Pushing New Products To Open New Stores And Building Anta's Main Brand?

In July 13th, Clay Thompson, a joint venture with NBA Jinzhou warrior team, called "KT4" in Shanghai, attracting many consumers queuing up in the rain. In fact, this is only a microcosm of Anta's frequent introduction of high popularity joint name products.

Not only that, Anta has opened 3 "nine generation shops" in one breath this year. In fact, it has benefited from the adjustment of the internal structure that Anta started at the end of 2018: the establishment of four independent departments of basketball, comprehensive training, running and sports.

In the eyes of the industry, this is also the move of Anta to further tap the main brand. Compared to the purchase of FILA, original bird, Anta's main brand's grades and influence still have gaps, upgrading and focusing on Anta's main brand is the most important part of the group's sustainable development.

New products, new stores, "online"

In the afternoon of July 13th, although "magic capital" was raining in Shanghai, it was impossible to resist the enthusiasm of "shoe powder" for the first Anta KT4- "reward" basketball shoes. In front of the nine generation image shop of Anta Shanghai Yu Garden, young consumers queued up to buy Anta KT4- "reward" basketball shoes.

KT4- "reward" basketball shoes are the spokesperson of Anta NBA. After Clay Thompson renewed his contract with the Jinzhou warriors for a maximum salary of 190 million dollars, he expressed his gratitude to the team and fans, especially the shoes that he had jointly launched with Anta. The biggest feature of this shoe is that the whole shoe is designed by newspaper.

"The vamp is written in Clay Thompson's endorsement newspaper EAST BAY TIMES (" East Bay times ") for his inspiration, his feet have an asymmetric mandarin duck design, left foot English version, right foot Chinese version. At the same time, there are photos of the stadium on the outsole. Last week, the "reward" shoes were first unveiled in Oakland, the United States, and thousands of people lined up to buy Anta's 200 "limited reward" shoes. Cai Zhiben, general manager of Anta basketball department, said.

In fact, this is not the first time Anta has launched a basketball shoe that attracts consumers. Data show that in 2018, "double 11", Anta electric business basketball shoes grew by 111%, Anta's 5 basketball shoes contributed 48%. "From KT1 to KT4, Anta basketball team has created a number of topics, which makes Anta in 2018, with the sales of 4 million pairs of basketball shoes ranked first in the Chinese market. KT sales of basketball shoes are expected to exceed 1 million pairs this year. This year, Anta will also launch 'KT5'. Cai Zhi Ben revealed.

In addition to the explosion, Anta has also accelerated its joint efforts in recent years. In 2018, when the US aerospace agency (NASA) was founded 60th anniversary, Anta and NASA crossed the border to launch SEEED series shoes. In the first half of 2019, Anta crossed the border with manway, Coca-Cola and the Imperial Palace to launch a number of hot selling products. Among them, Anta combined with "hydrogen technology" issued Cola's running shoes in Sanlitun, Beijing, which led to a queuing upsurge, and the products sold out within a week. In August, Anta will also launch the first generation of Gordon Hayward products.

"Good products will naturally be liked by consumers, and good design will naturally have consumers willing to pay. Whether it is Anta basketball products or running products, or comprehensive training, life products, Anta always focuses on the needs of consumers, through on-the-spot research and interactive communication between consumers, and constantly designs and produces products that meet the needs of consumers, especially young consumers, so that Anta can become a brand from "want to buy" to "rush to buy". Li Ling Li Ling, vice president of Anta group, said.

Set up four major departments

In fact, Anta's push to speed up is also due to a readjustment of its internal structure. This year, Anta focused on the theme of "collaborative incubating value retailing". Through the division and construction of the four major categories, consumers can find the diversified value they pursue from Anta products, and then achieve Anta's core value retail.

Since the end of 2018, the Anta brand has initiated internal restructuring. As early as a few years ago, Anta only had basketball class as an independent business unit. Now, comprehensive training, running and sports life have also been upgraded to independent business units, and four major business units have been built together. "This is a positive change, showing that Anta's brand is determined to enhance its ability to respond to market changes and grasp the needs of consumers. It is also a goal that Anta hopes to achieve through structural adjustment in the new market competition environment." Li Ling said.

"In the past, Anta was more in the form of a group, mainly responsible for related projects, and then handed over to the shoe clothing Commodity Center, completed the R & D and design, and after the production came out, marketing and promotion were made by each group and brand center. Now, most of the work outside the production can be completed within the various departments. From the front-end product planning, brand promotion, to terminal retail, from product birth to terminal landing, closed-loop access. " Gao Zhexiang, director of Anta running category, said.

However, insiders believe that Anta's announcement of restructuring at this time will enhance investor confidence and weaken the topic of short selling. Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd., negated the relationship between them. This is two different things. Anta restructuring is also adapting to the needs of market development, adapting and competing to seize the needs of users. No matter how short selling, FILA's success has allowed Anta to win a good time to breathe and expand beyond the local brand in the local market, which will enable Anta to recover quickly from the low tide after the Olympic Games.

"The four major business units are all new products, but all of them are originally made by Anta brand. Now they are only professionally and systematized, giving them more resources and support, so that the category can be more focused on management. Planning, marketing, scene, retail and supply chain are all managed by a division. The biggest advantage of the category system is the business of the Department in its own category, from where it comes from, where to sell it, to whom it sells, so that it is very good for all categories to grasp the consumer groups to be faced. Li Ling pointed out that in the group, these four categories go hand in hand. Although basketball runs faster, other categories also have a fast growing way. Each category has a very clear positioning, business indicators are separately divided.

Main brand revenue accounted for over 60%

Anta's products and stores are frequently "new" and the restructuring is also the move of Anta to further tap the main brand. According to the insiders, Anta's main brand has some gaps compared with the brands such as FILA, original bird and so on. Brand strength and brand influence have some gaps. To strengthen the main brand and focus on the local market is the key to Anta's sustainable development.

In addition, a topic related to the main brand has been discussed in the industry: frequently buying and buying become the world's top three sporting goods group. Anta's global top three is "bought out" instead of "made", so as to achieve its goal of "double billion" (water and market value), not really focusing on industry, focusing on the main brand, but in the capital market attempt; whether it is "buy out" and "do it out" is not important, it is important that Anta has become one of the representatives of China's sports brand and participates in international competition. "From the perspective of the main brand, Anta still has strong competitiveness in the local sports brand".

In response, Li Ling told the Beijing Commercial Daily reporter that when Anta had acquired FILA, FILA was in a state of loss. Now, under the Anta operation, FILA has become the first brand in the Chinese fashion market, and the annual water flow is more than ten billion yuan. "Therefore, how to successfully run a multi brand company is a real achievement, rather than a purchase."

At the same time, Li Ling also responded to the query that Anta grew mainly from FILA and first disclosed the proportion of Anta's main brand in all brand revenue. Li Ling said, "FILA is a very important brand of our company, but Anta is still the main brand of our group, and its revenue accounts for more than 60% of the group. As an international brand, FILA is also very responsive to the trend of consumers. It is in line with the trend of sports and the pursuit of sports and fashion. Therefore, the growth rate of FILA is very fast in the past two years. But speaking of Anta's main brand, its growth rate is still at 10%-20%, and it is also a very advanced growth rate in the whole market. In the long run, the main brand of Anta is still the largest sporting goods brand in China. After the planning of category system, we have great confidence in the development of Anta in the future.

"The establishment of four major departments will make Anta more refined and precise management. Four different sports modes will be completed independently by different departments, which will change the phenomenon of homogeneity before, and at the same time, the differences in the mode of motion can also be fully reflected." For the future, Cheng Weixiong suggested that Anta should do well in the main brand, do a good job in the local market, digest and merge the brand, and explore the need for caution in global exploration. "Good internal skills" and "good horse riding" are still what Anta needs.

In addition, insiders said that Anta can not only rely on marketing, but also focus on the core competitiveness of products. Taking footwear products as an example, further attention should be paid to the upgrading of technological content. "Joint name" is another marketing means in another dimension. In the long run, "black technology" with the industry's frontiers is the driving force for sustainable development. Author: Qian Yu Bai Yang