Anta'S Most Expensive Shoes Are Sold Out In 20 Seconds. The High-End Products Are Officially Blown.

According to Anta official micro release information, Anta SEEED series NASA60th commemorative shoes 3000 pairs of on-line 20 seconds sold out, the second batch also seconds seconds, 1 hours sales total more than 6000 pairs, the whole day sales 10000 pairs.

Anta SEEED series is only being sold through the electricity supplier channel. It is estimated that sales of these products in Anta Tmall official online store have reached 3 million 250 thousand yuan, of which the sale price and order volume of NASA60th commemorative men's casual shoes priced at 799 yuan have reached 1595.

After the launch of Anta SEEED series, Ding Shizhong, chairman of Anta group's board of directors, released such a circle of friends: you can't buy products like this.

Extension of single focus strategy

Investors who are familiar with Anta may have the "single - focused, multi - brand, all channel" strategy that Anta has proposed in the past few years.

"We do not sell high prices. We hope that more people can afford to buy sports shoes so that more people can enjoy the pleasure of sports. This is the value of our business and the mission of all of us Anta."

This is Ding Shizhong's understanding of the company's "single focus" strategy.

To sum up, "single focus" is to continue to focus on the field of shoes and clothing that Anta is best at.

The focus of single focus is to do business alienation and more specialized products, enhance user experience and enhance user loyalty.

It is not easy to achieve product differentiation and make consumers affordable, but Anta did it.

Through earnings comparison, Anta's gross profit margin in 2017 is 49.37%, while the gross profit margin of Lining (02331) is 47.06%, while XTEP (01368) is 43.89%, and 360 degrees (01361) is 41.8%.

Anta's gross margin has not lost to Adidas's 50%, or even better than Nike's 44.6%.

It is worth mentioning that Anta's high gross margin is completed under the main product price of less than 600 yuan, compared with Nike ADI's price per thousand yuan, Anta has achieved differentiation and made consumers affordable.

Generally speaking, for consumers, "affordable" means low price and low price means low end.

This is actually a kind of bias, because the logic of many APP rises tells us that the price performance is still the mainstream demand of the current consumers, and the logic of Anta's rise tells us that price performance does not mean low end.

Product high-end horn bugle

Recall that more than ten years ago, the domestic sports brand did not pay much attention to R & D, and lived on the low hat for a long time.

Play the game.

Against this background, Anta is the first to take the R & D as the foundation of enterprise.

Zhitong finance and economics APP learned that in 2005, Anta established the first Chinese sports goods industry's first enterprise technology center that was recognized by the state, and collected tens of thousands of Chinese foot data all over the country, aiming at making a pair of sports shoes suitable for Chinese people.

Since then, Anta's R & D costs have been rising from 1% of the original sales cost to 5.8% now, even more than the world's first line brands. At present, Anta has more than 600 inventions.

Looking back at the beginning of 2018, Ding Shizhong announced that in 2018, Anta officially entered the "new ten years of entrepreneurship". Strategic upgrading, product upgrading, brand upgrading, talent upgrading and cultural upgrading were the key to promoting Anta's innovation and upgrading. Anta's products should be more professional, high-value and internationalized, and truly become a brand from "affordable" to "want to buy".

Today, the SEEED series is also upgraded by Anta.

The new step of Anta's high-end product line is officially launched. Is Anta 120 billion market value overvalued or undervalued?