Anta Opened Its First Antaplus Store In The Country. How Does It Upgrade Itself?

In July 27th, Anta, the domestic sports brand leader, quietly opened the first AntapluS store in Changchun.

AntapluS the first store outside the country

Anta, the parent company, appeared silent during the opening of its new brand's first store. It was not mentioned in official micro-blog and WeChat public numbers. In addition to some pictures of Anta staff in the circle of friends and small videos, other channels did not see the relevant publicity and promotional information. The new store was located in Changchun Eurasian store WeChat public number for this special issue.

Almost silently, Anta has more than one AntapluS in the multi brand layout besides Anta children, FILA, FILA Kids, Descente, Kolon Sport, Sprandi and Kingkow.

Who is AntapluS?

The AntapluS project has been brewing for a long time in Anta group. From brand planning, product design, factory production to retail channel and so on, a lot of time and money need to be invested. However, from the start of this project, Anta has almost never moved onto the platform of enterprise communication channels.

According to the official presentation of the introduction, AntapluS is "a quality fashion sports brand that meets all weather scenarios." AntapluS is divided into AKOS (meaning all kinds of sports) and Sports Lounge two big plates, the former main "professional sports", the latter is the main "leisure sports", which is AntapluS head and tail two letters capitalization reasons. "LIFE with MOVEMENT" is the slogan that it advocates.

Within the group, AntapluS is Anta's brand new sub brand under the wave of consumption upgrading. It is completed by an independent team. In May 2018, Anta brand director Zhu Minjie said in an interview with lazy bear sports that AntapluS is "an interesting attempt."

AntapluS is also one of the coping strategies of Anta in response to the market environment of "20% of the middle class consumer accounts for 70% of the total retail sales", as is reported by Anta.

The difference is that AntapluS is a brand new incubator, and brand remolding is based on the upgrading of Anta's brand. Their strategy is not the same, but the result is to enhance brand sentiment and compete for more middle class consumers.

In terms of price, design and function, AntapluS is an upgrade compared to the current Anta brand.

Price: standing in the middle of Anta brand and Fila.

According to the visit of lazy bear sports, at present, the price of the short sleeved T-shirt in the AntapluS shop is 199-249 yuan, the sports vest is 349-399 yuan, the yoga pants are 349 yuan, the pullover 499 yuan, the shoes 549 yuan -599 yuan, and some sports leisure clothing price 599 yuan. Three hundred or four hundred yuan is the main price of the product.

Take the women's short sleeved T-shirt and sports vest as an example, Anta's brand tag price is 119-199 yuan and 159-239 yuan respectively, FILA is 380-680 yuan and 340-480 yuan respectively. The tag price of these two commodities in Nike official flagship store is 199-299 yuan and 199-449 yuan respectively. From the price point of view, AntapluS can be said to stand in the middle of Anta brand and FILA, from price to avoid as many as possible within the group's brand competition and "fight". Some of its prices are already on the border with Nike, and there is competition. A salesperson said that it is the first time to push the market and the price is low. There is room and possibility for price increase in the future.

From the point of view, AntapluS's first store is located on the first floor of Changchun Eurasian store. Beside it, there are men's brand ZIOZIA from Korea, Taiping bird from Ningbo, CAT of the main climbing shoes, and dance sport brand Danskin of Lining. On the other side of it, there is a puff shop full of unfairness. The opposite side is golf brand bryin and French brand LACOSTE.

This somewhat heterogeneous area is not more than 100 meters away from the concentrated area of sports brand in the mall. However, the existence of the two corners makes it seem that it is far away from the "battlefield" of sports brands such as Nike, Adidas and FILA. I wonder if this is deliberately arranged or accidental.

Design: the main product is pure and pure coldness.

From the point of view of sports, the products for Yu Ga sports are the most in store, from Yu Ga trousers to sports vest, Yu Ga mat, short sleeves and so on. From the design point of view, most of the products in the store are simple and full color. White, black, dark blue and low saturation yellow, pink and green are the main choice colors. This style makes some of the products hidden in the lululemon or Muji shops, and there is probably no sense of violation. In terms of material and tailoring, AntapluS seems to be more inclined to Danskin and lululemon, showing a great difference from Anta's brand.

Part AntapluS product details

From the introduction of the brand models of the foreign models and the tag on the walls of the shop and fitting room, we can see that AntapluS is deliberately creating a brand new image that is not related to Anta's brand gene.

When the lazy bear sports asked the salesperson what AntapluS had to do with Anta, the clerk denied first, "it doesn't matter." After stopping for a few seconds, it said, "it's a completely independent brand, like FILA and Desanto, all in Anta group." In the shop, several shop assistants have repeatedly introduced that the brand clothing is all designed by international designers from Korea and the United States. A salesperson also stressed that when it opened for business, Korean designers also collected customer feedback in stores over the past two days. Through such an introduction, Korean designers tried to show their customers an international gene and a responsible brand image.

Brand AntapluS logo

Why is the first shop in Changchun Eurasia?

The first store opened in Changchun, which is consumed throughout the country. market A city that is not particularly prominent and strong is believed to surprise many people.

In fact, FILA's first comprehensive experience store in Northeast China is located in Changchun. In 2016, Anta opened its first store in Changchun in Changchun. According to the official news of the Eurasian Group, "the FILA brand is in the more than 20 stores in the Eurasian Group, for more than 2 years in the Eurasian complex, the annual sales volume has exceeded 20 million." FILA has been favored by the market in Changchun and Northeast China.

Anta to Changchun. market The value of this means the tilt of resources and higher familiarity. Meanwhile, FILA brand and Eurasia Group are strategic partners. Apart from FILA, Anta brand, Desanto and Kolon Sport have stores in shopping malls. Such good relationship makes AntapluS entry easier to get support.

Moreover, in the shopping mall with a business area of 600 thousand square meters, known as the world's largest shopping center, there are nearly 100 outdoor sports brands, which hardly exist in other domestic shopping malls. This means that AntapluS will accept the harsh comparison and selection of consumers here. Once it can survive properly, it will bring confidence to the subsequent expansion.

What is the future?

At present, AntapluS is more in the test stage, and Anta has not yet revealed its long-term planning and ambitions.

According to the news of micro-blog released during the July 9th AntapluS advertising campaign, micro-blog will start its nationwide sales in September 2018, according to micro-blog's certification blogger "Su Su life hall". The sales strategy, retail experience, promotion and market feedback of the first store in the country will be an important experience source for AntapluS's new brand replication and promotion in the future.

In Eurasian stores, AntapluS set up a "grand opening" store advertisement near the store, and arranged for staff to distribute paper advertisements in the mall. During the sales promotion period, 300 yuan of shopping vouchers can be donated with a total consumption of 600 yuan, and there will be a long-term activity of 100 yuan for registered members.

AntapluS promotion in shopping malls

Today (July 28th) is the second day of AntapluS's opening, and there is little leisure for the clerks at the counter. However, the traffic volume is not large on Saturday morning and noon time, and there are basically two fitting rooms for men and women. There is no queuing scene. Of course, for a new brand, everything is just beginning.

Anta has reason to place past patience with FILA, now on Descente, Kolon Sport, Sprandi and Kingkow on AntapluS.

In this stall, an independent upgrade brand different from the parent brand is launched, which is itself an industry brother's confidence and confidence as a market capitalization of over 100 billion yuan and annual revenue of 16 billion 700 million yuan. If successful, it means that Anta can harvest more and more second tier cities without losing the original three or four line consumers. When some of the domestic brands are still bogged down, Anta follows many brands. industry A test of water was conducted. Next step is market And time to answer, will independent upgrade brand be a new way out for domestic sports brand?