The 19th China (Jinjiang) International Footwear (Sports Industry) Expo (hereinafter referred to as the "Shoe Fair") was grandly opened in Jinjiang on April 18. It is reported that the supporting activities of this year's Expo are based on the service enterprises and the promotion of industrial upgrading, and the rules of activities have been improved, showing the characteristics of high-end specialization. At present, the leading brand of sporting goods industry, Anta, appeared at the shoe fair, and named the "ANTAUNI" product customization service system and customized sports equipment, which became one of the biggest attractions in the shoe fair.
“'ANTAUNI' has been paid attention and loved by consumers since it was officially released on March 12. Everyone customized the exclusive sports equipment on this platform, which is conducive to strengthening the interaction between consumers and products, and satisfying the individualization of consumers. Demand," said Zhu Ji, senior director of Anta Brand Management Center. It is reported that "ANTAUNI" is not only the implementation of "customer-oriented" Anta, but also an important part of Anta Group's strategy of promoting "single focus, multi-brand, omni-channel". In the future, Anta will further tap the individual needs of consumers, and through multiple brands (products) to meet different consumer groups, Anta has also opened a new era of sports goods customization!
The audience enthusiastically participated in the customization of the equipment, and the Anta Pavilion was popular. Based on the current situation of younger consumer groups and increasing demand differentiation, large-scale, batch-based production models can no longer meet the individual needs of consumers. After in-depth research, Anta launched a personalized product customization service called “ANTAUNIâ€.
It is reported that the first batch of shoes on the ANTAUNI platform is Anta's most classic KT2 basketball shoes and energy ring running shoes. Consumers can arbitrarily match their favorite colors on the platform, and customize personalized sports shoes by ordering. “Although we can only choose the color function in the customization, with the upgrade of the service platform technology, we will gradually release the functions of fabrics, fabrics and materials to enrich the consumers. Demand," Zhu said. He told reporters that since the launch of ANTAUNI, many consumers have also put forward more needs while participating, and the customization module will continue to improve. “Customized product prices are also very reasonable. Consumers can purchase them at a price of 50 yuan based on the original price of the shoes.â€
With the theme of “Customize My Loveâ€, the Anta Pavilion has a fashionable design and novel layout. The museum is full of graffiti, creativity, hand-painting, oil painting and other trend elements, highlighting the personalized service characteristics of “ANTAUNIâ€. The reporter learned that the entire exhibition hall is divided into creative shoes display area, sports shoes cultural area, shoe material technology area, creative theme area, etc., including dozens of sports, fashion, art and art creation shoes. It is worth mentioning that Anta has also opened a custom experience zone on the spot, allowing consumers to customize their favorite works on this platform through the computer.
At the scene, many viewers had a high interest in the customized service. Everyone came to the experience area and couldn't wait to design their own sports shoes through computer orders. A post-90s spectator surnamed Wang told reporters that he usually skates and likes sneakers that are boldly smashed, but he rarely finds it on the market. He just customized a pair of big red and green shoes, I believe it will be in the small partners. Unique.
“We provide not only a simple service and goods, but the hope that young people will integrate their attitudes and personalities into the products and collide with the spark of creativity. This kind of consumer participation in the design, like it. The integration of personality cognition into the product will be a very interesting and fun way to meet the consumption proposition of young people.†Zhu Agile said.
Anta strengthens supply chain management to meet consumer individual needs
With the upgrading of consumption and the rejuvenation of the crowd, young people have gradually become the main consumer, and they have a strong demand for personality, trend, and high-quality goods. Therefore, both branded and platform channels should adapt to this change and meet the diverse needs of consumers through continuous innovation and self-change.
It is this change that has been detected. Ding Shizhong, Chairman of the Board of Anta Group, once said, “What I am most worried about now is that I cannot understand our consumers. We must seriously study consumers – who they are, what qualities they have, and what they want. What is the pain point? A company that does not care about consumers has no future.†In Zhu’s view, consumer-oriented not only meets different consumers through different brands (products), but also makes consumers better. Experience. There is no doubt that the release of "ANTAUNI" is a practice of Anta.
Of course, customized products are not new in foreign countries. It can meet the diversified needs of consumers, but it poses certain challenges to the supply chain of enterprises, which requires rapid response and production. The reporter learned that Anta has set up a separate supply chain group for the customized business, including marketing, sales, design, production, etc., to form a relatively complete system to ensure that each consumer's customized products can be in the shortest time. Received the goods.
“As the leading brand in the domestic sports industry, Anta launched the 'ANTAUNI' commodity customization service system for the first time, which not only caters to the individual needs of current consumers, but also an attempt of the domestic sportswear and apparel industry, whether it is an opportunity or a challenge. This will become a vane to lead the industry, continue to promote industry consumption upgrades and brand self-transformation!" An industry insider told reporters.
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