Anta: Explore How To Create Good Brand And Promote New Demand With "Artisan Spirit".

In March 5, 2016, Premier Li Keqiang of the State Council proposed in his government work report that we should cultivate the craftsman spirit of excellence, increase varieties, improve quality and create brand names.

This is the first appearance of the craftsman spirit in the government work report, which is refreshing.

In April 2016, reporters visited.

The leaders of four different industries, such as the United States, have an in-depth understanding of the exploration and practice of Chinese enterprises in the spirit of craftsmen, and explore how to better bring the craftsmen spirit into full play and provide more products, better quality and branded products for Chinese people.

In April 29th, the reporter published a full page entitled "a pair of good".

"What should I look like?" the article gave an active and comprehensive account of Anta's craftsman spirit.

The article points out that over the past 20 years, the Anta people who love to fight and win have been adhering to and developing this "craftsman spirit", enabling Anta to break through billions of revenue in 2015 and become the first Chinese sports brand to enter tens of millions of clubs.

In April, it was bright and bright, accompanied by family members or friends to run in the park. This lifestyle is very, very dazzling, and also very popular.

However, it's not easy to find a pair of running shoes in a shopping mall. Foreign brands are expensive, and thousands of yuan, but domestic brands are cheap, but they don't feel tall enough.

What is the difference between the "gold content" of running shoes of different brands?

Can we catch up and catch up with you? Today we will take you to several shoemaking enterprises to explore how to create good brands and drive new demands with the spirit of "artisans".

The shoe last is wrong. How can it fit?

Domestic sports shoes enterprises are "latecomers". If they want to "come from behind", they will not be able to go alone by imitation alone.

"I will feel very happy to buy a pair of satisfactory running shoes."

Liao Fan, a student and runner from a university in Yangpu District, Shanghai, told reporters.

Two years ago, under the influence of his classmates, Liao Fan began to run.

From 5 kilometers to 10 kilometers a day and then to marathons, he regarded running as a way of life.

In Liao Fan's eyes, running shoes are just like a good friend to runners.

To open the shoe cabinet, he knows many things: different running shoes are suitable for night running, road running, site running, marathon and so on.

But his running shoes are all foreign brands: Arthur, Andrew, Nike, new brun...

"Running shoes with foreign brands are helpless."

Liao Fan said that the performance of foreign brand running shoes is good, but the price is high.

For example, a pair of professional running shoes of Arthur, starting at a price of 1000 yuan, is not a small sum for such students.

Although the running shoes of domestic brands are cheap, they are generally not very popular.

Compared with foreign brands, domestic sports shoes are truly "latecomers" and "runners".

The domestic sports shoes industry encountered many embarrassment at the beginning. For example, the shoe last used to simulate human feet is an essential tool for the production of sports shoes. Some domestic enterprises once used shoes last shoes to produce sports shoes, or used European and American foot shaped shoe last to produce domestic sports shoes.

How can such products fit?

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In the view of the domestic brand sports shoes enterprises, it is sure that they will not go far enough to imitate the trend of "coming from behind", but still have to go ahead with research and development to produce a brand of "fists".

Some domestic brands have completed the pformation from OEM, imitation to R & D and innovation.

In 2005, Chinese men's basketball professional league athletes almost wore foreign brand sports shoes.

This can not be blamed on athletes. There is a gap between domestic brands. If the domestic brands don't even know the athlete's feet, they want the athletes to wear domestic brand shoes.

Finding gaps has the direction of efforts.

In 2005, Anta set up a sports science laboratory.

Within one year, the laboratory made a full coverage analysis of the foot shape of the league players, and combined with the technical characteristics of each person, tailored the sports shoes.

A year later, 95% of the professional basketball league players wore Anta sports shoes.

Subsequent surveys show that athletes' satisfaction with Anta sneakers reaches 93%, which is higher than that of 87% of foreign brands.

After years of catching up, what is the "gold content" of domestic brand running shoes?

"A pair of Anta four hundred or five hundred yuan running shoes will not lose to foreign brands around 1000 yuan."

Ruan Guoqing, the head of Anta sports science laboratory, said with great confidence that making such a judgement is not based on feeling, but with scientific data support.

Ruan Guoqing graduated from Beijing Sport University in the field of sports and human sciences. He deals with all kinds of sports shoes every day, and examines every pair of running shoes in a scientific way.

In the Anta sports science laboratory, a pair of running shoes is undergoing such tests: athletes wear running shoes and stand on treadmills.

The staff attached the EMG detector to the key muscles involved in running athletes and connected them to the data terminal.

When athletes run at different speeds, the muscle force, force, impact and other data are pmitted to the terminal in real time.

With these data, we can more scientifically and accurately judge the performance of running shoes such as support and shock absorption.

"The craftsman spirit that Anta understands is to do well every pair of shoes and clothes."

Ding Shizhong, chairman of the board of directors of Anta, said that there were many craftsmen in China since ancient times.

Although domestic brands start late, they are able to catch up with their shoes.

Last year, Anta became the first Chinese sports brand to enter the 10 billion club and sold about 40000000 pairs of sports shoes, which exceeded Nike's sales of sports shoes in the Chinese market.

"First feeling" wins in detail

Foreign brands of sneakers, whether they are collocation or design, always have some "surprises".

In contrast, domestic brand shoes are mostly "mainland goods", and color matching is often "vulgar".

What attracts customers into a shoe store and makes purchase decisions in the mall?

"The style is novel, the color is beautiful, the clothing is comfortable."

Lin Xiao, an employee of a state-owned enterprise in Chaoyang District, Beijing, replied.

In Lin Xiao's view, many domestic brand running shoes can see the gap at the first glance.

Foreign brands of sneakers, whether they are collocation or design, always have some "surprises".

In contrast, domestic brands are mostly "mainland goods", and color matching is often "vulgar".

While the total demand for sports shoes is growing, the direction is changing.

People used to buy running shoes not only for running, but for leisure, sports and many other scenes.

Nowadays, consumers are more concerned about the professional performance of shoes.

In style design, people pay more attention to appearance and believe in "first feeling".

Can sports shoes of domestic brands meet new demands?

"From 99% to 99.99%, high-end brands win in detail."

Zheng Jie, President of Anta, said that after making the breakthrough from 0 to 1, the domestic sports shoes would have to focus on new consumption if they want to "overtake".

Style design should be "looking ahead".

Looking ahead, we need to analyze historical sales data and improve them on the basis of products with good sales performance.

At the same time, we study the brand explosion of foreign brands and find the advantages of others.

The so-called "look after" is more innovative.

Anta has a group of graduates who specializes in art design, product design and so on. They combine the latest trend of fashion and take away the innovative products of their counterparts in the front row.

The sneakers of domestic brands may have been more forward-looking before, but now the proportion of "taking care of themselves" is becoming larger and larger, and is gradually approaching the forefront of the development of the industry.

You should dress better.

Consumers try to wear foreign brands of sports shoes often encountered similar problems: the size of the appropriate size, why the front foot or foot arch feel a bit crowded, because the difference between Chinese and foreigners foot type.

The matching of feet with the width of the forefoot and the height of the arch determines the comfort of the shoe.

Wang Youcheng, assistant chief executive of Anta shoes, introduced Anta's collection of Chinese foot base in 2010.

At present, Anta has collected more than 40 thousand feet in all parts of the country.

Relying on the foot bank, Anta can produce shoes that are more suitable for Chinese feet.

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Foot data also provide a reference for sales.

Analysis of foot data shows that the northern foot is wider than the southerners.

Therefore, the northern area can increase the order quantity of loose shoes, and the southern area can increase the order quantity of slender shoes.

A pair of good running shoes can have professional performance, and the sole of shoes is the key.

In order to achieve the best results, R & D personnel should not only know the performance of various shock absorbers and cushioning materials, but also achieve the best protection for runners through the combination of different materials.

The short board of China made brand running shoes is also being developed gradually.

Brand upgrading, culture invincible

The big brand in the consumer's mind must be the brand that guides the development of the industry and brings a wonderful experience. It should play culture, play personality and even play a completely new way of life.

Many people may have such doubts: the quality of domestic sports shoes can be compared to those of foreign brands. Why do they sell to half or even lower prices of others?

This is the gap between brand culture.

Foreign brands in the domestic market are mostly located in the high-end market.

Their target population has a higher purchasing power, and is not particularly sensitive to price, and more factors such as brand culture are taken into consideration.

For example, if you buy a pair of basketball shoes, you will be concerned about which star is endorsing the product.

Because of the late start of domestic brands, there is a gap between brand culture and foreign brands.

Generally targeting the target customers in college students, young people who have just joined the work.

Too high a price is not conducive to sales.

Some agencies predict that China's sports industry has great potential and will reach 5 trillion to 7 trillion yuan in the next 10 years.

Especially with the upgrading of consumption, the demand for high-end products is booming.

Will domestic enterprises have the ability to occupy a seat in the high-end market in the future?

Objectively speaking, the development of industry and brand has a gradual process.

Take the domestic appliance industry, more than ten years ago, the NPC chose more foreign brands.

Domestic appliance brands start from home appliances and low prices, and now have the strength to launch high-end household electrical appliances.

Brand upgrading can speed up.

Take running shoes as an example, technology and design are the foundation of brand, but not all.

The big brand in the consumer's mind is the brand that guides the development of the industry and brings a wonderful experience. It should play culture, play personality and even play a completely new way of life.

Chen Penbin, China's top marathon runner, is the first Chinese to cover the cover of American outdoor magazine.

In April 2015, Chen Bin Bin began the journey of "100 days challenging 100 marathons".

In July 2015, Chen Bin Bin arrived at the end of 100th marathons in Beijing Wukesong Gymnasium to complete this feat.

A celebrity in a running circle and a grand event in running circles is a good opportunity for domestic brands to take advantage of the situation.

Chen Penbin's "100 day challenge and 100 marathon" before the start, domestic brands in the marathon running shoes field is a blank.

When Anta found Chen Penbin and proposed to design marathon running shoes for him, Chen's heart was beating drums.

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However, after 59 people participated in the R & D team, 84 material validation tests, 500 times of human tests, and tens of thousands of machine tests, Anta's "challenge 100" running shoes were recognized by Chen Bin Bin: "these running shoes are friends of my friends."

This hand in hand not only gave Anta a pair of "more fundamental" running shoes, but also won attention for Anta in the running circle.

The domestic sports industry market is so large that it is like eating a bowl of rice. It is not realistic to rely on a brand to satisfy all consumers' needs.

Several differentiated brands, like eating more mouths, eating well and eating fast.

Brand building can have some "bringing ism".

Domestic sports brands have stepped up the pace of acquiring foreign high-end brands in recent years.

Not long ago, Anta took the lead in the famous Japanese sportswear brand Desanto (Descente), and obtained the exclusive right of the brand in China.

"The golden age of China's sports industry is just beginning."

Ding Shizhong said that the broad market prospect is the biggest driving force for domestic enterprises to enhance their brand, and stick to the spirit of builders of "do well every pair of shoes and clothes" in order to produce more hardcore brand products and better meet the new demand of quality and personalized consumption.