Anta Has Entered The Field Of Children'S Products.

In recent years,

What is the impact of Anta's series of actions on the industry? How will the future Anta keep the lead? On the occasion of listing 1st anniversary, the author interviewed Anta high level, and learned the way of Anta's future development.

In July 10th, when Anta listed 1st anniversary, Anta KIDS (children) new product conference and order meeting was held in Baolong Hotel, Jinjiang.

"We plan to officially launch Anta KIDS in September, which will be positioned in the mid-range market and is currently in the product preparation phase."

Lai Shixian, chief operating officer of Anta, told reporters.

It is understood that the target consumers of Anta children's products are children aged 9 to 14 years old, and the price of children's shoes is 100 to 200 yuan.

In Anta's existing sales network, the shops along the street account for about 70%.

Lai Shixian told me that Anta children's products store will open up new sales channels, mainly in the form of store stores.

In addition, distributors of Anta children's products are also different from existing distributors.

The market for children's products is growing at a stage of explosion in China, but the market with huge potential has yet to emerge as a leading brand.

"In the Chinese market, the brand of children's products has not yet had a strong" overlord ", and the opportunity is very large.

Lai Shixian believes that children's products will become a new growth point for Anta's future profits.

It is understood that Anta will add a production line of children's shoes and clothing. It is estimated that Anta's children's products business will account for 3% to 5% of Anta's total revenue in 2~3 years.

Fashion shoe store opened in September

In the early days of development, Anta opened a large number of "single stores" throughout the country. These "single stores" have a smaller area, mostly in 20~30 square meters.

With the upgrading of Anta brand, these "single stores" have seriously affected the image of Anta brand.

After the listing of Anta in 2007, hundreds of smaller "single stores" were shut down nationwide.

But considering that many single stores are in a busy market, some of the shops are not yet tenable. If forced to close, they will surely cause losses.

"Can we find a strategy that does not affect the brand image, but also reduces the loss?" Lai Shixian said, on the basis of this consideration, the Anta fashion shoe store has come out.

"We will set up a design team to develop a series of fashionable sports shoes for sale in fashion shoe stores."

Lai Shixian said Anta's upcoming fashion shoe store will be dominated by black hue and shelf display is different from Anta's existing comprehensive store. The whole store will be more fashionable.

In April 17th of this year, "branding soldiers attack - Anta's first product launch" staged a passion in Beijing Bayi film studio.

Anta brand director Xu Yang told reporters that Anta launched the "soldier assault" not to mention sneakers mainly for Anta to launch "fashionable shoe shop" as a pave pad. "Anta is a professional sports brand, and the sense of fashion is relatively weak. In order to better promote fashionable shoe stores, it is a prelude to launch" soldier assault "not to mention sneakers.

Xu Yang said that in the future, Anta will also launch all kinds of fashionable sneakers around Valentine's day and Christmas festivals, and enhance the sense of fashion of Anta sports shoes through product design.

It is understood that in September this year, Anta fashion shoes shop will be opened in the country. Apart from the original "single door shop" on the basis of pformation, will also consider opening a new store.

According to Lai Shixian, the distributor of Anta fashion shoe shop is the same team as Anta's original distributor. "Anta comprehensive store and fashion shoe store are complementary to each other, so that the market segmentation can be done better."

He said.

Olympic advertising will strengthen "national character"

For the 2008 Beijing Olympic Games, the principle of Anta brand marketing is not to play the "edge ball".

In August 8, 2007, Anta launched the Olympic series advertising.

Xu Yang told reporters that for the upcoming Olympic Games, Anta's brand promotion will also be dominated by advertising.

It has been revealed that Anta has bought a advertising time worth 30 million yuan in dozens of TV stations across the country. Anta's brand new advertising will be broadcast during the Olympic Games.

During the Olympic Games, Anta will pay more attention to the spread of brand spirit.

A few days ago, the CCTV Olympic Channel launched a new "refueling China" column. The background advertisement of the whole program is the theme song of Anta's "refueling China". There are many Anta brand elements in the "refueling China" program. Anta's brand spirit will be well disseminated through placement advertisements.

Xu Yang said.

In the first 2 years, Anta has been sponsoring the "CCTV sports personality award campaign". According to Xu Yang, this year's "CCTV sports event selection" will also be sponsored by Anta.

"The Olympic Games will be held at our doorstep. This year's" CCTV sports event selection "will be a celebration dinner for Chinese athletes, and the attention will be very high.

Xu Yang said that Anta's brand positioning will adhere to the national character, and they will stick to the style of "refueling China".