Anta Group'S Double 11 Transaction Volume Of 2.84 Billion Yuan, Initial Success In Digital Transformation

In 2020, double 11 will usher in the 12th double 11 shopping carnival. After 12 years, what kind of "transformation" has the double 11 shopping Carnival produced? In addition to the impact of this year's epidemic, major businesses regard double 11 as the most important part of selling goods, and are making full preparations. With the support of big data, the sinking market, rising domestic products, and the evolution of new lifestyle, double 11 in 2020 is bound to present a different "Carnival".

How will brand merchants, as the "main fighters" of double 11, take part in the war this year?

It is understood that since the "2020 double 11 Shopping Festival" started on November 1, the turnover of Anta Group's e-commerce "double 11" reached 2.84 billion yuan, an increase of 53% over last year. As of today, Anta Group's e-commerce has exceeded 10 billion yuan this year.

According to the data of tmall platform, Anta Group's brands are in the forefront of its category. In addition, the number of children's sportswear brands was ranked No. 101 in the category of children's sports shoes, followed by children's sportswear, which ranked the fourth in the category of children's sports shoes At present, the brand has entered the category of outdoor shoes and clothing, and now it has become the new engine of Anta e-commerce business growth.

According to Anta Group, during the "double 11" period, Anta Group's multi brands reached 160 million consumers, accounting for more than 83% of new customers, reflecting the customer group's operation ability of digital recruitment. "Although this year's epidemic has brought some impact to the consumer retail business, it has also brought new opportunities for the development of e-commerce business," said an official in charge of Anta Group. Anta actively promotes digital transformation, strengthens the application of "facing consumers" and digitalization, understands and satisfies consumers through big data insight, and absorbs new consumers through breaking the circle, strengthens live interaction and the proportion of sales, and constructs an online full platform system including tmall, Jingdong, pinduoduo, vipshop, wechat applet, etc., in order to diversify the marketing form In depth interaction with consumers, it has launched a number of "three high" pop-up items with high technology, high appearance and high value, providing high-quality service guarantee with the powerful system of group logistics and customer service and dozens of cloud warehouse networks. "

　 Consumer data insight drives accurate decision making

"Anta and hot spots have been comprehensively predicted at the beginning of the year. Not only vertical comparison Anta products, but also horizontal comparison of a large number of industry data. " According to he Kangcheng, vice president of data research department of Anta Group, "big data provides data support for product planning, development and precise operation of consumers of Anta double 11, making it highly quantitative."

Li anling, the vice president of e-commerce group, has just started her introduction at the first half of the year. This year, the trend of the whole consumption trend is the comprehensive integration of online and offline, and stronger communication among people, goods and markets. This year's double 11 brands are competing not only for commodities, but also for freight and operation capabilities. It is not only the demonstration of brand power, but also the core embodiment of digital ability. "

Anta Group and Alibaba big data have set up a "co creation center" this year. Every day, every week, every month and every quarter, Anta Group will obtain the latest product data, consumer data, price data, fashion trends, etc. from the "co creation center", and through analysis and induction, actively enable the decision-making of brand business.

　　 Bring new grass to Z generation and realize dynamic operation of freight

As early as the second quarter, Anta Group's brand e-commerce teams have begun to make a comprehensive layout of this year's double 11 campaign. Anta and Feile, the two main brands, focus on the "innovation and innovation strategy", comprehensively improve the population equity of double 11 and accumulate big data of consumers. According to the group data bank, this year's double 11 and post-95 generation Z consumers have become the main consumer, with a significant increase in the proportion of consumer portraits of the group's two major brands.

Anta brand through event marketing theme activity sub band pull new, layout sales echelon, accumulate and maintain the word-of-mouth of core single products, and realize the accurate positioning of consumers through big data; adopt effective category management and constantly adjust tactics with the idea of "protracted war", so that Anta can catch the consumers and realize the efficient operation nationwide.

Feile brand aims at young people with high purchasing power, adopts hierarchical operation of population, divides potential consumers into several individual groups according to sports interest preference, clothing category preference, aesthetic style preference and other dimensions, and achieves full scene and age coverage with cross industry, cross category and all types of crowd expansion strategy.

Big data is also supporting the omni channel marketing of various brands. Anta produced thousands of short videos, which brought huge traffic, and made consumers transform into real purchasing behavior through short videos and planting grass. According to the data, Anta and Feile brand search times on major e-commerce platforms are much higher than those of their peers through global traffic operation and accurate private traffic push. During the pre-sale period, Feile's shop broadcast pre-sale reached the forefront of the industry, while Anta's explosive funds were basically sold out during the pre-sale period.

Li Ling said, "Anta Group has fully opened the digital strategy and the strategy of facing consumers, enabling the group's overall development of multi brand, full link and multi-channel with big data. Big data enables brands to understand consumers better and helps Anta Group break through the 10 billion mark. "

　 The cumulative live broadcast has exceeded 300 hours

This double 11 Anta Group's live broadcast of the business continued to grow at a high level. "Live broadcasting (including store broadcasting) is the highlight of this year's e-commerce business," said Wu Tingting, the operation director of Anta brand's e-commerce. During the pre-sale period of double-11, Anta's store broadcast time can reach 18 hours a day, and the total duration of the whole activity period is more than 300 hours. The store broadcast in the live broadcast has become an effective means to increase the sales volume of the brand.

For FILA, store broadcast is not only an important means to improve product sales, but also an important means to communicate with consumers. "We can not only introduce products and promote sales, but also find their preferences in the interaction with consumers, so as to provide reference for stock preparation and selection." "Products with higher value will always be recognized and paid by consumers," said Lin Xiaolan, deputy director of Feile brand e-commerce

Due to the changes in the rules of the double 11 platform this year, Anta brand e-commerce has also made appropriate adjustments in marketing. In addition to operating in two bands, Anta brand e-commerce has also made targeted strategies in terms of commodity launch, traffic delivery and marketing rhythm. Anta brand e-commerce is paying more attention to female users this year. It not only establishes an independent operation team for female consumers, but also integrates new ways such as store self broadcast and big V live broadcast such as Li Jiaqi, etc., and the proportion of women in the customer group has increased significantly.

Double growth, outdoor brand ushered in a good opportunity to break the circle

The outdoor sports brand group complies with the new consumption trend, expands new customers with the high potential of the brand, and makes the international brand of Anta Group's outdoor group break the circle quickly and efficiently. The number of consumers of outdoor sports group has reached 41.92 million, with an increase of 147%.

"This year, Anta Group's outdoor sports group has achieved year-on-year growth in e-commerce business, or even 200%." Huang Tao, general manager of e-commerce business of outdoor sports group, said. In 618 this year, the popular Salomon xt-6 Series in the promotion of e-commerce continued to be the main hit in double 11, while the classic down jacket of desant was hard to find.

"Although professional outdoor sports brands are relatively small at present, we hope that more young people will participate in outdoor sports and pass on the lifestyle and concept of outdoor sports to everyone. In addition to selling goods, double 11 is also an important node for breaking the circle of small outdoor brands and getting close to more consumers. " Huang Tao said that they continue to grow grass for high-end consumers through channels such as xiaohongshu, shuoyin and station B, and carry out private traffic operation through circles.

　　 90% orders start delivery within 72 hours

This year's double 11, more Anta consumers feel the shopping pleasure of "one click order, immediately home". "More than 30 cloud warehouses in China are all based on consumer data." As soon as the customer places an order in advance, the general manager of ancong group can send the product to the nearest logistics station in advance.

It is reported that e-commerce logistics will be integrated into Anta Group logistics this year, basically realizing the management of wholesale, retail, e-commerce and online and offline inventory. The group's warehouses and offline stores at all levels participate in the double 11 logistics service system through all channels, which greatly improves the speed of commodity turnover and delivery to consumers.

Data show that as of 10 pm on November 11, Anta logistics has sent 8.38 million packages. More than 90% of the goods are delivered within 72 hours. Anta Group also set up a "shopkeeper" service team of more than 2500 people, providing 8800 hours of training. During the double 11 period, Anta Group provided 9.2 million accurate services to consumers 24 hours a day.

"Double 11" is not only an evaluation of the potential energy of a brand, but also a great review of the brand's operation ability. It is also an effective test of whether the brand can really be deeply integrated into the new business model. " At the same time, the chairman of Anzhong group will actively promote the digital distribution of the group's brand, and gradually improve the group's ability to use digital data in the whole business chain With the goal of covering the whole group, multi brands, full value chain, connecting online and offline, and being able to support international business, it aims to build a data technology platform. In the next five years, Anta Group's online business will account for more than 40%, and the direct consumer business will account for 70%. "