Anta Shouted KT5 Basketball Shoes Sold Over Millions Of Slogans, Where Is The Confidence?

"KT generation basketball shoes sales will exceed 1 million pairs this year."

In September 7th, Clay Thompson, the spokesperson of Anta brand and 200 domestic media, KOL and hundreds of fans, witnessed the release of the new fifth generation war boots KT5 in SHOW, which is located in the area of Huangpu District, Shanghai.

On the press conference, Cai Zhi Ben, general manager of Anta basketball category business department, was full of confidence in the sales prospects of KT series products, and shouted slogans of KT5 basketball shoes sold over millions of millions every year.

Let Cai be so confident that it is the "KT5- Claire" basketball shoes in the hands of Anta creative director Robbie Fuller.

　　 Thompson deeply participated in the design, KT5 boots new appearance

According to the understanding of Zhitong finance and economics APP, the KT5 series basketball shoes released by this time are still handled by the design team led by Robbie Fuller.

According to Robbie Fuller, KT5 used black, red and purple colors in the design, extending the classic elements of the KT series, such as streamline, TPU support and so on. In the visual collocation of black, red and purple, the processing method of three color gradual change highlights the sense of the future; in addition, the use of pixel design language is the biggest difference between KT5 and the previous 4 generations.

In terms of material quality, KT5's A-WEB full fly fabric and middle sole are wrapped with special material mesh to make the shoes light enough; the two pieces of TPU double torsion and full bandage structure provide stronger package and meet the simple design style of Thompson.

It is worth noting that, as a spokesman for Anta brand, Thompson himself is also involved in the design of sneakers. Robbie Fuller told Zhitong finance APP that during the design process, the design team went to Thompson's home, so that Thompson could pick out 50 of his favorite designs from the 500 design drawings, summed up the commonalities of these shoes, and finally decided the design plan of KT5. Therefore, in the design, KT5 condensed Thompson's different needs.

Overall, KT5 has spent more than 600 days from design to marketing. In the process, 500 people are involved in the production process, and 20 factories are in line with production research and development. This pair of shoes with more than 80 parts has undergone 500 design drawings, more than 300 design processes, and the whole shoe has been tested for 30 times before being able to finish grinding.

Anta is able to spend a lot of time and manpower and material resources to polish a single product, one of the main reasons is the company's continuous investment in R & D. Anta's financial report shows that from 2016 to 2018, the cost of Anta R & D activities increased from 350 million yuan (the same below) to 599 million yuan, with an increase of more than 70% during the period. In the first half of 2019, the cost of R & D activities of the company reached 354 million yuan, an increase of nearly 20% compared with the same period last year. It is not surprising that the cost of R & D activities in 2019 will exceed the 600 million mark for the first time in 2019.

　　 Professionalism, youthful and digitalization, Anta brand continues to upgrade

In Zhitong finance and economics APP, support for Anta's continuous improvement in R & D investment is Anta's idea of building its own brand.

Zhu Chenye, vice president of Anta brand market, told APP of Zhitong finance and economics that Anta's brand strategy has been very clear, that is, Anta's brand can be professionalized, younger and digitalized. These three dimensions need to be worked from different angles. First of all, Anta's position is to be a professional sports brand that young people love. At present, it is mainly divided into four categories, including basketball, comprehensive training, running and sports. From the product point of view, Anta hopes to provide consumers with the most professional sports products to make their sports performance even better.

Secondly, the brand younger must be the future of a brand. From the marketing point of view, Anta hopes to contact more young people, try to communicate with them in a variety of online ways, in the way that young people like, and disseminate information from Anta brand in the language of young people.

Finally, digitalization is a big project that Anta is carrying out. From the brand perspective, the first step in establishing digitalization is to open up online and offline data, build up the brand middle stage, and use data to achieve precision marketing.

Sales volume is the touchstone to verify the correctness of brand strategy. It is understood that Anta's first generation exclusive war shoes designed for Clay Thompson KT1 sales volume of 100 thousand pairs, but with the increasing influence of Thompson in NBA and the continuous expansion of fans group, plus Anta's professional product design team and marketing team's help, KT series shoes in the recognition of shoes products and the exposure rate in the market are constantly upgrading.

Cai revealed that in 2018, Anta ranked first in the Chinese market with 4 million pairs of basketball shoes. The KT series accounted for 30%-40% of Anta basketball sales, while KT5's sales target was 1 million pairs.

Zhitong finance and economics APP learned at the press conference that KT5 shoes not only have black, red and purple matching, limited edition crystal color matching, and multi color KT5 shoes products, the price range is between 749 yuan and 999 yuan. If KT5 can achieve million level sales, it will bring more than 800 million yuan sales revenue to Anta. A single product can still have such a strong performance, so it seems that Anta's total revenue has increased considerably this year.