Anta Store Customers Were Assaulted By Shop Assistants And Questioned Brand Management.

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201305/06/2013050608504397254.jpg "/" < < > >

< p > industry insiders point out that Anta store strategy has a large span from rapid expansion to sharp decline, and is not strict enough for factory shops and agents. < /p >

< p > April 29th at around 8 p.m., Ms. Wu in Taiyuan, Shanxi, was shopping at the main factory shop of "a href=" http://sjfzxm.com/news/index_x.asp "Anta" /a, and was assaulted by Anta clerks at the time of checkout due to friction with the shop assistants.

The shop keeper denied the salesman's beating.

Regarding this, the reporter sends a telegram to Anta public relations department, the related personage said: "the company needs to further verify the situation, punish the related personnel."

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< p > insiders pointed out that the management system of factory shops in some sporting goods factories is not perfect, which seriously harms their brand image.

In recent years, Anta's store strategy has been expanding from high speed to gradual contraction. The store has a large span of adjustment, and the ability to control brand is facing a test.

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< p > < strong > store manager insists no beating, < /strong > /p >

In the event of "P", because of the negligence of the clerk, no "a target=" _blank "href=" //www.sjfzxm.com/ "clothes" /a "safety check" was removed after the customer checked out, which led the customer to be regarded as a thief.

When asked for examination, there was a dispute between the two sides.

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< p > in the surveillance video of the store, the reporter saw the number of shop assistants from 4 to 5. In the dispute, a red a target= "_blank" href= "//www.sjfzxm.com/" > hat "/a". The saleswoman kicked Miss Wu and took Ms. Wu and her family to the corner. After that, several salesmen who came up with the "rake" also kicked Miss Wu several feet... The whole process lasted 30 seconds.

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< p > "we are all pulling the ladder, not beating people."

In the face of surveillance video, the store manager refused to recognize beating.

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< p > then, the reporter called Anta public relations department.

Regarding the beating incident, the related personage said: "the company store clerk has the problem in the service aspect, the company will punish the related personnel."

How to punish, the person said, the company needs to further verify the situation and deal with it as soon as possible.

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< p > Anta Sports Human Resources Department official told reporters: "for employees, the company has a relevant assessment system, but involves a single store, each region has its own management mode, management is relatively loose.

This is the absence of the company system. "

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< p > Xiong Xiaokun, a light industry researcher at CIC, said: "there are big loopholes in Anta's recruitment and system management, which is related to Anta's management capability.

Service level is one of the core competitiveness of enterprises, Anta should take intensive development path.

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< p > < strong > torture brand control capability < /strong > < /p >

< p > over the past few years, Anta has been growing at a high speed.

From 2008 to 2011, Anta's sports turnover increased from 4 billion 627 million yuan to 8 billion 904 million yuan, and net profit increased from 895 million yuan to 1 billion 730 million yuan.

The domestic sporting goods industry has gone through the expansion of horse race enclosure.

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"P >" in order to quickly occupy the domestic discount consumer market, Anta stores exist in various forms.

The sales market is mixed up, some merchants who are not Anta's manufacturers are also posing as manufacturers selling fake and shoddy Anta sporting goods, and factory shops are becoming an important part.

Anta stakeholders told reporters.

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< p > however, the management of factory shops is not in the jurisdiction of Anta sports.

Industry sources said: "the factory shop is a factory affiliated to Anta, and most of the employees who are employed by factory cooperative businesses are often neglected in management."

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< p > in the expansion of Anta, apart from factory shops, self run and franchising are the main business and expansion modes of Anta stores.

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< p > a agent from a Anta store told reporters: "apart from taking the goods, opening other exclusive stores will not be controlled by Anta companies. Store personnel only need simple training and no academic requirements."

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< p > industry insiders point out that Anta has confused the management system of stores for franchisees or franchised stores opened by some regional agents.

Factory shop expansion pace too fast, it is very likely to appear in store services, efficiency and other aspects can not keep up with management.

Anta has expanded rapidly over the past few years, and extensive management has been adopted in management. There are not enough places in the supervision of factory shops and agents.

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Less than P, after several years of rapid expansion, Anta has become the leading brand in the domestic sporting goods industry.

However, in the "winter" of the domestic sporting goods industry, most manufacturers were hit by Anta's first performance decline since listing in 2007.

Anta's 2012 annual report shows that the company's net profit is 1 billion 359 million yuan, down 21.5% compared with the same period last year.

The company says it will continue to reduce 475 stores to 575 stores this year.

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"P >" Xiong Xiaokun said that the sports goods enterprises in the first few years have been in the first and second tier cities "running horses in circles".

However, at present, the overcapacity of sports goods industry is serious. Most enterprises are struggling with profit and loss through the strategy of "price change". Anta has begun to lose weight after extensive expansion.

Enterprises must upgrade their industries before they can win the market again.

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< p > "in the past few years, Anta has not been able to effectively protect its agents in terms of service quality and efficiency.

Whether dealers or manufacturers, this year is consciously reducing stores.

Liang Zhenpeng, an industrial economic observer, said that it is extremely important for dealers and agents to be trained and assessed strictly and uniformly in the process of opening stores.

Many sporting goods manufacturers in the adjustment of the shop, the screening of agents is not strict, seriously hurt their brand image.

In recent years, Anta's store strategy has been shrinking from high speed expansion. The store has a large span of adjustment, and is facing the test of brand control capability.

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