In The Era Of Big Data, Anta Builds An Integrated Industrial Park To Mark The Way To International Brands.

Domestic sports brands are developing rapidly, but they still have a certain gap with the international first-line brands.

On June 25th, Li Ling, vice president of Anta, revealed that

An integrated industrial park is being built, and the industrial park is centered on logistics.

It is understood that through the park data monitoring product sales, to provide data guidance for front-line researchers.

Through these data, brands can produce products that are more suitable for consumers.

Zhang Peiying, honorary consultant of the China luxury Confederation, pointed out that the construction of the industrial park is aimed at better innovating product benchmarking international brands, but the development of the domestic brands in the future should not only consider design and innovation, but also consider the brand value. If we want to make it from China to create in China, we need to completely pform the thinking of domestic consumers.

It is understood that Anta integrated industrial park integrates all the logistics platform of the company, which can achieve precise monitoring and refine the sales volume of goods to every city and store, including consumer's love for goods.

Through these big data, Anta front-line researchers can have a clearer reference, so as to study products that meet consumer aesthetics.

Li Ling believes that these data are derived from

The most rapid feedback is the embodiment of the full use of the future brand in the integrated industrial park.

In fact, the benefits pformed from design and innovation have long been an important source of Anta group's performance.

In December 2017, Anta officially released A-FLASHFOAM flash technology.

This technology is innovative.

To slow down and rebound, in the three quarter brought Anta cumulative 2 billion 400 million yuan sales.

In addition to the benefits of technology,

There are many breakthroughs in the recent product innovation. In September 2017, Anta launched KT3 in the United States, causing thousands of people to queue up for panic buying, which is now being sold to nearly 6000 yuan in the domestic market price.

In addition, Anta and NASA jointly launched the SEEED series, which sold more than ten thousand pairs within 2 hours of sale.

Zhang Peiying believes that it is precisely because of the effectiveness of these innovations.

Only pay more attention to the research and development of products, and build an integrated industrial park.

In addition to the construction of integrated parks, Anta has shifted its retail channels from street shops to shopping centers.

Data show that every store upgrade of Anta will bring 20%--40% sales growth; in addition, the group has already operated the electric business as an independent business unit, and has a separate design team, R & D team, sales team and supply chain team, which is a relatively independent system.

It is understood that in 2017

Revenue reached 16 billion 700 million yuan, net profit reached 3 billion 100 million yuan, surpassing many domestic and foreign competitors.

But Li Ling emphasized that there is still a certain gap between the company and the international brands at this stage.

Zhang Peiying said that the core competitiveness of the brand is the product itself. On this basis, enterprises need to enter the brand operation. Taking Nike and Adidas as an example, they have basically partitioned all the national teams in the world cup, and sponsored many countries. Although Anta, Lining and other national product cards also sponsor events such as Olympic Games, but the duration is short, compared with the former, it can not leave a deep impression on the brand.

However, in recent years, the gap between the domestic sports brand and the international line brand is getting smaller and smaller.

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But in the future, if we want to really surpass international brands, we need continuous brand marketing, so as to change the consumers' concept of solid state of domestic brands.