The road to success [Case] Anta 'to Nike model': Beyond Li Ning became the first industry ranked today local sports brand Li Ning or Anta financial indicators as criteria, then the answer to this question is \u0026 mdash;? \u0026 mdash; Anta. It appears that in many cities the consumer, it is a little weird, because Anta never buy them when preferred sports equipment. In their eyes, Anta, represented by Department of Jinjiang sports brand is often a \u0026 ldquo; Tyrant \u0026 rdquo; image \u0026 mdash; \u0026 mdash; product design is not \u0026 ldquo; high-end, the atmosphere, the grade \u0026 rdquo ;, but ostentatious occupies the CCTV sports half channel advertising. i observed a dark horse, Anta's success is local sports brand once \u0026 ldquo; \u0026 rdquo ;, Reflecting Anta trying to \u0026 ldquo; Nike pattern \u0026 rdquo; a success. Anta no longer pursuing celebrity endorsements, or to build on the brand tall, but deep low consumption users. i think the dark horse, in different regions, economic development in China is \u0026 ldquo; the time difference \u0026 rdquo; while Anta success is with affordable prices, to meet three or four lines of urban consumers just awakening sports brand consumer demand. Sometimes success does not necessarily bother to catch on big international brands, Li Ning, Anta on corners overtaking is the best evidence. 2012, Anta annual revenue 7.62 billion yuan, 6.74 billion yuan more than Li Ning, the first time riding on a local sports brand in the top spot. In the first half of this year, 3.37 billion yuan Anta Li Ning keep score lead again, continues to lead the industry. Sporting goods market in China over the past three years, a recession, the ANTA this once \u0026 ldquo; brother \u0026 rdquo; completed \u0026 ldquo; Big Brother \u0026 rdquo; Li Ning's turn to overtake. Another quite iconic fact that, as of November 21 this year, Anta's market capitalization of HK $ 28.097 billion, compared with Li Ning, special steps, Pick, the sum of 361 degrees with the four Hong Kong-listed market value of the local sports brand even more HK $ 1.6 billion. Hong Kong media recently hosted \u0026 ldquo; 2013 listed companies in Hong Kong Top 100 \u0026 rdquo; in Anta was also named \u0026 ldquo; comprehensive strength 100 \u0026 rdquo; and \u0026 ldquo; a dividend yield of 10 strong \u0026 rdquo; list. Reply to \u0026 ldquo; Anta \u0026 rdquo; get more articles like this results in many cities of consumer opinion, a bit strange, because the preferred Anta never when they buy sports equipment. In their eyes, Anta, represented by Department of Jinjiang sports brand is often a \u0026 ldquo; Tyrant \u0026 rdquo; image \u0026 mdash; \u0026 mdash; product design is not \u0026 ldquo; high-end, the atmosphere, the grade \u0026 rdquo ;, but ostentatious occupies the CCTV sports half channel advertising. However, the rise represents Anta, is widely respected by the outside world \u0026 ldquo; Nike pattern \u0026 rdquo; another distinct genre. Anta 20 years accumulated a set full of local characteristics and suitable for their own development \u0026 ldquo; practical first \u0026 rdquo; methodology, and, under the guidance of this methodology from the sacrifice the long corner and gradually grow into a regional brand new industry leader. Anta behind the rise, there are many worthy local businesses and learn interesting things. 399 yuan a card every September, October, is the major sports brand focused on dears wigs the promotion of basketball family time. On the one hand, since entering November, the new season of the NBA regular kanzaki h aria wigs season will be started, to suppress the enthusiasm of the fans five months will be ignited again; on the other hand, the main force in sports shoes consumer groups of students will return campus, the new school year, new weather, natural essential new long wigs pair of shoes. Therefore, there is no more appropriate time than this to consumers who sell basketball shoes a. However, this year the market is somewhat different compared with previous years, because Anta \u0026 ldquo; \u0026 rdquo ;. spoiler September 4, Anta press conference held in Beijing, as its spokesman, NBA star Kevin \u0026 middot; Garnett exclusive launch of its fourth generation personal signature basketball shoes \u0026 mdash; \u0026 mdash; KG4. The biggest bright spot is not the product itself, but its price \u0026 mdash; \u0026 mdash; 399 yuan. Familiar with the sporting goods industry should be aware that, for a professional level of basketball shoes, which is sufficient to allow a user to scream freezing the price, you know, from KG1 to KG3, before the three generations of products are set at 699 yuan high-end price. The star product endorsement foreign brands cost at least a thousand dollars. KG4 released after only a month, ANTA also announced that the United States signed a new basketball product spokesperson, headed from Boston Celtics star Rajon \u0026 middot; Londo, and introduced its first signature shoe basket RR1, product price set at 399 yuan once again low; furthermore, Anta will be in the December signing of a new NBA star, the price will also remain at this level. In the domestic first-line sports brand which dares to celebrity endorsements to sell its flagship product into \u0026 ldquo; \u0026 rdquo ;, Anta price of cabbage is the first one. However, while product prices down, but the performance and quality of the products has not been affected because of the endorsement Anta players are also wearing the same style of products in the field of the game. In order to better promote their cheap basketball shoes, Anta these 399 flagship product wraps a \u0026 ldquo; national shoes \u0026 rdquo; concept and marketing enable new \u0026 ldquo; strength priceless \u0026 rdquo; concept, aimed at stressed the high cost of the shoes, to prevent consumers mistakenly believe that low prices equal to the low end. Under normal circumstances, the average sales of the industry's major brands autograph product annually in the story of saiunkoku wigs 3 to 80 thousand pairs of left and right, but Anta \u0026 ldquo; national shoes \u0026 rdquo; after the release of this year alone, the third quarter sales on more than 50,000 pairs, 4th order quantity quarter also 50,000 pairs, orders in the first quarter of next year is far more than the company's expectations, targets Anta is next year \u0026 ldquo; national shoes \u0026 rdquo; selling series of break 1 million pairs. Be analogy, Anta play now and then practice similar to millet. Three years ago, by 1999 yuan millet cost-effective mobile swept the market in one fell swoop in 2000 yuan price segment foothold. Right now, Anta through 399 basketball shoes, quickly defeated opponents the same price segment, consolidated its leadership in the low-priced market. Low behind the \u0026 ldquo; practical \u0026 rdquo; logic in the sporting goods industry, signing star athletes to launch their exclusive sports shoes, is a common means of major manufacturers, and star endorsement exclusive signature products are often expensive. Why the anta to treat their flagship product price dropped to such a low level in fact the basic logic behind not complicated:? Increase sales by cutting prices. From the outside, this is a simple logic could not be more simple, but specific to the sporting goods industry, such an approach is not as straightforward seen on the surface, it is actually a subversion of the industry rules. For brands, the flagship assumed most important mission is to help establish a brand of high-end and professional image, rather than how to achieve sales. Therefore, the price of players signature shoe itself can not be too low to foreign brands, for example, prices are usually players signature shoe prices are a thousand dollars or more, and more often than non-star brand of the same product endorsement about 20% more expensive. Over the past three years, ANTA also follow the same play. However, the upshot is product sales \u0026 ldquo; \u0026 rdquo ;, dismal three generations before Garnett signature shoe endorsement, each generation can break a million sales has been very good, Anta sources, the first three generations of KG basketball shoes, total sales of less than 100,000 pairs. The reason for this result is that, on the one hand, the local Cosplay Costumes brand of consumer groups, the relatively high price will shut many users, on the other hand, the international brand of user consumption habits reasons, short-term inside it is difficult to swerve to buy local brands. So, in a very long period of time, local brand's flagship products are in a very awkward position. However, while the flagship product sales is not high, but for most sports brand, which also is not a big problem, Anta, for example, basketball shoes each year about 80 to 100 models, a single paragraph products sales is not enough about basketball category overall product sales. Despite flagship product, the remaining 90% of the product is profitable real main. As long as the brand's flagship product that can help make word of mouth is enough. However, this was not the Chairman of the Board of Directors of Anta, CEO Ding Shizhong desired result, sales Garnett endorsement of the first three generations of the product so that he was quite unhappy. Values in the Shizhong, a product if you can not prove yourself from the sales, it is an absolute failure. After three years of testing the water, he began to rethink the idea of Anta in basketball strategy, and come to this conclusion: \u0026 ldquo; we have to do is a failure, why not ask players to sell 10,000 pairs of shoes ? This is a problem. \u0026 Rdquo; Ding Shizhong, in an interview bluntly, \u0026 ldquo; any brand of investment income proportional shape to keep, such as Adidas in Europe to go into football, it's football investment and sales are directly proportional shape, Nike basketball must also invest proportional. Investment is not proportional with the sales is unreasonable. \u0026 Rdquo; In order to change the status quo, Shizhong decided to convert ideas from the past to make one pair of high-end basketball shoes, how can we become a star endorsement of basketball shoes sell more. \u0026 Ldquo; I want to be real \u0026 lsquo; \u0026 rsquo ;, shoes nationals so that more people really afford, I want a million people wearing my shoes to play basketball, this is our strategy. \u0026 Rdquo; In establishing new targets, Anta began to adjust his basketball strategies. The first step is to understand the real needs of consumers and product usage. In the third-party research firm Anta consumer habits survey done, we can find some interesting phenomena. Student groups, there are many who have an international brand of basketball shoes, but they have a considerable part of it only on important occasions, such as only wearing these international brands the game or faculty between classes, in the usual private play when they usually wear local brands. \u0026 Ldquo; we all know, a pair of well-known international brands athlete signature shoe is basically between 1200 to 1800 yuan, consumers course, some people buy, but most are bought after his daily life as sports. When he has such an attitude is, essentially, these shoes would be difficult in the outdoor basketball court appears generally appear only on an indoor basketball court or the street. \u0026 Rdquo; Zheng Jie, president of ANTA analysts say. For Anta, if you do not wear their products play ball, so high-end brand becomes meaningless. Anta do not want their products become shelved user \u0026 ldquo; \u0026 rdquo ;. collections \u0026 Ldquo; We want consumers in his state of affordable, able to use our equipment to really participate in basketball. \u0026 Rdquo; Zheng Jie's interpretation of the new ANTA basketball strategy. Over the past few years, hindered ANTA basketball flagship product sales \u0026 ldquo; blame \u0026 rdquo; is the price you want to reverse the situation, we must first make a fuss about the price. Then there is the 399 series. Anta wanted to prove to their users, a pair of professional basketball shoes do not have to like foreign brands sold as a high price, low-priced products also can do it. Just a few months ago, led by Anta Shizhong executives to the US for study, he found that even in the Nike headquarters of the US market, still a relatively low-cost brand can survive very well, which strengthened his adjustment ANTA basketball strategy gameplay determination. There are still many people worried cheap basketball shoes Anta products will affect gross margins, but Shizhong did not care about this. \u0026 Ldquo; Anta sacrifice one or two SKU's gross margin, but sales go up, companies have no losses. \u0026 Rdquo; \u0026 ldquo; who I am \u0026 rdquo; and brand boundaries Anta can rise rapidly in the past 10 years, and even in the industry recession in the still standing fundamental reason not fall that the company has been very clear who they are. Anta executives who in an interview, described the surprisingly consistent brand positioning, ANTA is a sports brand positioning public. \u0026 Ldquo; what every brand wants to survive must do is to know who he is, who will do your thing, good and cheap quality is good, it is not everyone will do a. \u0026 Rdquo; ANTA basketball category responsible Sunju Chen told reporters. High quality products, it is today Anta core competitiveness. China has been uneven over the level of economic development decisions without any a sports brand can be achieved on the market take-all. Because there is a big difference between income levels in different regions, international brands may be able to dominate the first-tier cities, but in the second-tier cities below market, is another exciting for some. The price is a natural barrier, for international brands, on the one hand, an asset-light mode so that they do not directly control the plant resources, so the supply chain costs than manufacturing companies such as Anta higher. On the other hand, for the maintenance of brand image, the international brand of product prices will remain at a relatively high level, high-income people with low-income people have been reluctant to wear the same brand. And this leaves room for the local brands, and the chance of survival. \u0026 Ldquo; To tell the truth, then, high-end basketball shoes We can not compete with Nike, I can do your shoes, do exactly like you, even better than you, but consumers are not recognized. Over the past few years, we feel invited star, spent so much money, make a star to millions of dollars a year selling shoes is not enough to pay his advertising costs. \u0026 Rdquo; Shizhong frankly, \u0026 ldquo; In fact, every business no way to copy another business model, if moved would be too simple, so our model, our position is that Anta own model and positioning. \u0026 Rdquo; for any business, you want to find out who he is, first of all wants to understand who their customers are. Anta's market research shows that the main user groups is broadly divided into three categories. The first is the 16 to 22 year-old student groups, which are also the main consumer of Anta. These students are basically middle-income families, some lower-middle, not very rich, mainly concentrated in the second tier cities; Category 2 is 22 to 25 years old, recently graduated young white-collar workers, income is not high, but still have the habit of exercise, these groups mainly in the second tier is more; the third category is the blue-collar consumers, such as factory workers groups and so on. It is these consumers support from the ANTA brand, Anta everything now done, is for these three groups. Therefore, even if the degree of coincidence Anta consumer groups and international brands among consumer groups is low, but Anta do not think this is a problem. Shizhong is a direct representation in the interview, for different brand positioning and consumer groups, and do not mind giving up some Anta outside the target population of end users. Of course, Anta is not really give up high-end users, ANTA also owns Italian recreational sports brand Fila agent in China the right to compete for high-end users of the mission falls upon the foreign brand. Anta brand itself unwavering service to \u0026 ldquo; \u0026 rdquo ;. mass consumer \u0026 Ldquo; a sense of design as an international brand \u0026 ikki tousen wigs rdquo; is the most common first-tier city consumers ANTA brand awareness, but if you understand this company, you will find, in fact quite the ANTA \u0026 ldquo; \u0026 rdquo ;. duplicity This company trader who does not like the outside world as cognitive. As president of ANTA brand Zheng Jie was once Adidas's Reebok brand general manager of China, and Anta basketball product line overall responsibility 孙聚辰 the origin of Nike, Nike for nine years. Anta in Xiamen Guanyin Mountain Operations Center, responsible for the promotion of ANTA brand is a bunch of very stylish dress influx of young people. Anta can not make the first-tier cities are not the eyes of consumers \u0026 ldquo; high-end, the atmosphere, the grade \u0026 rdquo; the products, the key problem is that, why would you do that if the current consumer satisfaction and recognition own practice, why we must change? it? Shizhong has said publicly on several occasions, Anta's goal is to challenge Nike and Adidas. But this does not mean to challenge them Anta Nike and Adidas the same pattern. In fact, in the Chinese market at the present stage, fully mimic the international brand of play, may not be able to achieve good results. In 2010, Li Ning has been a radical rebranding, is the core behind Nike would like to emulate, but the result was blundered. If Nike or Adidas standards to Anta, you're likely to come to a conclusion that this should be a flawed business, but this is not true, and even in such a depressed market environment Under its various financial indicators are far better than most peers. In Shizhong opinion, regardless of external reviews of Anta is praise is demoted, return to the commercial value judgment system where all disputes will be solved. \u0026 Ldquo; good and bad, to time to let the market test, with the data speak. We did not do a sporting goods industry, and even apparel industry can not do. Listing 6 years we have raised 3.6 billion of funds. Until now, the company has more than four billion dividend, who can do that? The first two data, the market, we pay taxes more than 4.4 billion, there is another other companies can not do, and we are now with 50 million in cash . So good and bad, not to say the book is nice. \u0026 Rdquo; Shizhong proud to say that this series of data so that he seems quite unashamedly. For Anta, as long as China's social and economic structure fundamental change does not occur, then it \u0026 ldquo; practical first \u0026 rdquo; methodology continues and will continue to work.