The Logic Behind Anta'S Record Highs

The total number of stores in Anta in 2014 was 7662, of which the number of children's shops was more obvious, the number was 1228, an increase of 347 compared with 2013.

In addition, Anta further enhanced the market position and attractiveness of the FILA brand. By the end of 2014, there were 519 FILA stores in the mainland, Hongkong and Macao, an increase of 103 compared with 2013.

Under the combined influence of a series of unfavorable factors such as overcapacity, high cost of elements, difficulty in financing, difficulty in sales and high inventory, the whole domestic sports industry entered a period of deep adjustment.

Facing the downward pressure from the industry, Anta has taken the initiative to pform and accelerate pformation and upgrading.

"Brand differentiation and multi brand strategy is one of the reasons for good performance in 2014."

Anta sports related responsible person said.

Through the strategy of brand differentiation, Anta designs and produces performance, quality, price, image, sales and so on, which are different from similar products in the market. It is convenient for consumers to identify and judge different products or services, create unique value for customers, and multi brand strategy, while providing diversified choices for consumers, also maximizes market share, overlapped consumers, and also reduces enterprises.

Even if a brand fails, it will not have much impact on other brands.

But also in the price war, in order to defend the main brands, take those minor brands as small units, and quickly attack the competitors' brands to launch the price war, and help to put the competitors to death. Such a Anta is not a counterattack.

As early as the early 2012, China

When the industry began to decline, Anta began to think about the feasibility of pforming the extensive brand wholesale mode in the past into a fine brand retail mode.

"Anta's success icebreaking, refined.

Is a key point of its success.

Sports brand market research senior staff said.

In the past, Anta only needed to spend money on advertising, brand building, and then sold products to distributors.

Now, the head of Anta store uploads the quantity and category of goods sold to the data system every day. Through this way, the company executives can grasp the sales and operation of every minute and every store in real time, and sell the products better.

In addition, Anta group will continue to increase the development of e-commerce channels.

Celebrity endorsement is often the most expensive one in all product lines, and it is also the one with the highest profit margin.

Many international brand NBA stars are basically 1200 to 1800 yuan.

From the marketing cost and exposure, it should be this way of playing.

But Anta has gone against it. Anta's priceless force has assembled a super ball team with "Thompson, Garnett, Rondo, Parsons and Scola". Such a star team is not only on the field, but also a star teacher. For Chinese sporting goods brands, it is the top allocation of NBA resources, but it aims at monthly income of 5000 yuan, college students, white-collar workers, sports lovers, and consumers who live in two or three line cities, and has launched 300 to 500 yuan sports shoes for consumers to produce "affordable" sports shoes.

Everyone says Anta is crazy, is Anta really mad? General manager of the basketball department of Anta Sports Products Limited, Mr. Xu Yang, said: "the strength is priceless. It means that strength is not measured by price. It provides consumers with the most professional, reliable and powerful basketball equipment. At the same time, it can make consumers affordable at the price level, allowing most consumers to play basketball in Anta's basketball shoes.

The ultimate strength is to promote basketball and let more people participate in basketball.

It should be said that the performance of a top basketball game boots is KT Fire, and at the selling price level, it is closer to the mass consumer group.