What Has Anta Moved To The World'S Top Companies?

In December 7th, a voluntary organization called "retail men's circle" made up of retail industry and Anta (demand area: 100-200 square meters, 367 shopping centers, and 300 plans this year) jointly sponsored the theme of "young YOUNG IN IN leads the future - talk about the world and enter Anta".

Nearly 300 elites from China's retail industry, commercial real estate and Brand Company gathered in Xiamen to discuss issues such as changes in the retail industry, changes in goods and changes.

At the event, Ding Shizhong, chairman and CEO of the board of directors of Anta group and chairman of the board of directors of AMF, made the keynote speech of Anta's transformation and globalization strategy, and made a wonderful sharing of Anta's transformation and upgrading process and the strategy of globalization in the future.

In his speech, he pointed out that China's most dynamic industry in the future will still be retailing, among which the market potential of China's sports industry is huge and its industrial scale continues to grow. Anta will return to business value as usual and create value for consumers.

At the beginning of this year, Anta group announced its entry into the "collaborative value year", and the core idea of this year's theme is value retailing. In Anta's view, value retailing will eventually return to the essence of business value - around the needs of consumers, to meet the needs of consumers with terminal value, commodity value, brand value and cultural value.

Looking back at all the moves in 2019, it is Anta's interpretation and landing of value retailing.

Improve the four categories of products and directly attack consumer demand.

In order to be more close to consumers and improve efficiency, since the end of 2018, Anta has adjusted its structure internally. In the past, only basketball category was an independent business unit form. Now, comprehensive training, running and sports life have also been upgraded to independent business units, thus forming the four sports category of Anta brand.

The structural adjustment of Anta reveals the determination to enhance each category's ability to respond to market changes and grasp the needs of consumers. The complete construction of category system is exactly the embodiment of Anta's "cooperative incubation value retailing".

In the first half of this year, Anta's four major categories business department coordinated and completed the cooperation with Coca-Cola, man Wei, the Imperial Palace and other big IP. In the early May, Anta Cola running shoes released with FLASHLITE technology not only triggered a queuing boom in Sanlitun, Beijing, but also sold out in a week's online. This is a proof of the improvement of retail value of products - consumers are willing to pay for better products.

The construction of category system enables Anta to have a deeper understanding of consumers, so as to create products that they really need and like, and convey the brand concept and brand story to the consumers to the greatest extent.

At the same time, Anta group has completed the adjustment of its organizational structure in the year, which is divided into three groups: professional sports, fashion sports and outdoor sports. Focus on their respective consumer areas, from the public to high-end, from professional to fashion consumer coverage.

In addition, Anta also set up three platforms, including group retail, group supply chain and group sharing, which are directly independent of consumers' brand groups, but share the ability of purchasing, logistics, finance, retailing and electricity providers to enhance efficiency and scale advantage. The synergy effect is highly reflected here.

The ninth generation of stores unveiled and resonated with consumers through the brand scenario.

There is no doubt that Anta's ninth generation terminal image store, which landed in May this year, reflects Anta's positive practice of "consumer oriented, satisfying consumer shopping experience" in terminal value.

The new generation stores have the establishment of self-service cash register system, reduce the waiting time of customers, upgrade the cloud shelf, enrich the information display of products, and have more mobile screen system, which enables consumers to clearly understand the function of shoes and wall products.

It is worth mentioning that the ninth generation stores also set up exclusive experience areas: starting from the doll represented by Anta's core culture KT (Clay Thompson), combining with the original design style of FATKO, designing and producing a series of KT related derivative products. This is not only a carrier of perfect combination of youth and sports, but also a platform for young people to interact with each other, and a place for KT fans to exchange.

This ninth generation store, which emphasizes "digitalization", "youthful" and "professionalization", represents the brand new retail image of Anta. Li Ling, vice president of Anta group, said that the consumption scenario of consumers is changing. Anta must keep pace with them. The tenth generation stores are actively developing.

Focus on Yoga eco community, AntapluS store upgrade 2 edition

Anta also launched a new private brand named AntapluS last year, and opened its first flagship store in Beijing's shopping mall in July this year. It is also the first appearance of AntapluS2.0's space image.

Nowadays, female consumers have a strong demand for vertical sports equipment. What Anta looks for is the female sports market brought about by "her economy". If we subdivide the target audience, we will be a fashion enthusiast in the new female middle class.

Therefore, AntapluS lock-in the 25-35 year old new middle class sports enthusiasts, mainly white-collar women, currently providing yoga, indoor fitness, running, sports life four product lines, the majority of functional fabrics.

AntapluS in order to further enter the "middle class women" sports market, it will also open a separate area in the store for Yoga activities, providing professional yoga training for yoga enthusiasts.

Beijing shop's "2" upgrade shows that Anta has increased the Yoga product line part of the more important position. The yoga community is also launched to enable consumers to better experience the AntapluS Yoga suit. When the relevant ecological communities are cultivated, consumers can enjoy more sports bonus after purchase, thus promoting the performance of yoga clothing.

Dialogue with young people, "Anta Youth Institute" expresses its brand attitude.

In order to better dialogue with young people, in September this year, Anta proposed the Anta youth academy. It is a offline experience space project designed by Anta for young people. It takes Anta's sports standard as the core, and brings together many Z generation and millennials interested in IP series. It creates a series of scenes with personality and vitality as the calling point, and uses graffiti, sports and trends to establish communication with young people to encourage young people in this era to express their own independent attitude.

The Anta Youth Institute will be a platform for reaching out to young people and spreading the attitudes, emotions and ideas embodied in Anta brand.

Behind all these initiatives is the embodiment of Anta's becoming younger. Based on the insight of young consumers, we should build a strategic foothold around consumer value and integrate rhythmic marketing around products.

From organizational structure to product to channel terminal and marketing strategy, we can see that in the process of emphasizing "value retail", Anta is improving its internal strength in all aspects. "In the future, Anta will become a consumer brand from" affordable "to" want to buy "to" rushing to buy ". The ultimate quality value guided by scientific and technological innovation is the positioning of Anta brand. It will bring consumers the most valuable products and services from four angles:" the driving force of idolatry, the visualization of product color value, the pursuit of quality products, the ultimate quality value ". Anta group executive director and professional sports brand group CEO Wu Yonghua is like this.

　 Epilogue

Recently, BoF and McKinsey's "2020 global fashion format report" showed that Anta sports ranked among the top 20 global enterprises of the "Super Winners". The recent success of Anta sports has been largely attributed to the transformation of the brand to the global business of sportswear, and the bonus effect of the strong growth of China's local market sports apparel category and the rise of the "national tide".

For Anta, after the successful acquisition of the AMF group, it achieved the golden age from Chinese enterprises to global enterprises. Today, Anta's layout strategy is global. In addition to taking China as the main market, the development of the Anta group in Southeast Asia, Russia, the Middle East and the global strategic market in Europe and the United States has provided diversified sports equipment for the global consumers through the group multi brand combination. At the next stage, Anta will move towards "respected world-class multi brand sporting goods group".