Analysis of the secrets of the success of the sports brand Anta Touchnet

Anta achievement


Anta set "China Famous Brand", "China Top Brand Product" and "China Quality Inspection-Exempt Product". Recently, the 2011 (Twentyth) China Market Sales Statistics jointly organized by China Federation of Commerce and China National Business Information Center. As a result of the press conference, "Anta, the leader in the sporting goods industry, continued to lead the market and won the first place in China's sports footwear market. Zhang Tao, the vice president of Anta, believes that the reason for being able to obtain the market's first-rate market share is thanks to Anta. Adhere to the technological innovation and the brand's deep cultivation.


Anta also received "Hua Cai 20 years. The most influential brand." It has also won the "Fortune" 2011 the most innovative of the 25 Chinese companies and the shortlisted "2011 Best Chinese Brand Value Ranking" 17th.


The product range covers clothing, shoes and accessories. Anta has an extensive marketing network in China covering 31 provinces, municipalities, and autonomous regions, including the first, second, third, and fourth-tier cities. As of now, it has more than 8,000 authorized retail outlets of Anta brand, with sales exceeding 7 billion yuan. Taxes exceed 800 million.


Overseas, Anta products have entered Eastern Europe, Serbia, Hungary, Southeast Asia, Singapore, the Philippines, the Middle East, Kuwait, South America, Paraguay, Peru and other 20 countries and regions. This series of honors shows the success and brilliance of ANTA.

Second, first test e-commerce


After Li Ning, Aokang, Hongxing Erke, Belle, Xtep, and other footwear industries run e-commerce, Anta started testing e-commerce operations in February 2010. Anta sales director, Lin Xiaofei, said: “If we have to make multiple choices in previous years: Do or not In 2010, there was no need for election. Everyone agreed and must be done. Therefore, the current resistance is relatively small. At this time, Anta is more concerned with how resources are integrated and what kind of steps to take.” Anta is entering the electronics industry. Before doing business, he first conducted a two-year survey and found that consumers on the Internet and ANTA consumers have a great deal of overlap. There are more than 8,000 stores under the Anta line. Online consumers have a very high awareness of Anta. , And footwear products are very suitable for online sales, so Anta Taobao Mall flagship store on the line, six months to complete the company's annual sales targets, greatly exceeded the company's expectations. In the end, it was determined that e-commerce was one of the three major strategies of Anta in 2010. As a result, Anta began to form an e-commerce team in February 2010. It officially unveiled its flagship store at Taobao Mall in April and completed its annual sales plan in less than six months.


Third, the development of e-commerce

Currently, Anta and Feile, two brands of Anta Group, are on the line and have exceeded 100 million yuan in sales through more than one year of operation. Anta has set up an e-commerce company and has a team of dozens of people. The company has a brand, merchandise, back office support and other departments, online products have an independent plan, design, background support including IT, logistics, customer service management. Anta actively innovates in marketing channels, and join forces in the same place in Fujian Province, China's largest online shoe sales network shoes network, January 10, 2011 for the first time in the network platform in the "2010-2011 Anta 99 Years Sale" In this trial sale, Anta relied on the powerful network information resources of the shoe network, 9 million online registered users, the website's daily traffic of 40 million per day, and other advantages of the network platform to boost the audience, the lowest 99 yuan Anta New Year feedback consumer activities , On the day of going online, we achieved an impressive sales volume of 400 units. Compared with traditional specialty stores, the low marketing cost and wide range of advantages determine the e-commerce will play a major role in future marketing. Through this successful test, in-depth cooperation with the shoe network will be fully developed. In order to make full preparation for e-commerce. ""


IV. Anta Marketing Performance


(I) 2011 results; According to the 2011 performance report released recently, benefiting from strong brand value, healthy distribution network and innovative product development, the turnover of Anta Sports Products Co., Ltd. in 2011 increased by 20.2% to 8.90 billion yuan, gross profit. Increased by 18.7%.


(II) Strategy In 2011, ANTA focused on the promotion of brands and products through its association with mainstream sports and activities. Its efficient brand management strategy also strengthened brand differentiation and reputation. Last year, given the changes in the market and the ever-increasing competition in the industry, Anta has adopted more flexible arrangements to increase the efficiency of distribution networks in terms of new and integrated stores. In the face of fast-changing market conditions, Anta prudently intensified its penetration efforts in high-growth potential regions in 2011 and consolidated smaller-sized stores. As of the end of 2011, the number of Anta stores increased by 229 to 7778 compared to the same period in 2010. At the same time, Anta continued to strengthen its internal product design and R&D capabilities, and cooperated with external agencies to improve product comfort and protection. Anta further optimizes the management system and works closely with distributors and franchisees. The expansion in the e-commerce business area has also increased Anta's appeal to consumers.

V. Analysis of Anta Online Retail Success Factors

Throughout the operation of the Anta online sales market, it carried out accurate product positioning, strived to comply with brand credit, actively conducted marketing promotion, paid attention to website construction and maintenance updates, professional logistics distribution, quality after-sales service, and The maintenance of customer relationships is a key point and the construction and maintenance of user communities are strengthened.


1. Anta has positioned the product as an ordinary young person with an extraordinary dream for the target consumer. He tells consumers that Anta is an ordinary person like you, but through his own efforts, he can make himself extraordinary. This is a belief in the spiritual level. As long as I work hard, I will never stop. One day I will realize my dream that "Anta will never stop."


2. Anta positioned the brand as a young, middle-income consumer group in China. They believe that this group has the greatest growth in demand for sporting goods. In this market segment, Anta has a relatively strong competitive advantage, so the next step they will continue to consolidate the advantages of the second and third tier market, as long as the market grows, it will get the lead in the competition.


Marketing: On the one hand, we must actively improve the quality of our products, and use the higher quality of similar products to enhance our reputation, because a well-recognized brand can increase the consumer's perceived value of products and help improve product competition. Power and premium capabilities; On the other hand, Anta uses a brand strategy to position Anta as a well-known trademark in China. Anta took the lead in recruiting sports stars as the spokesperson for Anta to expand its promotional effect. In recent years, Anta has cooperated with multi-position stars to increase the promotional efforts of Anta products.


3. On the construction of the website, Anta has established its own brand website, which is mainly to introduce the brand. The sale of the product is mainly based on the authorization method, giving other online retailers more opportunities.


4. Logistics; Anta contracted logistics services to professional logistics companies, which ensured the safety of product transportation and avoided the possibility of unclear responsibilities; for example, the distribution division of Southern District used Jiandi Logistics Co., Ltd. and was responsible for the Anta South District. Product warehousing and terminal distribution.


5. After-sales service; the company established the "three guarantees" provision. In the "three guarantees" period, quality problems such as broken bottom and cross section can be returned. Open plastic, off line, broken line, etc., in the "three guarantees" period can only be repaired free of charge; Anta to provide customers with quality services as an expanding market business philosophy. In order to continue to adhere to the concept of quality service, Anta further increases the selection and inspection of raw materials, the optimization of production processes, and the rigorous inspection of product quality, and fully ensures the over-hardness of product quality to achieve customer satisfaction. Development has to rely on customer satisfaction and customer demand orientation. Is to want to take the initiative in front of customers, to find and meet the customer's personalized, customized application needs; customer satisfaction as the goal. Continuously improve service capabilities, and constantly introduce new service products and service projects to create more value for customers and improve customer satisfaction. It is also true that Anta firmly seized this development opportunity to expand its market share.


6. In relation to its customers, Anta carries out refined terminal operations and builds a comprehensive sales reporting, follow-up, response and support system. We will follow up on distribution at all times, build a good customer database, master core customers, and provide timely and effective customer complaint handling mechanisms. We will fully guarantee the maintenance of customer conditions and regard the integration of customer resources as the primary requirement in the management model.


7. In summary: Successful sales management lays the foundation for Anta's development in e-commerce. In the future, the increasingly popular form of e-commerce ensures that Anta keeps pace with the times and promotes product sales and brand promotion. .