Anta Launched A Custom Business "ANTAUNI"

According to the world clothing shoes and hats net, the leading brand of China sporting goods industry.

Launching personalized product customization service system --

"Officially launched customized business, the first batch of customized shoes, supported by a strong supply chain, can reach consumers in just 30 days and is in the leading position in the industry.

ANTAUNI meets the personalized needs of consumers, personalized experience service.

Under the background of younger consumer groups and more differentiated demand, the existing large-scale and mass production mode can no longer meet the needs of personalized consumption.

After in-depth investigation, Anta launched a personalized product customization service named "ANTAUNI" from the needs of consumers, so that consumers can see the bright lights.

"What we provide is not only a simple product, but also young people who integrate their attitudes and personalities into their products to spark the spark of creativity.

This is done by consumers.

It is undoubtedly a very interesting and fun way to integrate their preferences and personality into products.

Zhu Minjie, senior director of Anta brand management center, said.

"UNI" is the abbreviation of UNIQUE, which is unique. It can also be pliterated as "by you", on behalf of Anta, it is custom-made by "you", "by you", and by "you".

The first batch of shoes on the ANTAUNI platform is Anta's most classic KT2 basketball shoes and energy ring running shoes.

In terms of price, consumers only need to increase their price by 50 yuan on the basis of the original price of shoes, so that they can participate in customization and get a pair of distinctive and personalized customized sports shoes.

In order to make consumers more convenient to buy customized products, Anta integrated online and offline channels.

Online consumers can log in to Anta's official mall or Anta Tmall flagship store as soon as possible, and then there will be professional customer service personnel who will be in doubt. The online terminal store, Anta has opened ANTAUNI business in Beijing's first store and Jinjiang flagship store.

In March 12th, Anta will also hold its first ANTAUNI conference in Yintai, Hangzhou, hoping to use the experience store and flash store to channel offline consumers to online, so as to achieve convergence and integration between online and offline businesses.

Strengthening supply chain management and promoting industrial pformation and upgrading

"Consumer oriented" is the root of Anta's strategy and meets the needs of different consumers.

In the future, Anta will build a consumer big data platform, establish a consumer research center, and upgrade the consumer experience in an all-round way.

In Zhu Minjie's view, consumer oriented not only lets every brand meet different needs of consumers, but also enables consumers to have a better consumption experience.

From the traditional one way "design, production, sale" mode, to the "innovative consumer demand - let consumers participate in the design - production - distribution" innovation mode, Anta is gradually realizing the C2B mode of goods.

Anta supply chain responsible person said, seemingly easy to be a huge challenge, customization needs to complete the information connection from the front end of the sales business to the back-end manufacturing industry, so that the pipelining workers can see the design data and detailed requirements of the personalized order through the IT system.

In addition, at the production end, the customized shoes must be double stocking and production. The manufacturer must also flexibly modify the supply chain to adapt to this small batch production.

"In the end, we overcome all of this and meet the needs of our consumers."

With the formal launch of ANTAUNI, customized business will enhance consumer awareness and expectation of goods.

Consumers will not only pursue the functionality, but also have higher requirements for the appearance and fashion of the products, and this will also push the industry more to tap the needs of consumers and achieve self pformation.

Ding Shizhong, chairman and CEO of Anta's board of directors, first proposed the "Anta road" in the 2016 annual meeting of Anta group. It interpreted the connotation of Anta's way from four dimensions: "consumer oriented, market position oriented, contributor's example, and innovation based survival", so as to guide Anta group to achieve 100 billion goals.

"ANTAUNI" is not only a start, but also Anta is practicing "consumer oriented", "there is no future for an enterprise that doesn't care about consumers," said Ding Shizhong, chairman of Anta's board and CEO.

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