The New Sample Of Bold Innovation And Diversified Brand Expansion Is Anta.

In August 2008, Anta children's first store officially opened in Chengdu's Ito hall, and Anta became the first domestic sporting goods brand to enter the children's market.

After more than five years of hard work, at the end of June 2014, Anta children have 987 stores. At the end of 2014, Anta children will usher in 1000 stores.

From scratch, the growth experience of Anta children's clothing has become a new sample of local brand diversification.

Anta KIDS is positioned to provide children with cost-effective sports equipment with sports protection, and at the same time shoulder the awareness and loyalty of children to Anta brand, and introduce consumers to big Anta.

In 2010, Lining authorized the operation of children's business to paramount. In 2012, Kappa authorized the business of children to paramount.

Lining and Capa's children's business adopts the mode of brand authorization, and Anta's children's business is completely self operated, which means that Anta has to incubate Anta's new business independently.

Although Anta has rich experience in the field of adult sporting goods business, the growth experience of Anta children is not smooth sailing.

The heel of experience

At the beginning of Anta children's launch, Anta's experience in all the children's sports equipment was established in Anta.

On the experience of adult sporting goods.

Anta children's investment policy, purchase discount refer to or copy Anta big goods.

The first generation of Anta KIDS shop space is very similar to Anta's fifth generation space at that time. The goods of the shop are similar to that of Anta, and even the classic section of Anta's large goods can be found in the Anta children's shop.

This is closely related to the original Anta children's business team born out of Anta's main brand.

On the one hand, Anta children's management team can quickly popularize Anta children's shop to its familiar Anta dealer team, so that stores can expand rapidly; on the other hand, similar products and similar shop space make Anta children become a reduced version of big products. Compared with other children's clothing, children's products lack the children's interest, which restricts the early development of Anta children in product and shop space.

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After the baptism of the market and the feedback from dealers, the Anta children's team began to adjust and improve in all directions.

For example, Anta children's space design, the introduction of orange hue, highlight the children's happy and lively image, in the product style, Anta children's coloring is more abundant, the design highlights children's interest, the store's POP advertising is also closer to children's perspective.

On joining the policy, Anta children are more relaxed than big ones. On the one hand, there is a certain proportion of return rates. On the one hand, the purchase discount is adjusted, and the demand for opening shop area has been adjusted. It is necessary to open a Anta children's shop for more than 60 square meters, and now only 40 square meters of shops can be opened as long as the location is approved by the channel department.

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In other words, this is more pragmatic and business like than before, rather than overemphasizing the image of the shop, ignoring the market capacity and the fullness of the product.

In the retail research, Anta children's team is also continuing to make progress. For example, in the past, Anta products sold winter clothing in winter, which is very seasonal. Children's products will sell winter clothing and consume in advance in autumn.

In addition, the decision makers are different when consuming different scenarios. For example, when grandparents take children shopping with their parents and children, their decision-making power is different, and children of different ages consume decision-making power differently.

On the recruitment guide, Anta children were also recruited from young girls to give priority to recruiting new mothers. The reason is that they have the experience of bringing children, richer mothers and more easily communicating with consumers.

These valuable experience is Anta children's team through continuous exploration and practice, and also become a powerful guarantee for Anta children's late expansion.

Consumer lock-in

On consumer lock-in, the experience of Anta children is also quite tortuous.

At the beginning of its establishment in 2008, Anta children was positioned to provide sports protection and cost-effective sports suits for children aged 8~14. The main target group is the big children, close to the youth sports consumption group. At that time, Nike KIDS's consumer group was also locked in 8~14 year olds, and Anta group also produced children's shoes in this age group at the early stage, with some experience accumulated, but the feedback from the market was not satisfactory.

In 2011, the management team moved Anta children's consumer group down to 7~14 years old, and explored the Chinese consumer on the consumer group.

In 2012, the management team again positioned Anta children to target children aged 3~7 years old, suitable for children aged 3~14 years old, and the customer group moved down to children and young children.

Starting in 2013, Anta children targeted consumer groups to lock in 3~14 year olds. The products have sports and life categories, and are divided into two stages according to age groups, 3~6 and 7~14.

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Marketing Innovation

In addition to the constant practice in product and operation, Anta children has also made bold innovations and attempts in marketing.

In the class of the first lesson of CCTV, the scarlet scarf is flying in front of the chest and the beautiful Anta arcs are on the sportswear. On the program of Hunan satellite TV's "Daddy's going to where" program, the babies are dancing on Anta's sneakers and their footsteps are agile. These two programs are the trump card of the TV station, and they are also one of the most watched programs in China.

Through these moistening and silent placement ads, Anta children imperceptibly affect every audience.

In June 2013, the Olympic champion Yang Yang and Anta children jointly launched "let daddy go home for an hour earlier". The launch of the public welfare micro film has evoked the importance of paternal love for the growth of the children. Many parents have resonated with it. Among them, the attention and participation of celebrities and big V have not attracted the attention of the public. Eventually, the father let him go home for an hour in advance. This topic has been discussed in the 12000 discussions and nearly 80000 times in the Sina micro-blog. The influence has covered the whole network, which has spread the thick love to every corner, and has greatly promoted the brand awareness of the Anta children.

In August 2014, Anta children joined hands with John Reddy, an associate professor of Harvard University School of medicine, to launch the "happy movement plan" and launch the book "move smarter: exercise to pform the brain".

The music initiative aims to promote the change of Chinese education concept and gradually change the concept of parenting, so that parents can realize the importance of sports to children's growth and intellectual development, and promote the synchronous development of children's intelligence in China.

In 2013, many other Parkour games such as "Temple Escape" and "cool day running" were loved by the players.

Anta children will launch the "Xiao an run" Parkour interactive marketing game on the spot. The main character is wearing Anta sportswear and riding the milu deer to gather sunlight in the snow to eliminate snow and ice.

While playing games and winning profitable prizes, they are loved by many players.

In addition, Anta children are also a good hand in micro-blog operation.

Since moving to Sina micro-blog, the personalization of the brand has been carried out by Xiao an, and 3~4 micro-blog has been released every day, or sharing sports knowledge, or changing the experience of parenting, or commenting on fans' viewpoints.

In the era of rising Internet consumers, consumers need brands instead of brands, and brands need consumers. Brands need to be equal in communication from the perspective of consumers.

"We always give consumers more support and help under the premise of good products in communication, so that consumers can feel the brand's respect for him.

Anta children want to provide children with more than just a simple product, but play a more important role in their sports life.

This is the marketing concept of Ye Chun, general manager of Anta children's business department, and also the original power of Anta children's marketing innovation.

In recent years, with rapid development, different enterprises have different path choices. In the short term, it is impossible to prove which pattern is better.

Anta children explore their own resources and conform to their own laws through their own exploration. This spirit of exploration is worth cheering.