Anta Is The First Domestic Sports Brand To Launch Customized Business.

Relying on the mass market and becoming the first sports brand Anta with over 10 billion revenue, it aimed at the personalized market of running shoes.

In addition to the concept of customization, Anta chose joint intime and Tmall together to build a customized service system.

The press conference was also arranged as an experiential shop and a flash store to try to get offline.

Drain to the line and break the boundaries of the channel.

Footwear has long been a customized concept.

In 2004, the sales of NIKE personalized sports shoes reached nearly $600 million. Some footwear business platforms even launched a more comprehensive customization service. There are also many early adopters in China. It seems that the brand is betting on the concept of consumption upgrading.

At present, Anta can provide relatively limited style and color matching.

From the official website and Tmall platform, we can see that Anta can provide customized Thompson's two generation boots and energy ring technology men's and women's running shoes.

In 2015, Anta, the flagship mass market, sold more than Nike of sports shoes and sold 40 million pairs.

The reason for choosing energy ring running shoes is that they already have a large number of people and cognitive bases.

According to Zhu Minjie, the introductory series of running shoes highlight breathability and comfort, and over the past five or six years, the sales volume has been broken by millions.

From the custom page of Tmall, the custom-made price is 50 yuan higher than the original price. The shoes for men and women are priced at 499 yuan and 449 yuan respectively, and the customized production cycle is 4-6 weeks.

There are 8 customizing steps, which provide 88 kinds of color matching.

The designer of the energy band customized shoes is Anta creative director Robbie Fuller, who was a senior design director of Adidas. After serving adidas for more than ten years, he joined Anta in February last year, trying to deepen the fusion of Anta brand DNA with the current trend.

In August 2016, Robbie Fuller launched its first running shoe, the new energy ring technology, after joining it.

Previously, Nike and Adidas have launched customized services NikeID and miadidas, and Anta is the first in the domestic sports brand.

On the basis of serving the mass market, we can customize or better satisfy the individual needs of consumers, so as to enhance brand stickiness and loyalty.

A study by Ali Research Institute shows that the future

The direction will revolve around high quality, high technology, personalization and so on. Sports outdoor and home will be more obvious.

At the beginning, Xu Jianjun, a public funding founder, also mentioned in a public speech that all consumption upgrading is the pformation from standardization to individuation.

However, the introduction of new business also needs to keep pace with consumers.

In the attempt to purchase customized consumer Xiao Wang, the current color and shoes are limited, and I hope to introduce more colors, fabrics, shoes and design modules.

Therefore, in the early stage of ANTAUNI publicity, including sports stars Zhang Jike and dozens of sports, fashion KOL, and Xiao Huang people, speed and passion 8, Oreo and Xiao Ming IP made a customized demonstration, in order to expand the influence of fans.

"In the future, Anta will further explore the personalized needs of consumers, and establish a sales network including street shops, shopping malls, department stores, electricity suppliers, Oteri J, etc. to cover all target audiences through multiple brands (products) to meet different consumer groups, and achieve 100 billion goals of the group," he said.

Wu Yonghua, executive director and sales president of Anta group, said.

Anta launched this product customization service system, Tmall sports outdoor responsible person Di An said: "as the mainstream platform for online shopping, Tmall is willing to cooperate with brand businesses to follow the strategy of consumer upgrading and crowd upgrading, upgrading from three aspects of commodity structure, good commodity emergence and service experience, and actively guide consumption upgrading."

High return rate has become one of the common problems of vertical electric providers such as shoes, clothing and so on.

After sale,

The problem not only affects profits, but also seriously hurts consumers' experience.

On the basis of color customization, shoe type customization based on foot data may be more personalized.

In 2015, Amazon, who tried to march into the field of clothing, bought Shoefitr, a Pittsburgh - based footwear venture.

To be precise, the company is not an electronic business platform, but a technology company that developed 3D shoes.

Shoefitr will compare shoe inventory data with user data, and fully consider the dimensions of shoe type, sole thickness, weight and so on, and finally recommend shoes and shoes for them.

At the beginning of 2017, the AOKANG shoe Limited by Share Ltd (AOKANG) announced the "C2M" high-end customization strategy and became the first footwear company to dabble in this field.

Wang Zhentao, chairman and chief executive of AOKANG Group Co., Ltd. revealed that in the first half of this year, AOKANG international will start promoting the "C2M" mode in 100 stores nationwide. In the future, it will create 1000 high-end custom experience stores and harvest 10 million foot data.

For more information, please pay attention to the world clothing shoes and hats net report.