Anta Group "Double 11" Flow Over 1 Billion 800 Million Electric Business Has Become A New Engine Of Business Development.

1 minutes sales break 100 million, 41 minutes 500 million yuan, 2 hours 52 points over the whole day's performance last year.

As of 11, 24:00, located in Anta group Xiamen operation headquarters "double 11" war bulletin screen, the whole group of electricity supplier water statistics settled in the "1 billion 830 million yuan", this record increased 63% compared with the same period in 2018.

The latest ranking of Tmall double 11 global Carnival sports outdoor category list shows that Anta group's two largest brand flagship store ranks the top ten. Among them, Anta brand occupies third of the industry, FILA brand ranks fifth, Anta children ranked fourth in the list of children's shoes category. The rapid development of electricity business in recent years has made a new engine to drive the group's annual running water. It is also a powerful channel for increasing the sticky communication between multi brand groups and younger consumer groups.

"This year's" double 11 "Anta group has achieved breakthroughs in its electricity business. Behind this achievement is the group's value orientation that has been insisting on" consumers as the core "for many years. We always explore and meet the needs of consumers around consumers. At the same time, this achievement also proves that the Anta group's e-commerce team is a young, energetic team that can win the battle. They always carry forward the spirit of "love to fight and win" and create value and experience for our consumers. "Anta group executive director, Anta group professional sports group CEO Wu Yonghua at the double 11" operational headquarters "scene said. In the future, no matter how the business environment changes, we must provide consumers with better brand value, product value, terminal value and experience value. The Chinese market is full of vitality and imagination, and the group business will stabilize the electricity supplier's status through the grasp of the younger consumption trend and become a new engine for the whole group's growth.

　 More than 100 cross-border IP joint venture into a network explosive products

This year, "double 11", Anta group electric business launched nearly 100 IP cross-border products - including the new NASA series, Coca-Cola joint shoes, Dragon Ball super joint series, KT basketball series, man Wei series, Olympic country tide money, Huang Jing Yu FILA the same paragraph, Daniel Wu DESCENTE the same paragraph...... These popular IP products with brand stories become the biggest selling point of double 11. "There are stories of goods that can touch the hearts of young consumers on the Internet." Zhiyuan, general manager of Anta group's electricity business department, said: "double 11 is marathon, and all businesses are competing with each other. If we want to win, we must have a good understanding of consumers' impulse to buy, how to stick to loyalty powder and how to recruit new powder. At present, the number of assets of the entire group has exceeded 200 million, and the double 11 is a big parade of the electricity supplier strategy.

The data show that most of the online consumer groups of Anta group are young people. They are young and energetic. They are confident that they do not follow. They like sports and are fashionable. They remain loyal to the brand and have their own opinions. According to the introduction, IP cross-border joint name and electricity supplier specially for new products accounted for more than 90% of this year's "double 11" group electricity supplier commodity ratio, which greatly satisfied users' demand for new products, sharp goods and tidal cargo. Take Anta brand as an example, the IP joint product attracted more than 100 million people, not only selling well, but also having a high reputation.

Direct broadcast into the main means of business marketing, hundreds of live direct delivery of goods

"How do you get the allowance?" "What technology do you have on this pair of shoes on the female anchor?" "If I buy two pairs, is there a discount?" In the live room of Anta store, the anchors answered questions answered by netizens. With the gradual opening of social platforms and shopping platforms, live broadcasting has become one of the most important means of e-commerce marketing, and live broadcasting has become the main circuit of electricity suppliers. Official data show that nearly 20 thousand brands opened in October on the first day of pre-sale.

"We combine current popular marketing methods and channels to attract fans to take an active part in it. During the entire pre-sale period, the Anta group has hosted hundreds of live broadcaster, attracting customers to watch and chat while buying through the dress interpretation and sports display of the anchor. Zhiyuan told reporters that through the live broadcast of the store to guide consumers to collect shopping, to achieve a win-win brand and sales. From the October pre-sale to the "double 11" the day before, only Anta Taobao store live watch more than 5 million people, points commented comments over million!

　　 Nearly 50 "cloud storehouse" layout nationwide, 2000 customer service 24 hours online.

Ms. Chen from Fujian Quanzhou received the first single package of Anta group's electricity supplier. From the order to receive the package, it took only 28 minutes. According to the briefing, Anta group transformed the original "warehouse in its own doorway" into "warehouse at the doorstep of consumers", distributing nearly 50 "cloud Storehouses" with Jingdong, Shun Feng and other logistics companies, and distributing the pre-sale commodities to these "cloud Storehouses" ahead of schedule. At the same time, Anta group has independently designed and developed its own "cloud primary business platform" system. It can not only handle over 10 million customer orders per day, but also carry out logistics tracking for more than 20 million parcels per day, greatly improving the operation capability and management efficiency of Anta group's electricity suppliers.

"This year's double 11" we sent out over 7 million parcels. 500 thousand of them were received by customers when they woke up in the morning. We hope that everyone will be surprised when they open the door. Zhiyuan said that Anta group also relied on more than 12000 terminal stores nationwide to work together with the Internet. Through terminal network system and big data analysis system, the shopping experience of consumers has been greatly enhanced.

This year, "double 11", Anta group electric business invested nearly 2000 customer service personnel, 24 hours of consultation throughout the process to answer questions encountered by users in the shopping process, the cumulative total online service customers exceed 500 thousand. Although the "double 11" has only one day, the major brands should prepare for the first half year in advance for this day. Starting from March of each year, Anta group started the preparatory work of "double 11", set goals, inventory commodities, forecast consumption trends, formulate marketing strategies, and layout logistics network.

　 Building a consumer trend center with Tmall, big data guide decision making

Anta group electric providers actively cooperate with the major e-commerce platforms, through platform resources to Anta group electric business decision making empowerment. It is reported that Anta group electric business this year and Tmall jointly establish a "trend center". Every quarter, every month, and even every day, Anta will collect the latest trend and data information, and combine the search data from online and the whole network to make effective guidance to Anta group's business strategy, commodity planning and store operation.

"We can capture the consumption habits of two hundred million target groups from Tmall platform, including their buying habits, gender, city location, purchasing power, preferences, search stars and so on. The target consumers' portraits are very clear. These are our very important assets." Zhiyuan told reporters that with the gradual maturity and standardization of the electricity supplier industry, we must adhere to the "consumer demand oriented", and continue to create consumers' interesting, fun and cost-effective products and services through the continuous development of brand power, commodity strength and retail power.

From enjoying the traffic dividend to the current crowd saturation, the Chinese electricity supplier industry has undergone tremendous changes in the past ten years. However, these ten years are the fastest growing ten years for Anta group. Especially in the past five years, from outsourcing to direct business, from merchandise to marketing, from planning to operation, from logistics to customer service, Anta group has built a complete electricity supplier ecosystem.