Anta DTC | Anta transformation, building a growth flywheel that is not only FILA

“ Anta 2021 Annual revenue reached 493.3 One hundred million yuan , Far more than Adidas , Close to Nike , The end of domestic sportswear NIKE+Adidas Of “ Double super ” pattern . As for the reasons for good performance , Anta said in the financial report DTC Transformation effect is the focus of performance improvement . This article will start from Anta DTC Start with transformation , Explore Anta's innovation in multiple categories 、 Normalize private domain 、 New retail platform Coordinated growth path .

List of articles

1. Anta DTC Design and promote a variety of products , Drive growth
2. Anta DTC Dispersed “ be run directly by a manufacturer + Quality dealers ” Channel layout
3. Anta DTC Create a whole New retail platform , Achieve new growth
4. Anta DTC Key results
5. Anta DTC Summary and Enlightenment

At home Sports shoes and clothes Growth restriction , Anta's main brand is DTC Drive growth

2019 year Domestic sports shoes and clothing market exceed 3000 One hundred million yuan , But affected by the epidemic, the growth is limited ,2020 year yoy Fall through 0% mark . Anta overcomes the pressure of the environment , Make Anta the main brand and FILA Double drive drives drive the continuous growth of the brand .FILA The annual revenue contribution rate is close to 50%, Anta's main brand followed closely, with a contribution rate of more than 40%. The sustained growth in the past year cannot be separated from Anta DTC The transformation of .

Anta DTC Transformation to **“ be run directly by a manufacturer + To join in ”** Mixed business model , Quickly promote the transformation of head stores , Give priority to the implementation of direct retail management standards . Originally Anta used to “ distribution ” Pattern , take Shoes and clothing Relevant goods are wholesale to provincial agents , Then it will be handed down to the local agents , Then go to the county and city agency , second level 、 Third tier distributors cooperate with store management in the form of franchise stores , And the primary distributor is a direct sales model , Therefore, the control of Anta's main brand over stores is actually established under the management level of first-class dealers , The relationship with franchise stores is also more loose . Not only does the delivery of goods need to be loop by loop , Delivered by brand to provincial agents , Then transfer to the prefecture, city or county agency , Too many vertical levels affect the distribution efficiency of goods , It is also easy to lead to offline counties and cities 、 The transformation and updating of local stores can't keep up with the speed of the brand leader , cause The brand image The problem of cognitive confusion .

So , Anta DTC The first step in the transformation is to put a large number of head stores under direct sales and strengthen channel control , Improve the benign management of the goods cycle and unify the store management standards and image . According to the annual report , Anta 2021 In nearly 10000 In every shop , Anta preferred acquisition 11 Dealers , involve 11 Provinces and cities 3500 Shop around 60% Directly managed by Anta Group ,40% It is managed by the franchisee according to the company's operating standards .

Anta （1） Use equity and options to exchange management rights , In order to stimulate the willingness of distributors to cooperate , Quickly integrate the direct sales transformation of stores ;（2） The stores that have not been incorporated are retailed in the form of franchise branches DTC Standard continuous operation , The specific management is still carried out by the incorporated stores （ Directly operated Branch ） The secondary dealers connect the goods , So as to ensure that the standards of front-end retail stores have the consistency of management standards and reach high efficiency for consumers .

Although Anta stores are not 100% converted to direct sales , But what Anta advocates DTC Transformation does not need to be based on complete direct marketing , But with “ be run directly by a manufacturer + Online retailers + A small number of selected high-quality dealers ” The pattern of , Continue to use the channel network advantages of dealers to connect brand product R & D and design with supply chain response, and as a supplement to the real-time consumption of online e-commerce platforms .

according to “ be run directly by a manufacturer + Online retailers + A small number of selected high-quality dealers ” Of DTC Pattern , Anta accurately locates the needs of multi-target consumer groups through digital empowerment and focuses on design and research 、 Actively interact with multiple fields IP The way to achieve category growth innovation ; In addition, large-scale social media marketing content and global arbitration , Create private domain operation innovation combining brand direct marketing and distribution channels ; Finally, maximize the transformation of existing channels , Innovate online and offline integration in multiple scenarios New retail platform , make New retail Ecology .

1 Anta DTC Design and promote a variety of products , Drive growth

Anta DTC Target multi-target consumer groups , With Digital Center Drive agile supply chain , Design and promote a variety of products , And start multiple fields IP Joint cooperation , Expanding explosive driven growth . In recent years, , Anta's main brand serves the public Shoes and clothing field , Its product innovation is mainly oriented at Z Generation and Anta children . among Z generation , Anta combines the popular elements of national tide and the promotion of Winter Olympic activities , Launched. “ National tide ” and “ Olympic ” series Shoes and clothing category ; For children , Anta has adopted its own long-term research and development of black technology as its main attack , Create a children's exclusive technology platform 3.0. In addition to the adoption of exclusive technology , Anta also cooperates with universities , Specially developed for children to meet the specific needs of different age groups Shoes and clothing .

in addition , Anta is also digitally empowered Realize product production 、 Logistics circulation 、 Intelligent process of retail management , Help accurately locate user needs , From commodity Planning 、 Selection optimization 、 To the intelligent decision-making integrated process in the distribution process , Speed up the implementation of brand marketing strategies , At the same time, automation technology and AGV And other intelligent devices , Improve delivery efficiency by more than 30%. Anta has invested in recent years 15 The integrated automated storage built with 100 million yuan 、 sorting 、 Distribution and big data center “ Integrated logistics park ”, Service group multi brand , It can realize direct distribution from the general warehouse to direct stores 、 Replenishment and allocation , It is conducive to keeping the inventory healthy , Realize the maximum retail value with the least goods . Anta's intelligent process helps the front end integrate data at all stages of user consumption and browsing , And as a product innovation 、 R & D design reference , expand The whole category Innovative approaches .

Anta and different brands continue to launch IP Co branded models expand sports Shoes and clothing The driving force of pushing new products . To attract Z Pay attention to and create a young and energetic brand atmosphere for generations , Anta is not only associated with Sprite and other beverage brands , Also with Marvel Universe series 、 Well known animation jointly launched Anta special . This year, 618, Anta is a combination “ The night market ”、“ Regional cuisine ”、“ frappe ” Launch all kinds of food color shoes . By working with multiple brands in different fields IP A joint , Attracting more Young people Pay attention and care at the same time , It can also supplement Anta DTC Lack of original production quality and brand strength , increase Category innovation The freshness of .

2 Anta DTC Dispersed “ be run directly by a manufacturer + Quality dealers ” Channel layout

Anta uses e-commerce “ be run directly by a manufacturer + A small number of selected high-quality dealers ” channel , Decentralized layout , Try to achieve “ The whole category + Multi regional ” While planting grass widely , Regulate private domain traffic and member operations , Make users' online and offline consumption more digitally supported and Differentiation Experience .

Anta online operation , Use Kwai 、 Tiktok 、 Weibo itself is natural “ social contact ” Attribute own traffic , Quickly focus on the young generation , Stimulate interaction and discussion . Take the tiktok as an example. , In addition to the conventional operation of creating hot topics in combination with trends , Anta also followed up the promotion of small video series in real time , Quickly arouse the resonance and participation of small and young groups , Display according to data , Anta series of small videos can achieve 2000w+ Playback of .

in addition , Anta will also be based on Young people Key hot words of concern # Tide shoes 、# soft 、# Breathable sole 、#520 Describe video highlights , coordination KOL Synchronously promote and shoot small videos with goods , Tiktok 、 Microblogging 、 Small red book platform scale launch , Add to Young people Access to , Realize video delivery , Strive to achieve full coverage of grass , The average monthly pop video with goods can be achieved 10w+ sales .

According to the research findings , Anta is in Jingdong 、 TaoBao 、 Tmall 、 Store layout of e-commerce platforms such as Tiktok , Mainly depends on “ Brand direct marketing + Category and regional specialty ” Pattern . Take the tiktok as an example. , Anta has up to on the Tiktok e-commerce platform 76 Official Blue v account number , It not only includes Anta's main brand and Anta children's main public Shoes and clothing Account number , There are also official accounts divided by the region of the dealer , Including Tianjin 、 Shenzhen 、 Xi'an 、 Dozens of accounts including Yinchuan .

In addition, Anta also opened outdoor 、 Basketball 、 running 、 Official Blue for different scenes such as Trend Sports v account number . From this we can find Anta's DTC The transformation layout does not completely put all the business channels of online and offline stores under the direct management of the brand , Instead, keep all regions 、 Operating space of each category , Allow it in the product quality 、 Brand image and Under the premise of unified service, according to the region 、 category 、 Formed under sub categories such as user age Differentiated management , This can effectively help DTC Direct capture of user requirements and cross category management , And realize thousands of stores and thousands of noodles according to the specific needs of consumers 、 The service mode of thousands of people and thousands of noodles , In order to cooperate with the state that all Anta stores have not been fully closed to direct sales .

Anta also “ Brand leader + Supplemented by regional head stores ” Live broadcast in the mode of , Zhan LAN v Account number 1/3 about . in the light of Young people A brief moment of attention , Anta has set up a set of time notices including before and after the broadcast 、 Highlights 、 Preferential benefits 、 Shopping return visit, etc Community operation Mechanism , Drive consumption transformation . From Tiktok e-commerce 5 Look at the monthly data , Anta's top ten sales of a single live broadcast exceeded 100w.

3 Anta DTC Create a whole New retail platform , Achieve new growth
Anta's offline channel management advantages integrate users through offline store diversion , Attract continuous re purchase ： Among them, the drainage private domain focuses on building customer groups in various regions , Radiate the surrounding communities with the layout of offline stores , Create instant delivery service . Anta's main brand has nearly 10000 stores offline , Radiate the first to sixth tier cities in the country , It is the natural advantage of Anta's private domain drainage .

Users can enter the store, scan the code and click to register to become Anta applet members . According to the average number of stores in Yingshang big data , It is estimated that Anta's offline stores can reach more than 63w Person time , Anta's natural offline channels help Anta online applet The first touch to consumers ; in addition , Anta offline stores are based on brands Direct selling applet Unified activities 、 Participate in the release of topics, and recommend and update products , Focus on building community group discounts , Continue to attract users in specific communities to consume ; besides , Anta also uses the offline stores of dealers in various regions as online live broadcast to bring goods “ Base area ”, The anchor broadcast live in the store , Introduce the main products of the brand .

And offline stores present Anta's top selling list data in real time , Users can know the recent consumption trend and the sales volume of explosive products in real time , As a reference for your purchase decision . And users who see online live broadcast near the store can also go to the store nearby to provide what they want to know zhon Product links , Try on your favorite products directly .

Similar to live broadcast , Anta can also cooperate with Anta brand by setting up wechat group chat centered on offline stores Digital Center Intelligent processing , Digest specific store inventory , Create special discounts for each store , Further attract consumer participation , Plus, the radiation range of online and offline stores is concentrated , Users can try on discounts offline Shoes and clothing Get coupons online , While ensuring users' instant experience, it can also reduce the probability of temporary cancellation and return of orders .

In terms of practical experience , Although Anta online store certification is directly operated by brand 、 Regional dealers and The whole category The layout is for consumers , Easy to cause The brand image Chaos and diversion of Direct stores . But in terms of data performance , Anta The new retail The classification layout of can be at different time nodes , According to the operation characteristics of different stores , Recommend specific products to consumers , Provide store specific discounts and activities 、 Specific operation of the topic . From this point of view , The demand for more segmented categories of consumers can be more directly and obviously reached , constitute New retail ecosystem .

4 Anta DTC Key results

5 Anta DTC Summary and Enlightenment

Domestic traditional sports Shoes and clothing The expansion of growth space is no longer suitable for the rapid expansion of the number of Anta stores to obtain scale advantages . Anta wants to seek a new round of endogenous growth , Inevitably, we need to optimize our own store efficiency , In order to improve customer consumption frequency and consumption unit price . Anta uses DTC Pattern , According to its own channel characteristics , Reduce the distribution level between brand end and user end , Including dealers 、 Franchisee 、 Various sales channels including agents , More directly reach users . This is Anta's product innovation provides a reference .

In addition, Anta's product innovation is inseparable Digital Center The empowerment of , Adjust store inventory according to consumer demand , So as to effectively control channels and consumer demand . Not only offline “ Thousands of shops, thousands of noodles ” store Differentiation Category operation and online brand activity topics cooperate to attract consumers' consumption , also Further improve users LTV, Complete a new round of growth of Anta's main brand .

Link to the original text ： Anta DTC | Anta transformation , Build more than FILA The growth flywheel of

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