Anta Starts With Consumer Attitude Data To "Break"

Although the Rio Olympic Games ended in August 22nd,

During the Olympic Games, the spirit of "going to break" will never cease.

At the beginning of this year, Anta was the first China to break 10 billion of its performance.

This time, with the consumer attitude data, we will never stop in pursuit of the 100 billion runway.

In 1999, Anta was still an unknown brand. Ding Shizhong, who took Anta from her father, asked Kong Linghui for endorsement.

Now it is not a matter for companies to find endorsements, but at the beginning, only

Adidas and other top sports brands abroad only go to celebrities as spokesmen.

However, after Kong Linghui endorsed, sales did not change. Consumers did not know that Anta endorsed Anta.

Ding Shizhong decided to put all his eggs in one basket and spend most of his factory savings to go to CCTV to advertise.

So, Anta's advertisement appeared in CCTV, and finally, after two months, the dealers came in a rush, Anta sales increased significantly.

In 2000, Kong Linghui won the Sydney Olympic champion. Anta also broke the previous sales record and swept across China, with sales exceeding 300 million.

In 2012, the whole sports industry entered the cold winter, and Anta's semi annual report had a negative growth for the first time.

Ding Shizhong turned off more than 1000 Anta stores and decided to pform Anta to break the status quo.

Therefore, Anta took the lead in the layout of ERP in more than 7700 stores nationwide, and monitored the data of production, sale, inventory and so on. As long as the sale of single products appeared, the flow of information could be quickly pmitted from the store to the factory, and then the procurement of spare parts, production and pportation to the shelves were arranged again, which greatly reduced the reaction cycle of Anta, and reduced the stock and made continuous goods.

This time, Anta starts with "consumer attitude data" to "break".

The products are put into the exclusive stores to sell, sell well, increase production, and stop production if they fail to sell well. This is the practice of the apparel retailing industry.

But why products sell well, why consumers choose, and which areas need improvement, are not known.

Most sports brands succumb to this night blindness. They can only guess from the comparison of sales data.

Anta has made a confrontation: if we see this problem, we have to "break" the status quo.

All along, enterprises have the need to acquire consumer attitudes, but how to accurately find consumers is a difficult problem for enterprises.

Anta has chosen to cooperate with the wisdom of the sky.

In the chain stores, we will deploy the sky smart platform to interact with consumers.

What kinds of patterns do children like, what kind of brand they like, what styles they like, what they like, what scenes they like, and what they like to wear, and collect these consumer attitudes data. Anta has mastered data such as consumer demand, consumer habits, market feedback, brand performance and so on.

Data can predict the popularity of new products ahead of time, and fundamentally break the vicious circle of "selling well, increasing production and selling badly."

Anta's goal is to become a multi brand international giant, Ding Shizhong said: "do not do China's Nike, Anta should be the world."