Look At The O2O Pformation Of The Four Sports Brands Such As Anta And XTEP.

Well known in China

There are many brands that people are familiar with, including Anta, XTEP, 361 degrees, PEAK and so on.

But few people know that these brands were classified as "Jinjiang brand" in their early years.

Jinjiang's little story

Jinjiang is located on the southeastern coast of Fujian and the south coast of Jinjiang.

Jinjiang shoe capital, the largest footwear industry information, processing and trade base in the country, has a complete range of products, has super first-class production equipment and complete enterprise chain, has gathered a large number of famous brand enterprises, and has become the city link of China's integrated shoe chain.

It is understood that southern Fujian is one of the most prosperous areas of Chinese clan culture. Among many brands in Jinjiang, family businesses are also the most common carriers, and the industrial chain is basically composed of family businesses.

Many famous footwear brands such as Anta, 361 degrees, XTEP, Philharmonic, del Hui, Jordan and gold lake were born here, so they are called "China Shoes Capital".

Traditional shoes and clothing enterprises, from "Internet +" to "channel +", continue to pursue diversified development.

Anta: expanding channels to continuously open up the two pulse of "governor Ren and Du"

In 1994, at the door of a shoemaking workshop in Jinjiang, Fujian, the Anta logo was put up for the first time.

Now, after more than 20 years of development, Anta has developed into one of the largest sales oriented comprehensive sporting goods companies in China.

In recent years, under the great impact of the Internet, the industry has experienced rapid growth, and the traditional retail enterprises must make corresponding changes with the development and changes of the market.

Anta, as the leading sporting goods company in China, has experienced the joy and pain of Internet as well as facing the problem of pformation.

But it is not complacent, but brave.

As early as 2010, Anta joined Sina to build a sports alliance, or Anta's first collaboration with the Internet.

Soon after, Anta set foot in the business of electricity and Internet technology.

It is understood that 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, and strive to achieve a unified understanding in various attempts.

It hopes to combine the Internet with the Internet, and use the Internet thinking to forge the entire enterprise, so as to achieve the purpose of collecting customer information, improving reaction speed and directly improving sales efficiency.

361 degree: explore new field, develop intelligent motion system

Founded in 2003, the 361 degree group is a comprehensive sporting goods company integrating brand, R & D, design, production and distribution.

361, adhere to the collectivization and multi brand line, and in the big wave of the Internet, first established a strategic cooperative relationship with Baidu in 2014, and set up a big data innovation laboratory to promote the development of high-tech intelligent products, and strive to build a leading brand in the field of intelligent Internet. Secondly, 361 degree also focused on channel upgrading, trying to bring the best experience to users, and further improved the coverage of consumers through the further optimization of the layout of the channel. Third, in 2015, 361 degrees reached a strategic cooperation agreement with music and sport, and jointly built an intelligent sports ecosystem, and fully deployed the two sides in the field of intelligent sports equipment.

361 degree chairman Ding Wuhao has said that smart products as one of the entries to link consumers will lay the foundation for O2O.

XTEP:

Logistics + new play, can you play?

Founded in 2001, XTEP (China) Co., Ltd. is headquartered in the Qing Meng Industrial Park in Jinjiang, Fujian province. It is a large-scale sporting goods enterprise with comprehensive development, production and sales.

Compared with the traditional enterprises in pition, XTEP's action is not small.

Last year, the joint Shun Feng jointly launched the new era of "Internet plus logistics" for shoes and clothing business providers, in order to achieve the goal of multi warehouse close delivery, further enhance the terminal circulation ability of goods, create a better consumption environment, and vigorously enhance the satisfaction of logistics services.

In the same year, XTEP also joined hands with the "Chinese human body 3D data interaction leader" to create the first "Internet +" landing method for traditional shoes and clothing industry, so that consumers could take the lead in experiencing the shopping scenes in the mobile era.

This scenario revolution will enable users to overcome selective phobia, one of the "three most incurable diseases" in the mobile era, thus promoting fast shopping and saving time.

XTEP hopes that the traditional shoe and garment industry will be guided by the scene change mode, and the "Internet +" one-stop solution for the footwear industry in the mobile era will be built, so that the traditional shoe and clothing industry will win the mobile Internet era, so as to realize the perfect embrace of the mobile era and develop towards the development mode of subversive footwear industry.

Can you play such a game?

PEAK: Leveraging force to form a new mode of "Internet + promotion"

PEAK group, headquartered in Jinjiang, Fujian, is an export-oriented enterprise group specializing in sports equipment, shoes, shoes, clothing, bags and other sports equipment.

In the Internet era, pformation and upgrading of traditional enterprises are unavoidable, and the marketing mode of enterprises can not blindly go past the old road.

Nowadays, the public consumption chips have increasingly become a popular sales mode.

At the beginning of this year, PEAK group made use of this project to promote the integration with the "Internet +", and successfully marketing new sports shoes, which has also achieved the purpose of giving impetus to enterprises.

This is also a sports brand in China. For the first time, it is the first time to sell and popularize new shoes.

After the event, PEAK CEO Xu Zhihua said that in the future, in the aspect of sales mode innovation, PEAK will persist in bringing forth the new through the old. The ultimate goal is to create greater and wider influence with the help of the Internet, so that every consumer can have a better sense of participation and consumption experience.

It seems that PEAK's strategy of "Internet plus" is still behind.

Now is the era of "Internet +" and "channel +".

Inevitably, what kind of gesture to embrace the Internet can only play a certain role in reference.

But there is no doubt that on the road of enterprise pformation, do not blindly follow suit.

Are you right?