Anta Retail: "Value Retail" Matches "Right" Goods And Experience

　　 Anta Of The way of retail is "value retail" 。 Value retail It is a summary of Anta's retail concept of winning the terminal and taking consumers as the core. Brand retail should finally return to the fundamental business value and focus on Consumers' needs, improve retail experience value with data value, integration value, experience value, culture and team value 。 "Matching goods and experiences in the space of understanding consumers".

"I came to line up at more than 5:00 in the morning, and finally got on board. Is it good?" One just bought the LA launched by ANTA and KIKS cross-border The female customer of Father Runner's shoes shouted excitedly. Even though the late autumn coolness of the imperial capital bursts, there is still no way to stop the "shoe dogs" from gathering in Sanlitun, Beijing, from all corners of the imperial city to form a "red hot" queue, looking forward to the upcoming ANTA X KIKS Custom gym shoes 。

When are you going to ask Anta And become so popular? Then, we need to talk about Anta's "retail way". Ding Shizhong, Chairman of the Board of Directors and CEO of Anta Group, once said: "It is too easy to make good products, but it is too difficult to make the right products." The so-called "right products" are to create commodity values and experience values that meet consumers' needs from the perspective of consumers.

On November 6, 2018, at Anta's newly opened Smart Store in Tianjin Binjiang Road Business District, Anta's team communicated with the media from the industry about Anta's retail approach - various details of value retail. The following text is arranged according to the content shared in the on-site communication.

In the past two years, the concept of retail has emerged one after another, from new retail to smart retail, and then to boundless retail. But in Anta's view, the core of retail has never changed - to bring consumers real value, from "affordable" to "want to buy". Anta defines such retail as "value retail". The four dimensions of value retail - data value, integration value, experience value, culture and team value constitute Anta's retail approach.

　 Data value: customer insight, data conversion, efficiency improvement

Today's era is very different from the past decade. The competitiveness of the Group in the next decade should be "wisdom" wins the terminal. That is, Anta should understand consumers and their needs better than its competitors.

"Old friend, Anta understands you!"

During the National Day, Anta Smart Store was newly opened. On the basis of the original eight generation image store, four "smart functions" have been added, such as cloud shelf, pressure bar interactive screen, AntaYou Mall and instrument shoe measurement. From the four dimensions of browsing, viewing, testing, and concluding, Anta not only brings consumers a more humanized and intelligent experience, but also enables Anta to timely improve users' offline experience based on big data and improve management efficiency, To serve consumers more accurately.

　　 "For example, the pressure bar interactive screen, when consumers pick up a product from the shoe wall, the product information will be projected onto the screen. On the one hand, consumers can understand the product functions more quickly and intuitively, on the other hand, we can collect the 'access rate' of this shoe in the background, and then analyze the actual sales data to provide information support for future optimization of product design and research and development. "Guo Yan, director of Anta Retail Data Center, said," For example, the 'access rate' of a shoe is very high, but the turnover is lower than the average, which may reflect the problem that shoes Our design is very attractive, but the comfort of the feet is not up to the standard, and our product development team will quickly optimize it. "

Anta Cloud Shelf is an online shopping system independently developed and operated by Anta. Consumers can select goods not available in stores on the cloud shelf and deliver them directly to home, making shopping experience easier. The "instrument shoe testing area" can read the trial wear rate of a certain product, help Anta understand the trial wear rate of the product, then contact the sales out rate, and provide support for consumers to optimize product design. Anta Youmall cooperates with excellent domestic Internet giants to set up multiple high-definition cameras in the store, so as to timely understand and know the shopping routes and tracks of each consumer. Then, through the analysis of these routes, we can timely adjust the product display area, improve the "dead corner" area of the store, and let Anta understand you better!

Therefore, the value of data lies in "helping us gain insight into customers, transform data, and improve efficiency. While ultimately achieving business growth, we can also more accurately serve our consumers." Guo Yan shared. Previously, the sales department fed back the front-end consumer behavior preferences to the company by virtue of personal experience or word of mouth. But now, through technology and data, Anta's commodity department can capture consumer behavior in the first time and more accurately, and optimize products for consumers.

Channel integration value: from 5 × 24 to 2 × 24

Why does KT4 choose to launch online?

"Clay Thompson broke the NBA three point record with 14 3-pointers in a single game. Do you think Anta's KT4 should start online or offline?" Zhang Bing, director of Anta's e-commerce business department, asked a question as soon as he came up.

"To answer this question, we need to understand the '5 × 24 and 2 × 24' theories. Monday to Friday are basically online time, The post-70s, post-80s and post-90s watch mobile phones for about 5 hours every day. From Monday to Friday, online is the key platform to achieve consumer traffic. Saturday and Sunday are social days, and children will also be taken out, so they will naturally return to offline positions. Anta needs to use 5 × 24 and 2 × 24 alternately to give play to the value of omni channel integration and meet the needs of mass consumers. "

Take KT4, an Anta star series product, as an example. After the accumulation of the previous three generations, users have actively shared their wearing feelings, collected the whole series of products, and even for the first time in domestic sports brands, there has been a "secondary market", that is, "fried shoes". Based on this, Anta selected the iron powder of the existing 200000 KT series of products for the online debut, so that these loyal users feel a sense of honor to be respected, and then use their word of mouth to promote in a broader range, which is very different from the original focus of online and offline sales at the same time, and the sales volume of KT4 has also proved the correctness of this play.

The devil is hidden in big data

In order to "better understand consumers", Anta is always thinking and learning. As a traditional retail enterprise, Anta has also been learning from the experience of Internet companies and practicing in daily management, feeding online resources and creativity back to offline stores.

One of the core of Anta's "value retail" is the integration of online and offline, which aims to bring consumers more convenient and humanized shopping and product experience. For example, Anta is applying the online "thousands of people and thousands of faces" to the offline retail terminal "thousands of shops and thousands of faces", which can not only meet the needs of consumers faster and more accurately, but also facilitate the identification and management of the group.

　 Experience value: let every consumer remember the "taste of Anta"

Whether from channels, store construction or goods display, Anta's upgrading is based on in-depth insight into brand consumers. At present, Anta's latest eight generation image stores account for nearly 50%, and the same store business has increased by more than 22%. In terms of channels, Anta is also constantly increasing the channel layout of the first and second tier markets, shopping centers and malls. At present, the proportion of malls accounts for more than 33%, and that of the first and second tier cities accounts for more than 40%. While upgrading traditional street stores, Anta is moving towards shopping malls and shopping centers that consumers like. "The consumption scene of our consumers is changing, and we should keep up with their pace".

　 Let Philips customize the exclusive color temperature for Anta consumers

Deng Zhiwei, director of Anta Retail Standards Center, took Tianjin flagship store as an example. In order to give consumers a better experience, BOSE speakers were installed in the speaker systems of stores on both floors. Even the selection of songs played was specially studied for consumers. And the lighting system. Anta asked Philips to design a dedicated color temperature, "This is what we have specially studied. This color temperature can not only select products well, but also provide long-term comfort."

Fall in love with "Anta flavor" and the time in the fitting room

"Three years ago, I remember when I was in the store, we would make many cash registers, even the cash registers became bigger and bigger, which made consumers feel very powerful. Since 2016, we have given more places to consumers and turned the best place into a rest area. This is something that never happened in the past business design. Our fitting rooms will become larger and larger. Next, there will be exclusive women's fitting rooms. Consumers will have more fun in the fitting rooms. This round of consumption upgrading, including the transformation of retail, is all around the work of consumer orientation. "Deng Zhiwei said. In addition, Anta has begun to build a store called" Anta Taste ", hoping that consumers can shop in a comfortable taste and also remember the familiar taste belonging to Anta.

In the store, we "go crazy" together

The promotion of sports scenes and the display of brand hot spots in the season have created an infinite space for dialogue between Anta and consumers in a limited space. For example, this spring, Anta "moved" the theme scene of the ongoing "Sparta" activity to the store, "even Sparta enthusiasts asked me if I could buy this model displaying Sparta's clothing series!" This summer, Anta also created a "crazy" theme area in the store, combining basketball products with Clay Thompson's trip to China. The presentation of these atmosphere and story packs enables consumers to experience the charm and happiness of sports together.

Cultural value: Anta has only one party to serve consumers together

As a value retail, it is the salesperson of the store who finally meets the consumer face to face. As the cultural carrier of the brand, they may decide whether consumers are willing to pay. One of the indispensable key points in Anta's value retail is the final landing of Anta's "team and cultural value" in the terminal. "The value of team and culture" will eventually be transformed into "reputation and satisfaction of consumers", which will eventually affect sales.

"Anta once put forward a concept - 'There is only one Party A'. Our relationship with distributors and consumers is not A, B and C, but we have the same Party A with distributors, that is, consumers. This makes Anta and distributors no longer a simple contractual trading relationship, they are no longer just our big customers, and we and distributors become a highly integrated community of destiny." Zhou Xiangyu, Anta's deputy director of retail culture, shared that "in order to implement this, Anta has put forward three strategies: cultural empowerment, mechanism empowerment and talent empowerment."

In Anta's culture, the most prominent part is the spirit of "order must go, action must result, and war must win", which is also a core of the retail iron army. Anta executives spend more than 100 days a year on business trips. On the way, only one of Party A's goals is very clear, and distributors can also integrate into this culture very well.

　 In two years, 106 senior executives have been store managers for more than 2500 days

"We have made statistics that there are 104 weekends in 52 weeks a year, and every senior manager of our distributors is in the store for 80 or 90 days. We have a cultural initiative called" General Manager Manager's Day ", we would advocate that every general manager should spend one day to be a store manager, not to look at it, but to be a store manager in a down-to-earth way. From opening to closing, they may also set corresponding sales targets for themselves. Another group of data: during the two years of Anta's retail transformation, 106 senior executives of Anta's distributors worked as store managers for 2500 days, and the general managers of Beijing's distributors stayed in the capital store for three consecutive days, working more than 12 hours a day. "Does the corporate culture have value? This culture will build trust between consumers and brands, which is part of the value consumers see in retail terminals. The online" customer service waiter "also has Anta culture gene," everything is consumer satisfaction oriented. ".

　　 From the output of a store to the output of a wall

In terms of mechanism empowerment, Anta has established an internal innovation mechanism to promote the innovation of the terminal, and activate the vitality of internal organizations through the means of corporate culture. Previously, the Group assessed the stores according to the floor efficiency. A salesperson in Guiyang proposed the concept of wall efficiency, thinking that the floor efficiency should be combined with the wall efficiency, and the value should be converted according to the area of the four walls of the store. The final effect was that the utilization rate of the walls was improved, and the floor efficiency itself was also stimulated to improve the efficiency.

　 14 years, from junior high school student to general manager

In terms of talent empowerment, Anta has a retail college, as well as training courses for management trainees and cadres. Sales personnel can not only understand the output group culture through the platform, become Anta's platform ambassador, break away from themselves, and realize self value. Once, there was a distributor who graduated from junior high school when he entered Anta. After 14 years of efforts, he now becomes the general manager of the distributor. This is not only the change of position, but also the rapid change of experience, technology and even education. Anta strongly supports distributors' further education. The proportion of re education of shopping guides, store managers and office staff is close to 1/3, which is an astonishing figure in the whole industry.

"People, teams and culture are the very unique existence of Anta. We study models, businesses, consumers, how to continue to win, then empower distributors, and practice with them, which is the value of Anta culture." Zhou Xiangyu said.

Li Ling, vice president of Anta Group, concluded that brand is the business of "people", and "people" are also serving. To study the important collocation of "Renfreights" in brand retail is an advantage that Anta brand cannot replicate. Anta's retail strategy is "value retail". Value retail is the summary of Anta's retail concept of winning the terminal and taking consumers as the core. Brand retail should finally return to the fundamental business value, and improve the retail experience value with data value, integration value, experience value, culture and team value around the needs of consumers. "Matching goods and experiences in the space of understanding consumers".