Ding Shizhong Issued The First Letter Of The Letter On The Epidemic Test Anta "Full Retail" To Promote Online Growth

Although the offline business has been resumed, less than 50% of the retail stores are still opening up, which is still a predicament faced by many sports brands in China. In February 17th, Anta Group officially announced that nearly twenty thousand employees returned to offices in official offices, and their own factories will resume production this week.

Ding Shizhong, chairman and CEO of the board of directors of Anta group, first talked about the difficulties that will be encountered in an internal letter to employees. He said, "2020 should be a very difficult year. We must overcome this difficulty and overcome it with the spirit of enterprise, overcome with will and perseverance, and overcome with reconstructive thinking. We must firmly strengthen the long-term and long-term development strategy of the group, and realize the goal of achieving double billion in 2025. " In the face of the impact of the epidemic, Anta, like other brands, will shift its main battlefield to the line. Anta has also participated in the retail business and has delivered a satisfactory transcript.

January electricity supplier sales exceeded expectations

As a matter of fact, as of February 14th, nearly 60% stores in the mainland of China of Anta group have not yet resumed their business. The specific opening hours still need to be decided according to the development of the epidemic situation and the policies of local governments.

Wu Yonghua, executive director of Anta group and CEO, a professional sports brand group, said: "the impact of the epidemic on the offline retail industry is temporary. We are actively exploring a new online marketing mode with clear objectives and full staff to push the team out of a new path of crisis. We believe that after the outbreak, consumers' pursuit of health and sports will continue to grow, and consumer demand will be stronger than before. We have confidence in the long-term development and future market potential of the company. "

In the face of more than half of the stores under the line stop, during the Spring Festival, many business departments of Anta Group actively cooperate with each other to assist in the business of e-commerce. Each brand electric business staff sticks to their posts, sterilize them before the products are issued, distribute them through the +EMS, and do not close for 24 hours, ensuring product quality and service without discount.

As a cargo transport function, Anta Group Logistics provides 7x12 hours of logistics services to assist brands to convert offline products into online products in a planned, step-by-step, and phased manner. At the same time, we should launch an emergency plan and intensify efforts to promote the landing of the central return warehouse, and provide a solution for the rapid turnover of the brand stock.

As an important supporting platform system, the IT team urgently develops new functions of the business system, and co ordinate resources to protect online businesses, such as FILA mall official website and O2O cargo pass.

The backstage data of Anta group show that from the end of January to February 16th, the group electricity providers received more than 450 thousand consulting services, exceeding the level of the same period last year. Anta group electricity supplier official said that in January, the group's electricity business overfulfilled its target, and sales in February were also expected to reach expectations.

Total retail self rescue

Anta official told the Beijing Business Daily reporter that since February 1st, Anta group has launched the "whole staff retail" project. Almost all employees do one thing in their WeChat friends circle -- selling.

Beijing Business Daily reporter found that although the "full retail" did not achieve the effect of the screen, Anta employees released a certain number of product maps or purchase links every day. Most links will have a two-dimensional code, that is, each employee will own his own two-dimensional code. If a transaction is formed through the two-dimensional code of an employee, the employee will get a percentage of the transaction.

Cheng Weixiong, general manager of textile and clothing brand management and Shanghai Liang Qi Brand Management Co., Ltd., is affected by the epidemic. Almost all sports brands with physical stores are working hard online. Through the whole distribution mode, consumers will get the same rights and services in which channels they will buy goods. This will not only lead consumers to the online market, but also digest the inventory and achieve a certain growth.

Yao Weixiong, vice president of Anta group and CEO FILA of fashion sports brand, also said that in addition to maintaining confidence and ensuring growth, the more important goal of the whole staff mobilization is to push the team to take the initiative to contact consumers, understand consumers and enhance the stickiness of consumers. At present, many brands of its brand launch many new products and marketing activities online, and are sought after by netizens, especially young consumers. 。 At present, the situation of online consumption is getting better and better.

The latest data obtained by the Beijing Commercial Daily reporter is that at present, Anta group has more than 30 thousand employees and dealer partners to participate in the "full retail sales". Sales and brand support teams of all brands, as well as all management and sharing teams, have opened micro stores.

"Flow" to "left" test

Although the "full retail" has brought unexpected gains, but as part of the retail business, the electricity supplier is still a small cake. It is understood that at present, the proportion of the total sales of the major brands is about 10%-30%.

It is worth noting that during the epidemic period, almost all domestic brands chose the sales mode of the force line, and the discount sale was generally conducted. On the Tmall platform, Beijing daily news reporter found that at present, all products have already been discounted on the basis of existing discounts, and some can also add and reduce coupons. The maximum discount price is below 50 percent off. If you join a store member, you can also enjoy an extra privilege of up to 100 yuan.

Cheng Weixiong believes that for the lower priced domestic brands, almost half off of the profit margin is quite modest. This also reflects that there is no obvious difference in the domestic brand in the field of electricity supplier.

From the perspective of industry feedback, the overall performance of sports brand in the first quarter of this year has been hard to avoid. However, the industry is generally optimistic about the recovery after the outbreak. Consumers will pay more attention to the consumption of sports and fitness.

In the face of difficulties, all sports brands sell their products online, and have launched their own online content, setting up their own brand image and retaining consumers. It is reported that at present, Anta, Lining, 361 degrees and other brands have invited the Olympic champions and star athletes who have signed the contract to record short videos of fitness teaching and make them into GIF dynamic diagrams, while XTEP, 361 degree, Jordan sports and other brands have invited their contract artists to record similar videos. Anta, Lining and XTEP cooperated with fitness KOL and fitness trainers to record a longer fitness course, and gradually added product links or online shopping mall to the brand in the content push of WeChat public numbers.

According to the 2019 financial year interim report, in the first half of last year, domestic brand online sales grew faster, and Lining electric business sales increased by 30%. The growth rate of Anta's electricity business was 40%. "The purpose of online content is to promote brand access to consumers and enhance consumer stickiness. All sports brands are faced with the challenge of turning traffic volume to quantity." Cheng Weixiong said that under the passive driving of sudden outbreaks, the reconstruction of the commercial mode of the domestic sports brand online industry will eventually accelerate the growth of the layout and sales of e-commerce.