually cheaper, consumers will not sell your account when the price is raised again.

In the same way, when your brand wants to raise the price, or you want to lower the price, you will face the same challenge. So how to build online and offline value is more important, producing a lot of core brand self deception, online and offline different goods, but the platform requires a stock. What do you want to do in the end? Some people say that the first thing is to discount the futures on the line, but we think that if you are doing well this year, you may disappear next year. Because you killed all the channels under the line. What is the reason? Consumers buy this brand value at a discount, because online brands are less expensive than you.

As we all know, CCTV5 is a good way to spread, but we use many new media ways to use consumers' forwarding comments to help our brand's creativity. The last is how to make your supply chain faster and more diversified. This is fatal. All good brands will face the same problem. How fast is the supply chain? In addition to February and July, because February is the reason for Spring Festival, July is the reason for short shipment, it may be higher than 3.5, and other time is not allowed to exceed 3.5. How to make inventory is healthy and benign, through the rapid response of supply chain. But many companies do not solve this problem. We have a small part to cooperate with us. So this process is faster and more flexible, and quality assurance is the core.

Next, let's look at the pattern change. We talked about the trend. We believe that the Internet is very important to our future penetration and brand penetration. However, in the traditional way of doing Internet, in fact, we need to change the mode.

First, it is necessary to think that the traditional mode needs to be changed a lot. In the past three years, I explain them one by one. In the past, the traditional models were all futures, for example, today we set the goods for 15 years and third seasons. In fact, our source is who we are judging. Based on the analysis of the data model, we have always used the way consumers can buy this product and make the goods. But what are we doing now? We now find that when the product sold well in our line before Q3 2015, we may improve the goods and upgrade the materials from the perspective of the Internet. Then the price is higher and become the most powerful weapon of our brand in the Internet marketing brand. So our product mode is changing.

Second, we have data centers to do this. Guide all the products that sell well, and communicate with the product quality, communicate with the consumers, and how to make the products comfortable and professional. What do we do in the future? We are now trying a new way to shorten our time from planning to 15 months to 6 months, which is the way of future products. Of course, there is a core point, there is an independent main station, that is, to evaluate our products. After the improvement of our products, more consumers will have comfortable wearing experience, we will send this card to consumers free of charge. In the coming year, we can wear all our products and wear new products every month, so the interaction will add more height to consumers.

Second user mode. Whatever you did in the past, you would buy it, buy it, pull it down, cut it down without buying it, cut it down without buying it, and clear it as a product. But is the way of discovery wrong, forcing consumers to accept it? No. Now the Internet is a very interesting thing. Later, it will talk about the whole channel. For example, this product is not good enough to sell in Tmall, but in turn, vip.com will start selling new products well. Why are they selling well? The group is different, women are the majority, women are different in the sense of products or the proportion of men and women, Tmall's channels are different.

The second is the way of the whole product. Yesterday, Liu said that vision is the most reliable. It is selling vision. I disagree with her. Let me tell you something very interesting. We once invited the outside model to take pictures of Gao Shang, and only raised 2% or two points at the deepest level. Why women's clothes return so high is too untrue. Finally, I found that I was not so beautiful, so I returned the goods. So we must never exaggerate the key points of functional display, rational shopping and scientific assessment, tell consumers that this is the product you need. So we can tell consumers how to buy this product combined with the needs of consumers and the feeling of wearing. This is the consumer presentation of product demands.

Second, what kind of consumer mode? Say a number, when all Tmall paid, we set ourselves an indicator that we could only do so much more than our products did not do. If we made thirty-eight million single brands, why not do it? If we had more goods for double eleven, how would we deal with it? Two ways. First, get the line to sell, only to say that my products were sold cheaply, second is the online double, but there is no integrity and bottom line. If two or two go to clear up your products again, many brands will do the same thing, and sell the eleven hottest and most explosive items, and display one hundred thousand of the inventory, will the consumers buy it? I believe they will buy it, but will they be very anxious to buy it? I don't know. We do double one. I can give you today. So what do you tell the consumer in this process? My goods are only moderate because the market is limited. So tell the user the true brand of the information.

Third promotion mode. There is a number that we do not believe. We say that the promotion of traditional brands is 10%. I want to make one point. Our cost may be 3.5%. If there is no double eleven fee, we may not be able to get 3%. Why is there such a low fee? What do I do for a through train? What do I do? All my priorities are to be pushed. I will do the whole baby in the early stage when the details are described, and when I sell the front end, it will gradually slow down the amount of money; slowly become the amount of search, and gradually drive the sales of products.

Similarly, the baby's display will help us to browse the whole home page, and then raise the unit price. We say that Jingdong's business warehouse has no effect. It is a precise analysis of every place and determines the precise degree of each product. At this time, the whole embodiment has a standard. If it is done according to the standards, it will be effective, including traditional products. Finally come to your home page to show your brand, no problem.

Finally, talk about the profit model. Let me give you a simple example.