How Does Anta Keep The Crazy Queuing Of Foreigners?

When you are queuing up for frequent AJ, Anta may have begun to let Americans queue for a pair of KT4.

This month, Anta's basketball shoes called KT4- "repay" appeared in Oakland for the first time in the United States, triggering nearly 1000 fans fans queuing up all night.

These newspaper inspired shoes record all kinds of highlights of NBA star Thompson.

In July 13th, KT4 sold 66 Anta stores in more than 30 provinces and cities nationwide at a price of 999 yuan. On the day of the initial sale, Chinese fans were still crazy, from the first tier cities to the four or five tier cities, almost shop queues.

In 2019, for many traditional retail brands, it was the elimination year and the decisive year. Some brands left alone, but Anta, with its excellent strength, went through the storm.

What is the methodology for Anta to let value retails come into full play?

The Imperial Palace, Coca-Cola, Thompson

Anta is a real explosive machine.

Not only is KT4, but Anta's two years' joint shoe road has been running away.

Last March, Anta launched KT3-Rocco in a shoe store in San Francisco, us. Before the Anta store opened, the American people lined up on the streets. Even some people set up tents outside the shop in the early morning.

In 2022, the Beijing Winter Olympic Games will be held soon. Anta and the Imperial Palace jointly issued a "Royal state tide". Inspired by the ice skating chart, the special edition adopted the classic overshoes style, which inherited the the Imperial Palace's classic color matching of red walls, yellow tiles and blue sky.

Palace, movement, trend, and an element fall.

This fairy joint name, Winter Olympic color matching version of the shoe online and offline limited sale of 1000 pairs, quickly robbed empty!

In May 5th last year, Anta unmanned NASA (NASA) designed the SEEED seed program series. In the series, you can sell 3000 pairs of shoes in one minute. You can see that this is not the Anta we knew before.

It can be said that Anta played the role of fashion elements and sports shoes design, and took advantage of the avenger alliance. Anta's Thompson is playing the special edition of KT4.

The inspiration for the series of color matching comes from the heroes of the heroes. The Korean captain, Paul Ko, has launched the US captain, the invincible Hok and the iron man three.

It's not just the movie IP, but Anta's collaboration with Coca-Cola, the fashion leader, is not two days a day.

A long time ago, Anta introduced overloaded Cola shoes. Many people liked it very much except some people. Then, this year, Anta launched lightweight hydrogen running shoes, which only weigh two eggs.

Of course, it is not enough to sneak away, and those brands bought by Anta are also carried out by Anta.

The most typical example is FILA, which once had only 60 stores, FILA China, went to Anta's hands and exploded one after another: FILA Destroyer 2, from INS to Xiaohong book, it was said to occupy 2018 of the most difficult to buy shoes list.

After a wave of operation, the first tier Anta of the national tide has left the label of the earth and uninteresting. Every joint name and new product can really make people see.

In 2014, after five years of being taken over by Anta, FILA officially turned a profit. By the end of 2017, FILA had opened 1086 stores in mainland China, Hongkong, Macao and Singapore. In the first half of 2019, Anta brand product revenue and 10%-20% growth in the same period in 2018, other brands reached an alarming increase of 60%-65%.

　 The secret weapon behind the strong copy of explosive products

Category system

From the domestic brand that was once regarded as the soil, and now the master of explosive products, from China fire to the United States, it actually comes from a particularly painful but quite powerful transformation of Anta.

This transformation has enabled Anta to have a secret weapon of strong duplication of explosive products, the category system.

1. strong transformation of organizational structure: from "extreme pain" to "becoming an advantage"

In the past, the manufacturing process of Anta products was very traditional.

More in the form of big shoes and big clothes, the Department is mainly responsible for the related planning, and then hand over to the shoe clothing Commodity Center to complete the R & D and design. After the product is released, the marketing and promotion will be completed by each group and brand center.

Over time, there is a problem. It is too far away from consumers to have any idea what young people want.

From six years ago, Anta brand launched a structural adjustment internally. Anta made an attempt to implement the category system and take the lead in establishing the basketball department. After running the basketball category, in 2018, Anta established four major categories, namely basketball, running, comprehensive training and sports life, which constituted the four sports category of Anta brand.

Under the new framework, every category except for production, such as planning, design, marketing, terminal, retail, supply chain, etc., is handed over to the business department under its own category.

2. changes in products: from "affordable" to "rushing to buy"

The greatest advantage that category system can bring is two words - focus.

Among the four major categories, basketball players are the pioneers in the forefront. The basketball department, which was first set up six years ago, has undergone the adjustment of the overall structure. From every department in the past, we need to deploy manpower and set up a new business unit to continue the whole process of running in.

In 2015, when Anta basketball started designing the "crazy generation", the team visited more than 20 AUBA (Anta College League) schools in the country. The team also went to tiger hunting regularly, micro-blog search, to read reviews, and to understand consumers' feedback most directly and quickly.

From the "Crazy" out of these grassroots players, Anta will invite them to do the test every year, so that players can be finalized after several rounds of trial wear.

In 2017, Thompson, a NBA player, failed in the 360 degree dunk shot and fell down unexpectedly. The whole basketball department spirit was all stretched up. However, it never occurred to me that this made the brand associated with the stars more lifelike and closer to the real consumers.

So, Anta accurately grasped a series of characteristics of clay, which are grounded, interesting and real, and create products that fans really like.

Cai Zhiben, the head of basketball department after the incident, sighed with emotion, "focusing will produce a very strong penetrating power. This will bring dividends quite objectively, and will continue to roll along like snowballs. From KT1 to KT4, this is the case. After the consumer is right, our marketing ability can be more accurate, and the products are more suitable and the prices are more suitable."

3. subversive upgrading of stores: from "price" to "experience"

To provide users with more value not only needs to work hard on the product, but also the consumption experience is equally important.

On the basis of category system, Anta's storefront also began to transform and upgrade, and launched the new nine generation image shop of "digitalization", "youthful" and "professionalization". Is Anta still known by Dao Ge?

In addition to having a unified image and style, Anta's nine generation shop also adjusts for the characteristics of every city and fully combines local cultural elements to make shops more intimate and more popular.

For example, in the Yu Garden shop in Shanghai, Anta crossed the border to find calligraphy master Zhu Jingyi in the form of calligraphy and ink splashing, combining the "magic capital" this nickname and Anta basketball "Crazy" theme, inscription "do not go crazy" series products.

In the nine generation shops in Chongqing, the local names and dialect products, such as' Chongqing 'and' BA Shi De ', are combined with local culture to resonate with local consumers.

And through different sports occasions, to create running, rope skipping, shooting, yoga and other sports scenes, a visual impact on consumers.

Before Ma Yun's popular convenience store, everyone felt that the technology era had come, and Anta moved the idea into the store.

The establishment of self service cash register system, on the one hand, reduces the time for customers to pay the bills, and on the other hand, facilitates the systematic operation and management of brand stores.

In the environment of consumption upgrading, the core advantage of business is changing from "price" to "experience".

At present, the consumers of the 70% stores are not directly shopping, but 80% of them will eventually generate shopping behavior. These consumers' landing is not caused by the direct production of goods, but by the impact of scenarios and social environment.

For Anta, not only to provide good products, but also to resonate with consumers through good shopping experience, transforming the traditional "shopping experience" into "experiential shopping".

Value retail, what is the value of Anta brand?

In fact, it is not easy for any company to operate Anta's four major categories, including Fiji, klung, Dizon and so on. The core of this subdivision lies in four words, value retailing.

How to understand "value retailing"?

Anta defines the retail value that can bring consumers real value, from "affordable" to "want to buy".

Li Ling, vice president of Anta group, said: "whether it is buying many brands or implementing category system, what Anta is doing is always returning to the fundamental commercial value -- realizing value retail from four dimensions: Commodity strength, brand power, channel power and cultural power."

In addition to joint names, Anta has a very easy to ignore data, that is, Anta's products have achieved 100% independent research and development, and the proportion of innovative products is as high as 85%.

Anta's sports science laboratory is equipped with more than 300 experts, nearly 90% of master's degree and doctorate degree. In the first half of 2018, Anta's R & D investment accounted for 6.2% of the cost of sales.

On the basis of product upgrading, the ultimate performance price ratio has always been one of Anta's labels.

Anta's product pricing range ranges from 299 to 899, which can meet the needs of people of different consumption levels.

In terms of brand power, Anta has been implementing the "multi brand strategy" very early. Now Anta has a total of more than 25 brands, from professional to fashion, covering the Chinese market from high-end to entry-level, and then through multiple brands to cover the whole Chinese channel, providing consumers with better shopping experience under different consumer scenarios.

On the surface, multi brand is the core strategy of Anta group and international brand competition. Behind it, Anta has developed into a company with multi brand operation control capability.

It can be said that the development strategy of "single focus, multi brand and all channels" and the insistence on "value retailing" have fundamentally strengthened the successful mode of every brand of Anta.

Data can be more intuitive to see Anta's achievements: in 2018, Anta's annual performance income of 24 billion 100 million yuan, an increase of 44.4% over the same period, creating Anta group's best performance ever. Operating profit in the first half of 2019 will grow by no less than 50%.

The big reshuffle, the sporting goods industry has officially started category warfare.

In making products, Anta founder Ding Shizhong has his own theory, "good products are easy, but it is very difficult to do the right products, and Anta is doing the right products, consumer value as the core product".

Value retailing is the integration of brand power, commodity power and retail power. The implementation of category system represents Anta's most suitable landing method for value retailing.

Behind this represents a major trend -- the era of brand war has ended, and if we want to become the king of the industry, we must first become the king of category.

Take the mobile phone industry, in the past only smart phones, with the fierce competition, gradually subdivided thousands of machines, business machines, comprehensive screens, female mobile phones, and so on, officially entered the era of category warfare. HUAWEI has been growing fiercely for two years. HUAWEI owes a phenomenal Nova series to women.

The core of HUAWEI and millet to challenge apple and Samsung is to win category wars.

For the sporting goods industry, the traditional way of division has been unable to meet the needs of users, and Anta has cut into four fat and big categories: basketball, running, comprehensive training and sports life.

From a small factory in Jinjiang to the largest sporting goods group in China, its market value is 100 billion, and Nike and Adidas are among the top three in the world. Anta has a core theory -- "the status of rivers and lakes".

Ding Shizhong said he once said that the motive force of his work is to defend the status of Chinese brands in China.

From the brand war era to the category war era, the weapons of Anta category will launch a strong challenge to the international brands such as ADI, Nike and so on.

In the transition period, some short selling agencies took the opportunity to "bite" Anta sports and released 5 short reports continuously, but the fact is that Anta sports share price has exceeded the level before the first short report.

In the face of continued short selling, Anta's stock price has not risen and gone down, and we can see that the market has strong confidence in its operation and brand fundamentals. Anta's ability to stabilize its position is mainly due to its strong basic business and clear strategy. It once again shows Anta's ambition and the initiative to deal with the market.

Breaking through the boundaries of growth and constantly subverting oneself is not only Anta's ambition, but also the company's "never stop" gene.

We need to dig deep into the needs of users and make the best category and the best products to support the brand in the world. Author: Zhang Yichi