From Offline Stores To Full Retail Sales, Anta Group'S Self Rescue Revelation

For sports industry, the opening in 2020 was not smooth. A long-lasting home segregation has not only cut off the plan for the resumption of sports enterprises, but also cut off the passenger flow and revenue of many shops under the sports brand line. A few days ago, Peng Weiyong, deputy director of the State Sports General Administration's economic department, told the press conference of the joint defense and joint control mechanism of the State Council that the epidemic had a great impact on the sports industry. At this stage, the sports enterprises were faced with the problem of not resuming business, resuming work and resuming production.

In this case, how can sports enterprises save themselves? What will happen to the game between opportunities and challenges? Will the whole industry market burst again after the outbreak? Everything is unknown. What is Anta doing in the forefront of the industry?

Shift the focus of business and start "full retail"

"In the current special circumstances, the epidemic will inevitably affect the financial performance of the whole industry in the first half of 2020." Anta said. In fact, for Anta, the most direct impact of the epidemic is the impact on offline stores. The Anta group, which started with offline business, has more than 12000 stores. Its sales network covers many provinces and cities in mainland China. At present, some stores in different regions have been suspended.

(Anta official website screenshot)

In response to this situation, Anta set up the Anta group's epidemic prevention and emergency command headquarters. Its members are composed of board members and Group executives, paying close attention to the development of the epidemic. First of all, the original offline offline shops are moving online to meet consumer demand through e-commerce channels. According to the data from Anta, from the end of January to the middle of February, the group received more than 450 thousand consulting services, exceeding the level of the same period last year. Anta group electricity supplier official said that in January, the group's electricity business overfulfilled its target, and sales in February were also expected to reach expectations. Secondly, shortly after the outbreak began, Anta launched the "full retail" project, which aims to promote the team's initiative to contact, understand consumers and enhance consumer stickiness. It is reported that the project is jointly owned by the sales team, brand support team, sharing team and all management teams of the group's brands, and dealers and ordinary employees are no exception. Over 30 thousand "shop owners" have opened micro stores. For consumers, Anta uses brand spokesmen and signers to record short videos of sports, encouraging consumers to move at home and interact with consumers. At the same time, Anta and FILA's many brands also launched a variety of new products and marketing activities online. Anta group said that the total retail sales of "full retail" in the micro business platform were nearly ten million yuan recently.

The tens of millions of sales of e-commerce and micro business bring corresponding demand to logistics and platform system. In terms of logistics, Anta first sterilized before the product was issued, and through the delivery method of Shun Feng +EMS. Secondly, Anta group's logistics provides 7x12 hours of logistics services to assist brands to convert offline products into online products in a planned, step-by-step, and phased manner. At the same time, we should launch an emergency plan and intensify efforts to promote the landing of the central return warehouse, and provide a solution for the rapid turnover of the brand stock. In terms of platform system, the IT team urgently develops new functions of the business system, and co ordinate resources to protect online businesses, such as FILA mall official website and O2O cargo pass.

Online office + orderly return to work

In February 3, 2020, Anta group announced that the whole family was working on the online system and returned to the office 2 weeks later. It is reported that on February 3rd -11, there were more than 4000 online video conferences, involving more than 50 thousand people. At the same time, Anta enterprise university also defined February as "learning enhancement month", encouraging employees to learn more than 1000 courses online, charging for organizational skills and skills, and accumulated more than 5000 students in one week, with 2.7 hours per person learning.

In addition to online office, since February 17th, Anta's own factories have been resumed and resumed production. First, in view of the actual situation at this stage, Anta adjusts the production plan and the ratio of self production / outsourcing. Secondly, the supply chain team will integrate the supplier's capacity and staff turnover to submit an analysis report to the upstream brand department in order to adjust the order allocation in time. Of course, flexible adjustment of production and outsourced production arrangements can also reduce the impact of factories on product supply. In addition, Anta also organizes quality departments and process departments to record videos and make safety recovery SOP (standard operating procedure), so as to facilitate smooth production through remote guidance after the factory starts.

In addition to corporate self help, Anta also made many efforts in implementing corporate social responsibility during the epidemic. Since January 25th, Anta has donated more than 31 million yuan in cash and supplies to support front-line medical staff to fight against the epidemic. In January 25th, 10 million yuan of cash was donated to the China Charity Federation to help, reward and recognize the front-line medical staff who fought bravely in the fight against the new crown pneumonia. In February 11th, Anta donated more than $20 million worth of warm materials to front-line medical staff in cities and counties such as Wuhan, Huanggang, Xiaogan and Xiangyang in Hubei Province, and sent them directly to the health care workers the day before the big cooling down in Hubei area, supporting nearly 30000 medical staff to "warm" the epidemic. In February 17th, Anta donated 1 million yuan of cash to four hospitals in Huanggang, Hubei's key epidemic area, to purchase negative pressure ambulances and medical sterilization equipment through related agencies, and sent them to the hospital directly.

In the future, consumers' enthusiasm for health and sports will continue to rise.

A closer look at the series of measures taken by Anta group during the epidemic period, from offline to online stop, from traditional retail to full participation, provides a new way of thinking for the traditional sports enterprises under the main line stores. In addition, the flexible adjustment of factory reemployment is also worth considering.

"After the outbreak, we believe that consumers' pursuit of health and sports will continue to grow and consumer demand will be stronger than before." Li Ling, vice president of Anta group, said. In the short term, the epidemic has the most direct impact on the whole sports industry, and the enterprises are affected. But in the long run, the epidemic will stimulate consumers' demand for health and sports, and some consumers may even generate retaliatory consumption. On the whole, the sports industry has shown a positive effect after the outbreak. At the present stage, the focus of enterprises should also be on self rescue. However, is the self rescue mode sustainable in the epidemic period? How should the stores be operated after the epidemic? These are not only the concerns of Anta, but also the key points for the whole sporting goods industry.