Anta Brand Connotation: Rely On Your Own Hands To Work Hard

"Anta has been building for many years, a brand that grew up with a generation of Chinese people. The process of urbanization is getting faster and faster. 80% of Anta consumers are either born in the countryside or come from the countryside. It doesn't matter if people are born unfairly, but as long as you work hard through your hands, you can change your fate the day after tomorrow -- this is the brand connotation of Anta. Zhang Tao, vice president of Anta, told reporters.

Competition is becoming more and more intense. Homogenization As competition becomes more and more serious, sports stars endorsement and advertising bombing are more and more difficult to achieve the desired results. In order to stand out from many competitive brands, the sporting goods brand must excavate the shining point of sports spirit and spread it into the brand's cultural connotation.

"A lot of people joked that Anta's advertisements in history were very bitter, such as Anta's slogan," sharpen oneself, sharpen the shine "," let scars become men's medals "are all self discipline. In fact, what we want to say is that congenital injustice can be changed through the efforts of the day after tomorrow, and you can share your brilliance with others. "

Zhang Tao said that in the fierce competition, Anta has always maintained a relatively fast pace of development, mainly due to a good social environment. "I think the growth of the whole industry should first be grateful to the state's reform and opening up environment. I wrote a story on micro-blog: three people took the elevator to go upstairs. On the elevator, a person does push ups, another person hits the wall with his head, and a big one. The elevator reached the 100 floor and opened the door. The reporters interviewed their successful experience of going upstairs. The first one said I could go up to the 100 floor because I did push ups, and the second said it was because I hit the wall with my head, and the third said it was because I took the top. From the 1 floor to the 100 floor, three people were tossing in the elevator. In fact, their personal efforts were originally able to squeeze into the elevator. The rapid growth of the whole industry, just like the rapid rise of elevators, brings huge space for the sporting goods industry. "

In fact, the elevator brings not only the huge space of the sporting goods market, but also the growth of China's per capita GDP and the increase of per capita income. It is estimated that when the per capita GDP exceeds US $1500, the consumption of sports and leisure products will explode.

At the same time, new products continue to fill gaps in the market. There are two growth in China's sporting goods industry, one is single goods, the other is single products. A single item is never consuming sports goods to consume sports goods. It turned out that people wear a pair of leather shoes to go all over the world, because leather shoes are durable. Nowadays, migrant workers prefer wearing sports shoes. One person many products refer to people's consumption demand constantly subdivision, badminton wearing badminton shoes, playing tennis tennis shoes, and subdivision is more and more obvious. Some people call this kind of consumers "three stream sports skills, second class sports enthusiasm and first-class sports equipment".

More and more people focus on sports products, and Anta emphasizes products. Cost performance Firmly positioned in the public. In this regard, Zhang Tao said: "China is a vast market, we must first cover the tower of Pyramid, because this is our user base. The Internet industry pays attention to PV and pays more attention to the number of users. The same goes for traditional businesses. We sell tens of millions of pairs of shoes a year, which supports our consumer base. Anta has long recognized the need to catch the largest consumer group.

In 2009, Anta acquired Italy's FILA, a high-end brand with a history of over 100 years. It has a dedicated team to operate independently to cover the high-end crowd, but the tower part is still covered by Anta brand. "Anta will provide the highest price and professional sporting goods for the Chinese general public." Zhang Tao said.

Based on the positioning of the general public, Anta worked well in the three or four line market. However, in recent years, with Adidas, Nike and other channels sinking, how does Anta maintain its competitive edge?

Zhang Tao believes that only a better and deeper understanding of Anta's major customer groups, what changes have taken place in their consumption concept, and what requirements do they have for the products. "Our operational efficiency may be similar to ours, but our operating costs must be lower than that of world-class companies. Federer, Liu Xiang and other big spokesmen are not cheap, endorsement brand publicity costs are also very high.

"We need to get close to the market and meet the three or four line market better in the light of past experience and high efficiency and low cost advantages. consumption Accordingly, we need to adjust our operational strategies, optimize and enhance operational efficiency, enhance brand appeal and penetration, enhance brand reputation, improve product mix, optimize product cost performance, and enhance the health of terminals.

Zhang Tao believes that not all consumers buy Nike, Adidas, a brand can make their own markets work well, have their own brand appeal, have their own consumption level, because consumers' consumption concept and brand concept identity is definitely different.

For emerging e-commerce channels, Anta also has countermeasures. Zhang Tao said: "for traditional manufacturers, through the Internet, mobile e-commerce, social media can enhance the efficiency of traditional marketing. We have been discussing the problem of offline integration. For example, we offer discount tickets online through marketing, downloading and buying online. Conversely, when consumers buy our products online, they can register online by product code, accumulate points and exchange coupons to form an integrated marketing interaction on the offline offline.

In addition to using new media and Internet mobile commerce to enhance the efficiency of traditional terminals, Anta is also exploring the richness of channels. "Since 2009, we have focused on B2C and started as a channel to clean up inventory. But when we go all the way to e-commerce, we must develop separate goods. If there is no distinction between product categories, a product dealer will sell 30 percent off and sell it on the Internet 50 percent off, which becomes a product of its own distribution, which will directly affect the interests of dealers under the line. Therefore, we must develop separate proprietary goods and run by a separate team. Although all the emphasis on brand concept, both emphasis on cost performance, but the line and line should have differences, the line under the scene experience, the line is more attention to color, the design sense of appearance.