Anta'S Double Eleven: The Three "First" Behind The Satisfaction Answer Sheet

Time frame was fixed at 24 in November 11, 2018, when the bell struck, the figures on Anta's big screen showed 1 billion 130 million yuan, which was refreshed again.

Double eleven shopping Carnival record, and 17.5 hours ahead of schedule to break the 2017 sales record.

What is even more exciting is that the sales of double eleven this year increased by 67% over last year, an increase of 182.5% over the previous year.

Such a result also makes Anta's mother brand ranked first among sports outdoor brands.

This year, the whole outdoor sports brand, including the international brand Nike and Adi, are also competing in the same competition. It is not easy for Chinese local brands to defend their own rivers and lakes.

What is interesting is that we also see that in the top five ranking, there is another brand of Anta group, Fay.

The top five seats accounted for two seats.

It should be a win.

Anta, founded 27 years ago, can make such a reply in this year's double eleven.

Behind these figures, we can see some pain points and key points in the e-commerce industry.

Experience first: full channel to meet consumer pain points

If you want to get the best consumer experience, online and offline must be integrated with each other, and the whole channel will do the same business to meet the different needs of consumers in different scenarios.

The electricity supplier is a very important part of it, and it is an enabler to create mutual accommodation.

"Ms. Li Ling, vice president of Anta group, said.

According to the introduction, in this year's double eleven, Anta group integrates all brands and consumers' contacts, co ordinate management, with the purpose of "experiencing first", wholeheartedly serving consumers.

"Anta uses" 5 x 24 and 2 * 24 "theory to further integrate the advantage of the whole channel.

From Monday to Friday, after 70, after 80 and after 90, every day, the mobile phone is up to 5 hours, basically online shopping.

Saturday and Sunday are social days, and children will go out. Naturally, they will return to their positions below the line.

This year, double eleven happens to catch up with the weekend.

We need to make 5 x 24 and 2 * 24 alternately, give full play to the value of full channel integration and meet the needs of mass consumers.

"Anta electricity supplier responsible person"

Sum up.

"Take KT4 Anta star series as an example.

After the accumulation of the first three generations, users will actively share the feeling of wearing and collect a full range of products.

This year, eleven months ago, Anta took the lead in the 200 thousand fans of this product, so that these loyal users get a sense of honor and honor, and then use their word-of-mouth to promote all channels in double eleven. This is very different from the sale of the original line with no focus, and the online sale of KT4 on the same day has also proved the correctness of this integration strategy.

"Zhang Bing carries a team with an average age of 28, serving customers aged 18 to 35.

In Anta's view, "the electricity supplier is by no means the" sewer "of the inventory commodities, but the business. It is the business that is demanding the experience and constantly studying the needs of online consumers.

".

For users who want to get goods quickly after placing 11 orders,

Further strengthened the "cloud warehouse" system, and explored new cooperative modes with many logistics companies to ensure that consumers can get their favorite products at the first time.

This year, double eleven, Anta issued about 4 million packages, the fastest one after the consumer orders 30 minutes or so served.

At the same time, Anta also screened a group of loyal fans. After they paid the deposit, they shipped the goods directly. This surprise not only reduced the waiting time of the pre-sale period of up to more than 20 days, but also gave consumers a good experience of being "valued" and "respected".

At the same time, in order to solve the related problems of customers on the day of the changing double eleven, Zhang Bing even matched nearly 1000 customer service teams, so that consumers can get timely and detailed communication, rather than the cold machine reply.

Zhang Bing said that the cost of the move is very high, and that the consumer experience may be only 3% to 5%. However, it is such progress that makes Anta experience unconsciously.

Speed first: the "post-90s" vanguard team that can win the battle.

"Martial arts in the world will not break quickly."

Anta electric business team is an extremely agile data agile team inside Anta.

This team can respond to the market with "minute" as the unit based on the data of changing sales, after-sale, reviews, hotspots, and so on, and take the posture of a vanguard to take another growth inflection point.

Speaking of "Anta speed",

There is also a case in the interview: maybe outside, in the week before eleven, Anta basketball spokesperson Clay Thompson tried Anta's new style in the NBA routine on the day of double eleven.

"Destruction".

A marketing event was created on the day of double eleven, which was sold on the same day.

Ultimately, Anta group from the supply chain team to the electronic business team, work together, not only let "KT4 destruction" in Claire Thompson double eleven day competition staged the "first show", also let the vast number of consumers at the first time to buy this favorite product.

In the face of such a sudden burst of data and data, Anta electric business team has also done a sufficient talent pool.

Zhang Bing, who took the lead, was only 30 years old.

"There are many cadres in the group after 90. They have gone through the process of watching others fight, fighting for themselves, and finally fighting big battles.

Everyone is trained in high pressure and high competition.

"Zhang Bing introduced to Anta online flagship store sales close to 4 hundred million, the team number of not more than 30 people, Anta electric business team has such a view: even if members are very young, but the service age is two times more than other departments.

Because a lot of people want to work for a few people, daily operations are playing while practicing, and double eleven is the annual general assembly war, dare not have a slightest slack.

Consumer value first, make people's life better.

"If FILA is not ranked separately, it will be the whole.

The double eleven sales are ranked first among sports outdoor products, higher than Nike and ADI.

"

Express.

If you ask Anta how to achieve such a remarkable achievement in double eleven, we have to mention Anta's retail way - "value retailing".

Ding Shizhong, chairman of the board of directors of Anta group, once said: "no matter in the era of consumption upgrading or in the new retail era, what consumers buy is the core value of the product.

"

stay

It seems that retail is not only providing value for "people" but also "people" in the output service.

Studying the important collocation of "human yard" in brand retailing is the advantage that Anta brand can not be copied.

For a long time, Anta, facing the mass sports consumption market, has covered a large number of customers from the first tier to the four or five tier cities, from children to middle-aged and elderly consumers, from professional athletes to ordinary consumers.

Within such a huge business system,

The right value must be matched for ever-changing consumers, and Anta's solution is "value retailing".

The value retail strategy is not only the winning end of Anta, but also the summary of the group's consumer centered retail concept.

This strategy calls for Anta's retail development to focus on the "right value of consumption", from "affordable" to "want to buy", and to enhance consumer value by data value, fusion value, experience value, culture and team value.

Match goods and experience in the space of understanding consumers.

"Li Ling introduced.

It is reported that Anta has further improved the layout of "value retail" in the terminal through the newly opened "smart store".

On the basis of the eight generation of image store, Anta has added four smart functions, such as cloud storage rack, pressure bar interactive screen, Anta excellent Mall and instrument shoes. From the four dimensions of visiting, viewing, testing and knot, it not only brings consumers more humane and intelligent experience, but also enables Anta to improve user experience in line, improve management efficiency and achieve more precise service for consumers.

For example, when the consumer tries a pair of shoes, we can collect the trial wear rate in the background and analyze the final purchase data. For example, the product wear rate is very high, but the turnover is very low. The problem is likely to be the comfort of the shoes, and our product development team will quickly optimize it.

"Li Ling said.

In addition, Anta is also applying the online "1000 person face" method to the "1000 stores and thousands of faces" of offline retail terminals, which can not only satisfy consumers' needs faster and more accurately, but also facilitate group identification and management. At the same time, while upgrading traditional street shops, Anta is also moving to consumers' favorite shopping malls and shopping centers, and even customizing the exclusive color and "Anta flavor" that consumers like.

These online and offline efforts and continuous innovation and upgrading have finally achieved the brilliance of Anta's retail business.

Ding Shizhong, chairman of the board of directors of Anta group, sighed at the end of double Eleven: "double eleven every year is a holiday for consumers, and is also the busiest time for Anta group's e-commerce team in a year.

In order to enable consumers to enjoy better commodity value and shopping experience, Anta group's brands have been introduced into the new system to achieve a good integration between online and offline businesses.

I always believe that a company with a sense of mission and constantly surpassing oneself is to be able to grasp the ability of changing the times, and turn the hot spots, difficulties and pain points into opportunities.

In the future, Anta group will better promote value retail, make people's life better, and we will never stop! "