The Layout Of New Retail, The 400 Square Meter Smart Store, Is Anta'S Future Competitiveness.

Act as

There are many customers who can't see and think carefully.

A saccade, judging the sex and age range of the consumer.

In addition, dozens of cameras in the store capture the shopping routes and tracks of each consumer, and diagnose the cold and hot areas in the store.

On the left side of the shop with 400 square meters, there is a row of pressure bar interactive screen below four rows.

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When a pair of shoes is picked up by consumers, the basic information appears on the big screen. At the same time, the actions taken by consumers to take shoes and try them will be perceived and recorded by the RFID chip and the shoe area equipment of the soles. The rate of formation and the try out rate will be used to compare the final purchase times with the shoes, and judge its attraction to customers.

Anta Tianjin smart store interior

The integrated equipment in the hands of the staff is ready at any time, and it does not need to go to the cashier. It only needs to brush the bar code, and the purchase and payment are completed.

If there is no goods in a pair of shoe stores, you can search and place orders on the Anta cloud shelf electronic screen. Soon, these shoes can be delivered to the home.

After the settlement, the consumption entered the background customer relationship management system (CRM system), where all customers' online and offline consumption records are placed, and the characteristics of consumers are abstracted. Naturally, it has become the next target of Anta precision marketing.

The two level is the female sports area.

In terms of data, 60% of the women entering the store are women.

The gray and pink space is warm, and the spokesperson Guan Xiaotong is showing the new styles of autumn and winter in the posters around him. The professional sports equipment and lifestyle clothing are displayed here.

In Anta's retail space, smart stores are still fresh.

However, the offline shopping space, which is full of intelligent technology and focused on creating shopping experience, has been implemented by many sports brands.

Just opposite the Anta flagship store, Adidas and Nike flagship store stand shoulder to shoulder.

Almost all sports brands at home and abroad are catching up with each other in China.

Because of the different audiences and market positioning and the difficulty of breaking through the consumption pattern of the first tier cities, Anta has not put smart stores in cities like Beijing and Shanghai, and the equipment and technology in its stores are still in the stage of trial and growth.

But this is the latest product of Anta's long-term updating and updating in retail and channel. At present, Anta has opened more than 10000 stores in the whole country, accounting for more than 50% of the eight generation of image stores, which has achieved an increase of more than 22% of the same store business; in 2019, the ninth generation shops of Anta will also fall; in the channel, the sales of Anta stores in the main street shops are over 33%, and the number of stores in the second tier cities is more than 40%.

But the root of all is the product.

Through acquisition,

Desanto, Fei Le, Ke Long, Spandi, Xiao Xiao cattle and other brand combinations have been accumulated, and the high-end sports and leisure brand AntapluS has been built inside, covering more price and style positioning.

According to Li Ling, vice president of Anta group, Anta's designer team has come from 16 countries and over 200 overseas designers. The group also improves product quality through sharing supply chain system and increasing R & D investment. In the future, Anta's brand proposition will also be closer to consumers' real life and sports scenes, highlighting youth and personality.

For the retail chain which can not be ignored, Anta defines it as "value retailing". In Anta's layout, it is divided into four dimensions: data value, fusion value, experience value and culture and team value.

In the past, Anta, with "channel as king", strengthened its control over channels through direct retailing mode, holding various distributors, and formed the current "more effective" way of cooperation.

But such a practice of heavy assets will bring a lot of cost and inventory pressure to the company.

In Anta's mid 2018 earnings report, average inventory turnover days increased by 15 days to 83 days.

And Anta's electricity business needs to increase its share in the overall business.

After the announcement of the 2017 earnings report, Zheng Jie, President of Anta, has revealed that Anta's electricity business develops more than 60% per year, but its total business share has not reached 20%.

Another domestic sports brand Lining announced in the mid 2018 earnings report, which accounts for 20.8% of total revenue.

Anta certainly hopes to develop the electricity supplier vigorously.

According to Zhang Bing, director of Anta electricity supplier, Anta's electricity revenue will exceed 10 billion after two years.

Anta's total revenue in 2018 will exceed 20 billion.

Therefore, upgrading consumer experience, insight into consumer demand, collecting, analyzing and pforming data, and promoting online and offline integration can overcome problems in physical retail and drive them to a certain extent.

Development.

In 2017, Anta, with a total revenue of 16 billion 690 million yuan, hoped to complete the target of 100 billion of 2025's water consumption ahead of schedule. Value retailing is an important link in realizing this desire, and the three existing intelligent stores may be Anta's entry to the future.