Anta Group'S "Double 11" Flow Exceeds 1 Billion 830 Million, And The Electricity Supplier Has Become The New Engine Of Business Development.

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, and FILA brand ranks fifth; in the list of children's shoes category, Anta children are fourth. The rapid development of electricity business in recent years has become another 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 win and win" and create value and experience for our consumers. Wu Yonghua, executive director of Anta group and CEO of Anta group professional sports group, said at the scene of the double 11 operational command. "No matter how the business environment changes, we will 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 electricity supplier will become a new engine of the whole group's growth through the grasp of the younger consumption trend and the steady position of the electricity supplier.

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 payment, Huang Jingyu 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 impress the 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 has greatly satisfied users' demand for new products, sharp goods and tidal cargo. Take the Anta brand as an example, the IP joint product attracted more than 100 million people. Its products are of high value and good selling, and the brand reputation is rising steadily.

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 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!

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 to answer all the problems encountered by netizens in the shopping process. The total number of online service customers exceeded 500 thousand all day. 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.

Anta group electric providers actively cooperate with the major e-commerce platforms, through platform resources to Anta group electric business decision making empowerment. Anta group electricity supplier has established a "trend center" with Tmall this year. Every quarter, every month or even every day, the Anta team will collect the latest trend and data information, combined with the search data of the online whole network, and make effective guidance to the whole group's business strategy, commodity planning, store operation and so on.

"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 very important assets for us." Zhiyuan told reporters that with the gradual maturity and standardization of the electricity supplier industry, only by adhering to the "consumer demand oriented", through brand building, commodity strength and retail power, can we continuously bring consumers interesting, fun and cost-effective products and services.

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.