Promote New Products, Open New Stores, Structure Anta Fali'S Main Brand?

On July 13, the co branded KT4 "Reward" with the NBA Golden State Warriors, Clay Thompson, debuted in Shanghai, attracting many consumers to queue up in the rain. In fact, this is just a microcosm of Anta's recently launched popular co branded products.

In addition, Anta has opened three "nine generation stores" at one go this year. This is actually due to Anta's internal structural adjustment since the end of 2018: the establishment of four independent business divisions: basketball, comprehensive training, running and sports life.

In the opinion of the insiders, this is also the action of Anta to further tap the potential of the main brand. Compared with the purchase of FILA and Archaeopteryx, there is still a gap between the grade and influence of the main brand of Anta. Improving quality and focusing on the main brand of Anta is the top priority for the sustainable development of the Group.

New products and stores frequently "go online"

On the afternoon of July 13, although it was raining in "Magic City" Shanghai, it could not stop the enthusiasm of "shoe powder" for the first round Anta KT4 - "Reward" basketball shoes. In front of Anta Yuyuan Ninth Generation Image Store in Shanghai, young consumers lined up to buy Anta KT4 - "Reward" basketball shoes.

KT4 - "Reward" basketball shoes are the shoes jointly launched by Anta NBA spokesperson Clay Thompson with Anta in order to express his gratitude to the team and fans after he renewed his contract with Golden State Warriors with a top salary of 190 million dollars, so they are called "Reward". The biggest feature of this shoe is that the whole upper is designed by newspaper.

"The vamp is inspired by the image and text reports about Clay Thompson in the newspaper EAST BAY TIMES. The feet are asymmetric mandarin duck design. The left foot is in English and the right foot is in Chinese. At the same time, the outsole is printed with its game photos. Last week, the 'Reward' shoes made their debut in Auckland, the United States, which enabled thousands of people to queue up to buy 200 pairs of Anta's' Reward 'shoes in limited quantity. " Cai Zhiben, general manager of Anta Basketball Business Department, said.

In fact, this is not the first time that Anta has launched basketball shoes that attract consumers. Data shows that in 2018, "Double 11", Anta e-commerce basketball shoes increased by 111%, and the contribution of five Anta basketball shoes reached 48%. "From KT1 to KT4, Anta's basketball team has created many topics, which also makes Anta rank first in the Chinese market with the sales of 4 million pairs of basketball shoes in 2018. The sales of KT's regular basketball shoes are expected to exceed 1 million pairs this year. This year, Anta will also launch 'KT5'. " Cai Zhiben revealed.

In addition to blockbusters, Anta has also accelerated the pace of joint promotion recently. In 2018, on the 60th anniversary of the founding of NASA, Anta and NASA launched SEEED series shoes through cross-border cooperation; In the first half of 2019, Anta cooperated with Marvel, Coca Cola and the Forbidden City to launch a number of popular products; Among them, Coca Cola running shoes released by Anta in combination with "Hydrogen Technology" triggered a craze of queuing in Sanlitun, Beijing, and online and offline products were sold out within a week; In August, Anta will also launch the first generation of Gordon Hayward products.

"Good products will naturally be liked by consumers, and good designs will naturally attract consumers to pay for them. Whether it is Anta basketball products, running products, or comprehensive training and life products, Anta has always focused on consumer needs, through field research and consumer interaction and communication, and constantly designed and produced products that meet the needs of consumers, especially young consumers, making Anta a brand from "want to buy" to "rush to buy". " Li Ling, vice president of Anta Group, said.

Set up four business divisions

In fact, Anta's new acceleration is also due to the readjustment of its internal structure. This year, centering on the annual theme of "collaborative incubation of value retail", Anta enables consumers to find the diversified value they pursue from Anta products through the division and construction of the four category system, so as to realize Anta core value retail.

Since the end of 2018, Anta has initiated internal structural adjustment. As early as a few years ago, Anta's only basketball category was an independent business division. Now comprehensive training, running and sports life have also been upgraded to independent business divisions, and four business divisions have been jointly established. "This is a proactive change, which shows Anta's determination to improve the ability of each category to respond to market changes and grasp consumer demand. This is also the goal Anta hopes to achieve through structural adjustment in the new market competitive environment." Li Ling said.

"In the past, Anta was more of a group, mainly responsible for related planning, and then handed over to the footwear and clothing commodity center to complete R&D and design. After the production was launched, the marketing and promotion were completed by each group and the brand center. Now, most of the work outside of production can be completed within each business unit. From the front-end commodity planning, brand promotion, to the terminal retail, from the birth of products to the landing of the terminal, the closed loop is open. " Gao Zhexiang, director of Anta's running business division, said.

However, some insiders believe that Anta's announcement of structural adjustment at this time will enhance investor confidence and weaken the short selling topic. Cheng Weixiong, a textile and clothing management expert and the general manager of Shanghai Liangqi Brand Management Co., Ltd., denied the connection between the two. This is a different matter. Anta's structural adjustment is also to meet the needs of market development and the needs of competitors to seize users. No matter how short selling is, FILA's success gives Anta a great opportunity to surpass its local brands in the local market and expand, which can help Anta quickly recover from the low tide of sports after the Olympic Games.

"Although the four business divisions are all new products, all of them are the original products of Anta brand. Now they are just doing more professional and systematic work, giving them more resources and support, so that the category can be more focused on management. From planning, marketing, scene, retail, supply chain are managed by one business division as a whole. The biggest advantage of the category system is that the Division has a comprehensive grasp of its own category business, including where it comes from, where it sells to, and who it sells to, so it is very helpful for each category to seize the consumer groups it is facing. " Li Ling pointed out that in the group, these four categories go hand in hand. Although basketball runs faster, other categories also have a way of rapid growth. Each category has a very clear positioning, and business indicators are divided separately.

Main brand revenue accounted for more than 60%

Anta's products and stores are frequently "updated" and the structure is adjusted, which is also the action of Anta to further tap the potential of the main brand. Industry insiders said that compared with the purchase of FILA, Archaeopteryx and other brands, Anta's main brand has some differences in brand grade and brand influence. Strengthening the main brand and focusing on the local market is the key to the sustainable development of Anta Group.

In addition, a topic related to the main brand has been discussed in the industry: after becoming the top three sporting goods group in the world with frequent "buy buy buy", Anta's top three in the world are "bought" rather than "made", in order to achieve its goal of "two hundred billion" (water flow and market value), not really focusing on industry and main brand, It is an attempt in the capital market; Whether it is "buy it" or "do it" is not important. What is important is that Anta has become one of the representatives of Chinese sports brands, participating in international competition. "From the perspective of the main brand, Anta still has strong competitiveness in local sports brands".

In this regard, Li Ling told Beijing Business Daily that when Anta bought FILA before, FILA was in a loss state; Now, under the operation of Anta, FILA has become the largest brand of fashion sports series in the Chinese market, with an annual flow of more than 10 billion yuan. "Therefore, how to operate its multi brands more successfully is a real achievement of a company, rather than a purchase."

At the same time, Li Ling also responded to the query that "Anta's growth mainly comes from FILA" and disclosed the proportion of Anta's main brand in all brand revenues for the first time. Li Ling said: "FILA is a very important brand under our group, but Anta is still the main brand of our group, accounting for more than 60% of the group's revenue. As an international brand, FILA is also very responsive to consumer trends, in line with the pursuit of sports trends and sports fashion, so the growth rate of FILA in the past two years is very fast. But from the perspective of Anta's main brand, its growth rate remains at 10% - 20%, which is also a very cutting-edge growth rate in the whole market. In the long run, Anta's main brand is still China's largest sporting goods brand in the market. After the category system planning, we are very confident about the future development of Anta. "

"The establishment of four business divisions will make Anta more refined and precise management. Four different sports modes are independently completed by different business divisions, which will change the previous homogenization phenomenon. At the same time, the differences in sports modes can be fully reflected." For the future, Cheng Weixiong suggested that Anta should do a good job in the main brand, the local market, digestion and acquisition of brands, The exploration of globalization needs to be cautious, and Anta still needs to "practice internal skills" and "take good steps".

In addition, some insiders said that Anta can not only promote the development of its main brand by marketing, but also focus on the core competitiveness of its products. Taking footwear products as an example, further attention should be paid to the improvement of scientific and technological content. "Co branded products are also a marketing means in another dimension. In the long run, owning 'black technology' at the forefront of the industry is the driving force for sustainable development". Author: Qian Yu Baiyang